Dive Brief:
- Fewer than 42% of Americans feel their diets are actually healthy, according to a press release about a new study from Mintel. Additionally, fewer than 38% think healthy foods are worth paying more for, and just 14% think that regulatory approval means a product is healthy.
- In the same study, Mintel found only 16% of consumers trust health claims on packaging, while a mere 23% believe the U.S. Dietary Guidelines indicate eating that is good for them. The research also showed that health-conscious consumers regularly avoid high-fructose corn syrup (50%), sugar (47%), trans fat (45%), and saturated fat (43%).
- “With consumers largely wary of even regulator-approved health food options, marketing healthy foods to skeptical consumers requires far more than merely an on-pack promise. The key to attracting these consumers is convincing them that products actually deliver on the healthy attributes they promise and that they are truly good for consumers and their families," senior Mintel food and drink analyst Billy Roberts said in the release.
Dive Insight:
In recent years, consumers seeking healthier options have started avoiding food products with genetically modified ingredients and searching for foods with added proteins, fibers and whole grains. Manufacturers have been quick to follow these trends with new and re-imagined products.
Some of this change has been spurred by the manufacturers themselves. Many brands are using social media to educate consumers about healthy eating and to promote the healthy ingredients in their formulas.This can be a low-cost, high-impact strategy to reach consumers and build brand loyalty.
Major retailers including Wal-Mart and Whole Foods have also pushed brands to make sweeping changes to the products sold at their stores. As consumer sentiment has evolved, clean-label products with natural ingredients have moved from a niche segment to standard.
Because of this, many brands are moving to reformulate with simpler, healthier ingredients. Nestle, for instance, has discovered a natural way to cut 40% of the sugar in its products. Last year, Hershey also announced it would use simpler ingredients in its candies, beginning with its popular chocolate bars and Kisses..
Reformulating well-known and beloved products may prove more successful than introducing new, ultra-healthy products that could intimidate consumers who are on the fence. This could also ensure that consumers don't move to other brands with better health claims.