Author: Kristi Bridges

Marketing Healthy Food: Millennials Will Put Money Where their Mouth is

29% of Millenials say they are “very willing” to pay a premium price for foods they consider healthier, and their trends in spending support this figure. That percentage is higher than any other generation and something that brands should pay attention to when marketing healthy food. So, marketers in the food and beverage industry have an interesting opportunity to provide healthier options at a higher price and gain Millennial support. Besides being important in sheer numbers, Millennials tend to take action. Which is why they have become the focus of countless marketing campaigns. They’re a generation of “do-ers” –...

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Brands Taking Sides on GMO Issue in Marketing Healthy Food

The market for non-GMO foods is growing fast, as evidenced by sales of $1 billion in 2011, and brands are taking notice of the rising demand. As the debate intensifies and the anti-GMO movement gains traction, brands may be forced to take a stand on GMOs or risk falling behind.  And that has those marketing healthy food scrambling to pick sides.  Regardless of what science says, the consumer’s perception is the brand’s reality. Scientists may sign off on GMOs, but the mess of fear and uncertainty surrounding these ingredients in the minds of consumers demands attention from brands. According...

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Marketing Health Food Companies Who Have Been Bought Out

Consumers of health food shuddered in September when Annie’s Homegrown sold to General Mills, joining the ranks of other health brands who have been bought out by larger corporations.  Those marketing health food may ask why. When trusted health brands are acquired by larger distrusted corporations, consumers struggle to believe that the integrity of the product they love will remain. So how can both the corporation and the health food company maintain the trust of their loyal consumer? 1. Address the concerns of the consumer head on Ignoring the problem won’t make the consumer forget. The consumer may feel...

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Strategic Consumer Segmenting in Healthy Food Marketing

As marketers, in the most basic sense of the term, we’re tasked with meeting consumer demand with the supply of a particular product or service. But we know our roles are so much more than that. With the influx of digital technologies that give us the capability to capture more and more data than we ever could have imagined, it seems that our jobs in healthy food marketing are becoming more and more difficult. This feels especially true when segmenting consumers into strategic targets. While digital media has afforded us the capability to target consumers 1 on 1, we...

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Marketing Healthy Food: Don’t forget taste!

If you’re a marketer trying to talk “healthy”, remember that people have deep-seated beliefs and perceptions around eating and what it takes to eat and ‘be healthy’. It could take years of therapy (and your budget) to change it. So work with your consumer and meet them where they’re at. And please, don’t forget taste appeal! Consumers read into health messaging more deeply and emotionally than marketers do. It’s not clean cut. There’s a tug of war in their subconscious. Years of the diet industry have wreaked havoc on the average American. People don’t know what’s “good” or “bad”...

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Marketing Healthy Food to the Millennial Moms

Millennials… just when we think we have them figured out, we discover that they still preserve some traits from previous generations. Turns out that despite all the self-obsessed, me-generation stereotypes, “parenthood is an important, if not the most important, aspiration for the majority of them.”   And because of this, there is an ever-emerging segment among the Gen Y target audience, which have been coined the Millennial Moms –representing 46% of total women in their age group. And while there are many attributes that make the millennial mom unique from a Gen X mom what we found most interesting is...

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Healthy Food Marketing and the Future of the Clean Label

Consumer perception of “Natural” labeling on packaged and processed foods range from ‘no artificial materials during processing’ to no ‘artificial ingredients’, to ‘no pesticides’ and ‘no GMOs’. Knowing that there is less regulation around “Natural” than say, “Organic”, brands have been known to resort to ‘natural washing’ to find their place in the healthy consumers’ consideration set. However, today’s consumers expect more from food brands and their labeling practices when it comes to feeding themselves and their families. In fact, 66% of consumers believe that natural means no artificial ingredients, while 86% feel that natural should mean no artificial...

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Follow the Food Marketing Leaders When It Comes to Healthy

If you’re a healthy food brand struggling to market yourself, take a cue from the brands that have been doing it with success. An excellent place to start doing that is here, the nominees of Food News Media’s inaugural HALO awards, which seek to recognize restaurant chains for making “genuinely positive contributions, through both menu and messaging, to a Healthy, Active Lifestyle for consumers.” “But these are just fast food chains,” you say. “What can a fast food brand teach me about marketing in an industry where health and wellness is top of mind? Why should I care what...

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Healthy Food Marketing and Wearable Tech Innovation

From the Apple Watch to Samsung Gear’s S. From the Fitbit Flex to the Jawbone UP. Wearables are the hot topic in the tech world – there’s even the Whistle, a smart activity-tracking dog collar. Lucky for the healthy food marketer or those looking to push into the trending health(ier) food and beverage businesses, many of the latest wearables were developed with health in mind and with the ability to track heart rate, sleep patterns and activity levels. Accordingly, athletic brands like Under Armour also have claimed their stake in market with their own first-party apps or through the...

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Healthy Food Marketing Starts With Honesty

The most successful health food brands today are the ones that pride themselves on having an open dialogue with the consumers that choose their products. The takeaway? If you want to market health food successfully, you must be as transparent as possible. There is no denying the fact that consumers today, especially Millennials, demand to know where their food comes from, how it’s treated, who handled it, etc. For the brands out there that have chosen to ignore this trend in health (and in our national psychology), it’s time to either get with the program or get into a...

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