The Muddy Waters of the Clean Label

Consumers are more conscious today than ever before about the foods they choose to put into their bodies—they’re paying attention to nutritional claims and taking the time to look at food labels. In fact, over half of the respondents to this year’s International Food Information Council’s (IFIC) Food and Health Survey indicated that they always or almost always look at the nutrition facts panel of ingredient list when making a purchasing decision.

According to a recent study by Mintel highlighted in this FoodNavigator article, in addition to looking at the nutrition facts and the ingredient list consumers are also on the lookout for products boasting claims like ‘natural’, ‘free-from’, ‘healthy’, and ‘clean’. These concepts, however, are more challenging to interpret, define, and associate with specific health benefits.

“The term ‘clean’ can also be polarizing and even confusing. While some consumers said they liked that a product was clean, several asked what ‘clean’ meant.”

As if consumers weren’t already confused enough about food by what they read online and hear from their family and friends, when poorly-defined terms are thrown into the mix their trust can start to wane. In fact, the Mintel study found that only 44% of consumers trust the claims on food and beverage products.

Currently, the FDA is in the process of modernizing and more clearly defining claims such as ‘natural’, ‘healthy’, and ‘clean’. In the meantime, however, consumers are still confused and the need for education is greater than ever.

Communicating with consumers through everyday health professionals is not only an effective way for brands to tap into their nutrition expertise and bypass the confusing terms altogether, but also a way to build trust through the professionals they constantly turn to. As consumers are becoming more conscious of their food choices, it’s crucial that they’re properly educated.  

5 Lifestyle Habits for Healthier Lives

It’s no secret that consumers want to live longer and healthier lives. In fact, nearly 40% of respondents to the International Food Information Council’s 2018 Food & Health Survey indicated that protecting their long-term health was their motivator for adopting a new eating pattern, yet 80% of respondents stated that they are confused by the conflicting information they receive.

Consumers know their end goal, but they’re still unsure of how to get there.

A recent study by the American Heart Association suggests that we, as a society, may be making healthy living more complicated than it needs to be. According to the study, the keys to healthier and longer lives lie in the healthy habits we’ve been learning about since elementary school.

The study identified 5 basic lifestyle factors that have a dramatic effect on longevity and quality of life, as well as risk for common health conditions. Those 5 lifestyle factors include:

1. Healthy diet
2. Regular exercise
3. Lean body mass
4. Not smoking
5. Limited alcohol use

Contrary to popular desires, there’s no one diet, pill, shake, exercise program, or supplement that will help consumers increase the length or quality of their life. Rather, it’s a combination of these 5 healthy lifestyle choices.  

Sure, it may be difficult for consumers to maintain all of these healthy habits all of the time, but they aren’t complicated, and they never change. In an environment where consumers are constantly trying to sort through the latest trends, they should really be focusing on the basics. 

"I'm So Confused"

Rewind a few years and you might recall when fat was the enemy, and healthy eaters were advised to avoid it at all costs. Fast forward to today, and popular diets like Paleo, Keto, Bulletproof, and Whole30 actually encourage consumers to make fats a part of their diet.

With all of this attention and conflicting information it’s no surprise that consumers are constantly confused about which foods to eat. In fact, the 2018 IFIC Food and Health Survey found that a whopping 80% of consumers are confused about nutrition.

This consumer confusion, was also the topic of a  recent FoodNavigator webinar.

“Olive is the oil consumers feel most comfortable with as it seems to have no real negative baggage, but they are conflicted and confused. They want to avoid oils they see as highly processed, and deodorized. I’ve seen a lot of stressful looks on consumers faces when they are in the oils and fats aisle.”

— Melissa Abbott, Hartman Group

While specialty oils like avocado oil, sunflower oil, and pecan oil are on the rise, the American Heart Association continues to emphasize the use of all “better-for-you” oils and fats such as canola, corn, peanut, safflower, and soybean oils in addition to olive oil. Yet, despite the American Heart Association’s advice, consumers are still confused when they arrive at the store. 

The same can be said for the resurgence of full-fat dairy. Have you checked out the yogurt aisle lately? It’s loaded with products boasting that they’re made with whole milk and full-fat.  Just a few years ago, low-fat dairy products were all the rage. But today’s emerging science suggests that full-fat dairy products can actually aid with weight loss, improve heart & digestive health, and even lower one’s risk of diabetes.   

And then there’s margarine and butter. Good? Bad? Natural? 

It’s no wonder consumers are confused.  How do they sort through it all?  Many–close to 70% (IFIC)—ask their personal health professional for advice.   

It makes sense.  After all, who knows a particular consumer’s health needs better?  

