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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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Healthy Food Marketing: Making Healthy Food Accessible To Americans, Regardless Of Their Income

Making healthy food accessible to everyone. The real win here goes way beyond profits. There is a HUGE opportunity for healthy food marketing to positively influence the overall health of the US population.

When it comes to healthy food, we have been conditioned to associate high quality with high prices.

Although I love stores like Whole Foods and Fresh Market there are so many Americans who can’t afford the high prices and therefore are deprived of fresh and healthy food. There’s a big and important opportunity for big brands to make healthy food more accessible to the population of Americans that needs it most.  Healthy food marketing can save the day.

Two companies that are pioneering the crusade are Hampton Creek and Luvo.

 

Hampton creek makes plant-based Just-mayo and Just-cookies and Luvo is a frozen food company committed to healthy, convenient frozen. The progressive CEO of Hampton Creek, Joshua Tetrick said, “Nothing frustrates me more than thinking that good food only has a place with people who make more than $100,000. We all miss the point if we think that.”

He explained at the Partnership for a Healthier America’s Summit in Washington how companies can still lower their price point and succeed by simply taking a different distribution approach than many health food brands do. He sold his product at the Dollar Store in low-income areas, and it did extraordinarily well, proving that this can actually work.

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Healthy Food Marketing: Why Solo Diners Are Changing The Game

What health food marketers can do to attract the growing population of solo diners

Human existence hinges on companionship, which is why the latest trend in eating – dining alone – might come as a surprise.

 

 

Forty six percent of all eating occasions are now enjoyed solo. Part of the reason is that single households are on the rise and households with kids are on the decline. Mealtime is shifting from a traditional, social event to a highly customized individual event. And that is creating incredible opportunities for health food marketers.

 

 

“Solo dining is about treating yourself to a delicious experience and savoring every bit,” a study done by Open Table reports. The same study cites a 62% increase in reservations for one over the past two years.

 

 

More evidence that consumer focus is shifting from crowd pleasing to strictly self-satisfying, creating a demand for total customization. Eating with others often means compromising diet regimes or foregoing preferences altogether. But solo dining lets consumers have what they like, where they like, how they like- and they love it.

 

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Healthy Food Marketing: Why Big Chains Could Benefit from Thinking Small

Healthy Food Marketing: Why Big Chains Could Benefit from Thinking Small

Farmer’s markets and local, smaller grocery stores are wildly popular with consumers, particularly the highly sought after Millennials. What can bigger stores implement in their healthy food marketing that their smaller counterparts do to attract this incredibly valuable consumer?

 

 

1) Speak their language

Health-conscious consumers want to hear some very specific words- like local, organic, non-gmo, paleo, and gluten free. Make sure you are letting them know exactly what is in their food whenever possible. This kind of transparency is no longer optional, it is expected.

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A Shift in Airport Eats: How Dining-in-Transit is Making Way for Healthy Foods

A Shift in Airport Eats: How Dining-in-Transit is Making Way for Healthy Foods

Healthy food used to be a choice at home, but not so much on the road.

 

But things are finally changing for travelers (and health food marketers). Snack brand options at airports, rest stops and train stations have started to shift to meet the demands of health-minded consumers to offer light meals to fill you up without weighing you down along your journey.

 

As a frequent flyer myself with a strict diet, on longer trips I have tried to stay near, or at least know that I will have access to a Whole Foods, or a really good juice/health food place so I don’t have to eat poorly for my entire trip or feel terrible when I get home.

Now that these kinds of foods are starting to pop up in airports, I’m worrying less. I don’t feel like I won’t be able to find something. I’m excited for the day when I can find high quality, fresh veggies so I can stop loading my backpack with celery, cucumbers and hummus (which I lose half the time in security!).

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