Category: Personalization

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...

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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...

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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...

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Healthy Food Marketing: Pet Health, Food Is Just The Beginning

I’m a foodie and my dog happens to be one too. His current favorite cheese is Parmigiano Reggiano (really). I choose his foods just like I do mine. I scrutinize labels and search the aisles looking for the very best ingredients. Every once in a while I indulge. And so does my dog. Pets have become almost as natural of an extension of their parent’s identity as children. If a pet parent is super curious about ingredients in their food, they are likely to be just as curious about ingredients in their pet’s food. And the awesome part? It’s...

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Healthy Food Marketing: Small Batch vs. Science Driven Food

Not all that long ago science and standardized production gave consumers reassurance that they were getting the kind of quality controls and taste that they had come to expect from their favorite foods. We didn’t want surprises. We wanted consistency.   So why are consumers being drawn so quickly away from the legacy brands they used to love and trust, in favor of smaller brands that they may not know as much about?   Brands with ingredients we can’t pronounce in big factories we have no access to are becoming persona non grata.   Science has come to equal...

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Healthy Food Marketing: From Mass Production to Mass Artisanal

The definition of artisan reflects on a simpler time when craftsmanship mattered, and it’s starting to resonate with more and more consumers.   Can healthy food marketing keep up with the times? A “Mass Artisanal” trend appears to be upon us and it’s creating a real conundrum for brands. More and more Millennials are demanding products that are pure, crafted, and created with respect. The result-these smaller brands, which used to only be found in specialty stores and farmers markets have found a way to get their sought after products into stores like Shoprite, Walmart and more. That means the...

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Healthy Food Marketing: Why Solo Diners Are Changing The Game

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...

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Healthy Food Marketing: Personalization Is Key

  What all consumers, but especially the valuable health-conscious ones want most these days is personalization. They want to feel like marketers understand them, and more importantly listen to and appreciate them. But attaining this aspect of personalization is growing more and more difficult for healthy food marketing as the health food category grows. So, how do you make a product feel personal, while still appealing to the masses? There are some companies that are doing an incredible job, and are really leading by example in showing us where brands are headed. Two MIT grads, Richard Yau and Joe...

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Marketing Healthy Food: How to Make A Meal Kit Stand Out

  As millennials begin to create their own families eating at home is becoming more of a necessity. That means, they need to learn to cook, pretty much right now. And we all know about their commitment to being healthy. Enter the uber-easy, super-personal meal kit brands.  Marketing healthy food just became simple. The exact ingredients and recipes are so simple, even the most inexperienced cooks can handle a meal kit. Sales garnered more than $1 billion last year, and there’s no end in sight. And guess who’s driving this market, primarily older millennials, who discover brands and then...

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Healthy Food Marketing: Can Yesterday’s Diets Survive In Today’s World?

Healthy food marketers want to know- Is there still a place in the world for mainstream diet brands such as Jenny Craig, Nutrisystem and Weight Watchers, as consumers who used to call themselves dieters instead identify as health-conscious?   That’s a question these tried and true brands are asking. And here’s the question that I’m asking: Is a celebrity spokesperson still the best way to connect?   Marie Osmond for Nutrisystem, Kirstie Alley for Jenny Craig and now the spokeswoman of all spokeswomen-Oprah for Weight Watchers? Is it possible for the “Oprah Effect” to return Weight Watchers to its...

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