To bring a product successfully to the market, it is important to study potential customers in detail, especially when it comes to such a specific segment as products for supporters of proper nutrition and healthy lifestyle.
The market for proper nutrition is growing, but the target audience consists of completely different groups, with different interests, lifestyle and preferences. In general, CA can be divided into three categories: young people 18-30 years old, middle-aged people 31-50 years old and older people from 51 years old.
It is better for businesses to adapt marketing and advertising messages, approaches to sales, using communication channels and formats depending on age. Elderly people are interested in advertising of discounts and discount programs, buyers of 30+ age prefer advertising in places of sale, while youth audience prefers social networks.
For example, young people are interested in new products, trend directions and the availability of information about the product. Working with young people through social networks, influencers and bloggers is the best positioning option, as it allows you to interact directly with the audience and increase trust in the brand. As well as focus on convenient packaging, suitable for on-the-go snacking, fashionable tastes and minimalism in the composition. It is better to use a bright design with QR codes and interactive elements. Focus on the uniqueness of taste and composition without dyes and harmful additives. Complex recipes and ignoring sustainability in production are cons, as is awkward packaging.
Middle-aged people and those over 50 are concerned about what their family members eat, and product quality is the main thing to focus on. Useful ingredients, naturalness of the composition, lack of sugar and preservatives, low salt content, or even better – family sets of ready-made food. All this attracts and inspires confidence. Discounts, bonuses for purchases, participation in loyalty programs and promotions attract them no less than beautiful packaging attracts young people. If these tools work to increase repeat purchases, then SEO and contextual advertising are attracting new customers. Mentioning quality certificates increases trust. You also cannot ignore the request for an accurate listing of the components of the formulation and the naturalness of all ingredients.
For those over 50, it is better to talk additionally about the benefits of vitamins and trace elements present in the product. And do not use youth design when creating packaging. Advertising in magazines and newspapers, as well as on sites dedicated to health and an active lifestyle, works well for this audience.
Developing a strategy for interacting with different segments of the audience will allow you to start creating special product lines.
Product line is the base of the business process. Good food technologists are needed to create food interesting for target audience. They will have to create original recipes that meet the expectations of buyers. The task is difficult, but it is worth spending several months to offer a quality product at the exit.
Recipes based on audience research will create a product line that will attract all groups of potential buyers. Experience has shown that out of five basic products, it is possible to expand the product line to 30 types of recipes. Then, after analyzing the sales, you can keep the most popular recipes.
By David Arutyunov, co-founder of Te Gusto