Tag: Advertising

Are Casual Dining restaurants missing something when it comes to marketing to Health Conscious Millennials?

With today’s uber-focus on food transparency and higher quality ingredients, Millennials are gravitating toward unlikely destinations – Fast Food and Quick Service Restaurants like Chipotle and Baja Fresh.   One of the reasons may be simply seeing what they are getting with their own eyes. Having food prepared in front of them, where the fresh looking ingredients are right there to examine could be the reason why 71% of millennials prefer quick service restaurants to casual dining. One thing that has become abundantly clear is that we want to know (or at least see) exactly what is in our...

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If you’re only marketing healthy food to adults… you’re doing it wrong!

Interesting news for healthy food marketers- children have more control over some household purchases than their parents do.   That could explain why the food industry spends about $1.8 billion a year to market products towards adolescents.   Until now, there has been a lot of negative press around this topic because marketers have been accused 0f taking advantage of their influence on children, by marketing products known to be unhealthy. These efforts can have detrimental effects on kids by encouraging them to push their parents to buy junk food.   These advertisements are linked to causing unhealthy consumer...

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Marketing Healthy Food to the Male Shopper

It’s well known that healthy food marketers have traditionally targeted the female consumer. After all, throughout history, they have been the primary shopper, even for men’s items.   Now brands are bumping into an unfamiliar shopper in the aisles: men.   With single households on the rise, and the number of female spouses in the work force continuing to grow, the volume of male grocery shoppers has increased dramatically over the past thirty years.   Now 65% of men go grocery shopping at least twice a week, and 47% of men are primary shoppers and cooks in their households (very...

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Marketing Pizza in Todays Health Food Market?

Pizza is one of those foods that is irresistible to just about everyone, even the most health-conscious Americans. So there’s a good chance that even as fast food chains continue to suffer, pizzerias will survive.   No matter what the statistics on diets, gym routine or healthy lifestyle are, each day, more than 40 million Americans indulge in pizza. The trick for pizzerias that want to survive the scrutiny of today’s consumers is to make their pizzas like the Italians do-with high quality ingredients-and then use some healthy food advertising to tell people about it.   Ruben Bravo, of...

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What US Marketers can learn from the food brands Italy loves

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...

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The Protein Craze in Healthy Food Marketing: Consumers Can’t get enough

Protein has always been part of the chatter among health-conscious consumers, but as consumers look for more “function” from their foods, the volume on the protein conversation is getting louder.   And why wouldn’t it? Protein has many major health benefits like stabilizing blood sugar levels and helping to build muscle, not to mention the diet benefits like speeding up metabolism and increasing fullness.  Healthy food marketing has to start listening.   Add that to the fast-growing concern over sugar and you’ve got a trend that appears to be here to stay. Consumers can already find hard boiled eggs...

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Re-modeling: The shift from skinny to fit and what it means for marketing healthy food

The way that consumers look at food is seeing a sweeping shift; we are now defining health based on fueling and strengthening the human body, not cheating it.   Going to the gym, eating well, and strengthening fitness has become the centerfold of today’s health campaigns. The affect it’s having on body image is not only fascinating, but it’s something marketers need to pay attention to (especially those marketing healthy food).   The message: super skinny doesn’t equal super healthy, and we’re seeing it everywhere – in food, fitness, and fashion.   Despite doubts and controversy, the fact that there...

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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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Healthy Food Marketing: Making Consumers See Why Seafood Is Worth The Extra Money And The Learning Curve.

Consumption of meat continues to go down. Protein based diets continue to pop up. And as health-consciousness continues to rise in the US, more people are eating at home than ever before. Sounds like the perfect time to be a seafood brand and in the healthy food marketing business. So how can they capitalize? Take Advantage of the move toward Protein Based Diets Part of the challenge for seafood brands is that healthy food consumers may not be clearly seeing seafood as an easy solution to their dieting challenges. Take Paleo for example. This is one of many protein...

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Healthy Food Marketing In The Frozen Aisle

The demand for simpler ingredients continues to gain momentum. And as more consumers search for what they perceive as fresher, more natural food, they do not often find themselves in the frozen food aisle.  A problem for some health food marketers. Partly because of its association with convenience, frozen foods do not get the health halo they often deserve. But there are a handful of smart brands out to change that. Lean Cuisine and Luvo seem to be in a race to connect with the valuable health-conscious consumer who still needs quick dinner solutions. Let’s start with the relative...

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