Food Marketers to Shift Emphasis in 2011

As a result of the recession, more consumers started shopping for food and cooking at home. This year, industry watchers expect consumers to begin demanding healthier options at their favorite stores. Food marketers will be catering to this change and they will likely also be marketing their adherence to the new Dietary Guidelines for Americans which was just released by the U.S. Department of Agriculture.

A Grocery Manufacturers Association survey reveals that food marketers will give their brands the following top focus points for 2011:

  • Health and wellness 45.33%
  • Sustainability 10.2%

To reach shoppers, food marketers plan to increase store marketing (21.53%) and social media (19.26%).

In addition, marketers will get specific about how their products match up to the new dietary guidelines. Obesity and related health problems are top of mind for many consumers these days so marketers have a chance to position themselves as a responsible part of the food chain. Some of the recommended limits that food marketers may now be addressing include:

  • Sodium intake reduced to 2,300 milligrams daily (1,500 mgs. for consumers age 51+)
  • Saturated fatty acids reduced to less than 10% of daily calories
  • Cholesterol reduced to less than 300 milligrams daily

Another phrase likely to be added to the food marketing vocabulary is nutrient-dense.

Look for marketers to position themselves as partners to consumers who seek to improve their diets. This attitude will be reflected in ad campaigns as well.

[Sources: Toops, Diane. State of the Food Industry 2011. FoodProcessing​.com. 21 Dec. 2010. Web. 7 Feb. 2011; Executive Summary. Dietary Guidelines for American. 2010. USDA​.gov. Web. 7 Feb. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.