We can’t predict what’s next for fats or any other food category.  But what we can predict with 100% accuracy, is that the key to helping consumers sort through the confusion is the right information. And the consumer relies on their personal health professional more than any other source for that information.  Your brand can and should be a part of these important conversations with health professionals.   Are you invested in this space?  If not, why not?

Why Are Healthy Brands Behaving Irrationally?

Last month, the International Food Information Council (IFIC) released the results of their 2018 Food and Health Survey. This report comes out every year and it’s full of valuable information on American consumers’ preferences, perceptions, and behaviors around food.

Over the years, we’ve noticed patterns in the survey results but one in particular continues to stand out year after year—consumers trust and rely on health and wellness professionals more than any other source of information. Consumers trust these professionals more than the news, bloggers, food companies themselves, and even their own friends and family.

In addition to trusting the professionals in the upper right quadrant of the above graph, consumers act on their advice. In fact, this year’s survey found that 78% of consumers who had conversations with a health professional made a change based on those conversations.

In addition to the trust factor, conversations with trusted health professionals are:

1. Frequent. From a mom talking to her child’s pediatrician about first foods, to a recently-diagnosed diabetes patient looking to adapt their diet, to Boomers discussing weight management, or an athlete inquiring about dietary habits to improve their performance, they cover all aspects of the health and wellness spectrum and they’re happening every day.
2. Authentic. For consumers, it’s no longer just about a healthy product, it’s about the total experience. They crave a totally trustworthy and authentic experience—from interactions, to recommendations, and engagement.
3. Consumer-focused. The health and wellness needs of every individual are unique, and no one understands a consumer’s needs quite like their personal health professional. Rather than providing generalizations and advice, their recommendations are specifically tailored to best suit the individual consumer.

So, if healthy brands want to drive consumer change why do they continue to spend money marketing through sources of information that consumers don’t trust and interact with less frequently—those that fall in the bottom half of the chart?

This question is especially pertinent as health-related misinformation and celebrity pseudoscience have become more common and consumers have grown increasingly cautious about where they get their information. Wouldn’t the rational decision for brands be to market through the sources consumers have already expressed that they do trust—namely, health and wellness professionals?

Not only is being a part of these conversations between health professionals and the consumers they counsel important, it’s also do-able and effective. We have built an infrastructure for successfully marketing through these trusted advisors—and we’ve been doing it for nearly 20 years.

Members of our PulseConnect network of professionals are educating, making recommendations, and having conversations with their patients and clients every day. Are they talking about your healthy brand? In an environment where consumers crave authenticity and information from a trusted source, it’s the rational choice.

Healthy Habits Start with Education

Americans are living longer than ever before, but they aren’t necessarily living healthier lives. Consumers themselves aren’t entirely to blame, though. Many of them want to eat healthier and make healthier choices, but simply don’t know where to start.

The 2018 IFIC Food and Health Survey found that a whopping 80% of surveyed consumers are confused by all the conflicting information about what foods to eat. This confusion is only exacerbated by the fact that much of the attention and marketing surrounding healthy eating habits can be overwhelming, hard to understand, unspecific, and sometimes even conflicting. Bottom line: This confusion is making consumers doubt their choices and, as a result, making a healthy lifestyle change even more challenging.

Healthy brands are in part responsible for this confusion. At the recent Grocery Manufacturers Association Science Forum in Washington, DC, Rutgers nutritional sciences professor Carol Byrd-Bredbenner suggested that it’s no longer enough for brands to simply offer healthy options, it’s also up to them to make sure consumers are well-educated on the subject.

“If brands and public health advocates want to change how consumers behave, they must give them specific calls to action that are clear and simple. Poor instruction is where we really fall down a lot with our communication. We forget to give them clear personal benefit, or the instructions are vague and unrealistic.”

In addition to making information accessible, Bredbenner also suggests that brands do so in a way that provides consumers with context, offers a personalized message, and includes a call to action. We have been trumpeting the value of trusted health professionals as a source for this type of contextual nutrition education for years. Consumers want to make healthier choices, and if you want your brand to be one of those choices, the requirements now include helping consumers navigate the nutritional landscape with trust, credibility, and actionable information.

12 Opportunities to Build Trust with Millennial Parents

Parents take their little ones to a pediatrician’s office at least 12 times during the first two years of life. 12 times. The conversations that take place at these visits range from basic baby care to sleep training to nutrition and the introduction of solid foods, and meeting developmental milestones.

Most importantly, these conversations are based on trust. In fact, across the board, Americans trust the information they receive from health professionals more than any other source—more than the media, more than health websites, more than bloggers, and even more than friends and family.

This is why being a part of these conversations is so critical for healthy brands trying to reach Millennial moms and dads. While parents may hear of your brand from a friend or see it on social media, they won’t try it until they run it past their pediatric professional. And with 12 visits over two years, that’s a lot of opportunities for influence.

