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Is There an End to Our Appetite for Convenience?

Technology makes it possible for us to watch movies, binge-watch the whole series of the TV show, and order any kind of food from any kind of restaurant straight from our smartphones at any time of day. Life is getting so convenient, we might need a new word for convenience.

And the fitness industry seems to be leading the way.

I’ve written a lot of about my Peloton Bike and a lot about SoulCycle. I LOVE them both but love my Peloton more. It lets me get a personalized, on-demand, and as intense as I want in a workout. And even though I don’t have to leave my house at the Jersey Shore, I feel very much part of the community and connected to the instructors.

And apparently others like it too, Peloton just pulled ahead in the race to be the most popular exercise-bike company (yay Peloton!). In 2017, SoulCycle had 3 times as many customers as Peloton, but in Q3 of 2018, Peloton had 4% more customers than SoulCycle. Peloton doubled their subscriber base over the last year, while the number of people who made a SoulCycle purchase declined by nearly 10 percent in Q3 2018 compared to Q3 2017. That is a scary statistic for gyms.

While by any standards Peloton and SoulCycle are thriving, there are some downsides. They both only offer one type of workout – a spin class, and they are both really expensive. For Peloton, it is upfront when you buy the bike, while SoulCycle classes range from $30-$40 per class.

As the virtual fitness market is expected to reach $2.6 billion by 2022 up from $849.6 million in 2017 more and more brands are developing new products with more variety and that is a little more affordable than Peloton. Mirror allows users to take in-home workouts through a giant mirror that connects to live and on-demand fitness classes. It’s basically a giant smartphone on a stand with an LCD panel, stereo speakers, camera, microphone, and a one-way mirror. You can watch yourself work out next to the on-screen instructor in a yoga, pilates, cardio, strength, barre or boxing class. The classes are all optimized in real-time depending on your preferences and data from your heart-rate monitor or smartwatch.

Similarly, Tonal is an entire weight room packed into the size of a TV. Coaches guide you through step-by-step video workouts. The weight settings and workout suggestions are personalized to you and your goals. It actually recommends how much weight you lift and monitors the quality of each of your reps so you always know how you’re progressing.

Look what the fitness industry has already accomplished. They were able to bring people into the fold that were intimidated to go to the gym or had trouble finding time in their schedule to get to a class by providing classes that were on demand, personalized, and still part of a community.

This trend in fitness is definitely a sign of things to come, and something for marketers to stay tapped into when it comes to their own innovation.  The future will not only bring more affordable versions of home fitness but also more convenience across the board.

I don’t think we’ve even seen the tip of the iceberg when it comes to what kind of things we’ll be able to do at home (with others). What if we could walk (virtually) down the produce aisles and pick our fruits and vegetables? Or input our health goals and medical history and have personalized supplement regimen waiting at our doorstep every week? Or scan our exact bodies into an app and have the ability to try on clothes and see how they fit without leaving our living rooms?  Convenience, personalization, and variety can help all marketers bring new customers into their fold and keep the ones they already have excited and loyal.

If you want to figure out how to maximize your loyal consumers, we can help, let’s talk.

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Personalization, Customization and Health. There’s no end in sight.

How great would you feel about serving these foods to your family?

High quality proteins and vegetables prepared by real people, cooked at low temperatures in small batches to preserve the high quality vitamins and minerals.

Or even better, fill out a survey that includes your age, weight, and allergies and get a food plan designed just for you, delivered weekly on ice packs, portioned into trays for your exact serving size needs.

Both of these meal plans are for pets, not humans. The first is Ollie and the second is Farmer’s Dog. These new pet food brands are taking the models of food delivery services and extreme personalization, like Freshly, and making human grade dog food. Both brands are personalized and ready to serve.

This is a complete 180 from traditional pet food.

Right now, the FDA regulates commercial pet food under the same category as animal feed- AKA food for hens or fish. That means any part of an animal that does not make it into human food can make it into pet food. It’s processed at high temperatures, which makes it deficient in nutrients so manufacturers then have to add supplements back in.

