Tuesday, June 16, 2015

Nutritional Health Brings Brand Health?

In this age of the gluten-free, paleo and clean-eating food trends, big food brands have felt a push to accommodate consumers who respond to these buzzwords. Brands such as Frito-Lay, Kellogg and Kraft are experiencing an increase in competition and a decrease in sales, due to their delayed leap onto the health bandwagon (Schultz, 2015). To appeal to the newest spending crowd, the Millennials, they must have a fresh, healthy and authentic image. But to better market themselves as healthy, they need a marketing team who understands the Millennial mind and can sell effectively. But the young marketing professionals are already working for the up-and-coming healthful brands, and do not necessarily want to work for a big food company whose values do not currently meet Millennial standards. 

Despite food trends and fads, there will always be die-hard nostalgic consumers of “junk,” who respond to taste, habit and cost more than health concern or wholesomeness. Besides, these brands did not originally exist to fulfill nutritional desires, but to leave your stomach and wallet satisfied. However, focus on health is the next possible step for the brands to survive long term.

Millennials prefer many purchase options, customization and optimization. If these big food brands provide product extensions including the removal of artificial colors and flavors, GMOs or gluten, perhaps then Millennials who by nature appreciate the presence of choice may be more likely to pick from the top shelves of the grocery store.

It is a “weighty” task to balance brand relevance while remaining timeless and classic. It can be done, but only with a fast market response and willingness to change.