But don’t just take our word for it. Here are some comments directly from parents who received brand education and information through their pediatric professional as part of one of our PulseConnect programs:

• “I had no idea about all the information that was provided by my doctor. I am thankful that this information was discussed with me.”
• “I would recommend this [product] to any mom from now on. The materials were very useful and educational.”
• “I love my pediatric office because they share educational and product information about the best options for my baby.”

Being a valued part of these trusted conversations builds credibility with health professionals, deepens their familiarity with and knowledge of your brand, earns recommendations of your brand directly to mom and dad, and drives the path to purchase.

And what impact does that education and information have when it comes directly from the pediatric professional? Well, again, let’s hear from mom and dad:

• “My pediatrician recommended it, so I’m going to try it.”

What more do you need to know?

As Consumers Become More Health-Conscious, Sugar is Top of Mind

Sugar consumption is top of mind for American consumers. 77% of Americans are trying to limit or eliminate sugars from their diet. Couple that with the debate about sugary drink taxes and the rise of serious health conditions such as diabetes and obesity, and the conversation about sugar is ubiquitous these days. The sweet substance receives plenty of attention, and it’s changing the way consumers think about food—and the way they grocery shop.  

A recent webinar hosted by FoodNavigator-USA spoke with industry professionals on these topics, among others, including how consumers are both reacting to and driving changes in the industry. The participants concluded that

1. Consumers are concerned about their health
   Driven predominantly by concerns about chronic conditions such as diabetes, which continues to remain on the rise, with 9.4% of the total US population having been diagnosed.
2. Consumers are taking action
   As reflected by the IFIC survey and recent Nielsen research Americans are planning to eat less sugar and/or seek out products that contain more natural sweeteners like stevia, monk fruit, and honey.
3. Consumers need more information
   Though many consumers have opted to reduce their sugar intake, others are still confused about healthy alternatives. What’s the difference between added and natural sugars? Are low-calorie sweeteners safe? What do the claims on the packages really mean?

So, everyone’s talking about sugar, but what can brands do about it?

For brands that can help consumers address these sugar concerns, the opportunity has never been greater. But given the abundance of conflicting information out there and consumers’ desire for answers, simply having a brand that solves the problem is not enough.

Consumers need education. They need information and guidance. And now more than ever, they trust health professionals for that guidance. Another interesting finding from the IFIC Food & Health Survey was that consumers trust conversations with health professionals more than any other source for information on what foods to eat or avoid. Not a tip from a fitness blog or a segment on a local morning show—not even advice from a friend or family member. A conversation with a dietitian, their own personal healthcare professional, a health coach or a fitness professional—that’s where consumers want their nutrition guidance to come from.

We recently helped one brand in this “sugar reduction” space get the message out to consumers through these trusted conversations with healthcare professionals. By delivering the latest scientific research, brand information, and product samples to professionals in key markets who are specifically discussing sugar reduction with people with type 2 diabetes, we were able to spark tens of thousands of face-to-face conversations about how to limit or eliminate added sugars. And the sponsoring brand was at the heart of those conversations, earning brand recommendations and driving the path to purchase.

Healthy brands focus significant time, money and resources these days ensuring they have a high-quality product that meets consumers’ needs and preferences. But they also need to meet these same needs and preferences when it comes to educating consumers about their product—and how to live a healthier life.

Some Oldtimers Reflect on Expo West

This year marked the 38th annual Natural Products Expo in Anaheim, CA. It also marked the 20th anniversary of my first visit to Expo. As I reflected on this years’ experience, I was forced to consider my own mortality…have I really become that old and cynical? So, I asked some other oldtimers for their digested impressions and they provided some colorful commentary on the trends seen on the show floor. While they asked to remain anonymous, all five people I talked to have been attending Expo on-and-off for the last 25 years.

1)     “TOO BIG!”
Expo used to be a safe place to network, share concepts and synergize ideas. Now, attendees hide their name tags, so you can’t see they’re with a competitor. And that’s if they can push their way to your booth through a wall of people. By the way, the organizers of Expo estimate there were more than 85,000 attendees and 3,212 exhibitors.

2)     “Can fried pork rinds really have a health halo?”
True story. There were multiple fried pork rind products with claims of organic, GMO free, dairy free, gluten free, and so on. But these, and other similar snack foods, are still treats. Just because they have a laundry list of free-from or natural claims doesn’t mean they’re “good for you.”

