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Navigating the healthy-eating landscape

With new year resolutions a distant memory and spring around the corner, the challenge for brands looking to tap in to the healthy eating market is how they engage with consumers across the year.

Louisa Moore Consultant 03/28/2024

With new year resolutions a distant memory and spring around the corner, the challenge for brands looking to tap in to the healthy eating market is how they engage with consumers across the year.

Following on from our article on ‘when is the perfect time to market healthy products?‘  a key challenge for brands is how engagement must be sustained beyond the first month of the year in order to achieve sustainable category growth. This is particularly challenging when our data shows that only 1 in 3 set a health related goal this January.

Only 1 in 3 set health a related goal this January, but most expect to carry these through into 2024
Of those who did, 83% plan to continue with their goals beyond January, highlighting there are long-term benefits to be had if brands can successfully tap into the healthy eating market. Engagement must be sustained beyond the first month of the year in order to achieve sustainable growth in the category.

There are some generational skews to consider, with over half of Gen Z having set themselves a health-related resolution in early 2024, compared to just 17% of Baby Boomers. As they are more likely to have done so, Gen Z, as well as Millennials, are much more likely to have purchased a product with healthy endorsements in January (which they would not have usually purchased).

Protein product ranges are most popular as consumers seek to make small, achievable changes
Smaller dietary changes, such as cutting back on sugary snacks (36%), are in favour, whilst more drastic changes were less favoured, including switching to a vegan (7%) or vegetarian diet (4%). As most consumers are not looking to completely overhaul their diet, it could be challenging for new healthy products to capture their attention.

High-protein items often come in the form of drinks, snacks, or ready-made meals and present an easy opportunity to make dietary changes, hence, this type of product was most likely to be purchased in January. Consumption is highest amongst Gen Z and Millennials, with around a quarter having purchased a high-protein item in January, followed by plant-based and meat-free products. These generations, therefore, present the biggest opportunity to drive forward new health-based ranges.

Nonetheless, older consumers do have some more specific health goals which these products could tap into if landed well. 29% of Baby Boomers set themselves the task of improving their gut health this year (the highest of any generation), yet are least likely to have purchased a gut health product at just 8%, identifying a potential barrier in the purchase journey for this audience.

But shoppers still need help to navigate the healthy-eating landscape

Just under half of Gen Z and Millennials find it difficult to determine which products offer real health benefits, and 4 in 10 feel overwhelmed by the influx of new products at the beginning of the year. It is therefore key for both brands and retailers to improve stand out, understanding, and navigation in this somewhat crowded market.

The recent M&S x Zoe collaboration is a prime example of how a well marketed product coupled with clear navigation can drive consumer engagement. Their marketing materials are bold, all harnessing a clear message about its health benefits – aligning to M&S’s wider drive for gut health products – and their in-store POS materials further help to differentiate and draw attention.

To help drive this kind of success, we at Savanta have 3 specialist teams who can help you throughout your journey, all the way from concept development to the shelf.

  • Our Innovation team can help from trend monitoring and ideation, all the way to testing out new packaging, ensuring your product is communicating the right messages.
  • With the perfect product in place, our brand & comms team can provide comprehensive evaluation of product marketing, adding clear guidance on how to reach and engage with the right consumers.
  • And to achieve impact at point-of-sale, our expert shopper team can share clear insights on how to improve the customer journey through strong planogram, and activation.
To find out more, contact our team here. 

Have you been on the lookout for an innovative solution that can help you stay ahead in your sector? We have some exciting news to share! On Wednesday 6th March, Savanta will be introducing TrendVue, our cutting-edge AI-powered trend monitor and inspiration platform. This strategic AI companion is designed to power innovative thinking and creativity throughout your organisation. Sign up for an exclusive preview.

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