Saturday, November 26, 2016

A label that says ‘light’ reads ‘less tasty’ to most consumers, a new study finds

"Consumers might be demanding more low-fat food, but new research suggests that
perhaps they’d be better off not knowing they’re eating it."
In recent year , health issues related to food brough up awarness to the consumers. In order to reach more consumers. companies started to market "light", "low fat", "reduced fact"products. All of these seem to be more appealing to comsumers who pays attention to what they eat. However, looking back in time, "healthy" food were know for less or no taste. 
All these companies labelling the products with "healthy" labels noticed a change in the buying habit of the connsumers. "no sugar added", more or less everybody likes the taste of sweet food compered to non-sweet, even if both products have the same components, the label will push away "taste oriented" consuers, it is psychologic.
In this article, researchers found that "further research is needed to identify how labels affect what people actually choose to buy and eat.
When marketing a product it is important to set a fix target market. Are we targeting "taste oriented" consumers r " health conscious" consumers? Each target market has to be reach differently. We cannot have a "fit all" marketing plan.
Consumer behabvior is an important part of the marketing research. It enable the company to clearly difine their target market and set up a marketing plan that will appeal to the specific group. 

1 comment:

  1. This is such an interesting article. I definitely think labels have tried to target a wider group of people, probably with little success. As you mentioned, different things appeal to taste-oriented people versus health-conscious people. The "no sugar added" label can seem unappealing to most taste-oriented consumers, which is why many brands such as Coca-Cola Life claims to be sweetened with cane sugar and stevia; more natural forms of sweeteners. For the more health-conscious, certain products like granola can be sweetened with coconut palm sugar. I think there is also a big problem with false advertising when targeting either consumer. For example, just because something claims to be healthy or sugar-free does not mean it is not filled with a high mount of sodium. With the movement toward a healthier world, brands/manufacturers should definitely take more responsibility to not disguise products as healthier than they are. These manufacturers should also, in my opinion, try to include better ingredients even when targeting taste-oriented consumers.