Food is under the microscope more than ever meaning taking responsibility is critical to building and maintaining consumer trust and protecting brand reputation.
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The saying “too much choice makes it harder to choose”applies to decisions around which food and nutrition trends to follow. Having a filtering system can help.
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Emergence of a more mindful consumer is more than a ‘trend’. It is a shift that reflects the expression of more intentional behaviours and has relevance for all food growers, providers and makers.
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Considering the broader role that food plays in the lives of consumers and encouraging behavioural aspects of eating that are ‘healthy’, provides a significant opportunity for marketing and communication.
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Greater transparency helps generate greater levels of consumer trust. However trust arises not only by being rational - it also requires an emotional connection.
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Developing and marketing ‘real foods’ is one way to increase trust and engage consumers in a way that also contributes positively to their health. But what exactly is ‘real’ food?
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While many health and nutrition related claims are possible for food brands, just because you can make a claim, doesn’t necessarily mean you should.
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