Tag: Millennials

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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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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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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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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Marketing Healthy Food: The fight against excess sugar

  Marketers could learn a lot from yogurt brands like Siggi’s and Blue Hill. Not just what they are saying, but what they are doing while marketing healthy food. It’s pretty radical. These two brands are just a couple of the brands on a mission to retrain American taste buds. They are helping people to realize that their bodies don’t need near the amount of sugar they’re eating now. Both brands have been successful by being clear about what they stand for. Siggi’s is already making a huge impact in the category. Their tagline is simple and direct and...

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Marketing Healthy Food To Millennial Parents

Those marketing healthy food should know that not all Millennials are created equal. The upper range of Millennials (25-34) are now becoming parents. In fact, nearly 11 million Millennials have already mastered the art of changing diapers. The parents of this generation are unlike any other, and food brands must adapt to reach them. Here are 4 things food brands should keep in mind when speaking to Millennial parents 1. Speak The Truth Make sure your product delivers what it claims. If you say you’re 100% organic, you must be able to back it up. With a wealth of...

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Festivals, Millennials and Healthy Food Marketing

From Coachella to the Warped Tour, the millennial generation is crazy for festivals. In fact, a recent study by Eventbrite, a global marketplace for live experiences, found that 1 in 5 American millennials attended a music festival in the past twelve months. Thanks to strong attendance numbers and the wide range of demographics represented, brands and healthy food marketing are looking to find their place in the latest events to draw in this increasingly influential generation. Here are just a few ways to succeed when involving your brand at a festival: 1. Show an unexpected side of the brand...

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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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