Market study on fresh strawberries and pulp

Strawberries have qualities that are attractive and satisfying to consumers, such as their bright red color, distinct aroma and flavor, and essential nutrients for maintaining health. These characteristics make strawberries an excellent business opportunity, boosting the production chain in both local and global markets. However, it is common for fruits to undergo changes throughout the production, transportation, and storage processes, and it is essential that companies adopt efficient logistics and management. This article presents market research conducted in the state of São Paulo regarding the strawberry and pulp market. The objective of this study was to analyze the main trends, opportunities, and challenges faced. To achieve this goal, the study used bibliographic research, competition analysis, and consumer behavior analysis based on the principles established by Kotler and Keller (2016), to provide accurate information about demand, consumption trends, competition, opportunities, and challenges. The research results indicate that the strawberry and pulp market has experienced growth in Brazil, driven by the increase in consumption of healthy foods. Therefore, there are opportunities for producers and manufacturers who wish to stand out, such as the production of organic and conventional strawberries and the offer of fruit pulps with high nutritional value. However, there are also challenges to be faced, such as intense competition and the need for investments in technology and innovation to remain competitive in the market.