The Importance of Influencers in a Changing Grocery Landscape

The way Americans shop for groceries is changing. Online food shopping is on the rise, and it is predicted to grow five-fold over the next decade. This is a great opportunity for brands to get their products to consumers. However, with the rise of online shopping, the opportunities to get in front of consumers have been reduced, and the number of these opportunities will continue to diminish. We’re not expecting online shopping to turn the grocery store model on its head, but it will lead to change in how CPG brands market their products. That’s why, now more than ever, face-to-face influencers are so important for connecting healthy brands to consumers.

Grocery Stores Are Here To Stay

First off, the grocery store model will not become extinct anytime soon. Yes, online grocery shopping is increasing, and will continue to increase. However, the majority of shopping is still done in person. Currently, only 25% of household buy groceries online, and online shopping represents less than 5% of all grocery sales. But the online grocery platform is expected to grow rapidly. So much so, that grocery stores have even adopted digital shopping—tying online ordering with curbside pick up. In this way, they are better able to compete with the convenience of online options.

Landscape For Marketers

Online grocery shopping has provided a challenge for marketers. As powerful as shopper marketing is, it could see a diminished role in an environment where consumers aren’t going into the store. However, marketers can still effectively reach consumers through tried and tested ways—print, digital, social, and face-to-face interactions.

Reaching Consumers In An Increasingly Digital World

In the gold-rush excitement surrounding this seemingly untapped platform, marketers must remember that the digital shopper is still... well, a shopper. These shoppers seek recommendations from trusted sources of information—dietitians, personal trainers, nurses, pediatricians, etc. Through face-to-face influencers, brands can get even more than impactful recommendations. These influencers provide a personal experience with the brand, an increasingly valuable interaction.

Grocery stores are here to stay, and so is shopper marketing. But their roles will change as we move forward. Digital platforms are not only shaping the way people buy their groceries, but also path to purchase. With less opportunities for brands to get in front of consumers, health influencers will continue to valuable intermediary between healthy brands and consumers.  

What Makes a Source Credible and Trustworthy?

In a time when trust in traditional advertising is declining, consumers are constantly evaluating the sources from which they get information. With so much fake news and misleading stories, what should people look for in a reliable source?

We’ve found that there are three characteristics that make a source credible and trustworthy. First, they must be knowledgeable on diet and nutrition. Second, they should have interests that are aligned with the consumer—promoting a healthy lifestyle. Finally, this trusted and credible source must be able to provide relevant, actionable advice.

Knowledge and Expertise

Knowledge and expertise are arguably the two most important factors in determining the credibility of a source. Consumers are constantly looking for answers to complicated health & wellness questions—and often these answers vary depending on the person. A quick Google search seeking a solution to nutrition advice can yield “answers” from scores of so-called “experts.” But who are these people? Do they have a nutritional background? Do they know the consumer and their dietary needs? The internet is cluttered with so-called “experts,” making it extremely difficult to understand whose opinions matter, and what advice to act on.

With the media creating this clutter, where can consumers turn for dietary advice? Their hand-picked health professional. Why? This professional has gone through the extensive education required to obtain a degree and are counseling people everyday! The same cannot be said about the blogger or journalist, whose interests are not always in line with consumers’.

Interests That Align With the Consumer

The evolution of internet marketing has led to an enormous number of conflicting voices in the health & wellness conversation. For bloggers and journalists, it is in their interest to promote products or headlines that will attract attention, drive clicks, and increase advertising revenue. Based on their incentive to create traffic, their credibility should immediately be questioned. Are they truly interested in improving consumers’ health, or in gaining clicks?

The main objective of everyday health influencers is exceptionally clear: to help the people they counsel adopt and maintain a healthy lifestyle. These professionals want to share information and findings that are relevant to the people they counsel. Finally, they want to share relevant better-for-you products, because that can lead to change.

Context and Action

How valuable is health advice if it’s not applicable and actionable? Creating relevant and actionable advice is a huge hurdle for online sources. Often times, a problem is highlighted, an argument is made and supported, and the article ends. The reader is left with no actionable advice. Further, that health & wellness monologue might not even apply to them!

Personal healthcare professionals have an advantage that other sources don’t. They have the benefit of a two-way conversation. They can assess the dietary needs, restrictions, or preferences of their patient. These health professionals can then, in turn, make a personal and actionable recommendation.

