Traditional approaches, says Active Life, have had little impact because they are disconnected from a larger, cultural change solution. Healthy culture change requires a community of committed people, places and organization sufficient in size to make healthy the norm.

While most Americans do not fully understand the breadth and depth of the health crisis we find ourselves in, there is growing awareness that a crisis exists, not only affecting our quality of life, but our pocketbooks as well. One only has to look at the latest data to sense the urgency:

• At the current trend rate, 103 million American adults will be obese by the tear 2018.
• At the current rate, treating obesity-related illnesses will account for more than 21% of U.S. health care spending in the same year, accounting for an extra $860- 956 billion spent annually to treat obesity-related conditions.
• If the trends continue unabated, it’s estimated that by the year 2030, 86% of all Americans will be overweight or obese.
• According to a recent Gallup poll, 450 million days of work a year are missed in the U.S. because of weight and other health-related issues.

Better-For-You brands have a real opportunity, if not at obligation, to play a significant role in stemming this health crisis, and being a part of the solution.

Better-For-You Foods: It’s Just Good Business

According to a recent Hudson Institute report “Better-For-You Foods: It’s Just Good Business”, the packaged food and beverage companies that sell better-for-you products enjoy greater sales increases and returns.  Says Hudson Institute’s Hank Cardello, for the first time, we now have evidence that packaged food and beverage companies selling a higher percentage of better-for-you (BFY) products enjoy greater sales increases, operating profits, investor returns, and reputation scores.

The report also concluded that:

• BFY foods and beverages now account for just under 40 percent of sales in grocery, drug, and mass merchandisers.
• BFY products contributed over 70 percent of sales growth in the last 5 years.
• Companies that grew their BFY products more than their traditional ones delivered more than two times the operating profit growth
• Returns to shareholders were 1.5 times higher for companies selling above-average levels of BFY products.

Clearly there is growing demand for Better-For-You food and beverage products, with more and more people becoming more educated on what they consume, how they consume, and where they buy these products. And with companies realizing that there are profits to be realized and market share to be gained, companies and the public seeking healthier options can will benefit from shared mutual interests.

Track Better-For-You Market Trends

Healthy Living Marketing tracks major market trends that impact Better-For-You food and beverage brands. To receive updates on these important trends, please follow us on Twitter.

Guiding Stars

The Guiding Stars nutrition guidance program contains over 85,000 rated food items and recipes. Designed to make a positive and lasting impact on public health, and recently granted a U.S. Patent, the Guiding Stars algorithm credits good attributes (vitamins, minerals, fiber, whole grains) and debits bad ones (saturated fat, trans fat, cholesterol, added sodium, added sugars) to determine which foods will garner one (good), two (better), or three (best) stars. The more nutritional value a food has, the more Guiding Stars it receives.

And how has the Guiding Stars program affected the customer’s behavior in-store? According to a study published recent by the American Journal of Clinical Nutrition, the Guiding Stars program has had a positive influence on food purchasing decisions after the implementation of the zero-to-three star rating system and that these changes continue to be significant in achieving healthier food choices in the supermarket. Their conclusion: Increasing rates of obesity and declining diet quality for Americans strongly support the need for effective supermarket point-of-purchase programs, such as the Guiding Stars nutrition navigation program, that provide clear, concise, and simplified nutrition information to guide shoppers’ food and beverage choices.

NuVal System

Developed by an independent panel of nutrition and medical experts, the NuVal System helps shoppers see – at a glance – the nutritional value of the food you buy. How?

NuVal Scores summarize comprehensive nutritional information in one simple number between 1 and 100. Each NuVal Score takes into account more than just the nutrition fact panel.  It considers 30-plus nutrients and nutrition factors – the good (protein, calcium, vitamins) and the not-so-good (sugar, sodium, cholesterol). The higher the NuVal Score, the better the nutrition.

The NuVal Nutritional Scoring System is powered by the Overall Nutritional Quality Index (ONQI), a patent-pending algorithm for measuring the nutritional quality of foods and beverages based on the influence they have on overall dietary goals.

