Category: Grocery and Retail

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...

Read More

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...

Read More

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”...

Read More

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...

Read More

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...

Read More

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...

Read More


Fill out the form below to subscribe for the Heath Craze Newsletter. We'll send our latest news, industry insights, and branding inspiration directly to your inbox.

Recent Articles

Recent Tweets

Pin It on Pinterest