Marketing Nutrition for the BoP (2014)
As of 2014, malnutrition remains a widespread issue across the globe. Families living at the BoP spend an average of 60% of their income on food, and yet, undernutrition still accounted for 3 millions deaths among infants and young children. 26% of all children under five are stunted, irremediably reducing their chances of growing into successful adults.
A range of solutions have been developed to improve the quality of nutrition during the critical first 1,000 days of life. Little is known, however, about the potential contribution of market-based solutions. This report learns from the successes and failures of best practice organizations that successfully sell nutritious complementary foods and supplements for 6-24 month old infants to BoP families in developing countries, concluding with 8 lessons drawn from the analysis of the innovative marketing, sales and distribution approaches of these successful organizations