Developed by a team of leading nutrition, public health, and medical experts, the ONQI algorithm uses the Institute of Medicine’s Dietary Reference Intakes (DRIs – quantitative reference values for recommended intakes of nutrients) and the Dietary Guidelines for Americans to quantify the presence of more than 30 nutrients – including vitamins, minerals, fiber, and antioxidants; sugar, salt, trans fat, saturated fat, and cholesterol. The system also incorporates measures for the quality of protein, fat, and carbohydrates, as well as calories and omega-3 fats. The NuVal System also takes into account how these nutrients influence health based on broadly accepted, published scientific literature.

The NuVal System takes into account other key factors that measure the quality and density of nutrients, as well as the strength of their association with specific health conditions. For example, trans fat has a very strong association with heart disease, a highly prevalent and serious condition. Therefore, the NuVal™ System assigns a “weighting coefficient” to trans fat that substantially lowers the Score of foods containing it. Those weighting coefficients are determined by the prevalence, severity, and strength of association with health conditions.

Nutrients for inclusion in the NuVal System were selected based on their established relevance to public health as reported and published by the scientific community.

Other National Grocers Produce Their Own Systems

Supermarket chains like Safeway and Publix in the southeastern U.S. have chosen to go solo, and while, not as comprehensive at Guiding Stars or NuVal, are making progress in advising their own customer’s needs. For instance, in the case of Safeway’s Simple Nutrition program, there are 22 benefit messages including messages for lifestyle/dietary needs and specific nutrition or ingredient criteria.

Healthy Living Marketing stays on top of the trends that impact the success of Better-For-You food and beverage brands. To remain on top of these trends, be sure to follow us on Twitter or Facebook.

Consider some of the latest trends we have been observing that having an impact –

Health Insurance Costs Continue To Rise Significantly

According to the Kaiser Foundation, the average annual premium for family coverage through an employer reached $15,073 in 2011, an increase of 9% over the previous year. Worse yet, the cost for the same coverage is expected to rise to over $ 35,000 by the year 2025. At this pace, employees will be asked to share more and more of these costs, placing a premium on the importance of health and well-being as a personal preventive strategy.

Americans Are Disconnected From Their Food

According to a recent national survey conducted by US Farmers and Ranchers Alliance, a staggering 72 % surveyed know nothing or very little about farming and ranching. And yet, 70% of those same respondents aid their purchase decisions are affected by how food is grown and raised, while 72% say they think about the topic when purchasing groceries. Another important finding of the survey shows that people expect farmers to produce healthy foods, with 79% of those surveyed saying producing healthy choices for all is very important for farmers and ranchers to consider when planning farming and ranching practices.

Are Americans’ Eating Habits Improving?

The American Dietetic Association (ADA) just released the results of its ongoing Nutrition and You trends survey. More than 750 adults were asked by phone about their habits and beliefs regarding diet and nutrition, and the findings are interesting. Here are some highlights:

When asked “On a one to seven scale, how important is diet and nutrition to you personally?” 67% said “very important”, with many more women than men (73 vs. 59% ) saying they believed diet and nutrition are “very important.”

When asked “Are you doing all you can to achieve balanced nutrition and a healthy diet?” 49% responded yes.

And finally, and a very telling question that has stimulated a lot of further questions and discussion, the reasons cited for not doing more to achieve a healthy diet and good nutrition included:

• I don’t want to give up the foods I like (82%)

• I am satisfied with the way I currently eat (75%)

• It takes too much time to keep track of my diet (62%)

• I need more practical tips to help me eat right (47%)

• I don’t know or understand the guidelines for diet and nutrition (40%)

And yet, sadly statistics that bear out the reality of it all, tell us otherwise.

At Healthy Living Marketing, we are constantly tracking trends that impact our Better-For-You clients’ business. We invite you to follow these trends on Twitter (@HLPromo) and on Facebook at www.Facebook.com/HLMarketing.

Gym Memberships Are On The Rise

Gym membership nationwide in 2010 reached an all-time high of 50.2 million members, according to the International Health, Racquet & Sportsclub Association, which surveyed nearly 40,000 individuals on their gym habits. Gym members used their health club an average of 98 days in 2010 — slightly less than twice a week.

