Nutritional innovation at train stations

: assessing the German market for a fitness bakery

Abstract

Vegan fitness baked goods meet the needs of travelers for health, convenience and indulgence in a sustainable way and thus represent a revolutionary approach to modern snacks. This master's thesis explores the market potential for high-protein, low-calorie plant-based bakery products at train stations, focusing on consumer preferences, behavior and purchasing decisions. A quantitative survey was conducted with 117 participants aged between 16 and 35 from urban areas in Europe. Statistical methods such as hypothesis testing and consumer segmentation analyses were used to analyze the data. The results suggest that there is significant consumer demand for treats that combine health benefits, convenience and indulgence. 75.2% of respondents expressed interest in this concept. Quality perception was significantly influenced by perceived freshness and quick availability, while purchase intent was significantly influenced by convenience, flavor and nutritional quality. Fitness enthusiasts focused on health and nutritional value, business travelers preferred speed and convenience, and pleasure seekers preferred indulgent taste. There were clear differences between the target groups. This research shows the untapped market potential for innovative, fitness-orientated snack options at train stations. Despite the fact that the concept fits well with the preferences of fitness-conscious consumers, it is beneficial to make strategic adjustments, such as innovative flavor offerings for indulgence people and targeted marketing for business travelers, to increase appeal. These findings emphasize the potential for a scalable business model that combines health, convenience and indulgence and positions vegan fitness baked goods as a forwardlooking solution for the changing dietary habits of urban commuters.

Date of Award	3 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carlos Miguel Pelicano Borges Teixeira de Azevedo (Supervisor)