Like with human food, pet food consumers are saying “that’s not good enough for our pet children”. They are looking for stories about ingredients they recognize, and a process they can understand. “Processed” pet food is quickly coming under the same scrutiny as some of the stuff we loved as consumers like sugary cereals and diet sodas. We’re buying less of them for ourselves and our kids because we know that it’s bad for us. Now we’re making the same assumptions about pet food.

Is it really better and does it even matter?

A study at the University of Houston found that consumers tend to view food products with health-related euphemisms as healthier regardless of what’s actually included on the nutrition information. This is no different for pet food.

While this homemade food may sound better to the health-conscious consumer, we really don’t know if it is actually better for dogs. There appear to be plenty of healthy dogs thriving on kibble from legacy dog food brands. Marion Nestle, a former professor of nutrition food studies and public health at New York University says “there is no data that one brand was better than another or that pets eating homemade foods were healthier and lived longer”.

So why are consumers so willing to pay so much more money? The same reasons we are buying RX bar and Noosa yogurt. They’re telling compelling, transparent stories on their websites and social media that make us feel better about what we’re offering our families, even the four-legged members.

Need help getting getting your consumers to feel really good about your brand.

Let’s talk.

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The New Normal: Little Brands are beating Mass Brands

There is something happening in CPG as mass brands realize that the success of small brands is the new normal. It has become obvious that many of these little guys who seemed like a passing fad, are here to stay. And if they’re not, there are 10 more brands waiting to take their place. In the condiments, dressings and marinades category alone there are literally thousands of unique brands all fighting for the attention of their consumers. Smaller brands are now real forces that need to be acknowledged, dealt with, and maybe even imitated.

These little guys are leading because they are able to make a stronger connection to modern consumers. Why? Because of their “on-trend” positioning (authenticity, transparency, good ingredients and integrity).  Examples include Annie’s, Amy’s, Organic Valley, KeVita, Ancient Harvest, and Kind Bar. Brands like this continue to see billions of dollars in sales growth.

And for the opposite reasons, Mass Brands aren’t faring as well. Not only is Kraft-Heinz, the umbrella company which includes Oscar Meyer, Plantar’s, Philadelphia Cream Cheese, and Jell-O not growing, they have actually seen an almost 2% loss in the second quarter. This storyline is increasingly common.

Smaller Brands do the Details Better

When it comes to personalization, the little guys get it. They innately feel more personal because they’re steeped in values and product offerings that feel right to today’s consumers. These smaller brands also offer extreme customization and are able to implement that faster. For example, Bear Naked Granola offers consumers the ability to customize their granola with over 50 chef-inspired ingredients, then have it shipped to their door. Because consumers are connected directly to the brand, they are automatically in a relationship.

Mass Brands are trying anything and everything to catch up

In reaction to success of these small products and brands, we’re witnessing Mass Brands make acquisition after acquisition to boost sales, improve their reputation to consumers, and leverage the smaller brands’ ability to do certain things well.

Sources reported that Kellogg purchased “RXBAR, a niche protein bar company, for $600 million, in conjunction with the company’s pivot away from sugary and processed foods which continue to experience declining sales.” This was a smart move for Kellogg and I’ll tell you why.

RXBAR is a huge success because their natural ingredients deliver the transparency consumers have asked for. I mean they literally lay out the 5 ingredients (yes there are always only 5) on the front of the packaging.

And then there’s Unilever. They purchased the highly successful Dollar Shave Club with the goal of leveraging their Direct-to-Consumer (DTC) capabilities and provide consumers a unique, personalized experience – in contrast to their original selling model of going through retailers like Walmart and Target.

The tables have turned and they’re not turning back.

Small brands have created a revolution in both the food and CPG industry. Mass Brands are going to have to quickly evolve and change perceptions or acquire before the little guys aren’t so little anymore.

If you are working with a brand that’s looking to be acquired or if you are a Mass Brand that needs some catching up, let’s talk. 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: Why Chobani Created a Food Startup Incubator

What are the benefits of creating an Incubator?

