Take the upcoming back-to-school season. According a recent Marketing to Moms Coalition survey of 1,400+ moms nationwide, most moms are getting ready to spend less on just about everything this year. For example:

• Clothing (except athletic shoes), down 6 percent from 2010 to $126
• Sports gear, down 5 percent from 2010 to $69
• Electronics (calculators, computers), down 10 percent from 2010 to $45

Not good news for brands that count on a big spending boost every fall. Traditional back-to-school brands – from fashion labels to basic school supplies – should think about their marketing campaigns differently and be aware that in order to win, they likely will have to play the deal-making game with saving-savvy moms shopping online and searching for the best prices.

There’s a surprising opportunity for bigger sales this year in new school shopping list categories – cleaning supplies and health/wellness. As schools also are being forced to spend less, on things like cleaning supplies, tissue and even toilet paper, parents are being asked to pick up the slack. In fact, almost 80 percent of moms expect to buy non-academic supplies for their child’s classroom as part of a required supply list.

Pardon the cliché, but when one door shuts, another one opens. Who knew that toilet paper would pick up where pencils and erasers left off? So a heads up to all you marketers of household products – back-to-school is a new season of opportunity! For everyone else, how closely are you watching moms’ real-life reality? It’s easy to get trapped in traditional seasonal sales trends and lose sight of how buying habits are changing. The brands that really are plugged in can see these things coming and ride the wave to bigger returns.

For more on this topic, stop back here or visit http://marketingtomomscoalition.org. The Marketing to Moms Coalition is a nonprofit group I helped found that is dedicated to indentifying trends, sharing ideas and providing networking opportunities.

-Amy Colton, Executive Vice President of Current (acolton@talktocurrent.com; @amycolton)

With the roles functionality you now have an admin to control everything, including deleting the app.  When working with developers or “sandboxing” Facebook application previously, you had to add every developer and test user, including clients as admins of the application.

With the developer classification I can have help with my applications, but not have to worry if someone “accidently” deletes my application or removes me as the admin. Reminds me of an ownership article released by NPR a few years ago at http://www.npr.org/templates/story/story.php?storyId=93841182

Additionally, there is a test and insights user role.  With the insights roll, the analytics team (if you are lucky to have one) can go in and crunch all the numbers without having access to the whole enchilada.  Most useful if you work with clients that have multiple agencies helping with different social media/digital responsibilities.  I hated the idea that my intellectual property could be “borrowed” even though all they needed where the metrics.

In final, what excites me is the updated information about mobile and making Facebook applications mobile compatible.  As always, there is the choice of integrating via a mobile web browser, but the enhanced integration with iOS and Android is interesting. I think it also signifies a shift in the mobile industry. In a silent way, Facebook has declared iOS and Android operating systems the winning teams by offering deeper integration.  Nokia, Windows, HP/Palm and Blackberry better step up its game and get Facebook to notice or they are going to be sitting on the bench for the next five years.

Syndicated from Cathy Ashenbremer

Will the new dietary guidelines address current health needs? And will consumers understand how to apply the learnings? A new article in Nutrition, a peer-reviewed journal, questions the upcoming new Guidelines in three areas:

• Are recommendations to lower fat and increase carbohydrates appropriate for the prevention of obesity, diabetes, and cardiovascular disease?
• Is the regulation of carbohydrates more important than in the past?
• What is the role of protein, especially from animal sources, in the diet?

So, do consumers even use the Dietary Guidelines? According to the 2010 International Food Information Council Foundation Food & Health Survey, 85 percent of Americans say they are aware of MyPyramid (the consumer tool that communicates the Dietary Guidelines), but only 29 percent of individuals report using it. Do you think consumers will listen and understand how your product fits within the new Guidelines?

Complete this poll and see if others think consumers will try to follow the new dietary recommendations.

Additional Reading:

• Nutrition journal article: In the face of contradictory evidence: Report of the Dietary Guidelines for Americans Committee
• The Washington Post: Public health advocates worry that dietary advice will get lost in translation

Not one of the 50 US states met the Healthy People 2010* objectives – 75 percent of people to eat at least two servings per day and 50 percent to consume at least three servings of vegetables per day.

The figure above shows the percentage of US adults aged 18+ years who consumed fruit two or more times per day and vegetables three or more times per day, by state, in 2009, according to the Behavioral Risk Factor Surveillance System. Twelve states and DC had 35%-45% of adults who consumed fruit two or more times per day, compared with no states that had 35%-45% of adults who consumed vegetables three or more times per day.

In celebration of Fruits and Veggies More Matters Month (September), eat an additional serving of fruits and vegetables every day and feel the difference. This new behavior is also good to model to those around you. Here at Current, we are proud to have Hidden Valley Salad Dressings as a partner and to support its Love Your Veggies™ campaign. Inspired by a study that showed children will consume more vegetables when paired with a moderate amount of ranch dressing, the Love Your Veggies™ campaign offers parents and educators tools and resources to help grow kids’ taste for vegetables and cultivates a life-long love of veggies with the great taste of Hidden Valley.

The multi-facetted Love Your Veggies™ campaign includes kid-friendly informational and educational materials, annual events, interactive games/tools and school grants. Since its inception in 2007, Hidden Valley has awarded $850,000 in school nutrition grants to nearly 80 elementary schools nationwide to help kids grow their love of veggies.

Additional Reading:

• Medical News Today: Americans’ Vegetable Consumption Drops 2% In A Decade
• Wall Street Journal Health Blog: Which States’ Residents Eat the Most Fruits and Veggies?
• Centers for Disease Control and Prevention: Fruit and Vegetable Access in Your State
• Centers for Disease Control and Prevention: State-Specific Trends in Fruit and Vegetable Consumption Among Adults — United States, 2000—2009

*Healthy People 2010: National health objectives to achieve during the first decade of the new century.

The International Food Information Council Foundation recently hosted a webinar entitled “Understanding Consumer Perceptions of Food Technology,” which highlighted a need for consumer food technology education.

Overall, less Americans (54 percent) avoid specific foods or ingredients as compared to three years ago (61 percent) – see below chart.

When looking at biotechnology, nearly 50 percent of Americans say they are “neutral” or don’t know enough about food production biotechnology to form an opinion. When they do purchase biotech foods, they do it for specific benefits – nutrition/health (32 percent), improved quality/taste (24 percent) and price/economic benefit (24 percent).

With the new USDA Dietary Guidelines scheduled to be released in December 2010, brands have an opportunity to educate Americans on ingredients, food production and nutrition benefits, as well as articulate a clear message about how the foods we market fit into an overall healthy eating plan.

Interested in discussing further? Talk to Current at jseyler@talktocurrent.com.

Additional Resources:

• “Understanding Consumer Perceptions of Food Technology.”

So, what’s the good? Food processing can decrease spoilage, remove toxins, allow for perishable food transportation/distribution and answer consumer demand for convenience, consistency and customization. Think about our desire for flavor with no additional calories (sugar substitutes) or new ways to get fiber in the diet (fiber “additives”).

The bad? New products are generally developed to answer a consumer demand or to fill a market category gap. While the ask may be for flavor but no additional calories, consumers, media, public policy holders and even health professionals may be hesitant to accept the provided solutions. For example, 57 percent of Americans agree that “Food additives extend the freshness of food/act as a preservative” and 47 percent agree that “Food additives can help keep or improve the flavor of food products.” Yet, food additives are more and more discussed as “ingredients to avoid.”

The Balance? Balancing wants and perceptions with realistic economic options.

·         What are the alternatives and are they feasible? If consumers only eat local fruits and vegetables that are in season, what nutrients are being lost, how can they be replaced during the off season, or is this not an issue?

·         Is there a need for more education? What does “processing,” or “organic,” or “local,” or “natural” formally mean?

·         Should one scientific study dictate consumer actions or should media highlight trends?

·         Should companies respond and change/remove an additive, coloring/flavoring, etc., or is the company reinforcing the thought that something is wrong with that ingredient?

Relevant Readings:

• Changing the Conversation About Processed Foods

  Coming soon (September releases):

  ·         IFT white paper “Feeding the World Today and Tomorrow: The  Importance of Food Science & Technology.”

  ·         IFIC communication tool kit “Forming Effective Consumer Communications” 

   

  Definition:

  ·         Processed food and minimally-processed food as noted within the Report of the Dietary Guidelines Advisory Committee on the Dietary Guidelines for Americans, 2010.

•  Simplicity: An obvious increase in the use of the words “simple” and “homemade” within new product promotion
• Sustainability: Water, air, energy consumption, packaging and global warming are all focuses

• Cooking at Home: Rediscover cooking and entertainment skills; an increase in premium style prepared and frozen meals
• Inherent Nutrition: Foods with more traditionally perceived benefits, such as fruit and vegetables and milk; consumers are becoming increasingly skeptical of foods that fail to provide an immediate benefit

• Functional Superstars: Plant stanols, beta-glucan, selenium-enriched
• Immunity: Ingredients driving include Vitamin C, E, A, mineral zinc and probiotics
• New Delivery for Energy: Top market categories include energy and sport drinks, cereal and energy bars, tea, breakfast cereals, juice and juice drinks and dairy drinks
• “Free From” on the Rise: In 2009, Innova Market Insights tracked 7,949 new products positioned as either gluten or lactose free compared to 6,192 in the previous 12 months
• Extreme Flavors: Increase use of the word “intense” and “hottest;” herbs and spices
• Real Authenticity: It is no longer enough to simply create a product with a regional positioning; the product should be
  based on ingredients from that region and ideally even be produced there

Additional Reading:

So what does a company market – the perception or reality? As most have experienced, perceptions are reality. If the consumer thinks they understand calorie balance, then marketing efforts that empower and educate can bridge the gap between perceptions and reality. For example, pre-portioned snacks, such as 100-calorie packs clearly reinforce the “calorie control” message and resonate with someone trying to lose weight. It helps empower them to meet their goals.

Reference and Other Relevant Readings:

• 2010 International Food Information Council (IFIC) Food & Health Survey*
• Understanding Childhood Obesity – Statistical Sourcebook
• Food Trend Watch: Clean Labeling

Upcoming Relevant Post

• Changing the Health Norm: A Side of Fries or Steamed Vegetables

Heading into 2011, we should keep a few things in mind when it comes to food labels and key messages – Today’s consumer is moving beyond “natural” and “organic,” looking for minimally processed foods that combine individual wellness and lifestyles with the well-being of the planet. This evolution of consumer perspective is what the experts and industry are coining as “clean labeling.”

While “organic” and “natural” continue to be “on the money,” consumers want more.

So why do consumers want more? It may not be an actual shift in demand, but a previous lack of understanding. Many of these words – organic, natural, etc. - don’t have standard definitions, which could easily cause confusion and possible distrust toward health claims and food/beverage companies.

The need for stronger consumer education was well noted by experts. Consider the impact of social media nutrition discussions, both positive and negative conversations, about products. When “natural” is on a label, what does that actually mean for the product and will the consumer’s thoughts align?

As a food and nutrition communications specialist and dietitian, I think it is important for food and beverage companies to be mindful about product claims and not only look at the legal side of things, but also at it from a consumer point of view – how the consumer will interpret it.

Heading into 2011, discerning consumers are looking for pure ingredients that promote wellness, taste great and deliver a good value. It is the job of communications expects to educate the consumer on all the options. Products aligned against these goals and companies that help educate the consumer, will be well positioned to catch the ear of nutrition influencers and consumers alike. Want ideas on how to do it? Talk to Current

Additional Readings:

• Dairy Foods, June 2010,Holistic Halo
• FoodNavigator.com, June 17, 2010, Recent developments in clean label science
• FoodNavigator.com, June 21, 2010, Consumer views on natural and clean labeling terminology
• The Hartman Group, Inc., Beyond Organic & Natural

Upcoming Relevant Posts

• How Food & Beverage Companies Can Better Understand Their Audience
• Whole Foods and A Total Diet: What the 2010 Dietary Guidelines Advisory Committee Report is Saying
• Food Processing: The Good, The Bad and The Ugly
• Sustainability: Consumer Driver or Consumer Confusion