Food Marketing Shifts: Nature’s Allure Trumps Nutritional Claims

Consumers Seek Natural Foods Over “Enriched” Options

Food brands are increasingly changing their marketing strategies. They are now focusing on “natural” qualities to appeal to consumers. This shift indicates a departure from traditional nutritional claims, influencing purchasing choices and reflecting a broader change in consumer preferences.

The Four Ways Food is Marketed

Food products often highlight their health benefits in multiple ways. Some brands emphasize improved nutritional properties, such as “enriched” foods with added vitamins and minerals or “diet” foods that have reduced fat or sugar. These strategies are classic nutrition-based approaches.

Alternatively, products market themselves as healthy “by nature.” These products emphasize preserving the food’s natural characteristics. This approach involves avoiding additives or not removing “good” components, like in “whole” or “organic” products.

“Consumers are less and less interested in the nutritional approach… They now favour foods that are healthy by nature.”

—Chandon, Researcher

Nature’s Influence on Food Choices

Studies suggest that natural environments can influence dietary habits. Researchers, including Maria Langlois, discovered that people in parks selected fruit over unhealthy snacks. Even viewing images of natural landscapes encouraged healthier choices. The preference for natural food is rising; a new study shows that 60% of consumers prioritize natural ingredients in their food choices (Food Industry Report, 2024).

The Disconnect in Marketing

There is a notable contrast between what food companies claim and what consumers desire. For example, research with Romain Cadario revealed that cereal packaging in France aligns with local preferences. Conversely, in the United States, companies sometimes miss these key signals. A health claim alone isn’t sufficient; it has to be communicated the right way.

This shift highlights a broader trend in food marketing, underscoring the importance of aligning brand messaging with consumer desires for natural and minimally processed foods. This strategic shift towards nature-based health claims could reshape the food industry’s approach.