When it comes to working out, the Commonwealth of Massachusetts comes out on top for gym memberships. One out of four state residents belonged to a health club in 2010 — more than in any other state. Complimented with time outside the gym doing other physically-active activities, and the local citizenry is well on its way to being one of the healthiest in the country.

United Nations Convenes On The Prevention And Control Of Non-Communicable Diseases

For the first time since meeting on the Aids epidemic on a health issue, world leaders are gathering in New York for a high-level meeting of the United Nations (UN) General Assembly on the prevention and control of Non-communicable Diseases. According to the UN, the four main non-communicable diseases—cardiovascular disease, cancer, chronic lung diseases and diabetes—kill three in five people worldwide, and cause immense socioeconomic harm.

Bad Health Impacts Us All

In today’s largely sedentary American work environment, these NCDs (or chronic diseases) are driving up the cost of healthcare; and causing U.S. businesses to suffer considerable financial losses due to lost productivity resulting from absenteeism, disability, and presenteeism (being sick at work). Yet, many of these NCDs can be prevented, mitigated, and/or managed with regular exercise, proper diet, and healthy lifestyle behaviors. In fact, according to a new report from the World Health Organization (WHO) that came out in advance of the UN meeting, 87% of all U.S. deaths are due to largely preventable NCDs. Tie that to the fact that 43% of the U.S. population is physically inactive, and we have a real problem – socially and economically.

Benefits For Business

Researchers have documented anywhere from $1.49 to $13.00 return for every dollar invested in employee wellness. Studies show that employees who exercise at least once a week, regardless of their weight, have lower health care costs than their sedentary co-workers. One study, in fact, showed that active employees take 27% fewer sick days and report 14 to 25% fewer disability days than inactive employees. What’s more, workplace wellness programs help attract and retain talented employees.

One expert aptly summarized “Exercise and other workplace wellness programs can help curb the dramatic rise that we are seeing in these non-communicable diseases,” said Moore. “But these programs also bring significant financial benefits to businesses.”

National Food Day

Designed to be similar to Earth Day where environmental awareness has been piqued over the years, the October 24th has been designated as the inaugural Food Day. Seeking to bring together Americans from all walks of life—parents, teachers, and students; health professionals, community organizers, and local officials; chefs, school lunch providers, and eaters of all stripes—Food Day is set to push for healthy, affordable food produced in a sustainable, humane way.

Senator Tom Harkin (D-IA) and Representative Rosa DeLauro (D-CT) are the Honorary Co-Chairs for Food Day 2011, and the day is sponsored by the Center for Science in the Public Interest, the nonprofit watchdog group that has led successful fights for food labeling, better nutrition, and safer food since 1971.

Food Day’s goals are to –

• Reduce diet-related disease by promoting safe, healthy foods

• Support sustainable farms & limit subsidies to big agribusiness

• Expand access to food and alleviate hunger

• Protect the environment & animals by reforming factory farms

• Promote health by curbing junk-food marketing to kids

• Support fair conditions for food and farm workers

For further insight on how new market trends and developments are impacting Better-For-You food & beverage brands, please contact Healthy Living Marketing or call (301) 378-0384.

Recent data points that reinforce this trend include the following:

The global food allergy and intolerance products market is projected to exceed $26 billion by 2017, according to a new report from CompaniesAndMarkets.com. The sector’s explosive growth is expected to continue due to increased diagnosis of digestive health conditions, growing interest for wheat-free and gluten-free diets, improved labeling regulations, and tastier innovations in the category.

According to the Food Allergy and Intolerance Products: A Global Strategic Business Report, the rise in the health-conscious consumer segment has manufacturers investing in “free-from” foods such as those containing less or no gluten, wheat, lactose, cow’s milk, nuts, egg, soy and ominous additives. The market witnessed an avalanche of new product launches in 2010 with savory snacks, energy bars, baking ingredients/mixes, chocolates, and cookies topping the list of new gluten-free introductions.

The large rise in demand for lactose free products has also led several Better-For-You brand companies to focus on formulation of dairy-free products through the modification of their processing techniques.

The report goes on to state that the biggest market for food allergy and intolerance products is the United States, where an estimated 10% of the population has difficulties digesting gluten. Gluten-free foods represent the fastest-growing segment. While gluten-free foods have been targeted at celiac suffers who are required to avoid gluten to lead a healthy life, the products also are embraced by people who perceive that gluten-free diet can help in treatment of disorders such as autism, chronic fatigue, schizophrenia, attention deficit disorder, multiple sclerosis, migraine and fertility problems.

