Creative Marketing Strategies Can Help Kids Eat Veggies

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Most parents find it difficult to get their kids to eat veggies. But with the right help, parents may be able to locate the solution, thanks to creative marketing strategies. Researchers from Ohio State University in Columbus used a simple method to encourage children to eat fruits and vegetables. They placed banners in school cafeterias that feature vegetable animated characters dubbed as the Super Sprowtz. These featured characters are Zach Zucchini, Miki Mushroom, and Suzie Sweet Pea.

Research on How Marketing Impacts Consumption of Veggies

They observed if the banner increased the likelihood of kids picking up veggies and salads and eating it. Four weeks after the creative marketing strategy was established, researchers noted that the number of school children who took vegetables from the cafeteria salad bars tripled. According to assistant professor Andrew Hanks, creative marketing strategies are very powerful when used correctly to encourage children to make healthy choices when it comes to their foods.

The schools were randomly assigned to different groups which include the typical cafeteria setup and one where the Super Sprowtz was used. For schools which feature the creative marketing strategy, some used only vinyl banners or videos while others had both banners and videos.

 

The study showed that while there is an increased number of students from 13% to 24% who took vegetables from the salad bars from schools that featured only the banners, a tremendous increase from 10% to 35% was observed in schools with both banners and videos. Interestingly enough, schools that had the regular cafeteria setup, as well as those that only used videos, did not observe any improvement. The researchers concluded that the videos were not an actual part of the salad bar, which created a disconnect to the students.

This study produced a positive light on advertising. According to Tamara Melton, spokesperson for the Academy of Nutrition and Dietetics, using creative marketing strategies is a great way for schools to promote eating healthy food to the children. Another advantage of this particular approach is that it is very affordable for most schools.

Can Super Sprowtz Sustain Interest in Veggies?

However, the challenge is that while this tactic is useful in the first few weeks, the novelty may wear off. It is crucial to adapt through time as what works for school children may not readily translate for the older kids. The character Zach Zucchini from Super Sprowtz may no longer appeal teenagers. The key here is how to develop a taste for veggies and fruits to children so that they retain it once they are older.

 

The responsibility of feeding vegetables to children also falls on the shoulders of parents. Melton mentioned that parents could also encourage young kids to eat vegetables by setting examples. Letting kids prepare their fruits and vegetables is also an effective way of making them appreciate such type of foods. Lastly, growing a small home garden is also a great way to introduce vegetables to children at a young age.

Inspired by consumer.healthday.com

American Consumers Want More Healthy Snacks

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Consumers are becoming wiser these days, and they are not only buying snack foods to satisfy their cravings but also to maintain good health. Healthy snacks are the leading category for growth for companies looking to enter the “better-for-you” food market. Companies like Mondelez and Diamond Foods have taken into account the needs and preferences of consumers and are now offering nutritious foods in a variety of snack categories.

The healthy snack market is rapidly growing with a compound annual growth rate of 4.7% on overall sales. In the past two years, healthy bars have led the way in “better-for-you” snacks. The industry has a very positive outlook with a predicted growth of 5.7% per year into 2020.

Healthy Snacks Sell

healthy snacks shopping One of the significant reasons is that there is a rising preference among snackers for products that provide functional benefits. Second, products with “free from” labels are very appealing as many people suffer from different health conditions. Healthy snacks that are labeled gluten-free and allergen-free cater to an entirely new yet growing niche.

In general, adult consumers are snack more than ever before. In fact, 30% of most adults believe that snacking should be a part of their daily meals. They almost all agree that snacks are necessary to achieving daily nutrition requirements to sustain them through the day.

Large companies are Catching On…                                                                                                                     

The popularity of the healthy snack market has led many food manufacturers to invest in new equipment or acquire smaller niche brands. One of the fastest growing snack categories deals with protein based snacks like meat bars, nuts, and more.

Another development is the use of innovative flavors to make the healthy snack products unique. The market uses ethnic-based and other clever combinations to catch the attention of the consumers. This trend is very popular among the millennial and younger snackers who are not afraid to try new snack items as well as use snacks as meal replacements.

Aside from influencing the types of products that we see in the market, healthy snacking has also paved the way for many conventional snacking companies to create healthier snack lines. For instance, companies like Link Snacks, General Mills, PepsiCo, and ConAgra have ventured into the healthy meat snacks and snack bars. Moreover, even small retail stores and private labels have created products to answer the demand of the growing number of consumers who are looking for healthy snacks.

Inspired by fooddive.com

Baby Boomers Want More Clean Label Products

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Clean label is a new term used in the food manufacturing industry to depict food as only using simple and natural ingredients. The trend was expected to appeal to the younger consumers, but clean label products surprisingly appeal to the baby boomers too.

