Full Description
Although encouraging people to eat more nutritiously can promote better health, most efforts by companies, health professionals, and even parents are disappointingly ineffective. Consumer confusion has lead to floundering sales for soy foods; embarrassing results for expensive Five-a-Day for Better Health programs; and uneaten mountains of vegetables at homes and in school cafeterias. Brian Wansink's Marketing Nutrition focuses on why people eat the foods they do, and what can be done to improve their nutrition. Wansink argues that the true challenge in marketing nutrition lies in leveraging new tools of consumer psychology (which he specifically demonstrates) and by applying lessons from other products' failures and successes. The same tools and insights that have helped make less nutritious products popular also offer the best opportunity to reintroduce a nutritious lifestyle. The key problem with marketing nutrition remains, after all, marketing.
Contents
Contents Acknowledgments Introduction Part 1: Secrets about Food and People 1. Nutrition Knowledge That Matters 2. Classified World War II Secrets 3. If It Sounds Good, It Tastes Good Part 2: Tools for Targeting 4. Profiling the Perfect Consumer 5. Mental Maps That Lead to Consumer Insights 6. Targeting Nutritional Gatekeepers Part 3: The Health of Nations 7. The De-marketing of Obesity 8. Why Five-a-Day Programs Often Fail 9. Winning the Biotechnology Battle 10. Managing Consumer Reactions to Food Crises Part 4: Labeling That Actually Works 11. Leveraging FDA Health Claims 12. Health Claims: When Less Equals More Part 5: Marketing Nutrition 13. Introducing Unfamiliar Foods to Unfamiliar Lands 14. Global Best Practices Conclusion: Looking Backward and Speeding Forward References Index
Library of Congress Subject Headings for this publication: Communication in diet therapy, Patient education, Food habits, Nutrition, Marketing, Consumer Satisfaction economics, Food Industry economics
