Super Products to prevent Non-Communicable Chronic Diseases​​​​​​​​​​​​​
Problem:

We seek reduce 31% of CVD deaths by promoting and marketing superfoods as a solution to prevent Non-Communicable Diseases. Currently 70% of Peruvians are exposed to contracting a Non-Communicable Disease due to being in a critical phase such as obesity, overweight, hypertension or diabetes.
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Solution:

By working with the "Design Thinking" framework, we apply artifacts that allow us to collect and document information to build a valuable product.

When starting the framework, we have to document information about the problem, understand what is happening, who are the actors, what solutions exist? Why does it happen? When does it happen? Where does it happen? In the same way, this project has a branding where it inherits the color palette.




#01 Artifact
Competitors and Complementing Map

First we locate where the problem is, in this case we are investigating in South Lima, Peru (La Molina, Surco, Miraflores, San borja, San Isidro), we carry out a Competitors and Complementing Map, where we locate the brands, and then analyze them at depth, what is the value proposition, what products do they sell.
North Lima, Peru 2021

Tupac Local Market
Ceviche stands
Menu Stations
Menu houses between streets
Ceviche restaurants between streets
Restaurants in ski areas and avenues
Chicken broth stalls in Universitaria



#02 Artifact UX Research
Research with experts​​​​​​​
​​​​​​​Perú 2017


There is little awareness about what functional foods can do to improve our immune system, also, we have few nutritionists in Peru who can promote and encourage balanced eating habits. Too. It is said that the value chain to commercialize promising or emerging crops is broken.
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#03 Artifact Service Design
Análisis en el entorno competitivo
Lima, Perú 2021

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Strengths found in the market
- Need to take care of themselves in the face of the pandemic, because they have lost someone close
- State entities support initiatives that promote healthy eating habits
- Private and state entities seek to educate society with a more sustainable culture
- Private companies of different scales, seek to further develop the area of Social Responsibility in Contests
- People who have their small business go bankrupt due to few sales, digital transformation is complicated for small restaurants

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Weaknesses
- State entities cannot be drastic with private entities due to laws and lobbyists who seek the stability of ultra-processed products, therefore, the Peruvian bureaucracy is very slow to create laws in favor of healthy foods
- The trend of eating habits is growing consistently, but not accelerating
- The results of the octagons have not been drastic, showing a reduction of only 4%
- The state cannot encourage the participation of innovative projects in distant study houses of Peru before the pandemic. "Programa".

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Opportunities
- Peruvian society in urban sectors begin to need balanced eating habits
- Products have to be aligned towards healthy eating
- 51% of Peruvians consume products with health benefits
- There is a trend of spiritual practices that seek tranquility, peace, happiness
- The healthy food sector is growing, where more companies are entering the formal market seeking to create a brand, such as carrots, flora and fauna, freshmart, rappi, orders, organic point, mother nature, pickadeli, quinoa.
- People with undergraduate, graduate and higher education consume more expensive healthy foods
- To save time they are increasingly asking for more online, delivery, apps, internet, marketplace through facebook, lineo, fazil
- The Lima market is recovering and we see more foreign investment for companies such as Uber, Fritz, OrdersYa, Cornershop




Opportunities
- Dark kitchen concept to lower costs and be able to meet order demands
- Models of ordering systems for big data have opened restaurants, and they have done excellent as a good practice
- Darkitchen grows its immersion in the market, and we corroborate the model of becoming an intermediary and enduring until launching its own restaurant where they were the real success, at night, pe
- A growing number of orders, 24/7 table forecast to return to the number of orders for 2019
- Electronic commerce in 2019 has a 12.5% market share, however, by 2020 it rose to 35%
- Online sales have quadrupled compared to 2020
- Peru has 11.8 million online shoppers.
- 70% is internet penetration.
- 60% of purchases are made through mobile devices.
- 70% of online shoppers are concentrated in Lima and Callao.
- 67% is smartphone penetration in Peru.
- 75% dropped online purchases of the tourism category (travel, flights, hotels,)
- The number of companies that entered selling in e-commerce quadrupled.
- Average ticket to buy fast food per Niubiz is S / 50 and for restaurants per Niubiz is S / 92

1 https://lacamara.pe/el-negocio-de-la-comida-via-online/
2 https://www.ecommercenews.pe/ecommerce-insights/2021/crecimiento-del-comercio-electronico-en-peru.html


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Threats
- 20% of orders by APP have not yet passed, they ask for 50% by phone, whatsapp and only 15% by app and 18% by web and 15% by other social networks
- They use transfer by app 24% and cards by electronic commerce 24%
- 45% of the people who ask for delivery would recommend to relatives
- 41% of deliveries were positive
- The amount of ultra-processed products is very varied if we approach a convenience store such as tambo, ready or oxxo
- Green brands grow in the Lima market, with good packaging, but prices are not very accessible, Demolitor, Nutri H, Wasi, Tiyapuy, Vitalinti
- Ultra-processed, they seek to create a good packaging or reduce toxic components so as not to have octagons





WE ARE KACERA FOR THIS





Gerardo Balbuena: Product Designer Senior
Alejandra Mori: Manager
Sheila Jurado: Designer Junior



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