39-3 |
Healthy You!: Nutritional ingredients that drive consumer demand in healthy foods |
S. A. ZAWEL and J. B. Hirsch. MangoLogic, Novigen Sciences, Inc., 1996 Washington Valley Rd., PO Box 267, Martinsville, NJ 08836 Wouldn’t you like to know how to appeal to the increasing consumer demand for healthy foods? This presentation shows the results of an online consumer study called Healthy You!™ that identifies key nutritional components that drive “healthy” across 30 different food categories. The powerful information from Healthy You! reveals what aspects of a product experience make a product “healthy” to consumers. The study quantifies the importance of features (Made with the freshest ingredients), nutritional components (With lutein…for improved eye health), and specific product benefits (Gives you energy to sustain you throughout the day) that excite consumers, and discovers how the drivers vary across different segments of the population. Product Developers can benefit by finding out what nutritional ingredients “work” for consumers in certain products. Marketers and advertisers can benefit by finding how to talk to consumers about the healthy aspects of their products. Will choline drive demand in yogurt or is it antioxidants or perhaps minerals? Do consumers accept there are healthy aspects of chocolate which might drive demand if communicated through advertising or PR? Ingredient suppliers can benefit by discovering which foods their ingredients “fit” with consumer demand for healthy. Improve your ability the meet consumer wants.
Session 39, Natural health products and dietary supplements
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