Personal, everyday, health professionals meet all of these criteria. No other source does. When consumers don’t know where to turn, health professionals can cut through the clutter.

Meeting Consumers Where They Are

Allied health professionals are leaving their offices to meet consumers where they are—both literally and figuratively. This LA Times article describes the efforts of health professionals in California to meet people wherever they can influence purchasing decisions, including the grocery store. 

“It’s become increasingly clear that people’s regular eating and exercise habits have a much bigger effect on their health than the time spent at a doctor’s appointment.”  - Glen Melnick, USC Health Economics Professor

The conversation between health professionals and consumers about the foods they eat is a critical component of a preventive approach to health and wellness. The conversations between health professionals and consumers are exceptionally important to educating consumers, and in turn, preventing diseases. The location of this conversation is no longer limited to an office.

The Real Trends in Health & Wellness for 2017

It’s that time of year again—the time when our email inboxes and web browsers overflow with predictions about the key food trends for the coming year. Will 2017 be the year of sorghum? Will matcha take over the beverage market? Will people start swapping jackfruit for meat? 

While these trends represent exciting innovations in the food world, we don’t believe that they are the trends that will drive health & wellness in America next year. Instead, we encourage people to use this year-end period to take a step back and think about the big picture for 2017.

Americans Want to Be Healthier

A significant—and growing—percentage of Americans want to be healthier, lose weight, and feel better about their physical well being in 2017. So much so that in a recent survey, nearly half of Americans said that they are actively trying to lose weight. The number of Americans who use a gym has reached an all-time high—58 million people! This number has risen steadily since 2000, and we can expect this trend to continue.

Consumers Are Confused

We’ve written about the conflicting reports in the media that have created a cluttered space when it comes to health & wellness. Google any health-related topic and you’ll get dozens of conflicting opinions by self-proclaimed “experts.” People are confused about what to believe—and who to trust. 

Personal healthcare professionals are the most trusted source of health & wellness information, according to IFIC. As fake news, biased content, and questionably credentialed experts continue to proliferate online, consumers will turn to these trusted sources to cut through the clutter.

Trust and Credibility are Hard Won

Building trust and credibility is perhaps the most important “trend” for 2017. Americans have been skeptical of the media. Then came the presidential election, in which fake news garnered more attention on Facebook than the real news. 

While false claims are made by a very small percentage of brands, they have led 77% of consumers to believe that diet products aren’t as healthy as they claim to be. The uncertainty about who or what to trust online will make the role of face-to-face health professionals even more important in 2017.

Wishing you all health and prosperity in 2017!

Improving Consumers’ 200 Food Choices

The current level of uncertainty around healthcare in America brings self-care, and personal responsibility, to the forefront. Americans can combat this uncertainty by taking their health into their own hands. How so? By taking the first line of defense—making better food decisions. But how do consumers learn about new, better-for-you, products? Who can they trust for the information they need to stay healthy and well?

A recent article cited that Americans make over 200 food decisions every day. Yes, you read that correctly... The average consumer makes more than 200 food choices each day. So, as people begin to take charge of their health, there is a huge opportunity for healthy brands to become part of the consideration set. Consumers just need to know about them! 

Beyond brand awareness, consumers need education. They need to know the benefits of a product before they alter one of their 200 food choices. A recent 2016 IFIC study reminds us that consumers trust their health influencers—their own personal health advisors—for nutrition information more than any other source. Together, with full transparency and no financial incentives, healthy brands and influencers can accelerate awareness and make an impactful change on the dietary habits of Americans.

Advice From the Front Lines

One of things we constantly talk about here at Pulse is the power of the personal relationship between health influencer and patient. My friend Rebecca Tobin is a family practice physician with a family, a full patient load and a common-sense approach to helping her patients be healthy and well. On a recent walk through the neighborhood, Becky shared her prescription for becoming—and staying—healthy. I asked her if I could share it here because in the day-to-day bustle of marketing healthy foods—and amid the clutter of conflicting health & wellness messages bombarding consumers daily—it’s important to keep our eyes on the target—straightforward advice from a trusted source that can help the average American consumer live a healthier life.  

 Dr. Tobin’s Prescription for Staying Healthy

Staying healthy is simple. But simple does not always mean easy. Every day   patients come to me for advice and guidance on how to “get healthy.” People want to lose weight, start an exercise program, or break bad habits.  Some do not know what questions to ask.  Others bring me spreadsheets of data, bottles of supplements, and a list of all the diets they have tried.  

