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Consumers Are What They Eat And So Is Their DNA

What if a brand of yogurt could help you change your genetic predisposition? How loyal would you be?  Well, one yogurt probably can’t, but evidence is building that suggests that the right combination of the right foods could, by changing the behavior of our DNA and genes in staggering ways. I’ve heard a lot of people say that their family has a history of cancer, stroke, or heart disease (as does mine) and that means they are sure they will too, but this doesn’t have to be our fate, and there is a role brands can play.

While we’re all born with a set of genetic predispositions, we can bring out the best or worst in our genes based on the nutrition, exercise, and lifestyle choices we make. The average American’s diet and brand preferences are not doing our bodies any favors. Few American consumers meet even the minimum recommended levels, the Dietary Reference Intakes (DRI),  for most vitamins and minerals that are known to be necessary for proper cell function, and that means we’re not even close to living our best lives.  Without these nutrients, all of the biochemical reactions that happen in our cells slow down, reduce DNA synthesis and diminish cell repair activities-leading to faster aging.

Brands in the healthy food space have the power to encourage people to choose “good for you” food through innovation and education. This means there are a lot of opportunities for brands if they get engaged in the conversation and educate people on the potential long-term benefits of healthier eating.

Processed food, junk food, and sugar do not supply the nutritional building blocks for our genes and may be the start of all of the inherited diseases like heart disease, obesity, cancer, dementia, and liver failure. But on the other hand better lifestyle choices like eating broccoli, beans, berries, cinnamon, and my personal favorite olive oil all are actually shown to reduce your risk of diseases like cancer, heart disease, diabetes, and stroke. There are other benefits like lowering bad cholesterol, raising good cholesterol, getting a good night’s sleep, and improved memory and mood.

One brand that is already changing the way we eat is Beyond Meat. They make the Beyond Burgers, Sausage, Chicken Stripes, and Beef Crumbles that all are all made of plant protein. The Burger has 20g of good for you plant protein that tastes good instead of eating a regular burger (that would increase your risk of cancer by 16 percent and heart disease by 21 percent). Yooga is another brand taking traditional yogurt and making it plant-based, and keeping it healthy. Yooga’s superfood cups are made of coconut milk, fruit purees, chia seeds and while there are a lot of other plant-based yogurts exists they also all have a lot of sugar. Yooga has less than half the sugar of the others.

Right now, most articles being written about this compelling topic only reference fresh vegetables, lean proteins, and fringe supplements, but there are opportunities for all kinds of healthy food brands to get engaged in this conversation. As people are becoming more and more aware of the benefits AND downsides of certain foods, your brand has the opportunity to be a real trailblazer in helping people alter their genetic futures and potentially help them live longer healthier lives. What would someone be willing to pay for that? Let’s talk.

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Plant-based is trending. What’s a brand to do?

If everyone ate a vegetarian diet one-third of early DEATHS might not happen.

Huge reductions in meat-eating are essential to AVOID climate change.

These two statements should are part of the buzz that is causing consumers to run toward plant-based protein brands. And part of the reason that marketers should consider doing the same.

Studies show that those on a plant-based diet will have a lower risk of heart disease, high blood pressure, obesity, diabetes, and cancer.

To add to the consumer health benefits, a new study published earlier this year said that eating less meat and dairy is a critical way to help the health of the environment. Raising animals for food is a major contributor to climate change and is actually responsible for an estimated 14.5% of all global emissions.

And the great news is, we don’t need to go all the way to Vegan. A shift to a flexitarian diet can help keep climate change under control, but to make this happen the average world citizen needs to eat 75% less beef, 90% less pork, and half the number of eggs. Avoiding meat and dairy products, and encouraging others to do the same, is the single biggest way to reduce your environmental impact.

That means we also need to eat three times as many beans and pulses and four times as many nuts and seeds. That sounds like a big opportunity for brands.

Brands like Danone saw the plant-based revolution coming early on and started buying up popular plant-based milk to hold on to their market share. In 2017, they purchased WhiteWave the parent organization of Silk, So Delicious, Alpro and Vega Brands, bringing together a huge portfolio of dairy and plant-based products. Their stated mission; to “better serve consumers with diverse preferences in high growth and evolving categories.”

More good news and a big reason consumers are willing to move to plant-based, the taste is improving dramatically. Until a couple of years ago, plant-based products were only for people that were Vegan or had Allergies, but now more and more people are eating them because they are protein rich and actually taste good. Explore Cuisine is a personal favorite and they are making delicious Edamame Spaghetti (among many other noodles) that has 24g of protein, as opposed to just 8g in serving of regular pasta.

