When it comes to communicating about nutrition, strategy matters more than ever before. With so many ways to obtain information, consumers are overloaded with often contradictory data about health and nutrition. Because consumers today can access media in so many places — on their computers, smartphones and even smart watches — getting through to your audience can seem impossible for a food marketer.
Competing with funny memes, viral YouTube videos and word-of-mouth advice can be difficult; however, it’s not impossible. With global consumer health and nutrition information like the insights found in Eat Well Global’s new report, The Consumer Voice: Global Insights on Food, Nutrition, Trust and Influence, you can use consumer behavior and perception to inform your communication strategy.
This global report is filled with current insights to help your organization adopt a nutrition communication strategy that:
- Increases your organization’s nutrition credibility
- Targets your messaging based on location and culture
- Reaches all of your audiences effectively
Increase Your Organization’s Nutritional Credibility With Communication
It’s a big world, and global consumer health and nutrition perceptions can get complicated. It’s hard for consumers to determine what information is based on nutrition science and what’s just opinion.
Even so, people want real, legitimate data to help them live healthier lives and, as our report shows, they depend on health and nutrition experts the most. Engaging with credible experts grounds your organization in science, which can be a great differentiator.
To create differentiation, it’s important to know what global consumer voices have to say when it comes to health and nutrition, because their perceptions impact how, when and where they buy food. It’s crucial to make sure you can always effectively communicate with global customers by knowing what information they are looking for.
That’s why our new report, The Consumer Voice: Global Insights on Food, Nutrition, Trust and Influence, is so valuable to anyone creating a communication strategy for their food business. It uncovers some surprising — and some not-so-surprising — information about nutrition perceptions for groups of consumers around the world.
The global aspect of The Consumer Voice: Global Insights on Food, Nutrition, Trust and Influence is important. If you understand different global trends and perceptions about health and nutrition, you can better target your communications to reach a bigger audience while providing your current audience with even more valuable information, increasing your credibility as an authority on nutrition.
Target Your Messaging Based on Location and Culture
Consumer perceptions about nutrition depend on things like culture and regional differences, and these perceptions can vary widely. By understanding the end consumer, you can determine what nutritional messages will resonate best with them.
For instance, our revealing new report shows that U.S. and European consumers may not perceive meat alternatives as being nutritious. However, our report also shows that if you ask consumers in India and Indonesia, they’ll tell you they’re much more open to the nutritional value of meat alternatives.
Take information like this and create a highly strategized, targeted communication campaign for each subset of consumers. Show them that you understand the meat alternatives they seek, and then explain how and why your food product will give them the nutrition they are looking for. When you’re addressing a group of consumers you know is more open to meat alternatives than others, and providing them with targeted, valuable nutrition and health information to make them feel good about your innovative new food product, you can open up a whole new stream of global customers.
Use Information to Better Reach Your Audiences
By crafting a nutrition communications strategy that addresses who your audience trusts, who influences them, and what sources of information they turn to, you will be able to understand how best to reach your target audience.
That’s why our new report, The Consumer Voice: Global Insights on Food, Nutrition, Trust and Influence, is so valuable to anyone creating a communication strategy for their food business. Before you can convince consumers to truly understand your message, you have to understand their beliefs. Our report surveyed more than 8,000 people in 13 countries to give you a solid understanding of what “global” consumer perceptions are when it comes to nutrition.
Our report reveals such insights as:
- Dietitians and nutritionists have the highest impact on food purchasing decisions.
- General practitioners and medical specialists such as gastroenterologists or endocrinologists are the second and third of the worlds most credible sources of nutrition information.
- Aside from advice from healthcare professionals, consumers worldwide use the internet, social media and packaging as key sources of nutrition information.
In addition to the insights we’ve talked about here, the report provides even more detailed, nuanced understanding of global consumer behaviors and perspectives. With the latest global and regional findings, our report will empower you to better strategize how to best reach the end consumer and create a true competitive edge.
About the Author
Julie Meyer, Founder + Co-CEO
Merging strategic food and nutrition communications with global expertise, Julie Meyer, RDN, leads Eat Well Global, Inc., with enthusiasm, dedication, and attention to detail.