So why would a successful yogurt brand like Chobani create an incubator for small brands instead of just acquiring? There are several reasons, but for Chobani, it seems to start with their mission. Chobani believes that “Every food maker has a responsibility to provide people with better options. And that’s just what they are attempting to do by using their power to lift up other health conscious brands. Chobani’s famous CEO, Hamdi Ulukaya, wants to pass on their incredible knowledge about effective brand building to young food companies with similar values. They define these as “DNNA values”, which stands for delicious, nutritious, natural and affordable. That is the actual criteria Chobani uses to choose brands for their incubator. Hamdi Ulukaya’snumber one tip on great branding: “Just be real.” This tip can be seen that in the brands that have been chosen for the incubator.

Incubating gives small brands a chance to get some incredible support and gives brands like Chobani the chance to see how they will actually do without having to acquire them. To some degree, they are following in the footsteps of bigger companies like General Mills when it comes to incubation vs. acquisition. Their company 301 INC, believes “it’s more effective to team with external partners on business incubation, rather than try to build our own.”

However Chobani isn’t taking equity stakes in the companies. Instead, startups get the benefit of insights and mentorship from 130 mentors and experts from the Chobani staff. They also receive $25,000 to help get them going.

The Chosen Brands

Of the 550 applicants, the chosen brands, Chloe’s Fruit, Farmer Willie’s, Grainful, LoveTheWild, Pique Tea Crystals, Rumi Spice, and Snow Monkey are all “purpose driven entrepreneurs.”. Ulukaya happily welcomed these winners to the Chobani family. He said “These seven companies each have something special and unique.” Jackie Miller, Chobani Food’s incubator director said, “This was born out of our founder’s vision to pay it forward… He wanted to help the little guys, like Chobani once was, to grow in scale and take on the big guys.” Miller and Ulukaya believe it to be a smart investment that is all about supportive relationships.

The success of the program has already been proven with previous incubator brands of which my personal favorite is Banza Pasta.  The winners see this as an incredible opportunity to take their individual mission to a bigger audience and prove out their ideas.

Here are two of my favorites from this group of winners:

Snow Monkey has worked hard to create frozen “ice cream”  that is nutritious and delicious. Crafted from all-natural, plant-based ingredients. These superfood ice treats are vegan, paleo, made with 21g of protein per pint, and free from eight major allergens. Co-founders Rachel Geicke and Mariana Ferreira, have said they’re on “cloud nine” after being selected, citing Chobani as their role model. They took the homemade plant-based ice cream recipe they created in college to 200 stores in 12 states, including Whole Foods, Wegmans, and small natural grocery chains. They plan to use the money from Chobani to increase production.

Rumi Spice: Co-founded by Army veterans who spent time in Afghanistan, Rumi Spice works directly with Afghan farmers to import high quality saffron products to restaurants and retail stores across the U.S. Rumi has hired 384 Afghan women and has over 90 farmers in his network.

Get on Ulukaya’s Level

Ulukaya has said, “I can’t wait to have these companies at Chobani to see how we can help them on their journey and welcome them to our family.”
Getting Start ups off the ground is very different than marketing more established brands. Although it’s easier than ever before, it certainly isn’t easy. There’s design, distribution, marketing and so much more to think about. So where does a startup who doesn’t have the benefit of the Chobani or General Mills incubators start?  Let’s talk. I can help.

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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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4 Things About Millennial Marketing Your Brand Can’t Live Without

Millennials. They’re on my mind, your mind, on every single marketer’s mind. And they should be. After all Millennials are spending $600 Billion dollars a year. So if you haven’t registered for our webinar next week, now’s your chance. You’ll find out what really matters to Millennials and what they need most from you. We’ll also tell you exactly how to connect with Millennials and stay connected for the long haul.

Until then, here is some of my favorite, must-have Millennial info to whet your appetite. I pulled highlights of my most popular posts on marketing to Millennials into one place. Here are 4 things you need to know about marketing to this coveted demographic.

1. Millennial parents are a shopping breed of their own.

Just today I saw a Millennial friend’s Facebook post saying she only shops two places for her family: her local co-op and Costco. This is so on-trend and on-budget for Millennial parents. Marketers, you need to know exactly why Millennials love club shopping. Find out here.

