~ Wholegrains proposition challenge ~
Marketing Monday ---- Wholegrains proposition
challenge
Taste & health are challenging to unite from a marketing
proposition.
Consumers seem to have an association that 'healthy' is not as tasteful as
'indulgence' or 'unhealthy'.
Fibers in our diet are however a necessity and wholegrain
flour contribute to that.
A recent article by the Dutch consumer association (Consumentenbond) highlighted that more ready-to-eat-meals include wholegrains, from 400 ready 52 contained wholegrain which is double the amount the year before. The private labels lead the category with Lidl on top and A-brands stay behind where most if not all lack wholegrains in this research.
Although the reason to include wholegrains by the private labels is not researched the reason not to do it for the A-brands seems to be the sensoric reasons, consumers would not appreciate the taste.
Offering mismatch need
The Consumentenbond consulted their panel (#7300) for their needs of wholegrains in ready meals.
Apparantly is the finding that supermarket offering don't match the consumer need!
So 80% of supermarket assortment is considered unhealthy.
So only a minority of consumers in the test desire refined grains (less healthy than wholegrains).
So there is an opportunity to improve healthiness of ready meals category!
May I help you, product- and category managers?
Through sound marketing techniques based on solid market research based on
concept philosophy with nutritional focus.
Let's optimize this category with ambition to create a triple win,
1) healthier product,
2) healthier consumer and
3) healthier profit.
--- This post aims to start your week with a marketing & nutrition inspired thought
---- Mutrition aims to make your food business healthier
----- Let me help to tackle your market challenges
