NEWS FLASH: New Report Confirms Consumers across all demographics are interested in healthier foods.
We are seeing a shift in the mind of the consumer who is on the hunt for healthier options in the marketplace. Natural food brands should be aware of this shift as they continue to grow into conventional grocery where conventional shoppers are on the hunt for cleaner ingredient profiles that provide a function beyond a tasty snack. Keep in mind that “health” takes on different meaning in Boulder, CO than it does in Omaha, NE, but as you gear your brand to drive trial and create a bond with this new open minded conventional consumer, here are a few ways to attract them:
If you’re selling an unknown ingredient in a known form (Example, Quinoa Chip), make it easy through messaging and copy for consumers know what you’re bringing to the table. Consumers should quickly understand that you’re offering a great tasting chip that everyone knows and loves with great health benefits, etc. It would be helpful to think about addressing taste, texture and possibly the ingredient story along with any other questions an uneducated consumer may have. We all know what chips are so think to yourself: How can you break it down and make the unknown a known?
Consumers today are showing up to shelf with a distrust for big brands that have typically used saturated colors, big fonts, etc. However, the natural + organic space is no longer just utilizing earthy tones — there is movement toward these brighter colors that once indicated less healthy options.
Create a bridge between the brand and consumer. Tell a story and you will automatically make a connection that becomes relatable. The story can be about the founders of the brand, the product, or even how the ingredients were sourced — Whatever elements you choose to tell the tale of, this is key in making the consumer feel like they are joining in with a larger vision at hand.
Be sure not to lean too far into the big CPG or natural / organic design approaches as one approach can immediately signal processed and the other unfamiliar approach can lend too “crunchy”. If you make a natural product, your ingredients are likely straight forward and we have seen this simplicity take shape in the design movement. It’s easy: Simple elements tell a story.
A recent study in Food Business News found that consumers are moving away from more traditional preferences in shopping which highlights taste and convenience. They’re moving more toward evolving preferences that include health conscientious, safety and social responsibility. These changes are not just affecting a specific demographic or socioeconomic group, but everyone who enters the grocery store.
People are becoming more concerned about ingredients in their foods that may cause long-term harm to their families, yet “consumers are not going to dig deep. They are not going to read a scientific report. If they have a concern they will check with friends and family. As companies, we have to be proactive and find ways to talk to consumers,” mentions Jim Borel, executive vice-president of DuPong, Wilmington, Del. There is a certain adaptability that is required to move with the trend to remain relevant and fresh for the consumers. It’s also important to evolve as a brand with the movements in order to meet expectations.