We continue our investigation into Resolution beating brands and products

For decades one of the most common new year’s resolutions has been to live a healthier life, but unlike previous years, there has never been as much information available to inform consumer decision making which makes sticking to your resolution as seamless and as painless as possible.

Consumers have instantaneous access to data on their own health data through smart devices twinned with their phones, allowing them to make informed decisions about their lifestyles in the moment.  There is also a plethora of online resources to refer to for any additional tricks and tips to living your best life.

However, this huge amount of information isn’t all accurate. With the increase in health influencers and a plethora of platforms comes the issue of trust. In 2019 GOOP still has over 2.5 million unique monthly visitors, even after many of the sites health claims have been derided in the mainstream press.

So how can brands cut through in a market oversaturated with information? Even if a product formulation is far superior to competitor products, the speed of customer decision making in consumer goods doesn’t lend itself to deep research before purchase.

At the moment, emerging health brands are reinvigorating the space through focusing on lifestyle, rather than claims. Just glancing at cold Press Smoothie upstart Savse’s website can leave anyone feeling rejuvenated, without seeing a single claim of no added sugar or artificial colours and flavourings (which they could truthfully claim).

The truth in a world where consumers are continuously overloaded with information, they are engaging with and embracing the softer side of health claims. Savse, amongst others, shows that the lifestyle narrative associated with the ‘health’ sector can be invaluable to attracting consumers.

Another prime example is Propercorn. This popcorn snacking brand started by championing its health claims, but has slowly moved away from this type of messaging and evolved into one of the few truly vibrant and distinctive brands within the snacking space that feels more likely to be recommended by Grazia than 9 in 10 doctors (even though it could do both).

Maybe it is time for big brands to learn from the upstarts; that health claims should be brought to life in a far more emotionally resonant manner by positioning brands as a holistic part of a healthy, active lifestyle and not merely as a functional means to an end.

Categories: Premium FMCG

BY ENGINEER Oliver Ronaldson

oliver.ronaldson@thevalueengineers.com