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Marketing to a health-conscious shopper

You’ve probably thought to yourself, this health kick is just a phase, like fat-free everything or fondue.  But this new way of eating is a lifestyle change. One that will ideally help people stay healthy longer, enjoy their lives and be overall happier people. Whether people are eating vegan, keto, gluten-free, paleo or a Mediterranean diet, health-conscious diets are very popular. And it’s not just a Millennial, craving plant-based burgers and avocado toast, this health-conscious wave spreads across generations. It’s important to understand the needs and wants of this specific audience.

So, what exactly does this audience want? According to a recent article, the Baby Boomers desires products rich in fiber, heart-healthy ingredients, vitamins, omega-3 and whole grains to aid with aging. While Millennials are seeking similar ingredients such as fiber, calcium, and vitamins but also enjoy healthier snacks. In general, there is a central focus on the quality of life and correlating food’s impact on overall health.

Here are a few tips to best market to this growing population.

It’s more than just fresh produces

As a vegetarian friend of mine once told me, “I can eat more than just salads!” A meat sale social media post will likely not grab the attention of a vegetarian or a vegan.  But in a slightly confusing way, a sale on produce might not grab the attention of a vegan or vegetarian either. Leverage your social presence to showcase healthier recipes and snack options instead.

This photo about Best Choice Snacker’s Choice showcases cheese and nuts, which is a healthy snack depending on the diet.

Highlight your health market or organic offerings

As mentioned before, the health-conscious pay attention to the ingredients. Displaying your health food options such as our Clearly line is an excellent way to appeal to this audience. The Clearly brand has three categories including, Clearly Organic, Clearly Gluten-Free and Clearly Free From.

Offer the same experience in-store and online

Allow your digital shopper to have the same interaction digitally as they do in the store. This means your language and branded materials all offer the same look and feel from Facebook to in-store signage. Considering this population engages best online, direct your efforts to your online presence. Informing your consumers digitally through social media, website, and emails about products, sales and more to stay connected and engaged. Offer exclusive deals to your digital consumer to draw them into the store.

Why do I work at AWG? “I’ve always wanted to work for a company where I can mix my skills in marketing with my love for food.” -Morgane