Food marketers are masters at getting people to crave and consume the foods that they promote. In a recent study, authors challenge popular assumptions that link food marketing and obesity. The findings presented last weekend at the Association for Consumer Research Conference point to ways in which smart food marketers can use the techniques that peak consumer appetite for calorie-dense fast foods to help people eat better -- and improve their bottom line as well.
People generally want food that tastes good while being affordable, varied, convenient and healthy -- roughly in that order. The research suggests that consumption of healthy and unhealthy food respond to the same marketing tactics, particularly price reduction. The study presents food marketers with a 'win-win' situation in which they can turn the tables, compel consumers to eat healthier foods, and maintain profitability. For example, marketers can steer consumers away from high-calorie sugary drinks by offering meal discounts if a person buys a less caloric drink -- or by offering a healthy habit loyalty card when consumers opt for water instead of sugary drinks.
People generally want food that tastes good while being affordable, varied, convenient and healthy -- roughly in that order. The research suggests that consumption of healthy and unhealthy food respond to the same marketing tactics, particularly price reduction. The study presents food marketers with a 'win-win' situation in which they can turn the tables, compel consumers to eat healthier foods, and maintain profitability. For example, marketers can steer consumers away from high-calorie sugary drinks by offering meal discounts if a person buys a less caloric drink -- or by offering a healthy habit loyalty card when consumers opt for water instead of sugary drinks.
No comments:
Post a Comment