Consumer behavior in the food industry, while historically driven by price, is increasingly being linked to health. And this presents an opportunity and a challenge for manufacturers, who have to navigate around what qualifies as natural or healthy.
As consumer behavior continues to evolve, DuPont Nutrition & Health research can help food manufacturers identify and predict how specific subsets on this food continuum makes decisions. That information plays a vital part in the marketing of products.
As a result of recent research, DuPont named three types of sports nutrition and weight management consumers: the personal record performers (performance-focused, competitive), the enlightened actives (eating healthy to promote active lifestyles), and the motivated strugglers (know weight loss is necessary, encounter obstacles in improving health), according to Greg Paul, global marketing director at DuPont. Over 13,000 consumers from 21 different countries were included in the data.
Regarding nutritious foods:
- Personal record performers: 77% select foods for a performance advantage
- Enlightened actives: 54% select non-processed, healthy foods
- Motivated strugglers: 52% select foods to lose weight
The role of messaging
DuPont's research aims to guide food manufacturers in a variety of topics, including how they can target consumers.
"In addition to describing who the people are in each segment and how they think and what they want, we also identify key learning," Paul told Food Dive. "We get at their emotional drivers. In other words, why they are the way they are. We use all that information to then suggest ideas at how to effectively message each target group."
The International Food and Information Council Foundation 2014 Food and Health Survey showed 23% of those surveyed claimed to "[have] emotional conversations about food." Additionally, 86% of this subset is more likely to buy foods and beverages in terms of health.
This messaging can play a huge part in how consumers consider a product. Consider Kind’s recent FDA situation, with bars the compnay deemed "healthy" called out.
"I think clearly they have been successful at the way they positioned that product," Paul told Food Dive. "Now Whether FDA deems it’s inappropriate or not, that’s a different question, but in terms of conveying the message that this product has a wholesome appearance, the way they use the transparent packaging, the product name, I think they’ve done a very effective job positioning it to the target market that they were going after. Their sales success speaks for itself."
Another company in the nutrition bar space is Clif Bar. Michelle Ferguson, executive vice president of marketing, said Clif Bar products are based on what it identifies as specific occasions directed at a specific audience.
"We recognize that people have a variety of nutritional needs for different usage occasions,” she said. "Taste, texture, format, and recipe all come into play ... We have a variety of sports nutrition products like Clif gels and Clif Shot Bloks energy chews for quick energy in different textures and Clif Bar for more sustained energy."
Comparing the three subsets
Each subset has unique views on snacking:
- Personal record performers: I feel guilty when I snack
- Enlightened actives: Make it healthy, please
- Motivated strugglers: Portion control and convenience are important
Paul added that in the U.S., the lines are blurring between personal record performers and enlightened actives, and that personal record performers are prioritizing health.
"In the U.S. they still want to win, but there’s more of an emphasis now being put on health as an investment in their future so that they can take care of themselves and they can take care of others," he said. "It’s kind of moved why they’re doing their exercise to a different level."
Manufacturers are tasked with carefully positioning products around those blurred lines to meet consumer needs and to follow FDA guidelines.
"The regulatory definition of 'healthy' is complex, as it regulates use of the term as a nutrient content claim but does not regulate more general use of the term, and distinguishing between the two can be challenging," Joe Cohen from Kind recently told Food Dive.
Correction: Kind's spokesperson is Joe Cohen. An earlier version misidentified him.