People Aim to Choose Healthier Foods

According to the 18th Annual Consumer Attitudes About Nutrition commissioned by the United Soybean Board, Americans in 2011 overwhelmingly say they are trying to choose foods that maximize nutrition and health.

In 2011, 87% of those polled expressed concern about the nutritional content of the food they eat, with seven out of ten saying they havechanged their eating habits in the past 3-5 years due to health concerns. Most people (92 percent) find health and nutrition information important when searching for healthy foods at the grocery store. Just under half (49 percent) of Americans feel that information about health and nutrition is too confusing, while 90 percent review the Nutrition Facts panel on packaging when deciding which foods to purchase.

Economic times are tough, but that doesn’t stop people’s interests in adopting healthier behaviors.

Brandspark International and Better Homes & Gardens Magazine recently released the results of their third annual shopper study which included surveys of more than 63,000 American shoppers.

According to the survey, and specific to Food & Health:

• 8 in 10 consumers are looking for products that are healthy.

• 5 in 10 Americans consider themselves to be overweight.

• 7 in 10 consumers are trying to reduce their consumption of processed foods.

• 6 in 10 consumers are looking for food products that can reduce the risk of major health issues.

• 7 in 10 consumers are concerned about the amount of fat in their diet.

According to Robert Levy, President of BrandSpark International, “we have seen much innovation over the past few years and can expect this trend to continue. From a nutritional point of view, consumers are looking for food products that can help them stay healthy and prevent illness. We can also expect to see continued focus on natural ingredients for food, and continued attempts to help consumers eat healthier snacks and control their portion sizes.”

To gain a foothold on a greater understanding of the Better-For-You food and beverage marketplace, and the implications it has upon your branded business, please contact us at (301) 378-0384.

In their recently released 2011 International Food Information Council Foundation Foods for Health Survey, maintaining health and reducing risk of disease is at the forefront of many people’s minds as they age. The research shows that Americans cite cardiovascular disease (46 percent), weight (32 percent) and cancer (22 percent) as their top health concerns. In addition, almost one in five Americans (19 percent) cite healthy aging as a top health living concern.

The foods and food components Americans look to the most to help improve or maintain their health are:

1. Fruits and Vegetables
2. Fish/Fish Oil
3. Dairy
4. Whole Grains
5. Herbs & Spices

“Americans have made it clear that they want to take advantage of the health benefits of food,” according to Elizabeth Rahavi, RD, Associate Director of Health and Wellness at the International Food Information Council.

The top components with benefits mentioned in the survey include calcium (92 percent) and vitamin D (90 Percent) for bone health, protein (87 percent) and B vitamins (86 percent) for overall well-being, omega-3 fatty acids (85%) for heart health, and probiotics (81 percent) and fiber (79 percent) for digestive health.

Still, Americans struggle to incorporate these key food components into their diets citing the top barriers as expense, taste and availability. And the latest research citing that maintaining a healthier diet in alignment with the USDA’s latest daily nutritional guidelines (according to myplate.gov) is potentially hundreds of dollars more expensive annually doesn’t help. But as Rahavi states, “Consuming foods for health benefits doesn’t have to be expensive. Just taking simple steps such as choosing a whole grain cereal, oatmeal, or yogurt for breakfast each day can go a long way to improve health over time.”

Other Key Findings from the research included:

• The majority of U.S. consumers (95 percent) are confident that they have a “great amount” or “moderate amount” of control over their own health.

• Cardiovascular disease (including heart disease, heart attack, high blood pressure, high cholesterol, and stroke) remains the top overall concern of American consumers (46 percent), followed by weight (32 percent) and cancer (22 percent).  Furthermore, cancer (22 percent), physical activity and exercise (21 percent), sleep and rest (20 percent), diet and nutrition (19 percent), and healthy aging (19 percent) are vying for the third top health concern.

• Consumers overwhelmingly believe that food and nutrition play “a great role” in maintaining or improving overall health (73 percent). More so than exercise (63 percent) and family health history (39 percent).