Baby boomers or those who belong in their fifties are the ones who readily patronize baby boomers. According to Dr. Elizabeth Sloan, president of the Sloan Trends, Inc., this particular demographic has both the time and money to buy clean label products.

Why Does It Appeal to The Boomers?

baby boomer clean label products real ingredientsConsumers have different reasons for why they opt for products with such labels. Younger people look for products that are all-natural, gluten-free, and organic. Baby boomers have an even simpler reason, and that is to avoid artificial additives in their products. There is an increasing interest for products with clean labels among baby boomers as this age group is starting to experience many health setbacks. The need for clean and natural food is essential to maintain good health for all ages.

In the research conducted by Sloan Trends, they investigated different products with clean labels and the age groups that patronize them. A whopping 76% of the correspondents who are 65 and above opt for products with clean labels for health reasons while contributors who are 50 to 64 gave a higher value for health at 75%.

The Domino Effect of Clean Label Products

There is a domino effect on this buying trend among older consumers. The report from the Organic Trade Association showed that the food sales of organic products in the United States rose to 11% in 2014 which is equated to $35.9 billion. Moreover, one-third of the consumers opts for organic products because they know that the products are all-natural and do not contain GMOs. Many consumers are confused when differentiating organic, non-GMO and naturally-flavored. For instance, a strawberry shortcake may not contain real strawberries but are just naturally flavored with strawberries.

The thing is, while clean labeling a buzzword among many consumers, it remains a very complicated topic that needs to be defined by the experts. The Food and Drug Administration coupled with the U.S. Department of Agriculture should work hand in hand to make it easier for consumers to understand the new labeling as well as the food that they are buying.

After all, clean labeling boils down to one thing: avoidance of artificial additives. Whether you are a boomer or millennial, people want real food made with real ingredients.

Inspired by foodbusinessnews.net

Simple Ingredients are Attracting Consumers to Natural Products

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Many consumers are not only more health conscious but are also becoming more careful shoppers. While many consumers still don’t look at the label, a growing group is focused on natural food and beverage products with simple ingredients.

The Clean Label Trend

There is an increasing number of people opting for clean labels. A clean label is simplifying the list of ingredients in a particular food and beverage product. It is a guiding purchasing behavior for future consumers, but it is a challenging call for food manufacturers.

This particular trend follows the five-ingredient rule which means that products should contain fewer and more recognizable ingredients to become attractive to many consumers. As this trend has evolved over time, efforts have also been made by many food and beverage manufacturers to use simple ingredients, and ensure that the ingredients used are as natural as possible.

Natural Ingredients are Simple Ingredients in Consumer Minds

With a lot of food products marketed as containing natural ingredients, many consumers find it difficult to define what “natural ingredients” means. Unfortunately, many food products claiming to be natural either have legitimate claims or just use buzzwords. The agency responsible for the ingredients’ definitions is the Food and Drug Agency (FDA).

So what are natural ingredients? Food writer Michael Pollan defines such ingredients as those that consumers can easily pronounce and recognize. These ingredients should be as close to their natural form and should not be overly processed nor should they contain additives like dyes or artificial preservatives.

The Demand for Natural Food Products

Clean labels are very popular throughout the industry and the demand for simple ingredients is influencing the sales of many food and beverage products. Many believe this trend is the leading reason for the organic & natural foods industry projected growth to experience a 14% rise in its total sales by 2020.

Unfortunately, this trend has also produced a lot of confusion among the consumers. According to global consumer research firm Mintel, more than 37% of the consumers remains confused about the information indicated in food labels, while 38% are skeptical of the information provided by these companies.

The solution to this confusion is to uphold transparency within the food industry so that this trend will resonate with all consumers. But how do food companies maintain transparency? Aside from making food labels comprehensible by using simple language, companies must reformulate their products using natural ingredients. Instead of using artificial sweeteners, natural alternatives may be employed. Food manufacturing companies can also look into their packaging and opt for a more sustainable look, instead of using plastic or foil packs.

This trend provides a tremendous opportunity for brands to increase revenue but also to connect with consumers. The cherry on top is brands will be seen as more trustworthy if they adopt simple ingredients and create clean labels for their products.

Inspired by fooddive.com

Nestlé Creates Medical Foods for Growing Market

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Let food be thy medicine. With this mantra, food manufacturing giant, Nestlé, is developing a new line of food – medical foods. Medical foods are not your usual protein or nutritional bars. They are prescription-based drinks and powders that are designed to meet the nutritional needs of patients suffering from certain diseases.

The company sees a significant potential in this market due to the aging population which accounts for 22% of the total population of the world. The company is relying on this new product to boost sales that are currently suffering from the decline of the loss of market share in the packaged food market. In fact, the company signed a deal with Seres Therapeutics to develop food products that can restore the natural microflora of the gut. It also bought shares in Pronutria Biosciences to develop amino acid-based products to treat muscle atrophy.

