Post on 28-May-2015
The Four Key Success Factors for Successfully Marketing Natural Antioxidants
Peter WennstromPresident HealthyMarketingTeam
Experts in helping brands respond to changing attitudes in nutrition, health and wellness.
We work around the globe (25 countries in 2010)
Specialise in brand positioning and product innovation / renovation in food, ingredients and supplements.
We are global implementation partners to HealthFocus
Peter Wennström The Four FactorsTM Brand Analysis System Food & Health Marketing Handbook
Who are we?
What we do:Better targeted brands, faster to market!(and optimise effort and investment)
We can improve your performance!
And then make sure you stay on
target!
By getting the fundamentals right!
3 Common questions when you’re entering the Health and Wellness market…
1. How to create and launch the right new idea?
1. How to choose “Where to Play” in the category?
1. How to deal with a failing brand
Brand New
Brand Direction
Brand Rescue
And one common first step:
1. How to critically diagnose how your brand is doing in Health and Wellness
HealthCheck your brand
The Four Key Success Factors for Successfully Marketing Natural Antioxidants
Tell you what I will tell you
• Understanding how the right food and beveragecategory can help you promote the benefits of antioxidants
• Learning how to communicate the health benefitwith or without health claims
• Escaping antioxidant and moving towards the superfood tag – is this the best approach?
• Trusting the brand – securing the consumers trust in the brand going forward
The Four Key Success Factors for Successfully Marketing Natural Antioxidants
Need the product…
MileHigh – an exceptional antioxidant drink for high flyers
MileHigh is the UK’s only exceptional antioxidant drink made with red grapes, cherries, aloe veraand ginger. It was developed by Stuart Roberts and Richard Hammond as a result of their joint interest in flying. Richard had worked in aviation for 15 years and Stuart, was a professional nutritionist.
Stuart believed that he could apply his health and fitness expertise to creating a drink that would improve general wellbeing for all life styles and life stages – from pregnancy to ageing to recovering from a stressful journey.
Richard and his cabin crew colleagues put the drink through its paces and received an overwhelmingly positive response.
The drink was launched as Mile High in 2008.
The drink was launched as Mile High in 2008 but re-branded in 2010 following consumer feedback that the name was limiting its potential and acceptance as a mainstream, everyday, lifestyle drink.
Need the product…… Trust the brand?
UK . 2010
Re-branded following consumer feedback that the name was limiting its potential and acceptance as a mainstream, everyday, lifestyle drink.
Need the product…… Trust the brand
UK . September 2008
A drink that would improve general wellbeing for all life styles and life stages –from pregnancy to ageing to recovering from a stressful journey.
WHY WAS THAT POSSIBLE?
Understand the benefit……Accept the ingredients?
Antioxidants and consumers:Awareness, interest and trends
Antioxidant-rich foods - increasing awareness and interest
Antioxidant Benefit supported by other categories
Antioxidant ingredient communicated by other food categories
Then next thing that happens is that we start to see signs that connects to antioxidantsin mass market categories
Lipton: Tea Flavanoids
Responding to regulation
You will see the Tea Goodness seal on many
LIPTON® Tea packages. The Tea Goodness seal
signals that the tea contains "a specific level
of" tea flavonoids. You can find the flavonoid
content per serving on all packages with the
Tea Goodness seal.
* Tea is not a substitute for fruits or
vegetables, which provide a wide range of
nutrients such as vitamins and minerals.
Please consult your doctor regarding a
diet/nutritional plan that is right for you.
…a product with caffeine immediately delivery “antioxidant” benefits without even saying it
So antioxidants are good for me……where can I get one?
Drinking a 250ml bottle of AOk every day is a quick, easy and delicious way to ensure that you supplement your daily antioxidant needs.
AOk Drinks are designed to help you take control of your health and wellbeing. Small changes to your diet and lifestyle each day will help you to feel and look better. Drinking just one 250ml bottle of AOk provides the recommended daily amount of antioxidants, which have a major impact on our wellbeing and are vitally important in maintaining optimum health, helping to render free radicals harmless to the body.
Accept the ingredients
Need the product
Understand the benefit
Trust the brand
Antioxidants and superfruits
When is a fruit a Superfruit?
When it’s full of antioxidants..
Reference: Mellentin J & Crawford K, How to create and market superfruit, (In Press)
Superfruits aresupported by science
And written about everywhere!
“”
Hard to see the wood
for the trees??
Antioxidants and superfruits in a strategic perspective
Understand where you are playing in health and wellnessThe market for any health and wellness benefit is developed in three stages. Each stage is a playing field with its own set of rules. Your need for a Health Claim will depend on where you play.
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
The life cycle of health is introduced in the Food & Health Marketing Handbook by Wennström and Mellentin and commercially applied by the Healthy Marketing Team
How to position antioxidants and superfruits in the market place?
Stage 1: The technology/medical stakeholders.They need the health benefit. They have a real problem.
MASS MARKET
STAKEHOLDERS
Cholesterol
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
Is the concept accepted by the medical community?
Consumer belief:Antioxidants prevent cancerAntioxidants prevents CVD
2. The Lifestyle stakeholders.These are the early adopters and they want new benefits with a fit to their beliefs
Extremely interested:Antioxidants 19%Superfruits 14%
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
Is the concept liked by trendsetters and key opinion leaders?
3. The Massmarket stakeholders just want tasty and healthy everyday foods that they understand.
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
Is the concept understood and accepted by everyone?
Awareness:Antioxidants 83%
Increase #1:25%
I want to live healthy
Three playing fields for antioxidants and the benefits of fruit and vegetables
I need to prevent or cure disease.
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
I am normal. Five servings of fruit a day are good for you
As a functionalingredient
As a superfood As food
Three stakeholders, three strategic platforms giving direction to innovation, marketing and communication:
Technology (Medical) benefits : Problem-solution, scientific proof, real need, education
Lifestyle benefits: Led by trends and new beliefs, about
being first, better, authentic etc
Mass (Standard) benefits: Led by normality – just doing the
normal/right thing, everyone knows
The FourFactors ® Brand Analysis System
TIME
1. The ”new”, fast-growing superfruits are all in the lifestyle area.
2. Even established niche fruits are building a health and nutrition platform in this area.
3. They are niche products that sell in low volumes but command premium prices.
4. Lifestyle consumers willingly embrace health messages about these new fruits.
SUPERFRUITS FRUITS
Superfruit strategic summary:
TIME
SUPERFRUITS FRUITS
Superfruit : Marketing strategy
Fruit + convenience + strong brand differentiation + lifestyle benefits + health benefit = premium pricing
Accept the ingredientsAntioxidants are closely linked to superfruits
Need the productThe right food and beverage category can help you promote the benefits of antioxidants
Understand the benefitCommunicate the health benefit without health claims
Trust the brandTrusting the brand – securing the consumers trust in the brand going forward
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Thank you!
For more information:www.healthymarketingteam.competer@healthymarketingteam.com
Global experts in health and wellness marketing.In 2010 alone supporting our clients on the ground in 25 countries. Combining expertise and experience we help them to understand:
What is happening?• Global consumer trends and data • Global market and category development
Why is it happening?• Consumer drivers and true motivations• Product success and failures explained
How to make it happen for your brands?• Category direction/Innovation pipeline• Brand Acceleration• Concept Development• Brand Development• Brand Management