• When asked about their perceptions of functional foods, the majority of Americans (87 percent) continue to agree that certain foods have health benefits that go beyond basic nutrition, and half (50 percent) “strongly” agree.

• Similar to 2009, a majority of Americans (87 percent vs. 85 percent in 2009) are interested in learning more about foods with benefits.

• The top components with benefits mentioned in the survey include calcium (92 percent) and vitamin D (90 Percent) for bone health, protein (87 percent) and B vitamins (86 percent) for overall well-being, omega-3 fatty acids (85%) for heart health, and probiotics (81 percent) and fiber (79 percent) for digestive health.

• Consumers are most likely to agree that functional foods can make a meaningful impact on health when they consume them (78 percent), and that the added benefits of these foods provide a compelling reason to consume them more often (76 percent).  However, only slightly more than half (57 percent) feel they have enough information to understand which foods provide an added benefit, and that they would consume more of these foods if a health professional told them they would benefit (54 percent).

• When asked to select all of the sources of information that might impact their decision to try a food or food component, medical professionals and Registered Dietitians are the most influential (65 percent and 51 percent).  Media sources are also quite influential (66 percent), including internet (43 percent), TV news programs (34 percent), and magazines (30 percent), among others.  Other sources which nearly half of all Americans cite as influential include the food label (48 percent), health associations (48 percent), and friends and family (47 percent).

With this research, coupled with the 2011 IFIC Functional Foods/Foods for Health Survey, it’s clear that people are more and more looking to food for its health benefits.  Ninety percent of Americans can name at least one food and its associated benefit and 76 percent say that functional foods, or foods that can promote health, can have a meaningful impact on their health when they consume them.

To discover how these trends impact your Better-For-You brand business and how can benefit, please contact Healthy Living Marketing at (301) 378-0384.

As Cary Silvers, Director of Consumer Insights for Prevention Magazine states, “while the main criteria for healthy foods was previously determined by ingredients it did not contain, today’s shoppers are now instead wondering what’s in their food, seeking to better understand the nutritional components of what they eat.”

Trend: A Focus Upon What’s In The Food Product

The largest change revealed in this most recent survey – what used to matter most to shoppers is which undesirable characteristics their foods were lacking: fat, sugar, salt, calories, and so on. Now, fortification and the inclusion of key health ingredients are on the rise, with fiber being the most sough-after component (44%); whole grain (36%), protein (27%), Omega-3 (23%) and antioxidants (16%) follow.

Certain health claims nowadays are also proving to be very attractive to customers. When purchasing food, heart health (73%) is the top health claim on packaging that matters to consumers, with energy (71%), digestive health (66%), and improving mind health (65%) following closely behind.

Despite this attention to healthy foods, lack of planning is over-shadowing health in the decision-making process at the dinner table, with 72% of shoppers deciding what to have for dinner that day. When same day decisions for dinner are made, health (52%) falls well behind taste (73%), quickness of preparation (60%) and craving (52%). Lack of meal planning is so pervasive that one-in-four shoppers (24%) decide what to have for dinner within one hour before eating.

Opportunity Revealed For Manufacturers And Retailers

This trend reveals a customer relationship opportunity and potentially the creation of a pivotal role for manufacturers and retailers alike in helping the consumer to achieve a higher degree of health and well-being through successful, well-considered, healthier meal planning. Retailers in particular can step up and align meal planning with nutritional tracking systems such as the NuVal program to make meal planning simple, convenient, and healthier. Further integrate a program like this with Supermarket registered dieticians (RD’s) coaching and guidance, and you have a comprehensive relationship-based solution for customers who are time-stressed and looking for assistance from a reliable, responsible source. It’s one thing to understand the nutritional value of 17,000 products; it’s another more powerful opportunity to put these values in to context with advance meal planning.

As Leslie G. Sarasin, president and chief executive officer for FMI states,

“As schedules become busier and awareness of health issues increase, the consumer demand for healthful options that are quick and easy for families will grow.”

Other Key Findings of the Survey that further reveal the need for comprehensive healthy meal planning include:

• 54% of the survey respondents have tried a new healthy recipe in the past year.

