Let's say Ben just developed the perfect meat-free bacon.
It smells, tastes, and sizzles like the real thing. It's packed with protein and low in fat and calories.
Best of all, this product only contains organic ingredients.
Bob calls it "Everything but the Oink!"
That sounds delicious, but Ben had trouble selling his tasty and healthy treat.
Consumers think it's just another bacon substitute, or they don't know about it at all.
Ben needs to develop and execute a health food marketing strategy, so he can start bringing home more bacon.
Developing a Healthy Food Marketing Strategy
According to the Organic Trade Association, the U.S. market for organic food keeps increasing by double digits each year. In addition, sales for quality vegan products has continued to climb.
Even if everybody won't give up animal products, many families are enjoying Tofu Tuesdays and Meatless Mondays because of concerns over sustainability, to improve their health, or simply to save money.
If you market healthy food, you know that consumers already want what you offer. You may struggle because increased demand has also increased competition. You need a health food marketing plan that lets the right consumers know about the merits of your brand.
The Healthy Food Marketing Strategy Checklist
Good products that fit in the healthy food niche should succeed when marketers convince people to try them . This marketing checklist can be tailored to almost all healthy foods:
Target Your Market
If you already have some customers, you're lucky because you can start developing buyer personas for your satisfied customers.
To create a buyer persona, you simply create some fictional descriptions of your best customers. If you don't already have this information about your customers, you might offer some discounts or free products in exchange for answers to survey questions.
For instance, you might want to collect information about gender, age, family status, income, and occupation.
If your brand is very new, you might not have customers yet. You could still conduct surveys or use market research to develop buyer personas for likely customers. When you promote surveys, you can also start letting people know about your brand.
Your investment in conducting research will serve you better if you can use it to conduct marketing research and enhance brand recognition. It's always better to have information from real customers; however, you can always adjust your buyer personas as you gain more information. At least, you'll have a place to start.
Decide Where to Market Your Brand
Do you want your products displayed on grocery store shelves?
Will you only sell online?
Either way, you can use digital marketing to help educate people about your product.
Of course, if you plan to compete with other products on grocery store shelves, you need to carefully prepare your packaging.
Some online-only brands have even made their plain, sustainable packaging a selling point.
These days, health-conscious consumers still tend to check out products they find at the store online, and they may even do it right away using their mobile phone. Of course, you might also mark your introduction to groceries by offering in-store samples and coupons.
You'll want to be certain that consumers can find your mobile-friendly website or other positive information about you very quickly. Besides your business site, you should also consider the fact that many health-conscious consumers get information about food from influential bloggers and magazines. You could consider sending some samples and information about your product their way.
What's Different About Health Food Marketing?
The rapidly growing demand for healthy food offers plenty of opportunities for innovative products like Bob's meat-free bacon.
Still, the failure rate for new products hovers around 80 percent. The best advice presented on the topic suggests that consumers in this market like to do their homework.
They want to understand the benefits, ingredients, and even something about the company that provides the product. Influencers, like popular health bloggers, can also motivate these kinds of consumers to try out a new product.
Companies that can define their market, offer them the benefits that they seek, and present themselves as credible and trustworthy businesses can make bacon -- that's the organic, vegan type of course. By relying on this sort of healthy food marketing strategy, businesses like Bob's can benefit both themselves and their customers.