2. Millennials want brands to embody what matters to them.

In order to get Millennials to run towards your brand, you need to be the right combination of all the things that matter to them: their aesthetic (hello Instagram), their values and their desire for experiences. And the great news is, if you’re willing to do all those things, they are willing to pay more. How do I know? I just spent a summer learning from a bunch of Millennial interns – this is stuff you can’t get in the trades. This is straight from an actual Millennial.

3. Millennials have the power to redefine categories.

Just look what they did in the supplement space. They’re obsessed with nutrition and passionate about alternative health. Not in the immediate health and wellness category? Doesn’t matter. Because the way Millennials shop for and use supplements has reinvented the entire category. There are insights here you could apply to any category. The way Millennials demand transparency informs the way they shop for and experience every category. Learn more here now.

4. Millennials have the power to transform a product into a phenomena.

Can you say Rosé? It used to be just another wine. Now it’s a way of life, influencing everything from color to a whole season of the year. It’s just one example of how Millennials lead a highly-curated way of life, speaks to their willingness to spend, adventure and enjoy life. And of course splurge, both with their dollars and their calories. It’s a powerful peek into the Millennial mind. Go ahead, take a look.

All of this points to one staggering fact: in 2018, Millennials will have the most spending power of any generation. If this isn’t incentive to learn even more about them, I don’t know what is. There’s still time to register for our webinar, where you’ll learn how to catch Millennials and keep them.

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Healthy Food Marketing: Food on the Millennial Mind

Marketers are constantly talking about millennials; we are obsessed with what they love, consumed by what they’re eating, drinking and thinking. This summer I have some awesome interns who just happen to be Millennials, and it occurred to me that maybe some of you would like to hear directly from this coveted demographic. So this week, Health-Craze was written by my first-ever guest blogger and fabulous Millennial, Eli Rallo. Read on for HER perspective on healthy food marketing, and what it’s like to be a Millennial Consumer and Foodie.

Marketing Millennial Minds

It’s not difficult to crack the code of Millennial minds, especially when it comes to food. Though we may seem complex, it’s actually not hard to entice us at all. Give us the promise of the newest health craze, the trendiest food fad and the hottest new ingredient and we’re there. In the first day of the Unicorn frappuccino alone – 100,000 instagrams were tagged #unicornfrappuccino. Just remember, the more “insta-worthy” you are, the better.

Avoca-do you want to be a Foodie?

It isn’t surprising that I finish scrolling through my Instagram, Snapchat story and Twitter feeds with a sudden desire to go spend eighteen dollars on a #photoworthy avocado toast. I’d be lying if I said I didn’t plan my day around cooking, eating and seeking out the trendiest foods. It isn’t beyond anyone in my age group to travel to the nearest city for an instagrammable brunch spot, an epic turmeric latte or an adorable organic vegan restaurant with coconut water and buddha bowls.

When did food become such a crucial piece of the Millennial agenda?

Health is the Holy Grail

My generation lives in a world where the internet is a five second click away at all times. Our constant link to technology pushes us to reach for an expensive antioxidant packed acai bowl over a two dollar candy bar for two reasons.

First, we have access to the internet in ways no generation has ever had before. We have a constant stream of information at our fingertips telling us about the healthiest food choices, the trendiest ingredients and recipes and what we should be eating. Between Tasty Videos on Facebook, and quick articles from Buzzfeed… it’s impossible to ignore.

Second, we live surrounded by restaurants and cafes that are pushing themselves to foster that millennial aesthetic – to create food, beverages and an atmosphere that millennials will find worthy of their Snapchat, Instagram and Twitter. Take for example the classic perfectly situated ice cream cone against a brick wall, Millennial Pink or anything else that looks good on Snapchat. The Millennial aesthetic stems from a desire to share photos to the world.

But while health seems to be the theme backing our food choices – I know everyone in my generation (me included) indulges every once and awhile. But it’s usually within the Millennial aesthetic we all follow so strictly – food is good if it looks good. And if that ice cream is going to look good on my Instagram, chances are, you’ll find me diving in.

Millennial Mentality

Millennials are changing the American mentality to be more about self-fulfillment, happiness and being social. What better way to foster happiness and a fulfilling lifestyle than to be a foodie? Being a health foodie fits in with the way Millennials think and operate. Even if something isn’t particularly healthy, if it looks good on an “insta feed”… Millennials will go the extra mile to try it.

Millennials are striving to stand out and be unique constantly. The rise of customizable food options like acai bowls, frozen yogurt, breakfast toasts, buddha and poke bowls attract Millennials immediately. The idea of being our own person is alluring to millennials– food is adapting to that mentality, and making the strive for health and wellness a no-brainer for us.

For Millennials, food is #alltherage. Add Avocado, promise it’s healthy and put the word antioxidant anywhere and I promise you, you’ll have the Millennials running.

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The do’s and don’ts of marketing healthy food through social media.

Social Media and Digital campaigns can absolutely boost sales for food brands, even ones marketing healthy food. But not in the way we are used to. Brands must use social the way it was intended to be used—to talk TO consumers until they talk about YOU.

In other words, talk to consumers in a way that gets them feeling more connected to your brand­­­ by demonstrating an understanding of what they to know, see, and experience. This shouldn’t be that difficult. They are very public.

This has always been a challenge for brands, but it’s even harder on social. Unlike commercials and ads, where consumers expect you to sell, social media has different rules. You are a visitor. And smart marketers behave exactly that way. You wouldn’t tell your host what to do or think. You’d ask questions and be polite. Think of being on someone’s Twitter, Facebook or Instagram like being a guest in their home. You want them to welcome you back because they enjoyed you, you told them funny stories, gave them good advice or were helpful in some way.

Unfortunately, what most brands do is barge in-uninvited, bore us to death and leave a big mess before we finally ask them to leave. So what’s successful right now?

1. They talk about what’s great about consumers instead of what’s great about them.

The Emerald Nuts! “Yes good!” campaign is based solely on consumer reviews of their product. “Yes Good!” was actually a review left by a satisfied customer. Their consumer reviews are now given to artists to interpret in different and unique ways. This campaign is a great example of highlighting the relationship between brand and consumer and leveraging that to sell a product in a fun, creative way.

2. Talk with consumers, not at them.

No one likes houseguests who only want to talk about themselves. Ask questions. Get them to join your conversation. They expect nothing less. And why should they? You are, after all, visiting their social home.  Here’s a good example of a brand identifying a benefit of their product in a way that most people never would have thought of. The Cheeto’s Museum gave consumers the chance to experience the product in a whole new way by adding a specific personality and humanity to it. This idea was powered by user generated content and sharable Online Videos. It also had a fun challenge element that got consumers involved and drove them directly to the point of purchase.

3. Entertain consumers while you educate.

Stubbs BBQ sauce is bringing nostalgia and new tech together, to help you not only enjoy cooking, but to improve your skills on the stove. In a partnership with the Amazon Echo, Stubbs is bringing the original Stubblefield southern accent, blues music, cooking tips, and into your home. This innovation makes for great, engaging social content.

Bottom line, if you want to use social to promote a food brand, don’t make the mistakes that most healthy food companies are making. Resist the urge to chest pound or talk at consumers. They’ll either ignore you or, even worse, kick you out and lock the door behind you.

If your is brand isn’t using social media to it’s full potential, let’s talk. I can definitely help.

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Whole Foods And Amazon: The Lovers, The Haters And What It All Means

There are apparently two kinds of people: Whole Foods lovers and Whole Foods haters. The lovers (me), are about as devoted as consumers get. The haters, not so much. Can the Amazon acquisition narrow the divide? And does that mean opportunity for all of the brands that are sold at WF and on Amazon? And what can we as marketers learn from this incredibly polarizing brand?

Whole Foods is already just plain Irresistible

In our latest I-Factor® study, benchmarking 7 leading retailers and 1400 consumers, we uncovered fascinating insights about Whole Foods.  It was no surprise that Whole Foods is THE MOST Irresistible brand in the study. Those that prefer Whole Foods are hands-down devoted. It’s cult-like loyalty. Consumers are quick to declare their love and willingness to pay for it. So what’s the secret sauce?

