Companies are tapping into consumers’ attitudes about health and wellness, but they are failing to provide actual behaviors and solutions that will provide consumers with overall health and wellness."Consumer attitudes can be very misleading, to say the least," Jayne Eastman, managing director for strategic brand growth consultancy Henry Rak Consulting Partners said. "For instance, more than 70% express concern about fat, sugar and salt in their diets and claim they try to eat lean meats, fruits and vegetables. Yet, according to the FDA, only 6% actually have healthy diets." Eastman said, "consumers are]looking for specific solutions that fit within the overall context of their lives, generally things that will make their lives better but not change their consumption patterns drastically. Understanding the full context of consumer behavior patterns surrounding health/wellness-oriented F&B products is the key to uncovering the specific need, solution and profitable brand opportunity.”
Missing Behavioral Link Leads to Health, Wellness Misfires
Source: MediaPost Publications