And here’s real innovation, brands like Ahimi and Sophie’s Kitchen are even making plant-based fish that tastes and feels like real fish. Ahimi is just a Roma tomato in place of raw tuna with five ingredients including soy sauce, and sesame oil that has the same meaty texture as a real piece of sushi tuna. Sophie’s Kitchen makes Konjac, an Asian root vegetable, and adds pea protein to make smoked salmon and canned tuna that tastes like fish without the fish.

The plant-based market is taking over just about every aisle in the grocery store, from fish to milk to pasta and everywhere in between. If you want to figure out how your brand can make the most of this rapidly growing trend, I can help.

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Healthy Food Marketing: Breakfast = An Irresistible Marketing Opportunity

I have to admit that for me, most days, coffee is breakfast. But I’m in the minority. 93% of Americans think that breakfast is the most important meal of the day. In fact, breakfast consumption is going up each year. But only 44% actually eat it. That represents about 40 million opportunities to get your brand on the table.

What do we need to know?

Breakfast is on the Rise

Culturally, as more families begin to see breakfast as quality time, incredible opportunities are being created for brands to make a connection early and often. That also means “involved breakfast” is becoming a big thing. So all the old favorites like eggs and pancakes and waffles are back on trend and so are so many non-traditional breakfasts like quinoa and avocado and overnight oats. The opportunities are endless.

But keep in mind, fresh and high quality is in, and processed is out. Brands in struggling categories like orange juice and sugary cereals will have no choice but to innovate to stay relevant.

So who loves Breakfast?

Just about everyone! But what’s even more interesting than who loves to eat it is who’s cooking it. Our own extensive research around breakfast shows that newbie cooks, especially men and kids, LOVE cooking breakfast. Think about it. It’s fun, low risk, and lends itself to real freedom in the kitchen. This makes breakfast the perfect meal for exploration in the kitchen. Think taco-scrambled eggs and pumpkin pancakes. So not only is breakfast leading brands to innovation, but also a great opportunity to test new target audiences.

What’s in your Breakfast is changing

As the wellness conversation continues to explode and mindful eating becomes a way of life, consumers expect more from all of their food, especially breakfast (even grab and go). They  expect specific benefits; ie food that is going to lower cholesterol, and reduce inflammation. Probiotics to improve gut health is the perfect example of a different way to market yogurt and other innovations like supplements and Kombuchas.

And although convenience will never disappear, “Heat-and-eat” is giving way to more fulfilling, protein-packed breakfasts for energy, weight management and more.

Breakfast on The Go

There are still people (me included) who will never sit down on a weekday and have breakfast. So the demand for portable and healthier breakfast options continue to inspire innovation. Products like Organic Valley’s breakfast in the bottle, also known as organic fuel, packs 26 grams of protein is organic, gluten and lactose-free. So on trend and so worth taking a look at.

Looking for creative ways to innovate and communicate around your brand?

Let’s talk. I can help get you on the breakfast bandwagon.  

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Healthy Food Marketing: What do the Price Cuts Mean for Whole Foods Market?

Amazon and Whole Foods Market aren’t wasting any time. It’s been awhile since the e-commerce giant purchased the grocery chain for $13.7 billion, and no time has been wasted in this merger. Let’s review all the changes that are occurring and what this price war means for competitors.

Can we say goodbye to ‘whole paycheck’? We’ll see.

The day the deal closed on the Amazon-Whole Foods merger, headlines reported that prices at Whole Foods were slashed by 43%. While that sounds impressive, the reduction was only on a few things like avocados, bananas and some other select products. The real question is, was it a tactic to create the illusion of lower prices, or will it continue?

Seems like we are going to have to wait and see. And the real burning question is, will the price drops convert new customers? Will cost-conscious consumers that have avoided Whole Foods actually start shopping there? After all, Whole Foods Market prices are still higher than Walmart’s, Aldi and Trader Joe’s. A basket of Walmart goods still comes out 37% cheaper than at Whole Foods.

The critics are mixed. According to Neil Saunders, managing director of GlobalData Retail, “the reductions have, quite honestly, been haphazard and they’ve done very little to change people’s’ perception of the company.” But other sources say that these “price cuts on select items” aren’t a one time thing, they could be a long term approach, that loyal and new customers will ultimately love.

