Solution

3.0 Market Segmentation & Targeting

3.1 Problem Solved by Product

In UNDP (2023) report, it highlight that in KSA, Non Communicable Diseases (NCD) account for 35% of the entire deaths. This is with the cardiovascular diseases leading in the number of deaths which are recorded in KSA and account for 28% of the entire deaths in the country. This is closely followed by Cancer, Diabetes, and chronic respiratory diseases. Further research in Sabur et al. (2022) hypothesised that 34.7% of citizens in KSA had their preference on healthy foods products with 18.8% preferring unhealthy foods with 46.5% preferring healthy and nonhealthy foods. Cumulatively, these statistics narrow down to a direct of unhealthy foods and increased prevalence of lifestyle diseases. It is this challenge that the product intend to solve to increase healthy foods consumption in KSA.

3.2 Total Market for Solution

Since Nutribites will be based in Saudi Arabia, MacroTrends (2023) report note that in 2024, there is 37, 473,929 people. The entire population would be targeted by Nutribite. This is while at the same time targeting the 13.38million foreign residents in KSA.

3.3 Key Segments in Market

Since Nutribite intend to develop an application which would assist in access to healthy food products, this would represent the major customer group. Also, Bolst Global (2023) note that the KSA government has been sensitising the population in regard to sourcing for healthy products. This will similarly represent the customer segment. Also, the already sick members of the population who have been advised by the government to source for healthy products segment.

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