According to our I-Factor scale™, brands need pretty high scores in all 3 Cs (Comprehend, Crave and Crave) to boast true Irresistibility: We created this approach to look at the entirety of the relationship consumers have with brands TODAY. The study gives brands real data to fill in the relationship gaps and create the change brands need to reach true Irresistibility. Think of the 3 C’s this way. Comprehend measures what consumers know. Crave, how they feel, and Craze, what they do.

So how does Whole Foods measure up?

For loyalists, Whole Foods is an extension of how consumers see themselves

Out of all the retail brands we benchmarked, Whole Foods had the highest “Badge” score. Why? Because “Whole Foods truly resonates with their consumers.” Much of their strong consumer connection comes down to shared values and extreme relevance. And no brand can match the experience Whole Foods has created. It proves there is real power in taking a stance and standing for something.

But Whole foods is polarizing. They also had the lowest score among the non-preferrers we surveyed.

The lovers and haters are at opposite ends of the bell curve. In fact, there’s a 29 point difference in the overall I-Factor® score between the two groups-the biggest gap for any brand in the category. Those who choose not to shop at Whole Foods have equally strong opinions of the brand.

Can Amazon make Whole Foods even more Irresistible

There’s a widespread belief that the Amazon acquisition will allow Whole Foods to sell to more consumers for less money, giving new populations access to healthier foods. Will that be the tipping point for Whole Foods? Whole Foods has never been all things to all people, but this could allow them to reach consumers who have previously rejected the brand. The art will be getting new lovers without diluting their positioning and alienating the loyalists.

Can Whole Foods turn haters into lovers?

Some of our data could point Whole Foods in a specific direction. While they have exceptionally high scores in Comprehend and Crave, they are definitely lacking in Craze. Meaning as much as consumers love Whole Foods, they are not wearing or sharing that with others. Their “buzz” score, even among lovers, is surprisingly low.

Today the strongest, most Irresistible brands not only connect with their consumers, they move them to work on their behalf. They become part of consumers’ personal brands. Amazon will open the door to the haters, but I believe that if Whole Foods could inspire their best consumers to go from lovers to advocates, they could seal the deal.

Want to find out what your brand can learn from your lovers AND your haters? Let’s talk.

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Healthy Marketing Lessons from the Elite Fitness World

Group Training is super trendy and getting trendier. People love it. And it’s not just SoulCycle. Innovators like Pure Barre, Orangetheory and CrossFit have added to the already Irresistible community class category. These brands turn consumers into “Groupies.” They turn marketing into full-on lifestyle inspiration.

Marketers, if you want lessons that can help your brand experience the unparalleled consumer loyalty, get ready to learn.

Here’s what the health and wellness elite are doing right now.

 SoulCycle took a spin class and turned it into an uplifting experience with great music and a passionate instructors. Students in the class work harder than they normally would to keep up with the person next to them, and at the end it’s a sweaty and proud community. SoulCycle recently ran a campaign initiative “Army of Love,” encouraging community and acceptance. They let riders know that even in the current political climate, could have a judgement-free place to decompress.

Lesson #1: What’s happening in the world is relevant to consumers in a big way, if brands can connect what’s happening to something that they authentically offer (the key word being “authentic”), the connection can be very deep. In this case, the connection between stress relief and exercise was a natural.

CrossFit is another example of workout class turned into supportive, tight-knit community.

The classes are a seemingly punishing combination  of “functional movements” completed at a high intensity. The CEO, Greg Glassman, credits CrossFit success to the community that comes through when “CrossFitters” work out together. This “natural camaraderie” has become a global network with over 13,000 affiliates and countless fanatical members.

Lesson #2: This article from CrossFit experts encourages a combination of Branding and Direct Response marketing tactics. Makes perfect sense for brands talking to the highly engaged health and wellness consumer. Communities that are this connected make personalization easy and effective. And brands like this get the added bonus of getting shared over and over again by their consumers.