• Half of survey respondents say they don’t actively monitor their calorie intake on a daily basis but do make an effort not to consume too many calories at a time.

• About half say they are paying more attention to consuming fewer calories than they did two years ago; the same share say they are paying about the same amount of attention.

• Even though they say they are not reading labels as much, respondents are increasingly likely to say they are buying more food products with certain types of labels; attention has shifted slightly away from the unhealthy side of things (trans and saturated fats, sugar/sweeteners, calories) to the healthy side (fiber, whole grains, vitamins/minerals, and protein content). In other words, people seem to be more proactively looking for the healthful ingredients.

To gain a broader understanding of health and well-being trends that are impacting your Better-For-You healthier-alternative brand, write us at Healthy Living Marketing or call us at (301) 378-0384.

But for manufacturers of healthier alternative Better-For-You products, the biggest challenge (according to a recent Content Marketing Institute survey of 1,100 marketers) marketers face is producing engaging content (36%). And yet, according to the results below, providing valuable content is just what their respective customers demand and respond to:

• 53% of time spent online is with content, providing users with the kind of editorial guidance they seek (D&MC Study).

• Compelling content drives social interaction and 23% of social media messages contain content links (Nielsen & AOL Research Study).

• Health information research is the 3rd most popular use of the Web behind email and search (Pew Internet Project).

• 38% of people will share information from someone they trust, not an advertisement (Nielsen & AOL Research Study).

• People believe sponsored content is higher quality, largely due to the positive brand association and reputation (D&MC & Nielsen Study). Traditionally paid advertisements have a low trust rating relative to branded content.

Not only is a single piece of engaging content valuable to the customer, but, as a marketing expense, when leveraged successfully and repurposed repeatedly, that same content can provide one of the highest rates of return for the brand. In comparison to more traditional methods, leveraging content across multiple platforms offers so many more opportunities to expand the brand’s reach than ever before, incorporating more channels and social sharing. Social content placement is often earned and is trusted more than traditional advertising by today’s skeptical buyers.

Using social media-focused channels, Better-For-You marketers can connect and engage with influencers and Health-Conscious communities via:

• Twitter, Facebook, LinkedIn Posts and Links – Beyond just links to promote the content, marketers can post key excerpts of compelling findings and advice. These posts are liked and forwarded by other members.

• YouTube and Slideshare Posts: Based on the type of content, the Better-For-You brand can leverage specific social channels for sharing content, including YouTube for videos and Slideshare for PPTs and PDFs.

• LinkedIn Discussion Groups and Quora: The marketing team can pose key questions that would be compelling to discussion groups to attract group members’ comments on the research and findings. Collaboration on additional opportunities, best practices and solutions often takes place as a result.

• Influencer Links: Better-For-You marketers can make influencers aware of the content and findings, prompting them to write about the content and pass along excerpts and links.

• Search Engine Optimization (SEO) – Search engines prioritize links to content that are seen as timely, relevant and valuable to the community. To optimize SEO, marketers still need to be sure that content is tagged properly and contains important keywords and phrases that the Better-For-You brand wants to be identified by online. Additionally, marketers must ensure that content is back-linked, liked, book-marked, promoted and linked to/from other independent and influential sites.

• Article Syndication – Marketers can now convert the blog post and other content into article form, and get digital and print publishers to pick-up the content for increased readership and benefits.

To discuss your Better-For-You brand’s opportunities to leverage engaging branded content for increased brand awareness and engagement, please contact Healthy Living Marketing at (301) 378-0384.

For Most, Health Consciousness Begins With Weight Awareness

More than 186 million American adults – or eight out of ten men and women aged 18 and older – are “weight conscious”, according to a recent national survey organized by the Calorie Control Council. Five out of ten (54%) want to reduce their weight, and noted that exercise, cutting back on sugar, using low calorie or reduced sugar products, and restricting the size of meal portions are the most common tactics. An additional 28 percent of Americans are trying to control or maintain their weight.

Health Moves From Niche to Mass Market

A recent report by research firm Packaged Facts confirms a diverse range of people is increasingly focused on weight loss and weight maintenance within a broadening context of personal health and lifestyle issues. The same report estimates the global weight loss and diet management market — including diet food and drinks, weight loss programs and services, weight loss drugs and natural therapies, and surgical interventions — reached $26 billion in 2009. Diet food and drinks was the largest category, with $18 billion, or 73 percent, of total worldwide sales.

