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. » » » »

Brought on by a multitude of healthy living factors, recognition and acceptance of the Better-For-You brand category continues to fuel rapid growth. As a sample of evidence, the market research firm, Packaged Facts, predicts 40% growth in sales of products targeting two-to-12-year-olds in the period 2010-2015. Says the firm – “We forecast that the next several years going into 2015 will mark a period of tremendous growth in the sales and development of food and beverage products marketed and designed for children.” » » » »

Spring has finally emerged, and with it, seemingly most of Healthy America, the 77 million health-conscious adults who have made some form of commitment to improving their health. While it’s evident to see their commitment to exercise (such as walking, running, swimming, cycling, paddling, hiking, and playing racquet sports, the list goes on), in 2011, many more Americans are committing as well to a holistic approach to healthy living. » » » »

Different Tactics, Same Strategy

With the advent of new technology and applications, people have taken control of the conversation, no longer interested in hearing one-sided, one-size-fits-all marketing messages. This trend is no more evident than reviewing the behaviors and preferences of Healthy America, the 77 million adults in the U.S. who have made a commitment to living healthier, and who are significantly pre-disposed to consider healthier product alternatives. » » » »

Proper segmentation of your current and high-potential customers lies at the heart of your relationship management processes that target the Health Conscious. In order to conduct an initial segmentation process, Better-For-You brands must determine the following: » » » »