But Whole Foods continues to stand behind its commitment. “We’re determined to make healthy and organic food affordable for everyone,” Jeff Wilke, Chief Executive of Amazon Worldwide Consumer, said this week. “We will lower prices without compromising Whole Foods Market’s long-held commitment to the highest standards.”

What’s the Plan for Whole Foods?

Amazon has revealed some pretty exciting details in their plan for total grocery domination.

Here are a couple of the fun ones.

  • Amazon will reward Amazon Prime members with even more price savings and other in-store benefits at Whole Foods.
  • Amazon lockers will now be available at select Whole Foods. This means easy pick up and returns. And an even better in-store experience for Amazon Prime Members.
  • Amazon is now carrying Whole Foods line ‘365 Everyday Value’ on Amazon.com, a concept that lowers the cost for popular in-store items
  • Amazon is now selling their Amazon Echo at a lower price in store at Whole Foods Market, selling tech is definitely a new idea for the grocery chain.

The Competitor’s Reaction

The digitalization that has started with the marriage of Amazon and Whole Foods is definitely lighting a fire under the competition.

Krogers, Target, and Walmart are already working hard on ”multi-channel offers” and in-store experiences. Walmart is already making it easier for customers to order groceries and pick them up. Target has been spending billions of dollars to revamp the grocery section in their stores. And Kroger’s stock took a big hit as soon as Amazon lowered Whole Food’s prices. One source has even gone so far as to declare “Armageddon for traditional food retailers.” He believes the integration of on and offline food is going to change everything we know about the grocery industry.

The grocery landscape is changing quickly. Whether you believe in the Armageddon or just want some help in making your brand as Irresistible as possible, let’s talk. I can definitely help.

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The Amazon Acquisition will Make Room for The Democratization of Fresh and Healthy

The Democratization of Fresh

The dust may never settle around Amazon’s Whole Foods Market Acquisition, but some exciting implications are starting to become clear.

Until now, the way that consumers eat, and their access to quality, healthy food has largely been determined by economic status. Those with higher incomes eat higher quality, fresher food. Lower income means lower quality and more processed foods  but things have been changing, slowly but surely.

One of my favorite brand founders, Annie’s Homegrown President, John Foraker, believes that this acquisition has the power to defeat food deserts, locations throughout the country where nutritious and fresh food is very difficult to obtain. According to Foraker “The thought of Whole Food’s mission combined with technology and the ability of a company like Amazon to help conquer some of the last-mile issues that have prevented access and distribution into really difficult places seems like a golden opportunity, I couldn’t agree more.

I believe the  “Fresh Food Takeover” will be accelerated by this acquisition and that many legacy brands and newcomers will be affected by Amazon’s deal, some positively, and some negatively.  Bloomberg reported that Amazon would like to change the overpriced image that Whole Foods Market represents, which means That “Whole Paycheck” won’t be whole for much longer. It also means the competitive pricing between brands will definitely be fierce. Analysts estimate that more than 50 million Americans, use Amazon Prime. Their merge with Whole Foods Market is a huge opportunity to bring fresh food to the consumers who’ve couldn’t afford it before.

This deal is going to mean wonderful things for consumers but what will it mean for legacy brands?

Legacy Brands Will Lose Share to Smaller Brands

Our recent webinar went into great detail on this hot topic.  As a result of this merger it will be easier for consumers to make the jump to smaller, healthier brands. Leaving legacy brands like Unilever, Kraft Heinz, Campbell Soup, and General Mills in an even more precarious position than they already are. Many “little guys” have already reached the health-conscious consumer radar in a big way, and this partnership could lead them to mass distribution that goes beyond their wildest dreams.  And the demand is definitely there. Look at success stories like Noosa, a brand that quickly went from being sold in zero to 25,000 stores. Justin’s Peanut Butter started out small but they were soon purchased by Hormel for $286 Million. Amazon’s intent to make the Whole Foods’ products more affordable will make it possible for many more consumers to make fresher, cleaner choices.

Smaller CPGS – Be Wary of the Fresh Food Takeover

Amazon CEO, Jeff Bezos has fully embraced organics and natural foods, and us marketers are learning it’s not a passing trend. Analysts predict that this merger will have also have Conagra and the mid tier companies scrambling as they get squeezed even more by competition from the more natural brands from above and private label from below.

The good news in all of this-food will get fresher and better for all consumers, but the competitors are going to need revise their strategy or risk becoming irrelevant.

