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Art Turock

Elite Performance Provocateur

HELPING CLIENTS PRACTICE WITH A

HEALTHY DISREGARD FOR THE UNREASONABLE

Copyright 2010Art Turock & Associates    425-814-3038    Webmaster Haley Ashland

The Health Conscious Tipping Point:

From Wellness Nitch to Mainstream Market

In 2006, 63% of US families had at least one family member suffering from a chronic illness (e.g., allergies, diabetes, high blood pressure, cholesterol).  Trends like obesity, aging, growing ethnic population, point to an explosive increase of these disease conditions.  Essentially, the eating and exercise practices of wellness, which have been a lifestyle choice, will become a medical requirement for chronic illnesses sufferers. The next decade will see a tipping point, when the criteria shoppers use to select a preferred food retailer and food products are dramatically altered.  Health benefits will be moving to a #1 or #2 priority among taste, convenience, and price, for many shoppers.  Wellness, a niche for higher incomes and education demographics, will be augmented by chronic illness as an emerging mainstream market. 

Private label manufacturers and retailers intent on capturing this lucrative market, focus attention on emerging opportunities such as:

• Consumers accept food as a viable form of self-care to manage chronic conditions or to constitute the core nutrition of a wellness lifestyle. 

• Retailers need a distinctive point of differentiation and “health benefits” is a market position that is available with minimal competition so far.  As perceived quality of private label rises, retailers will use their health PL products as a cornerstone of their differentiation strategy.

• Suppliers are challenged to efficiently develop new products that add value to a category by delivering the often elusive combination of good taste and strong nutritional benefits.

This program focuses on the following vital issues:

• Sharing the perfect storm conditions ushering in the chronic illness mainstream market in a compelling fashion, and resolving inevitable sources of resistance to capitalize on this opportunity held by key decision-makers.

• Identifying latent and unmet needs of health conscious shoppers in a variety of categories.

• Current best practices (from private label leaders like Whole Foods, Publix, Harris Teeter, Safeway, etc.) + potential bold innovations for in-store marketing, promotions, advertising, demos, data analysis, and merchandising to health conscious shoppers. 

Custom Food /Consumer Products Industry Topics