 

Supplements vs. Medical Foods

Head of Nestlé’s Institute of Health Science, Ed Baetge, noted that eating the right food can make a huge difference in people suffering from certain diseases. So what makes medical foods different from supplements? Unlike the latter which can be used by healthy individuals, the former is designed for people suffering from chronic conditions. Thus, they should be used under the supervision of medical practitioners. This new line of products contains active ingredients that are recognized by the Food and Drug Administration (FDA) as safe.

The company is currently analyzing human DNA to develop personalized nutrition programs for age-related conditions such as intestinal disorders and epilepsy. The researchers from Nestlé aim to determine which foods should particular patients need to eat to reduce or even treat their symptoms. Consumers do not need to worry that they are eating Franken-foods. Scientists are developing the medical foods from all natural compounds that are obtained from foods like grapes, tomatoes, and coffee.

The company is placing its faith on medical foods to create a stable profit in the long run. The project for developing medical foods was set up five years ago and will run until 2021.

Hurdles in Medical Foods

One of its challenges is the enormous research cost. Improving medical food is similar to developing drugs and FDA subjects them to rigorous monitoring to ensure that the company is following sound medical as well as nutritional principles. But perhaps, one of the biggest hurdles Nestlé is facing is that this new niche is uncharted and comes with uncertain benefits. The company also faces different obstacles, such as not all medical and scientific experts are convinced that medical foods will be successful in treating certain symptoms or chronic conditions.

Many foods can elicit placebo effects since the consumers think that they benefitted from the food that they are eating. This is the reason why medical foods are dubbed as the “Wild West” of the industry. More medical data is needed to determine the efficacy of medical foods. Otherwise, it is no different than the food types that dominate the food market today. Although this may be the case, patient groups still welcome Nestlé’s initiative.

Inspired by wsj.com

UN Launches “Decade of Action on Nutrition” Resolution

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Every country in the world faces problems with poor nutrition. Researchers noted that the lack of proper nutrition in the first 1,000 days of a child could lead to irreversible developmental gaps. The problems of poor nutrition are often linked to the lack of food security. Food insecurity is a leading cause of the high rates of early death as well as disability among children, pregnant mothers, and older people. Ultimately, problems with inadequate nutrition are leading governments to spend more money on health care costs in the long run.

 

The UN Resolution

The United Nations General Assembly placed nutrition at the core of its sustainable development agenda by launching the “Decade of Action on Nutrition” resolution. The resolution recognizes the importance of improving nutrition and food security to achieve the 2030 Agenda alongside eliminating extreme poverty and climate change.

According to Food & Agriculture Organization (FAO) director general Jose Graziano da Silva, “Children cannot focus on their education if they lack the nutrients that they need.  Sadly, the problem with malnutrition and food insecurity affects children and is a rampant problem in many emerging countries around the world. As a result, economies are affected as malnourished children grow up to be chronically tired workers.”

This resolution aims to provide a platform for change and action for the many stakeholders around the world. Signatories of the resolution–mostly world leaders and other organizations–call for the support of international organizations, governments, private sectors, academia, and civil societies to work together to end world hunger by improving the food security and nutrition of young people. The United Nations encourage all agencies and member states to encourages collective effort by sharing information and technology to improve food security. The resolution also proposes creating policies that can be implemented at the regional levels of countries around the world.

Non-government organizations such as Action Against Hunger was impressed that many advocates have agreed to support and commit to eliminating malnutrition by 2030. However, international advocacy director Glen Tarman noted that the resolution would require an enormous amount of both financial and political commitment from all countries involved and the United Nations only has a decade to make sure everything is aligned.

 

Obesity as Another Rising Problem

The resolution documents the UN’s concern that more than 800 million people are chronically undernourished all over the world. The resolution also expresses concern about the rising number of individuals who are overweight. About 1.9 billion adults are overweight in the world which also showed signs of micronutrient deficiency. Just because people are obese does not mean that they get enough nutrients from food.

Director of Nutrition of the UN Food and Agricultural Organization Anna Lartey noted that the rising numbers of obese people in poor regions particularly in Africa made the UN include obesity in the 2030 resolution.

Both obesity and malnourishment are significant problems in developing countries, and the United Nations has been working hard to address the problem. The decision may pave a way to finally finding a solution to this long-standing issue.

