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D. E. BEST, Best Vantage, Inc., 3175 Commercial Ave., Ste. 211, Northbrook, IL 60062 What comes first – the nutrient or the need? The nutritional products marketplace offers consumers a cornucopia of mixed messages. Some drive consumers to repeat-purchase, most leave only a faint aftertaste. Nutritional and nutraceutical developments continue unabated leaving consumers no end of choices to make. Most “nutraceutical de jour” products won't survive. Whereas it remains the domain of product developers to establish the parameters of a product's nutritional attributes, it is left up to marketers to establish, control and sustain coherent messages regarding their products' benefits. A coherent, sustainable message integrates text and imagery with demographics, labeling guidelines, perceived value and market timing. This is most effectively accomplished as an integrated component of product development rather than as an afterthought, and this presentation will expound on this process, as it is key to a sound PD method. B2B and B2C guidelines follow.
Consumers get confused. What comes first – the nutrient or the need? Identify the need – don't focus on the nutrient. Legal and ethical framework. Distillation of “facts” into easily readable messages. Note supply chain of information. Repeat and control the message Convey image of wellness Use government-approved claims judiciously. Don't over-promise. Appearance on shelf. Address the need – not the nutrient.
Session 4, Emerging challenges in consumer-driven R&D
2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana |