The way Americans shop for groceries is changing. Online food shopping is on the rise, and it is predicted to grow five-fold over the next decade. This is a great opportunity for brands to get their products to consumers. However, with the rise of online shopping, the opportunities to get in front of consumers have been reduced, and the number of these opportunities will continue to diminish. We’re not expecting online shopping to turn the grocery store model on its head, but it will lead to change in how CPG brands market their products. That’s why, now more than ever, face-to-face influencers are so important for connecting healthy brands to consumers.
One of things we constantly talk about here at Pulse is the power of the personal relationship between health influencer and patient. My friend Rebecca Tobin is a family practice physician with a family, a full patient load and a common-sense approach to helping her patients be healthy and well. On a recent walk through the neighborhood, Becky shared her prescription for becoming—and staying—healthy. I asked her if I could share it here because in the day-to-day bustle of marketing healthy foods—and admist the clutter of conflicting health & wellness messages bombarding consumers daily—it’s important to keep our eyes on the target—straightforward advice from a trusted source that can help the average American consumer live a healthier life.
We live in a digital age, rife with social networks, digital publishing platforms, and online communities that tantalize marketers with a seemingly affordable and measurable way to reach large numbers of consumers. It’s no wonder marketers have flocked to digital tactics to support their brands.
But as the value of a digital impression has declined, due to ad blockers, bots, and a lack of consumer engagement, many marketers have altered their digital approach to focus on influencers as opposed to advertising. But are digital influencers like bloggers and social media darlings really an effective and compelling way to market to consumers?
The annual IFIC Food & Health Survey, released this month, is chock full of fascinating data on Americans’ relationship to food. The entire report is worth a read, but one finding that jumps out at us is that Americans trust dietitians/nutritionists and their own personal health professionals more than any other source.