Eat Well Global Blog

Access to Nutrition Initiative (ATNI) is a global foundation, is dedicated to driving partnerships and innovations for market transformation so that all people have access to nutritious and sustainable food. By analyzing and translating data into actionable insights, the organization works to shape healthier food systems by working closely with companies, investors, policy makers and consumer groups.

When considering virtual versus in-person events, it's important to weigh the unique benefits and drawbacks of each format in the context of your organization's goals and target audience.

Research shows that working with credible healthcare professionals is key in the food, health, and nutrition space. But, what do you need to know before engaging with healthcare professionals? At Eat Well Global, we know that the answer lies in research and insights. Listening to healthcare professionals (HCPs) will get you closer to the truth about what your consumers want and need. In my past consumer insights positions, I rarely saw healthcare professionals’ insights featured in, or even paired with, consumer insights. Companies mostly rely on in-store data, traditional media, digital marketing, and social media influencers. I now realize that brands are missing a huge opportunity when it comes to really understanding their customers. If you want your consumers to receive factual, science-based information about your products, engaging with healthcare professionals is a fantastic approach. But without knowledge about the information that healthcare professionals are already sharing with your patients, there may be a leak in your consumer messaging - and your budget. We recommend the following approach when you first set out to engage with healthcare professionals:

Over two decadesworkingwithin the food and beverage industry to drive nutrition forward, I have seen a lot.Trends have come and gone, policies have shifted back and forth, and front-of-pack labeling systems have endlessly evolved. But never have so many interconnectedheadwinds and tailwinds all pointed toward the same conclusion:a healthy and sustainable portfolio isn’t just a nicety – it’s an absolute necessity.

Staying ahead of consumer preferences is key for both brands and healthcare professionals. We joined Mintel’s recent 2024 Consumer Food and Drink Trends webinar (see the full report here) to share with you the four emerging trends of 2024: ultra-processed foods, healthy aging, climate change, and technology. Keep reading to discover what consumers are thinking about going into 2024, how we think these trends will be relevant for our clients, and our suggested ways to incorporate them into your 2024 strategy.