Is your brand feeling pressure from the acquisition of the century ? If the answer is yes, then let’s talk. I know I can help.

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Nutella vs. Peanut Butter: Will Nutella’s lead last?

Today’s consumers are getting more and more health conscious. So it makes perfect sense that their favorite spread is… Nutella?! Yes it’s true. And peanut butter brands are waging war. Read on marketers. Because this is a juicy tale of a brand that has withstood the test of federal legal scrutiny and even a public health scare (PSA: no, Nutella does not give you cancer). An I-Factor® study revealed data that will surprise and inform. Will the love affair last? Regardless, we’ve uncovered some deep consumer insights into Nutella’s rise to Irresistibility.

What’s trending? Consumers love a good contradiction.

Trends can be so contradictory. One day #vegan, #organic and #paleo are trending on Instagram and the next it’s #foodgasm, #gourmet and #dessertporn. Nutella has hit the super sweet spot: appealing to health conscious consumers, with the help of the brand pushing away from the ‘dessert’ label.

When Nutella first made its U.S. debut in the early 80’s, it was positioned as an alternative dessert topping. But consumers here didn’t get it. It wasn’t until 2009, when Nutella started branding itself as a breakfast staple that it reached the level of Irresistibility it has today. They earned a cult following on social media as Millennials made the trendy European spread their own.

Even healthy consumers want to indulge.

Nutella’s success is significant because they broke into the peanut butter consumer base. Lovers of Smucker’s and Skippy turned to Nutella. An analysis of Nutella’s label shows nutritional inferiority to peanut butter, but consumers seem happy to use Nutella as another nut butter for their morning toast.

This I-Factor® study on the Peanut Butter & Spreads categories dug deep. We looked at Nutella, Smucker’s, Skippy and Peter Pan. And we uncovered some data Peanut Butter may want to take a look at.

  • In the I-Factor questionnaire, Nutella outranked its competitors’ scores 95% of the time.
  • Nutella’s scores won big in “irreplaceability” and “social buzz.” These areas are KEY for a brand’s survival in today’s digital landscape.
  • These scores show that Nutella has the tightest, deepest consumer connection in the whole nut spreads category.   

Can Nutella withstand the test of time?

Can Nutella hang on even with the FDA? Nutella is classified as a dessert topping but they WANT to be classified as a jam. No biggie, right? Wrong! Health groups and peanut butter people are freaking out and rightly so. They feel this could mislead consumers into thinking Nutella is lower in calories than peanut butter.

Also, did you know one jar of Nutella is 56% sugar!? Even just 2 tablespoons comes out to around 21g of sugar. Skippy peanut butter on the other hand, only 3g for 2 tablespoons.  

Is your brand trailing behind some unlikely competition? I’d love to help you get ahead again. I can help your brand become so Irresistible that it’s a lasting lead. Let’s talk.

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Healthy Food Marketing: Is The Health Food Store King Being Dethroned and can other marketers learn from it?

As a Whole Foods Devotee, it pains me to write this, but it’s a good marketing lesson. So what happens when the brand you’ve been aspiring to be for years starts to slip? ALDI, Wal-Mart, Albertson’s and Target have been taking cues from the success of Whole Foods Market for years. And now, they are actually starting to hurt the category creator.

Despite its strong cult following and innovative practices, Whole Foods stores are closing and sales are down. The Washington Post reported this is the worst it’s been for the company in a decade, “its sixth quarter of falling same-store sales”. Nine stores are kaput; the most Whole Foods Market has ever closed at one time. This decline was obviously unexpected, as Whole Foods was planning to open 470 locations in the U.S a little over a year ago.

So Why the Fast Decline?

Sales are down, but there’s more. 53.3% of Americans get their organics from mass market retailers, followed by 37.3% from natural and specialty retailers, and 9.4% from others. As Millennials propelled the Organic Movement forward, Whole Foods Market hit the trifecta with fresh produce, encouragement of a healthy and green lifestyle, and a resource for trendy artisanal brands.  Whole Foods was a role model.  And we all know imitation is the sincerest form of flattery, and so the flattery began…

…And Everyone Went Organic:

Bloomberg says that organics went nation wide after Whole Foods Market took over the high priced end of the market.  In recent years the category has been infiltrated by big chains, like Kroger, Safeway, and Costco! The organic products at Costco “have doubled in two years to about $3 billion a year.”

