'One-Size-Fits-All Marketing' Doesn’t Even Come Close: Study Shows

“Multi-Dimensional Marketing” Provides the Healthiest Fit

St. Petersburg, Florida, January 27, 2006--- As consumer markets continue to change in the health and nutrition industry, HealthFocus International is advising marketing and advertising professionals to rethink the way they are currently marketing their products. HealthFocus International predicts that the new marketing trend for the future is “multi-dimensional marketing” and emphasizes that ‘benefit based’ communications are more compelling for shoppers than ‘need state’ or ‘condition based” communications.

This latest announcement from the company that is known for its cutting edge forecasting in the food and nutrition industry, is a result of their 2005 USA Trend Report entitled “The National Study of Public Attitudes and Actions Toward Shopping and Eating”.

“This is a critical time to assess how health and wellness strategies align to the changing consumer market,” stated Linda Gilbert, President of HealthFocus International. “For instance, don’t let the nutritional dimensions of your product solely define its positioning. Use those dimensions as support for the benefit promise. Usually, it is a combination of two or more benefits that will be most compelling to consumers.”

In order to help marketing/advertising professionals stretch their thinking about product positioning and communications, HealthFocus International has identified seven benefit based platforms for positioning health and nutrition products that are most universal to shoppers today:


“When thinking about their consumer target, it is helpful for marketers to consider which HealthFocus Benefit Platforms will create the largest volume opportunity and which benefits will be most compelling to their target,” challenges Ms. Gilbert. “It is becoming more important to connect to your consumer on a higher level, emotional or lifestyle basis. Speaking to multiple HealthFocus Benefit Platforms can enrich and empower your communications.”

The report also cautions marketers to watch out for “one size fits all” nutritional advice and stresses that there is no such thing as an average shopper when it comes to the health and nutrition market. Each shopper has unique needs based on their age, physical condition, lifestyle, and other social and cultural factors. Companies need to develop marketing, communication and product strategies that meet these individual needs. The report also emphasizes the importance of understanding shopper’s motivations and the sense of control they feel they have over their health, based on the choices they make.

The comprehensive 315 page report shows product managers, and marketing/advertising professionals how to target trends with products and communications that work. It illustrates these trends with supporting data, graphics and tables, and observations and insights from HealthFocus International’s qualitative research.

For more information, please contact Julie Johnson, Marketing Manager at 727-821-7499, [email protected], or visit www.healthfocus.com/2005trendreport.htm. HealthFocus International’s biannual study is the longest running health and nutrition trend survey conducted in the USA. It is also conducted in 30 countries in the Americas, Asia, Europe, and the South Pacific. It identifies current issues for consumers with respect to health and nutrition, tracks changes, and provides direction on where consumers are headed in their thinking about health and nutrition choices.

HealthFocus International is a consumer marketing research and consulting firm specializing in consumer health and nutrition trends. With 20 years of experience working with the most successful food, beverage and supplement brand marketers and business leaders, HealthFocus International is an authoritative resource for companies who need to understand consumer attitudes and behavior toward health and nutrition choices.

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