Healthy lifestyle as a trend in marketing

This bachelor thesis deals with marketing and its influence on healthy lifestyles, and explores their connections to each other. Specifically, it focuses on what prompts consumers to purchase healthy products and how healthy products are popular compared to conventional foods. Racio s.r.o., a health food company, was selected for the research. The aim of the bachelor thesis is to evaluate the marketing communication and product portfolio of this company. Using competitive analysis and quantitative research, recommendations are formulated. These recommendations in the form of innovations are designed to underline the idea of a healthy lifestyle