And if that wasn’t enough, four years ago Aldi introduced fresh produce in five of their divisions across the country. And then in 2014 Walmart promised organic for everyone. Uh oh.

What’s a Marketer to do?

It’s not that millennials don’t appreciate the innovations of Whole Foods, it’s just that they can get more for less elsewhere. No matter how inspiring a brand can be, there’s always the issue of price and other brands catching up to you.

Is there Hope for Whole Foods Market?

Brands that are innovators will always start trends, and these trends will always be copied. Whole Foods Market may be able to take some comfort in Ronnie Cummins’ sentiment. The  co-founder of the Organic Consumers Association says most mainstream organic products don’t meet his definition of true organic. Consumers who truly care about the products they are buying will find out the truth about which stores’ organic is truly organic.

But until then Whole Foods needs a new strategy. Because Wal-mart and Target aren’t going to stop. And the really scary brands are the ones no one is paying attention to.  Aldi is moving  quickly and attracting the consumers Whole Foods was counting on with their new offering, 365.  So much so that customers will even wait out in the cold for a new store open.

This obviously can be applied to other categories where there is a clear leader. It makes you wonder who Amazon is worried about right now and what they are doing to make sure they stay Irresistible ? Let’s talk.

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Healthy Food Marketing: The Irresistible Chickpea

 

When I was a kid, I thought chickpeas were “old lady food.” My grandmother always put them on her salads at the salad bar. How things have changed. Hummus has become a staple in my diet and my fridge. And it’s not just me, America loves hummus. This didn’t happen on its own. Chickpea marketers brought this tiny bean to the United States and catapulted it into an ever-expanding industry. Marketers, here’s what you need to know to apply THIS success to your brand.

Make magic by launching a movement

Many brands tried to bring hummus to America, but Sabra made it stick. Even though Sabra has been around since 1986, 2007 was the turning point, when PepsiCo put some skin in the game. They released a fleet of food trucks to offer samples across the country. They launched a three step plan to introduce hummus to people who had never heard of it: hummus as dip, hummus as spread, hummus on everything. It worked. This was a classic case of brand management working strategic magic. They didn’t sell hummus, they launched a cultural movement. According to Scott Goodson, who worked on the Sabra launch: “Movements move brands to move people to move product.”

Bring global trends home

The hummus craze made chickpeas a household name. The one-time Middle Eastern staple, for example, is in 98% of homes in Israel. Now hummus can be found in almost 25% of homes in the U.S. I see it on just about every restaurant menu. And now I’m seeing all kinds of new chickpea products on the market. I picked up a bag of Hippeas at Starbucks this week. I could have sworn it was Pirate’s Booty (one of my longtime favorites) but it was actually a puffed vegan-cheese-coated chickpea. Leave it to Starbucks to be on top of the very latest food, flavor and health trends.

Innovate, innovate, innovate

ALL the work that Sabra did growing the hummus market is now being enjoyed by start-up brands. Because Americans now “get” chickpeas. They know what they taste like and how healthy they are. Sabra laid the foundation necessary for the current chickpea market. Now chickpeas are hitting the shelves as pastas, fries, snacks, chips and even a mayonnaise spread.

So marketers, are you hungry yet? Well fill up on some Banza chickpea pasta and dessert hummus, then get ready to roll up your sleeves and get to work. The lessons the little chickpea have taught us could apply to just about any market. Wanna hear more? Let’s talk.

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Healthy kids: The future of healthy food marketing

Childhood obesity is a national epidemic. And brands are finally starting to be held accountable for their role.

 

From my seat, I’m singing hallelujah. When my daughter was little, I was one of the more health conscious moms. That meant giving my daughter Earth’s Best: the ONE brand of healthy baby food that was available. Making sure she actually ate was my health priority. I really believed that chicken fingers and juice were a win.

 

Now, millennial moms have SO many healthy choices for their kids it’s almost overwhelming. And they have unlimited access to healthy food information both in-store and online. As a result, even legacy brands are cleaning up their acts. Gerber keeps adding products to its organic line. Cheerios, which were already naturally gluten-free, updated their production facilities so they’d be able to guarantee that no stray gluten got into their products. Now gluten-free is part of their marketing platform and is stamped literally all over their boxes.

 

Brands are slowly starting to catch on: KNOWING what’s in food leads to FEELING good about buying it.

