Now here is a refreshing trend - the move towards healthier eating. The American Dietetic Association recently released the results of their "Nutrition and You: Trends 2008" which was conducted earlier this year. The study separated people into 3 groups based on their attitudes on maintaining a healthy diet and regular exercise routine. The groups were "I am Already Doing It" (people who believe in maintaining healthy eating habits and regular exercise and trying to life that lifestyle); "I Know I Should" (people who believe in maintaining healthy eating habits and getting regular exercise are very important, but may not have taken steps to achieve this lifestyle), and "Don't Bother Me" (people who are least concerned with healthy nutrition and regular exercise and are not making an effort to life a healthy lifestyle). Since 2002 there has been a definite decrease in the latter group. There is a shift towards taking more interest and even action towards a healthier nutrition and exercise routine. 40% of people now report that they actively seek information about nutrition and healthy eating, which is up from 19% in 2000.
Why is this important to you? Because your consumer wants knowledge and they want help as they try to feed their families healthier foods. They want to know how to fit the products they love into a healthier lifestyle. You can talk about the nutritional benefits of your product on pack, on the web or in your advertisements. You can show consumers how to incorporate your products into a healthier diet for their families by featuring nutritionally balanced recipes on pack or on your product website (don't forget to include that nutritional information at the bottom of your recipes!).
Now don't get me wrong. I am not saying you should totally change your brand positioning to be a health brand if that is not who your brand is. What I am just advocating is that your brand keep up the the healthier lifestyle trends that consumers - find ways to fit in. Help educate your consumers on how your products can fit. You can also keep nutritional benefits in mind as you develop new products to launch. Give consumers lots of reasons to believe in your brand.