When it comes to food, it’s all too typical to rely on the packaging, advertising, and also the media to inform us exactly on what to consume. If you do not shop exclusively for each one of your goods in a farmer’s market or fresh food store, you likely browse aisles of cleverly marketed products that know exactly what to say to ensure sales ensue.
While not always obvious, there’s a lot you can learn as a marketer or entrepreneur from the below 5 methods food businesses use to convince you to purchase more. Or at the very least you’ll know enough to prevent yourself from getting fooled!
1. Trend Riding
Some companies concentrate on present health learnings and tendencies (Omega-3s, probiotics) and supplement their merchandise with the most recent, to be able to improve earnings. For instance: A fresh milk offered by Horizon Organic, advertises in large letters “DHA Omega-3.” A greater Omega-3 content can really be done via pasture-raising cows, and supplying them with a much better, healthier diet. But a reverse of the milk carton shows that Horizon Organic has done none of this; instead inputting additional algae oil (rich in Omega-3s) for their milk, within a synthetic effort to grow the Omega-3 content. In the same way, Udi’s additional probiotics for their granola bars are only because they’re a favourite nutritional supplement. Associating a buzzword to your product through a minor, cost-effective alteration can lead to a perceived competitive advantage and is seriously under-utilised outside the food industry.
2. Redundant Claims
” Yarra Valley wine: vegan!” “Seaweed: gluten free!” “Prunes: no Cholesterol!” Promises like those on a packaging are often unnecessary and tout characteristics that are common understanding, maybe hoping to target a lesser-informed buyer. Here’s a recap:
Cholesterol just comes from animal foods (there’ll never Be cholesterol in almost any grain, fruit, or vegetable).
Anything that doesn’t contain any animal products, will probably be vegan.
Gluten stems from wheat and other grains.
Consumers are often misinformed and sometimes stating the obvious can make you stand out as not everyone is aware and they may choose your product over others even though both have the same characteristic
3. Fortifying to up-sell
Possibly the oldest trick in the archive, fortifying appeared as a tool to promote breakfast cereals and today extends across all of aisles of the supermarket. Fortifying is the procedure of incorporating artificial compounds (minerals, vitamins) to processed food items in an effort to make them look healthier by enhancing their nutrient content. As an instance, you may see ‘A fantastic source of 6 B vitamins and calcium’, ‘100% every day value of 12 vitamins and minerals’.
Food entrepreneurs attempt to force you to believe that the minerals/vitamins/antioxidants are naturally happening, when in actuality, they’re sprayed on or mixed in through production. Most fortified products conceal unhealthy ingredients that the fortification is hoping to compensate for, such as high fructose corn syrup and other kinds of sugar and unless you shop at an organic specialty grocery, you’re probably unable to avoid this. Prioritize reading the ingredient list: it is beneficial to understand that components are listed in the sequence of the maximum amount used in the product, to minimum quantity. If glucose in any form is at the top 3, the item isn’t quite as healthy as you might believe, and the existence of artificial vitamins should not be a reason to buy it.
Again, similar to method number one, we see food entrepreneurs are very clever in offsetting the non-monetary costs or negative aspects of their products through minor alterations to enhance the product benefits
4. ‘Organic’ Claims
What exactly does it mean to get a food to be promoted as ‘Organic’? While many countries have standards about when the term organic can be used, in America the FDA has not developed any guidelines for the usage of the expression, so any bundle can tolerate the phrases ‘100% organic’, ‘all natural’… without needing to reply to any law. Any extremely processed sugar-laden product may have ‘100% Organic’ on its own box when the entrepreneurs deem it helpful. View the very long list of components on the VitaTops packaging and then determine for yourself whether this is a nutritious product to you.
Organic and other terms is something marketers should be careful to use, the safety of the end consumer should be considered. However, applying appropriate terminology to label your product is the easiest way to communicate the value of the product
5. Serving size
This really is one of those classic Advertising tricks that make an item seem healthier than it really is. Generally, the dosage size does not reflect a real ‘ordinary’ serving. Hence, the carbs and nutrient amounts you genuinely ingest are much more than anticipated by a glance at the label. A well-known case of this is that the 20-oz Coca-Cola can. If you look at the Nutrition Label, it means that there are 2.5 servings of 100 Calories and 30 g of sugar in a can. However, that means a Coke should be shared with 1.5 individuals. If you drink the Whole bottle (as one does), then you’re ingesting 2.5 portions plus a whooping amount of 275 calories and 75 g of sugar. Can you imagine if a vineyard in the Yarra Valley claimed a bottle of their wine was 4.5 servings instead of 8 standard drinks?
Similar to tip 4 this is a trick that should be used with caution. However, often subtle alterations to your packaging or labelling can result in greater sales.