Tag: Health

The do’s and don’ts of marketing healthy food through social media.

Social Media and Digital campaigns can absolutely boost sales for food brands, even ones marketing healthy food. But not in the way we are used to. Brands must use social the way it was intended to be used—to talk TO consumers until they talk about YOU. In other words, talk to consumers in a way that gets them feeling more connected to your brand­­­ by demonstrating an understanding of what they to know, see, and experience. This shouldn’t be that difficult. They are very public. This has always been a challenge for brands, but it’s even harder on social....

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Sparkling Water Is Far From Fizzing Out

The health-crazed nation may be spending less money on soda nowadays, but its still craving fizzy drinks.   Cue soda’s bubbly, healthier, replacement: sparkling water.   Between 2009 and 2014, the volume of carbonated bottled water sold in the U.S. has increased by 56.4 percent.   For consumers who are all about natural, minimally processed products, sparkling water appears to be the billion-dollar answer to our decade-long addiction to sugary soda. Sparkling water sales have spiked in the past few years. Between 2009 and 2014, the volume of carbonated bottled water sold in the U.S. has increased by 56.4...

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Paleo for Pets? Can Pet Food get anymore human?

You don’t have to be an expert to see that marketing pet food and human food is becoming more and more similar.   The intense dietary demands that we are beginning to put on ourselves have started to bleed into the realm of our pets.   That means expectations of quality ingredients aren’t going away any time soon and that “wellness” is a concept for our pets too. Not really that surprising when you think about how much a part of our families pets have become.   Also not surprising when you realize that the same factors that are...

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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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A Shift in Airport Eats: How Dining-in-Transit is Making Way for Healthy Foods

Healthy food used to be a choice at home, but not so much on the road.   But things are finally changing for travelers (and health food marketers). Snack brand options at airports, rest stops and train stations have started to shift to meet the demands of health-minded consumers to offer light meals to fill you up without weighing you down along your journey.   As a frequent flyer myself with a strict diet, on longer trips I have tried to stay near, or at least know that I will have access to a Whole Foods, or a really...

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Healthy Food Marketing: Functional Beverages

Man cannot live on water alone. Or at least man doesn’t seem to want to. So to meet consumer desires for variety, we now have more beverage options than ever before. The constant introduction of a multitude of healthy juices, specialty waters, and protein shakes is a trend in the beverage marketplace (and healthy food marketing) that’s showing no signs of slowing down. What’s different about these new entries versus the Gatorades and Vitamin Waters of the recent past? It’s not their flavor but their function. What specific thing can each drink do to better your health or your...

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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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Marketing healthy foods in today’s fragmented world

If you are a marketer, you know the days of messaging to a homogeneous target and broad/umbrella are gone. In order to break through and make a real connection today, all brands must understand this super-fragmented communication landscape. They need to leverage their available platforms to meet consumers right where they are and pinpoint the right message for that particular medium. That is no easy task, even when marketing healthy food.   We now live in a world where consumers are becoming increasingly complex; gender lines are blurred, stereotypical roles have been turned on their heads…and yet the expectation...

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Healthy Food Marketing Trends: There’s a more exciting way to find out what’s next

Marketers can spend a fortune on research when they are trying to uncover what health minded consumers will want next, or perhaps just take a quick trip to a city that’s always a few steps ahead.   For example: Portland, Oregon. Simply taking a walk in this trend zone might make research more robust and more exciting than merely looking at the latest statistics.  Healthy food marketing research just became more fun.   Coffee Portland takes their coffee really seriously (so not the place for those in a hurry!), and they know that high quality coffee is what consumers want....

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Healthy Marketing Brands Are Taking on Collective Wellness

Collective Wellness could be one of the answers. How could anyone argue that Collective wellness, or wellness by community is an incredible perk for health minded employees of a company. But what collective wellness says about a company could be an incredible boost for the brand itself and healthy food marketers are taking note. Today brands have to be about more than what they sell and how much profit they make. What they are about has tremendous influence on consumer loyalty. Consumers (especially those focused on health) gravitate towards brands that stand for a healthy lifestyle and believe in...

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