The development of foods and beverages that provide satiety, or hunger satisfaction, is projected to be one of the hottest trends in weight management in the coming years. Growing consumer demand for these products has led several major manufacturers, including PepsiCo and Coca-Cola, to shift toward greater focus on innovation and production of organic and natural foods and beverages.

In an even more recent study from Packaged Facts, the U.S. market for natural and organic food and beverages is now projected to more than double by 2015. This report pegs the current market at $39 billion with sales expected to dramatically grow by 45 percent by the end of 2011, to eventually surpassing $78 billion within five years. A survey by Packaged Facts also concluded that now nearly half of grocery shoppers buy food that is identified as natural or organic, and the number of shoppers seeking such products is increasing.

With this acceptance comes more growth. Most manufacturers and retailers alike are responding, and not just within the food and beverage categories. Product and service categories such as smart phones, footwear, travel, and even automobiles have answered the call.

Retailers See Huge Benefits From Health & Wellness Trends

Nowadays, walk into any grocery supermarket, and you will see Health Consciousness abounding on every aisle, produce stand and displays. Lower calorie alternatives, “made-with-healthier” ingredients, locally grown, nutritional value statements, in-store flyers touting functional health benefits, smart apps that reveal nutritional data when scanning a QR (Quick Response) symbol, entire “Healthy Living” content categories on the retailer’s website, and now even the most unthinkable five years ago – supermarket-wide nutritionists and registered dieticians who are on staff to help educate customers, and store personnel, merchandisers, marketers, and category buyers alike.

This trend is now extending to leading Drug Chain retailers as well which have virtually changed their service model to now include in-store nutritional counseling, health clinics, and product advisories. By providing the information consumers need to make an informed choice in this sector, retailers are repositioning their store to become the local community health and wellness destination.

Learn More

To learn more how these market and consumers trends can positively impact your Better-For-You brand, please contact Healthy Living Marketing to schedule a call to discuss.

Increased Engagement and Relevance

With the numerous functional attributes that Better-For-You brands typically offer the public, creating a branded digital App that becomes a daily tool or resource for the customer is a wonderful tool that provokes and sustains engagement, but also strengthens meaningful brand relevance for the customer. Does your brand offer Healthy Heart benefits? Well there’s an App for those who wish to track those metrics. Does your Better-For-You brand offer lower cholesterol benefits? Well, there’s an App to help your customer track their food and beverage consumption, including your own, to effectively reduce cholesterol.

You get the picture – imagine how your brand can be more meaningful and more present in your customers’ eyes, minds and lives, then design an App to fulfill that need. Tie the Brand App to the shopping experience, and you can’t ask for a more engaging, business-driven tool to facilitate revenue-generation and brand embrace. Mobile devices are an extension of each customer’s life — set up and customized to their lifestyle, needs, and preferences. When properly positioned and designed, a Branded App can integrate well in to your customer’s lives, while becoming a great source of additional customer profile data.

Expand The Relationship With Actionable Data

Whether it’s through a branded digital App, a face-to-face “live” experience, social media or your website, Better-for-You brands have access to a host of invaluable metrics — clicks, responses, leads, purchases, revenue, user behavior, preferences, trends, and so on. And making that data collected actionable is key to furthering the brand engagement and the delivery of benefits to the customer. At Healthy Living Marketing, we work to plot a “path of desired actions” that outlines specifically what we are looking to create, cause or provoke by way of the planned marketing action. Our end objective for Better-For-You brand clients is to instill new healthy lifestyle behaviors where the customer begins to rely upon the brand for personal insight and newly embraced behaviors. But beware, customer profiles and behaviors change over time because the way they receive information changes over time. These changes impact brand messaging, communication approaches, message timing, even the medium. Being able to target the right messages at the right time across the right mediums will help you better evaluate the true customer response.

Take The Next Step

For a diagnostic analysis and review of existing opportunities to enhance your Better-For-You brand relationship marketing practices, please contact Healthy Living Marketing at (301) 378-0384 or by emailing us.