Appetite for Information

By Lori Colman, Contributing Editor

Consumers are gaining an insatiable appetite for information about what they put in their bodies. Take nutrition labels. Its not just that consumers glance at nutrition labelsthey study them and make decisions based on what they discover. Close to 100% of the 200 respondents to the 2009 Colman Brohan Davis Food Shopping Survey said they read nutrition labels sometimes or always. When asked, Do ingredients influence your purchase? 82% of women, and 80% of men, said yes. The top four ingredients consumers say they are always interested in are, in order of priority: fat, calories, sugar and fiber for women; fat, calories, sugar and protein for men.

The survey found that, in a food-purchase decision, ingredients and nutrition labels ranked toward the top of the list, right under taste and cost, as the most-significant influencers of a food purchase. Brand name ranked dead lastthe same dismal position in last years survey.

We also asked about consumers use of online sources. Over 75% of respondents said they go online for information on nutrition, ingredients and healthy food choices. Sites visited include government (FDA and EPA), local farmers markets, food manufacturers, food stores, media, restaurants, book publishers, weight-management groups, and food organizations and associations. Search engines like Google, and sites like Wikipedia, were mentioned as helpful tools, as were blogs.

What does this mean?

  Your brand name alone wont carry the sale. Consumers hardly consider it compared to other factors.

  Make your labels work harder. Consumers are studying the label and have it in hand, presenting manufacturers with the opportunity to highlight a products positives.

  Information is everywhere. Consumers go far and wide online for information. Your website should reflect best practices with deep, rich content optimized for search. Do you blog? Are you using social media? There are many ways to engage.

In this challenging economic time, rather than pull back from healthy eating as something that might seem more expensive, consumers are rushing toward it. They want to know more, not less, about making better choices.

Lori Colman, founding partner and co-CEO of Colman Brohan Davis, Chicago,  has been instrumental in developing brand strategies and marketing initiatives for companies in the food, dietary-supplement and ingredients sectors. For more information, visit cbdmarketing.com.