Inspired by fao.org

Consumers are Replacing Traditional Breakfast with Nutritional Drinks

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The adage “breakfast is the most important meal of the day” is no longer valid today, thanks to the rise in the popularity of performance and nutritional drinks. With the dietary habits of people evolving, many people opt for nutritional beverages as a favorite breakfast item these days.  About 35% of Americans agree that they do not adequately take care of themselves because they live very busy lifestyles and drinking performance drinks has become the norm for breakfast. Research conducted by Mintel indicated that 39% of people consume nutritional drinks every morning as a meal replacement while 48% consume them as part of their daily meals.

 

What Consumers Think About Nutritional Drinks

About 80% of consumers view nutritional drinks as a guilt-free beverage. Moreover, 69% believe that they are excellent sources of nutrients compared to tablets and pills. Many consumers drink nutritional drinks because they provide a more convenient method for eating whole foods.

Nutritional beverages are marketed very effectively by convincing consumers that they can maintain healthy lifestyles just by drinking them. The functional characteristic of nutritional drinks sets them apart from the rest of the beverages sold in the market.

Senior Food and Drink Analyst at Mintel, Beth Bloom, noted that performance drinks are the epitome of modern drinks as they provide the convenience that can fit the lifestyle and diet choices of the average American. Moreover, as many consumers move away from eating the traditional three meals a day, such beverages, fit in perfectly with their current lifestyle as they are affordable and accessible to many people who live very busy lives.

The Large Market Share of Nutritional Drinks

The favorable attributes of nutritional drinks are the reason why they are gaining a significant market share in the beverage category. Currently, there are now a lot of types of drinks under this category which includes weight loss formulas and sports drinks. Many consumers look for three basic characteristics when buying nutritional drinks including flavor, amount of protein, high fiber content, essential vitamins, and minerals.

Between 2010 and 2015, there was a surge in the sales growth of nutritional drinks of around 67% which is equivalent to $31 billion. Most of the sales come from sports drinks, which the industry growth is pegged at 22% during the same period. Weight loss drinks only have a 5% growth.

According to the Mintel’s Global New Products Database, manufacturers of products such as fruit juices, water, coffee, and tea have used the functional positioning as a platform to sell their goods to the market. Currently, many products have used the value of having functional attributes which are challenging the nutritional drinks in their strategy. Since the competition is very tough, the market has diversified the choices to their consumers. Nutritional beverage manufacturers should focus on promoting and substantiating their products’ efficacy by going for more natural products.

Inspired by mintel.com

New Ingredients Will Grow Sports Nutrition Market by 8% until 2020

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With more people involved in sports to promote healthy living, the consumption of sports nutrition products is also increasing.  Sports nutrition products include food, drinks, and supplements. Most of these products contain new ingredients that are geared to boost the performance. These products include ingredients like beta-alanine, creatine, caffeine, nitrous oxide, and androstenedione that are supposed to improve the power and strength of the consumer.

The Statistics of the Global Sports Nutrition Market

The global sports nutrition market is steadily growing at 8% according to the research of Technavio– a leading research and advisory company in the world.  The research group looked into the growth and projection of the sports nutrition market from 2016 to 2020 based on the generated sales and revenue of businesses. In the study, people from North America are the highest consumers of sports nutrition products pegged at 41.69% followed by those from Europe (25.64%), Asia Pacific (19.68%) and the rest of the world (12.99%).

sports nutrition

The North American sports nutrition market is valued at $11.04 billion in 2015 while Europe’s market is at $6.79 billion in the same year. The sale of the products in Asia Pacific is at $5.21 billion. There are many reasons why there is a rise in the demand for sports nutrition products, but one thing is for sure—more people are aware of the health benefits of losing weight and living active lifestyles.

Implications of The Market Rise and Popularity

Many manufacturers are now expanding their market reach by continuously improving their products and creating less complicated nutrition formulations that are compatible with different types of people. Another trend is to produce products that are targeted to a particular market. In fact, there is a rise in female-focused sports nutrition products that cater to active women.

With the increasing market for sports nutrition products, new regulations have been created to improve the distribution and legitimacy of the products. The new rules are a result of some manufacturers distributing products that may not be effective in boosting the performance of the athlete.

New Ingredients in Sports Nutrition Products

new ingredients sports nutritionOn the other hand, new ingredients have been eyed by manufacturers in making new lines of sports nutrition products. For instance, the use of probiotics as one of the main ingredients is an emerging trend. Probiotics contain live gut-friendly bacteria that can increase the absorption of nutrients and also provide a better immune system.

Other research companies are looking into other innovative ingredients such as collagen, Vitamin D, L-carnitine, and glycerol to create a product that can help consumers recover, replenish, as well as refuel after an exhausting exercise regimen. While many researchers are looking into different ingredients in creating sports nutrition products, the main highlight is on using organic, GMO-free, raw, and chemical-free ingredients to create new and better products that provide better nutrition to consumers who want to live healthy lives.

Inspired by fooddive.com