3)     “Sensationalized water.”
It’s not just about flavor or packaging anymore. Specific brands are making sensational claims like reducing fatigue, improving cognition and sleep, and detoxing, among others. These claims are based on source, processing, mineral/solids content (or lack thereof), NOT on water itself. While there is plenty of science to show that water is important in these processes, specific brands rarely have the substantiation they need to justify their specific claims. Buyer beware!

4)     “Gut health is here to stay.”
The growing body of science supporting gut-health products is the silver lining in the clouds of sensational marketing claims. And it’s not just about supplementing the diet with probiotics anymore. More products are being formulated to make sure that ingredients aren’t conflicting with healthy microbe management and the science behind processing and handling of these products continues to advance. Where gluten free may have started the gut-health revolution, it’s not the final word. There’s much, much more on the horizon!

5)     “Herbs aren’t just for cooking anymore.”
The sheer size of Expo forces you to prioritize your floor visits, which means that sometimes you miss the dietary supplement aisles (I haven’t made it over there in at least three years). One of my friends made a point of going this year and her observation was the emergence of “herbs” in mainstream medicine. Gone are the days of single phytochemical or vitamin compounds used to treat deficiencies and diseases—they’ve been replaced with “whole plant” supplements used to achieve optimal wellness. For example: curcumin, the highly studied component of turmeric believed to be the key to the herb’s bioactivity, is no longer the star of the show; instead, turmeric combined with black pepper, has become the hot product in supplements!

With its significant growth over the years—and the presence of products and trends of questionable healthfulness—Expo West can be overwhelming, and at times make even the most hardened oldtimer a bit cynical. That said, Expo remains a valuable learning experience and a unique opportunity to keep up with industry happenings.  Innovation in the food industry will certainly continue apace in the years to come, bringing consumers new opportunities to eat a more healthful diet—and new trends to sort through as well.

Despite Media Attention, Consumers are Still Hesitant to Eat Healthy

From the media, to the grocery store, to social settings, consumers are constantly surrounded by health-focused products, messages, and conversations, but they aren’t necessarily eating healthier.

A recent blog post by Catherine Elms, Senior Research Director at Future Thinking, attributes much of consumers’ hesitancy to adopt healthy eating habits to the often conflicting and confusing nature of the messages they receive around the topic.

In her post, Elms references Future Thinking’s Grocery Eye Study that examines shopping habits of 2,000 supermarket shoppers every year.  According to the study, 80% of consumers indicated that they have seen conflicting messages about what foods to eat and what to avoid. Other misperceptions mentioned include the costs and time associated with eating healthier—all of which are challenges brand marketers face every day. 

“The danger here is consumers feel so bombarded with messages around healthy eating they don’t know what to believe anymore.”

So, what does this mean for brands? Elms suggests spending more time understanding exactly what consumers want, how to earn their trust, and how to convey healthy messages that truly resonate with them.

When making a significant lifestyle change, consumers want reassurance that they’re making the best, most healthful decisions. It’s more important than ever that healthy brands make it a priority to break through the messaging clutter and effectively communicate the benefits of their healthy offering through a trusted source.

Staying Ahead of the Direct-to-Consumer Curve

Given the exponential growth in media and marketing over the past few decades, Americans are being bombarded by messages intended to influence their behavior at an ever-increasing rate. Couple that with the growth of ecommerce in the grocery/food space, and the need to influence consumer purchasing decisions before they get to the store—or their computer—has never been greater.

As consumers look to navigate their way through the clutter and confusion of the modern media landscape—and as they rethink the way they shop for food, it’s crucial that healthy food brands rethink the ways in which they’re communicating with them. Direct-to-consumer tactics have always provided marketers with an opportunity to speak directly to consumers, but in the current environment, are standard DTC approaches sufficient?

What has typically made direct-to-consumer platforms an effective tactic is the ability to:

1. Reach the right consumers
While more traditional marketing methods cast a wide net in hopes of scooping up a few of the right consumers along the way, direct-to-consumer platforms can take a more targeted approach. 

2. Create a personalized experience
No two consumers are exactly the same, and they don’t want to be treated as if they are. Unique consumer information and data to can customize the marketing message to match the consumer.

3. Build a relationship
By eliminating the middleman, so to speak, DTC can help brands build a direct—sometimes two-way—relationship with consumers. 

What this tried-and-true approach lacks, however, are two factors that have become increasingly important in the world of health & nutrition—trust and credibility. How can healthy brands use DTC tactics to build trust and credibility?  

4. Build trust and credibility through trusted advisors
When a brand message is delivered directly to consumers from a source they trust implicitly—their own health professional—the message comes with credibility built right in.

An effective DTC approach for healthy brands is a professional-to-consumer approach, not simply a brand-to-consumer approach. Health professionals are not only an effective way to build trust and credibility, they also build on what DTC already does well—keeping your brand ahead of the DTC curve.