Staying healthy requires 5 important considerations:  good nutrition, plenty of exercise, plenty of sleep, good mental health, and avoidance of toxins. 

1. Good nutrition.  Keep it lean and green. Eat plenty of lean meats/proteins and lots of green vegetables. The less-processed the foods you eat, the better they will be for your body. Keep a serving to about the size of your closed fist. No measuring cups needed. And remember—no one is perfect, if you have a bad day and eat lots of cake then make up for it the next day with extra greens. Don’t let the unhealthy pattern become the norm. 

2. Plenty of exercise. No gym membership required. Just move! The classic 10,000 steps per day rule is a great guide. If you are unfortunate enough to have a desk job, get up frequently or do it standing, walking, or pedaling. Most work places are accepting of these accommodations. 

3. Plenty of sleep. Your goal should be 8 hours of uninterrupted sleep. Few people get this on a regular basis. Bodies and minds need time to rest and repair. You should wake up refreshed and have energy to start the day. If not, you aren’t getting enough sleep—or enough good quality sleep—and the problem should be addressed. 

4. Good mental health. Yes, being happy is very important! Take 10 minutes outside in the sun every day. The sunlight will increase the serotonin in your brain and keep your vitamin D levels up. Find time to think, relax, and enjoy life.  Positive thought has been proven to help healing and to help you stay healthy.

5. Avoidance of toxins. Tobacco, alcohol and harmful fumes to name a few. Obvious but hard to do!

To be healthy it is important to find a routine that is sustainable. Keep it simple. But remember, it will not necessarily be easy. 

Dr. Tobin’s advice is simple, but as she says, not easy. There’s clearly no one thing that’s going to jettison a person to optimal health. Moreover, no patient is going to undertake even one of these recommendations if there is no foundation of trust with the health influencer. Trust and credibility. It doesn’t get any simpler than that. But it’s not easy.

Dr. Rebecca Tobin

Dr. Tobin graduated from UNC Medical School in 1993. She went on to serve as chief resident of UNC Family Medicine.

Rebecca founded Comprehensive Family Medicine in 2005. Lives with her three children in Hillsborough, North Carolina. 

PulseConnect Member In Action: Rachel Chambers, RDN/LD

We’re very excited to share this video about one of our PulseConnect members. Rachel Chambers and Compass One Healthcare have allowed us to share this video that focuses on the great work Rachel does on a daily basis. Rachel is a Registered Dietitian Nutritionist in Venice, Florida.

Rachel Chambers Spotlight from Compass One - Healthcare on Vimeo.

PulseConnect October Member Spotlight: Stacey Green

This month, we spoke with Stacey Green, a Yoga teacher and coach based in Hillsborough, North Carolina. Stacey teaches individuals in group yoga and mindfulness classes.

Q:  How did you hear about PulseConnect and why did you join?  

A: I heard about PulseConnect from a colleague who uses the materials she receives to help move her clients towards mindful eating and a healthier lifestyle. I work on a very personal level with students, which gives me personal insight to what may or may not be useful to them.  

PulseConnect is aware of my practice and audience, which means I only receive materials that add value to the services I offer. 

Q: Does pointing to a specific brand help with the recommendations that you’re making?

A: Yes! If I am aspiring to be an example to my students, pointing to a particular brand I actually believe in and/or use is very helpful.   

Q: What kind of things are your clients asking you about? What topics do you discuss on a daily basis?

A: Clients ask how they can develop regular practices into their life that incorporate wellness on a physical and nutritional level. In my mind, they are connected.    

You don’t have to be fit to start being physical. Whether yoga is for you or it’s something else, I try to encourage people to start. Knowing and doing are not always in sync, which is why it’s helpful to have products and information to share that back up this way of thinking.

Q: What do you like best about PulseConnect?  

A: In a world where everyone is trying to “declutter” their closet, their minds and their refrigerators, I like to try something myself to see who it might help in some way before giving out random stuff in my classes. I’m able to get information and products from PulseConnect and then determine what’s going to be right for a specific clientele. That way my students know  I’ve put some real thought into their well being on a personal level.

Nutrition Marketing: A Brand Perspective

Samantha Cassetty, M.S., R.D.
VP, Nutrition, Luvo

Healthcare professionals agree that eating healthfully and deliciously can and do go hand-in-hand. And certainly there are social media enthusiasts who post beautiful images of kale salads and whole grain quinoa all over their feeds.

