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. » » » »

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. » » » »

With the country coming out of Recession, prospecting for new Health-Conscious customers has returned to popularity as a compelling marketing strategy for Better-For-You brand marketers. And with the clear understanding of the growing demographic and lifestyle diversity of the country’s population, and its impact on how marketers react and response to prospective customers, it’s vitally important for success that Better-For-You brand marketers respond as well. » » » »

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: » » » »