Pure Barre is a place where  “women can find community and empower each other.”  Here they use the ballet barre to perform movements that “burn fat and sculpt muscles.” It’s more akin to the yoga community than the over-the-top intensity of CrossFit and SoulCycle, but it does have a very devoted following.

Lesson #3: Pure Barre is the ultimate in getting consumers to embrace the brand and support each other’s journey. It has even “turned students into business owners.”  Their franchises have sprung up all over the country, mostly because students started becoming teachers and some  even saw it as a career opportunity and now have franchises of their own.

The Group Fitness Class explosion seems to feed our need to be part of something bigger. They are not just gyms where people go to get fit, they are collections of like-minded people who share a common goal. And when consumers get engaged behind something like that, they’re bound to share and do some of the heavy lifting (no pun intended) for the brands that they love so much. Is there a way for your brand to bring consumers together around a need or value that they share?

Making brands Irresistible isn’t easy, but I know a thing or 10 about making the consumers come to you. Let’s talk.

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Healthy food marketers: Time to get to know Generation Z

As marketers, we all know we need to keep learning about millennials. But now is also the perfect time to start focusing on Generation Z.

Especially for those of us targeting the health-conscious. Generation Z has a whole new relationship with food and cooking for them isn’t a have-to, it’s a want-to. If your brand can win their hearts now, their wallets will soon follow, and so will your brand’s future.

 

What’s the big deal about Generation Z?

They’re not using old school recipes, instead they’re “intuitive cooks.” With everything available at the touch of a screen, a Gen Z’er can whip up a whole meal by looking at a picture online. And as the most ethnically diverse generation, nearly 50% non-caucasian, the consumption of ethnic foods is their norm. Their diversity is a driving factor for food culture trends and it amplifies their desire to explore authentic and global food experiences. To really figure out what resonates them, food brands might look to categories that are already doing a great job engaging this audience.

 

How can we reach Gen Z in a way that really connects?

We need to reach out to Gen Z with targeted messaging that feels very personal. Authentic communication is such a crucial part of this relationship. In fact, close to 80% of them have stated just how important it is. As digital natives, they are the first generation exposed to digital from birth. They have short attention spans and are highly visual.

We know this generation is less receptive to traditional digital advertising than earlier generations, so steer clear of sidebars and banner ads. An incredible example of a brand connecting with and engaging with Gen Z is Unilever’s, Axe with the Find Your Magic campaign. Axe targeted young men from Gen Z by acknowledging that the traditional masculine persona is becoming obsolete due to the rejection of rigid stereotypes. The Find Your Magic campaign’s goal was to liberate young men from the pressure of having to build six pack abs and to instead, celebrate whatever makes them uniquely attractive.

 

Share it all, bare it all to truly connect

Share the story behind your brand. By promoting your brand’s purpose along with its regular content, Gen Z can decide if your brand’s values match their own. Patagonia is already doing this. They’re challenging consumers to think about where their clothing is made through promoting videos of the Patagonia production process and by putting a face behind the people who are actually making their clothing. And Red Bull is doing a great job of targeting Gen Z through shareable experiences on social media. They entertain and engage their consumers with series of cliff diving videos and annual soap box races.

 

It’s time to dig deeper than ever

As marketers, we need to dig deeper and connect with the underlying motivations of Gen Z’ers, not just skim the surface with their superficial behaviors. If you’re not sure where to begin when it comes to digging deeper and finding insights that are truly relevant to this unique generation, I highly recommend our revolutionary new tool, I-Factor®.
If you’re ready to figure out what your food brand should be saying to the next “it” generation? Let’s talk.

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Healthy Food Marketing: Legacy brands can learn from Entrepreneurs

Everything about consumers and brands is changing. The way we communicate, the way we shop, the way we spend our time and our money.

 

We live in an age of Uber, Airbnb and Amazon. It used to be Yellow Cab, Marriott and Walmart. The times they are a changing. This is the season of the start-up. It’s the era of the entrepreneur. So what does that mean for the legacy brands that have been around forever? They need to find a way to survive in this crazy digital age. And they need to do it quickly because consumers are falling out of love faster than ever. Legacy brands need to do more than play catch up. They need to play a whole new game.

