While the first months of the pandemic could have been marked by the frantic accumulation of everything that was on store shelves, junk food, and an abundance of baked goods, most people quickly realized that a more deliberate approach to their nutrition was necessary not only to keep away. extra pounds – the so-called COVID-19 – but also to boost their immunity and support their overall well-being.
Those who adopted attention during the pandemic are significantly younger, richer and much more likely to have children than those who practiced before the pandemic, but according to a new report from Murphy Research both groups are more engaged with fitness and food than the average consumer. – making them a valuable and potentially untapped demographic for the best food and beverage brands for you.
In this episode of FoodNavigator-USA’s “Sup-to-Nuts” podcast, Murphy Research Joint Research Director Sarah Marion shares insights from the group report – Mind, Body, Spirit: Exploring Modern Consciousness and the Role of his in nutrition and health. This includes guidance on how food and beverage brands can use the language of conscience and its nutritional benefits to better engage consumers and increase their ultimate value without being considered dull or offensive.
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The idea of consciousness is not new, although the speed with which the pandemic accelerated its adoption in the vernacular left much room for the interpretation of the concept. And while this flexibility and ambiguity is consistent with the idea of awareness, it can also be incredibly frustrating for brands and marketers trying to engage with practitioners.
This is why Marion says Murphy Research strongly defined the term as it explored its rise during the pandemic, its connection to food, and its potential to connect brands and consumers.
“Attention can mean so many things, right?” “It’s a lot like the word ‘welfare’.”She said noting that the term evolved during the pandemic from focusing on a way to be more efficient, productive and positive in a concept of gaining cultural awareness, managing stress and giving up what cannot be controlled in order to focus better on ourselves. .
Given this framework, Marion said Murphy Research defined the term as meditation, attention-seeking with an app, yoga for attention, a gratitude ritual, or attention diary.
Attention to expanding attention,
Just as the pandemic broadened the definition of ‘consciousness’, it also broadened who practiced it – expanding its pull from its base among older, more religious, and less affluent women to include younger practitioners, more rich and less traditionally spiritually divided equally. genders.
“People in our study who were engaged with awareness basically fell into two camps, and it’s about 50-50. So 50% of them had practiced before the pandemic, and those people tended to be older… had a strong feminine bias and their practices really revolved around prayer and religious services.said Marion.
“The other half are all the people who came to her during the pandemic and are much more likely to be younger – a strong millennial and a half inclination in terms of gender.”and they have a broader interpretation of the term, she added.
Both groups overlap greatly with consumers engaged in fitness and nutrition, but thinking about them from the perspective of consciousness instead of fitness and nutrition can open up a new avenue for engagement, Marion said.
How attentive consumers approach food and beverages,
While conscious consumers are a desirable segment of the consumer given their high levels of engagement, potential impact on others, and quality preference over quantity – which often translates into a willingness to pay a premium price – Report Murphy’s research found that they actually spend lessin food items than the general population because they often ‘contract’ meals by ordering food, going to restaurants or buying fresh and frozen prepared options.
However, Marion explained, they are high-value consumers for CPG food and beverage players – especially in the active nutrition categories and in natural, specialty and club shops.
“This includes bars, supplements, diet or food programs, protein powder, shakes or smoothies ready to drink.”and on a more granular level, organic and natural foods, sustainable options and brands with missions in which they believe and trust, Marion said, adding that they also tend to be more focused on vegetarian and vegan diets and fasting with interruptions, all of these may be related to a spiritual element.
Emotional management and focus offer more potential,
To better understand how consumers exercise awareness and how their practice affects their perception of brands, marketing and ultimately purchases, Murphy Research divided conscious consumers into five “universes” or communities with goals, promoters and activities. distinguished.
Of these, Marion said, food and beverage brands are likely to have the most attractive fortune for conscious consumers focused on emotional management and focus or concentration.
She explained that conscious consumers in the emotion management camp are seeking help with stress, anxiety, depression and sleep – all of these are new claims to functional drinks and some foods, already. Consumers in focus and in the concentration camp are looking for products that will increase their productivity and efficiency, where coffee is a visible game in this segment, but also just the beginning.
Food and beverage brands can also play a role for conscious consumers who come into their physical health practice and manage chronic pain or other conditions – but Marion says this is a much smaller sub-segment and could be a better fit for the supplement industry.
Marion says the last two universes – self-improvement and spirituality – are probably the best way to avoid food and beverage brands because there is too much risk of becoming deaf. This care is not limited to consumers seeking self-improvement and spiritual connection – but all practitioners of conscience.
“Think of it as a movement and in its heart very anti-materialistic, right?” It is about fulfilling yourself in ways that consumption cannot and understanding the limits of what consuming things can do for you. And so it e’s easy kompan for companies to get that message and formulate it in a way that sounds really dull to consumers. ”presenting a product as a solution and not as a support, Marion explained.
Marion also noted that brands targeting conscious consumers should offer more than just a marketing campaign – they should incorporate ethics throughout the brand proposal because consumers will look straight through non-authentic marketing. Similarly, it warns brands to avoid open “self-help” messages that may be a closure for consumers seeking support but not solutions.
Those who want to delve into the role of dietary care and nutrition can find the full report at murphyresearch.com, where they can also learn more about our State of Health company series, which is promoted as the largest joint health and wellness tracker that has consistently collected detailed data from consumers about health, fitness and nutrition since 2018.