Category: Content Marketing

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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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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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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Marketing “Healthy” Food– It’s Not One Size Fits All

You can ask 20 people on the street what “healthy” means and you are likely to get 20 different answers. Especially when it comes to food. Between fad diets, changing food pyramids and the new “conscious lifestyle”, it’s enough to make your head spin—especially marketers embarking on uncharted territory. So what’s a marketer to do when they set out to put a healthy spin on their brand? Start with their target. For many, “ Healthy” may have an elusive and ever changing definition in the marketplace but the intentions behind it are often best communicated when they suggest ‘choosing...

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