In order to successfully bring a product to market, it is important to study potential customers in detail, especially when it comes to a specific segment such as products for fans of healthy nutrition and healthy lifestyles.
The health food market is growing, but the target audience consists of completely different groups, with different interests, lifestyles and preferences. In general, TSA can be divided into three categories: young people 18-30 years old, middle-aged people 31-50 years old, and people older than 51 years old.
Businesses are better off adapting marketing and advertising messages, sales approaches, using communication channels and formats according to age. Older people are interested in advertising discounts and discount programs, buyers over 30 – advertising at points of sale, young audiences – social networks.
For example, young people are interested in new products, trends and availability of product information. Working with young people through social networks, influencers and bloggers is the best positioning option, as it allows you to directly interact with the audience and increase brand credibility. And focus on convenient packaging, suitable for snacking “on the go”. As well as fashionable tastes and minimalism in the composition. It is better to use a bright design with QR codes and interactive elements. Emphasize the uniqueness of taste and composition without dyes and harmful additives. Complicated recipes and disregard for environmental friendliness in production are disadvantages, as well as awkward packaging.
Middle-aged people and those over 50 are concerned about what their family members eat, and the quality of products is the main thing to focus on. Useful ingredients, natural composition, absence of sugar and preservatives, low salt content, and even better – family kits of ready meals. All this attracts and inspires trust. Discounts, bonuses for purchases, participation in loyalty programs and promotions attract them no less than beautiful packaging young people. And if these tools work to increase repeat purchases, then SEO and contextual advertising attract new customers. Mentioning quality certificates increases credibility. And the request for an accurate list of the components of the formulation and the naturalness of all ingredients cannot be ignored.
For those who are over 50, it is better to tell more about the benefits that are present in the product of vitamins and microelements. And do not use youth design when creating packaging. Advertisements in magazines and newspapers, as well as on health and active lifestyle websites, work well for this audience.
Developing a strategy for interacting with different audience segments will allow you to start creating special product lines.
The product line is the basis of the business process. It takes good food technologists to create food that appeals to a target audience. They will have to create original recipes that would meet the expectations of customers. The task is difficult, but it is worth spending several months on it in order to offer a quality product at the exit.
Recipes compiled on the basis of audience research will allow you to create a product line that will attract all groups of potential buyers. Experience has shown that from five basic products it is possible to expand the product line to 30 types of recipes. Then, after analyzing the sales, you can leave the most popular ones.