Yet marketing nutrition to a broad consumer base, who may view healthy eating as sentence to starvation or deprivation or bland food, is much more challenging.The complex regulatory environment makes it even harder. Words that evoke great nutrition—including the very word nutrition itself—are off limits.

That goes for healthy, and many claims about sodium, sugar, and so on. Claims that can be made are often clunky and clinical—feeding into the general perception about nutrition.

The regulatory environment is likely to change in the near future, but in the meantime, there are some key ways to market healthy eating. And in fact, many healthcare professionals have already discovered them and are using them on their personal platforms.

Building a content strategy that supports a healthy lifestyle is one way to tap into consumers who are looking for easy ways to eat better. People are always searching for recipe inspiration, healthy eating tips, entertaining advice, and so on, and content is a great way for brands to connect with an audience in an authentic way. Great content supports the brand mission and tells the brand story without being so brand-centric.

Developing an influencer platform is another way to reach consumers on a healthy eating journey. People looking for healthy eating advice trust credentialed professionals. Sharing through these advocates represents an opportunity to connect with an audience of people who are looking for great-tasting ways that make it easy to eat well. 

Finally, you can’t overlook great photography when it comes to marketing around healthy eating. Taking a cue from social media, beautiful imagery and hero shots of food and fresh ingredients can go a long way toward amplifying a nutrition message while also conveying freshness and flavor. 

Dietitians and other healthcare professionals have always been in the business of marketing nutrition. It’s no surprise that brands are now using similar strategies reach their consumers.

Samantha Cassetty, M.S., R.D.

Samantha is Vice President of Nutrition at Luvo, a forward-thinking food company creating the next generation of frozen food with a focus on great taste, convenience and most importantly, nutrition. At Luvo, she develops nutrition standards, spearheads nutrition communications and strategy, and acts as a brand ambassador and expert voice, both internally and in the media.

Samantha formerly served as Nutrition Director at Good Housekeeping where she reached millions of people with her healthy eating advice. An author of The Girlfriends Diet and contributor to the New York Times bestseller 7 Years Younger and 7 Years Younger: The Anti-Aging Breakthrough Diet, Samantha’s approachable style has helped empower people with food and lifestyle solutions that make it easier to eat well.

Samantha has appeared as an expert on television and radio shows, including The Today Show, Dr. Oz, and CBS Sunday Morning. She can also been seen on The Cooking Channel’s “Drop 5 Lbs. with Good Housekeeping,” where she served as the Nutrition Correspondent.

Samantha received a Bachelor of Science from Vanderbilt University and a Master of Science from Boston University. She completed her dietetic internship at Boston Medical Center. Samantha resides in New York City with her 13-year-old son.

Recap: FNCE

The Pulse team traveled to Boston for one of our favorite conferences, the AND’s annual Food and Nutrition Conference and Expo (FNCE). We loved catching up with friends and clients, as well as learning about new brands at the show. We noticed that, unlike years past, there was no one trend that dominated the expo. That said, here are some clear areas of focus for many healthy food brands:

Sustainability: We noticed more of a sustainability push among exhibitors this year. Consumers are increasingly conscious of their impact on the environment. Many brands are seeking to align their values with those of their consumers, sharing how their product is made and how they are working to produce sustainable packaged foods. 

Food Sensitivities: Great news for those with food sensitivities—the market is growing, and the options keep getting better! Many brands at FNCE were boasting not about what was in their food, but what was not. Consumers will continue to see more products and labeling that make eating a free-from diet easier and more delicious.

Education: It’s no secret that we believe it’s important to educate influencers and consumers about healthy—it’s what we’ve been doing for the last 17 years. We loved seeing brands taking the opportunity to educate registered dietitians at FNCE. Companies were sampling and providing educational information for RDs—delivering a personal experience with the brand. 

Solutions-Based Messaging: More than ever, healthy food brands are demonstrating how their products fit into a balanced, nutritious diet. Instead of focusing on their product alone, many brands  took the opportunity to demonstrate how their healthy food pairs well with other foods to meet the needs of consumers. Whether that’s  adding fruits and vegetables or incorporating foods into recipes, there was a clear, solutions-based focus that RDs can share with their patients and clients.

We really enjoyed our time in Boston, and can’t wait for Chicago next year!