How can you market functional and novel foods to different consumer groups?

The surge in chronic diseases globally has resulted in increased consumer demand for functional foods- foods with health-promoting properties in addition to enhancing nutritional nourishment. In marketing functional foods, three important approaches including branding, labelling and the use of nutrient content claim or well-validated health claims can be used. Brands that stand for use of wholesome ingredients, little to no additives, sustainability, climate-friendly are mostly acceptable to consumers. The use of front-of-pack labels for marketing of functional foods is also a viable approach. Consumers are able to identify the ingredients present and identify potential nutrient content claim or health claim associated with the product.

ANVISA lists the following functional food compounds with proven health claims: omega-3 fatty acids, carotenoids, dietary fiber, probiotics, phytosterols and soy protein. For a food to present a functional property claim, scientific proof is required through applicable studies, based on clinical trials with appropriate methodology or epidemiological studies. However, despite consolidated regulation and proven benefits, there is still low consumption of these foods by the population over 18 years of age. Adulthood is a time when the need for eating autonomy and the formation of new habits arises.

Effective marketing of functional and novel foods requires identifying and segmenting potential customers based on demographics (age, gender, income, education, location) and psychographics (lifestyle, values, personality, interests). Understanding consumer behavior, purchase patterns, usage frequency, loyalty, and desired benefits (health, convenience, taste, novelty) is crucial for creating targeted consumer profiles.

Segment consumers based on demographics, lifestyle, health, psychographics, and behavior. Examples include promoting protein bars to young adults and probiotic yogurt to seniors, tailoring messaging for specific needs and preferences.

Target functional and novel foods to diverse consumer groups through tailored strategies: demographics (e.g., protein bars for athletes), lifestyle (e.g., meal kits for busy professionals), health needs (e.g., probiotics for digestive health), psychographics (e.g., plant-based options for environmentalists), and behavioral preferences .

When targeting market segments, consider mass marketing for a broad approach, differentiated marketing for tailored products/messages, concentrated marketing for high-potential segments, and niche marketing for unique needs. Evaluate market size, competition, differentiation, and costs to choose the best strategy for your business.

Utilize various communication channels to market functional and novel foods: social media for engaging content, influencer partnerships for credibility, email newsletters for direct outreach, and targeted ads for precise audience reach.

Select suitable channels like advertising, public relations, sales promotion, direct marketing, and social media to effectively communicate the value of functional and novel foods to target segments. Use a mix of channels aligned with budget, objectives, and message, while monitoring effectiveness and feedback for reaching the intended audience.

In addition, consumer can be bored if exposed with the same pattern of message, so you need to be creative. Here are some tips: 1. Use various photos and videos in a story to deliver the same message (people will notice that it is different story due to the use of different media) 2. Rephrase the message, if needed. So people don't get bored seeing the exact same text again and again. 3. Let consumer participate in your business. Consumer will feel that their contribution really means the world to the business. This can affect the way consumer act toward your product.

To create compelling content for target segments interested in functional and novel foods, emphasize features and benefits using clear, jargon-free language and emotional appeals aligned with audience values. Utilize stories, testimonials, visuals, and multimedia to showcase product benefits effectively. Incorporate calls to action prompting audience engagement, and refine content based on feedback and response to optimize effectiveness.

When promoting functional and novel foods, potential barriers like skepticism, confusion, resistance, and regulation may arise. Overcome these challenges by offering credible information, educating consumers, addressing concerns, and complying with regulations. Clear labeling and communication can help consumers understand the value and benefits of your products effectively.

Yes I agree. Clear communication is crucial. Sometimes, what we think and what we communicate to the consumer may be different. Consumer can misinterpret the message. To overcome this issue, you can refer to the first point (segmentation), that provide you with many information about your consumer, especially how to effectively communicate with them.