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The Effect of Positive Marketing On CPG | WMI

27 Feb 2017 Ann D'Adamo

in Food & Beverage

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There is a clear parallel between having a healthy outlook on life and making better choices at the grocery store. Those approaching life with a positive attitude feel more in control of their health, are better able to manage stress, and exercise more frequently than those who see the glass as half empty. Brands can help consumers stay healthier by using what we call the power of positivity.

The Power of Positivity

Sixty-six percent of Americans who have a positive outlook on life say they, “try to eat a well-balanced diet,” and 56% consider themselves active. Consequently, those consumers say they feel more in control of their life and their health. Brands can empower their customers with messages that offer support, education, and motivate them to continue making healthy choices.

Healthy Leads to Happy

Medical experts believe that a well-balanced diet and regular exercise will slow the effects of aging; for 57% of consumers, living longer is a leading factor in their decision to embrace a healthy lifestyle. And, as it turns out, being healthy has a significant psychological effect – 57% of people who eat right and exercise regularly say they feel happier and more satisfied with their life than those that don’t.

Getting Off Track

Eating right and exercising regularly can be challenging, so it’s no surprise that some people face setbacks. Food temptations are all around us; 38% of consumers say that “eating unhealthy foods” is one of the hurdles they face when trying to live more healthfully. Others simply get bored—a quarter of consumers say that after awhile, healthy living can get dull (and probably the impetus for those, “Life’s short, eat the cupcake” memes!). One approach marketers can take to prevent consumers from feeling deprived, is by suggesting a “cheat day,” one day during the week where they can enjoy their favorite foods guilt-free, yet still stick to a healthy diet for the remainder of the week. Researchers found that the “cheat day” strategy is effective for 39% of women and a quarter of men.

The Weight Loss Factor

The fact that 62% of Americans are currently dieting to maintain or lose weight indicates that they genuinely want to shed unwanted pounds. And they know how to do it —half of all Americans consider themselves nutrition experts! While they know that cutting calories, eating a diet rich in lean protein and fresh vegetables, and regular exercise are key, they need help in converting this knowledge into practical application. Here’s where marketers can help by making it easier for consumers with solutions and tools, such as meal kits, recipes, video, and other strategies that streamline meal planning and simplify the process for the consumer.

Food brands can become trusted partners in helping consumers reach their weight loss goals and lead healthier lives. Reaching these consumers with relevant and timely messages is key. Contact us today to discover how our suite of marketing services can help your brand identify and reach those consumers throughout their day.

Source: Mintel Managing Your Health 2017

Food & Beverage