Raising the bar
A large number of customers we deal with are associated with food and nutrition for people or animals. We consider this very positive, as it is often associated with our extensive experience in this area and the number of contacts that we have. However, this does not explain them all, and we usually try to figure it out when we do something right, so that we can repeat it.
As a rule, the marketing of food and food products has become increasingly difficult over the past couple of decades. Although this is true for many industries, it is even more pronounced in the areas of nutrition and nutrition. This is due to the fact that there are unique circumstances that have raised the bar for businesses and consumers in this area more than others. Below, we believe that the five main reasons that food marketing is becoming more difficult for firms without special skills and experience.
Top 5 Reasons
- Great consumer knowledge - Consumer knowledge in the field of nutrition, apparently, developed much faster over the past couple of decades. To a large extent this can be explained by the wealth of information available on the Internet. From a marketing point of view, this means that you also need more knowledge. You can no longer just say that something is good for someone. Now you need to tell them how and why, and be prepared to be informed enough to separate the truth from marketing.
- Legal / regulatory environment “With more consumer awareness, more attention has become paid than legal and regulatory arenas.” If this is important for consumers, in the end, it may matter to the people who represent them. As a business, you can save a lot of time and money by working with someone who understands the normative minefield and can help you translate it correctly.
- Human focus on health - The tendency for consumers to become more passionate about a healthy lifestyle encourages innovation in the development of food, treatments and supplements to meet demand. This has forced marketers to become more innovative. In particular, this has forced us to develop a great deal of technical knowledge, allowing us to correctly communicate the unique position and nutritional benefits of advanced products.
- Animals as family members “Combined with growing awareness of health among people, there has been a corresponding shift in how people view their companions in animals.” Pets are now considered family members. Consequently, the same center of attention and health for people now applies to their dogs and feline companions. The level of basic nutritional knowledge of a population that owns a pet is quite astounding.
- Increased risk of using consumables - Last but certainly not least, there is usually a high degree of risk with consumables from the point of view of consumers. It is not by chance that people expect them to eat things that will not adversely affect their health. In order to trade effectively, it is important that you can reliably report the healthy attributes of your products. This requires complexity that far exceeds what was historically required.
Experience is the key
This covers most of the highlights explaining the rapid development of food and nutrition marketing. The ability to keep up with evolution has allowed Frontera to benefit from a niche, albeit a big one, which can be quite complex, but also useful. For us, rewards go beyond the financial world and become much more personal. We consider it a very positive thing in marketing and product communication that will improve overall health and performance. However, without many years of experience in the industry, it would be very difficult to keep up with trends.