 

This is a huge  marketing opportunity. Here are some insights for ready and willing brands:

 

  1. Build a relationship with your consumers early. Like really early.

    Our next generation of influencers aren’t even walking yet. In his book Good Food Today, Great Food Tomorrow, famed pediatrician Dr. Jay Gordon states that “the eating habits we give our kids at 6 months and right into their toddler years stick with them their whole years. It’s an incredible long term investment.” While this book is geared for parents, I suspect marketers could really benefit as well. Your brand could get AHEAD of the trend now.

 

  1. Make parents love you, not hate you

    Grocery shopping is hard enough for moms. Make it harder for them and they might  resent you. Think about it. We’ve all witnessed a kid swiping sugary food into their shopping cart. Mom gives in “just this once” due to sheer exhaustion. Marketing to kids just plain works. But does it have to have such a negative cost? Kids who see unhealthy food marketing are more likely to eat more, even when they’re not hungry. The good news is that the opposite could also work. YOUR BRAND could be the one responsible for inspiring kids to eat better. That would make parents love you. And you might feel pretty good too.

 

  1. Get kids excited about healthy food

    Brands like Coca Cola and Powerade are getting dinged (and rightly so) for associating their sugar-heavy products with healthy behaviors. Thus, creating the illusion that their product is actually healthy. So who is going to be the brand that gets kids excited about healthy food and healthy behaviors. Will it be yours? Check out this video about kids copying other kids eat fruits and vegetables. How’s that for influence?

 

Bottom line: when moms feel good about giving YOUR brand to THEIR family, they begin to trust you. Being welcomed into a millennial mom’s shopping cart, fridge, pantry and heart is not an easy feat. Once you make your way in, you just might be there to stay.

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Healthy Food Marketing: Small Batch vs. Science Driven Food

Not all that long ago science and standardized production gave consumers reassurance that they were getting the kind of quality controls and taste that they had come to expect from their favorite foods.

We didn’t want surprises. We wanted consistency.

 

So why are consumers being drawn so quickly away from the legacy brands they used to love and trust, in favor of smaller brands that they may not know as much about?

 

Brands with ingredients we can’t pronounce in big factories we have no access to are becoming persona non grata.

 

Science has come to equal scary when it is connected to the food we put in our bodies. For example, we are abandoning Hershey Bars for Theo Bars to get our chocolate fix.

 

Consumers (me included) love the way Theo tells its story about artisanal quality and small batch production. We love that their mission is to make the world a better place by bringing out the best of the cocoa bean. And that they “think about every choice we make, every action we take and how it will impact our interconnected world.” Visit their site, it is so beautifully written and their story is so compelling.

 

Theo is committed to be the most progressive chocolate maker in America and in doing so they became the first organic, fair trade certified chocolate maker in the country. Now that sounds like a brand worth standing behind.

 

This blog wasn’t meant to be an ode to Theo but when it comes to marketing, they happen to be doing a lot of things right, including being absolutely delicious.

 

And they have the cult following to back it up.

 

Cheerios on the other hand, can reformulate their products again and again, but consumers don’t want “formulas” anymore.

 

They want craftsmanship and storytelling and something to get behind. So when Bob’s Red Mill is in the house, the health-conscious are probably going to pass on the Cheerios.

 

This move toward small explains why legacy brands like Hershey, are gobbling up small brands like Krave, and why the big beer companies are snatching up all the craft beers.

 

Right now consumers want small batch; they want artisanal; they want transparency.

 

The whole concept of food being anywhere near a lab so quickly conjures up negative associations like processed and artificial, that even if there are benefits rooted in science, brands probably shouldn’t be talking about them.

 

A question is, will the Theo’s and Bob’s Red Mill’s of today become the Hershey’s and Cheerios of tomorrow, or will those brands find a way to get relevant?

 

2016-10-26_smallbatch_sciencedriven

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Food Really Is Medicine – Marketing Healthy Food to Consumers Who Want to Get Healthier

“Let food be thy medicine and medicine be thy food” Hippocrates – 400B.C.

 

This man was clearly ahead of his time. Two thousand four hundred and sixteen years later, and consumers are finally catching on.

 

Marketers who are paying attention already know that consumers are willing to pay more for foods promoting wellness.

What we’re starting to understand is that they will pay even more if they believe foods have the power to heal and prevent disease.

A poll from the 2015 Consumer Analyst Group of NY conference reported that 88% of the participants were willing to pay more for foods with real health benefits.