 

Listen up legacy brands. You really want to stay in the game? Here are 3 things you can learn from some of most successful entrepreneurs and start-ups out there.

 

Be fearless

There’s a fearlessness that start-ups and entrepreneurs have that legacy brands just don’t. Start-ups act like they have nothing to lose, because they sort of don’t. You start to play it safe when you get big and the stakes are high and the world is watching. Look at Uber. It’s the biggest transportation company in the world and they don’t even own one car. Airbnb was just valued at 30 billion (more than Hyatt, Marriott and Hilton) and they don’t even own any real estate.

 

Be the change

If you only look at your bottom line, consumers will see you looking at your bottom line. It’s time to think globally, to think about others and to do good. Look at how TOMS founder solved a problem he saw in the world and fulfilled a real desire he had to help those in need. Now he has applied his “One for One” business model beyond shoes to eyewear and coffee. TOMS is celebrating 10 years as a brand and continues on with its self-proclaimed “simple” mission.

 

Be yourself

For legacy brands, this one could be the toughest. Legacy brands are just so BIG that it’s hard for them to be relatable. And today’s consumers want REAL human people and REAL human stories. Look at the Clif Brand: named after the founder’s dad and solved a real human need of wanting food on the go to be healthy and delicious. For an extra dose of human inspiration, check out the podcast “How I built this.” You can hear the Clif story there. You’ll also hear straight from the founder’s mouths of some of the world’s best known companies and brands.
Legacy brands will never be able to start from scratch. And they wouldn’t want to. But they can leverage their wealth of experience and equity and add a dose of energy and creativity to create something new. Something truly irresistible. Does this sound like something your brand needs? I’d love to talk.

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Health Food Marketing: The Millennial Craze for Supplements

People have always taken supplements and vitamins. And the good old multivitamin used to be enough to make people feel like they were doing something positive for their health. Now the category seems to be growing and evolving with a much younger audience. Is that because today’s consumer want to play a more active role in their health?

 

What counts as a supplement anyway?

We all know what a vitamin is. Their name makes it pretty easy to identify them. Hello my good friend Vitamin D. But what exactly counts as a supplement? According to the FDA, a dietary supplement “contains a dietary ingredient intended to add further nutritional value.” The list includes everything from vitamins and minerals to herbs, amino acids and extracts. In the marketplace, this translates to anything from standard pills to protein powders, seeds, probiotics and even apple cider vinegar drinks.

 

3 out of 4 millennials take supplements

Right now, 73% of millennials take regular supplements. The only group that takes more supplements than millennials? Baby boomers. 88% of Baby Boomers take vitamins and supplements. Will millennials catch up? It’s possible. Supplements seems to be the perfect fulfillment of their interest in both nutrition and alternative health. In fact, they’re the most educated generation to date. When it comes to their health, they’re on the hunt for ways to address their own unique needs. Remember that good old multi I just mentioned? It might just be on its way out.

 

Reinventing a category

Supplements in pill form are just the beginning. Fortified foods are a fast-emerging category. Think about how almond milk is fortified with Calcium. Same idea. I just stumbled across a vitamin dressing. How’s that for innovation? Will we be seeing even more of this on the marketplace? I predict yes. As consumers spend their food dollars, they are looking closely at what health benefits they’re getting from the deal. The predictions this year are a hybrid of new formats (from sprays to liquids) to supplements that address very current needs (like vision support for so much screen time.) And it turns out the supplements I take are very on trend. My two mainstays, Magnesium and Turmeric are on this trending top 10 list.

 

Transparency is key

Millennials don’t believe everything their doctor or the government says. They’re seeking alternate sources and information. For example, even though the FDA does not need to approve supplements, look how big the market is. This is where transparency is SO key. Millennials, want to know exactly WHAT is in their supplements and where it came from.
Even though millennials are not the #1 consumers for vitamins and supplements YET, they may be soon. Once again their behaviors are informing giant shifts in the products that exist, the way information is delivered and the way brands communicate. What can legacy brands learn from this? Let’s Talk.