There’s more healthy living news to report, and further evidence of the growing health consciousness in America. And it greatly impacts the future of Better-For-You brands.

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 latest Prevention Magazine and Food Marketing Institute (FMI) “Shopping for Health” Survey details a paradigm shift occurring in supermarket aisles across the country, and provides further evidence of the growing health-consciousness throughout the U.S. and the empowerment of the public as they make changes in their diet and healthy lifestyle choices. » » » »

Health-Conscious consumers are an enlightened lot, typically well educated and armed with a voracious appetite for information that can help them to achieve and sustain a higher degree of health.

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: » » » »

Americans are rapidly embracing awareness of a desirable healthier state. And this desired state is creating tremendous opportunity for Better-For-You brands that offer healthier alternatives.

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. » » » »

The new world of relationship building affords Better-For-You brands with wonderful opportunities to make an impact in their end customer’s lives, and at every opportune and appropriate occasion. And with many Better-For-You brands offering a wide range of functional attributes, the brand’s marketing reach can become wider with the deployment of new technology enablers. » » » »