So many medical conditions can be actively managed with food (obesity, diabetes, gluten allergies, just to name a few), which presents a real opportunity for brands that are willing to initially give up broad targeting, in favor of making deeper connections with fewer, more highly engaged consumers.

Just think about how many people suffer from obesity and diabetes alone. And how motivated they are to manage those conditions.

Many actively seek out advice and are part of on and off-line communities that are easy to target.

What if brands talked directly to them about helping become part of the solution to the problems inhibiting their lives?

Those kinds of connections have the potential to be long-lasting and create raving fans that will work on a brands behalf.

Here are a few examples of my favorite brands that have become so relevant to their consumers that consumers are now spreading the word.

Udi’s Gluten Free:

Udi’s originated as a brand only for people with Celiac’s but is now widely available to consumers concerned about “gut health”. They are part of the growing population that believe the studies that show that a healthy gut may make you less susceptible to anxiety, depression and stress.

Udi’s can be found in over 16,000 stores and even at many baseball stadiums. That’s a real statement of the brand’s incredible reach.

 

 

GT’s Kombucha:

Kombucha has exploded, but GT’s has led the way. Who would have thought that a drink made from fermented tea that’s a combination of yeast and bacteria would ever be “mainstream”. But this one is.

What made so many consumers (including myself) fall in love with this brand? Part inspirational story (GT Dave’s mom drank Kombucha every day to recover from what appeared to be a terminal cancer) and part health benefits.

Kombucha has been touted as the cure for just about everything. Here are some of the things loyalists believe it does: aids digestion, weight loss, increases energy, provides immune support and prevents cancer-pretty compelling stuff.

 

Purity Coffee:

A relative newcomer to the market, Purity coffee was created to be “the world’s healthiest coffee.”

Purity is all about health from sourcing, to growing to drinking.

And there is plenty of research to support the health benefits of coffee. Three to five cups a day can reduce the risk of many diseases, but most impressively, Type II Diabetes and Liver Cancer.

Consumers want more out of their food than ever before. People don’t just want to eat anymore, they want foods that will lead them to a better, longer life.

Could you be one of them?

 

How marketing food as medicine has its advantages. Click through to learn more about GT's Kombucha, Purity Coffee and Udi's Gluten Free.

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Healthy Food Marketing: The Pasta Dilemma

The Pasta Dilemma: What Marketers Can Learn from the Newest Pasta Brands on the Shelf

One of America’s favorite dishes is evolving for the health-crazed world and healthy food marketing is overjoyed.

 

For a generation of millennial consumers interested in a healthy lifestyle, carbs and gluten have become the enemies.

 

While once completely irresistible, pasta dinners are now not typically considered healthy choices. But the idea of giving up one of our all time favorite comfort foods was just too awful to contemplate. Enter a few very smart Pasta Brands who got healthy food marketing right.

 

Happily for young pasta fans, some opportunistic marketers were paying attention.

 

Continue reading “Healthy Food Marketing: The Pasta Dilemma”

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Marketing Healthy Food to the Male Shopper

Marketing Healthy Food To The Male Shopper: More men are grocery shopping than ever before: so how can marketers reach these busy guys?

It’s well known that healthy food marketers have traditionally targeted the female consumer. After all, throughout history, they have been the primary shopper, even for men’s items.

 

Now brands are bumping into an unfamiliar shopper in the aisles: men.

 

With single households on the rise, and the number of female spouses in the work force continuing to grow, the volume of male grocery shoppers has increased dramatically over the past thirty years.

 

Now 65% of men go grocery shopping at least twice a week, and 47% of men are primary shoppers and cooks in their households (very exciting news for women!)

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What US Marketers can learn from the food brands Italy loves

What US Marketers can learn from the brands Italy loves Some inherent qualities of Italian food, fresh ingredients, a commitment to quality and a dedication to their craft could help American brands grow.

In the boot-shaped country swaddled in the Mediterranean, Italy’s claim to fame- their incredible food – has always been ahead of the rest of the world when it comes to high quality ingredients (which is no surprise to healthy food marketers).

 

Italians spend more than double the percentage of their income on food as compared to the US, which pays off big in increased life expectancy of about 3.37 years longer than Americans.

 

In Italy, despite the slower pace and hour-long coffee breaks you’ll see in any piazza, the countries’ easy-does-it approach to life does not translate to their approach to food. As the centerfold of their culture, attention to process and commitment to quality almost always leads to high quality brands Italian consumers willingly pay more for.

 

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