[Alt text] Family portrait of a three generation, white, upper-middle class family. The family is smiling on a picturesque front porch, surrounded by flowers and greenery. In the middle of the image is a grandmother holding a happy baby. Next to her is a young boy, wearing a collared shirt and sitting formally with his legs crossed. Finally, standing in the back row are the two parents and the grandfather in the middle. The father is holding a golf club, further conveying the high status of this family. Depiction of the “ideal” white American family with healthy members of all ages.
Transcription:
Why their different nutrition needs could be one of your greatest marketing opportunities.
Your customers for processed foods may be infants, children, adolescents, young adults, middle-aged or senior citizens. They may be on-the-go or sedentary. They may be into dieting or exercise.
Whatever their age or activity, there’s one need they share in common. Good nutrition.
But for each of these groups, nutritional requirements can vary significantly. By identifying these requirements, you can also identify new product opportunities or strengthen the position of your existing products. And that’s why nutritional market segmentation makes such terrific marketing sense.
Senior citizens, for example, generally have decreased caloric intakes and may not be eating adequate food to get sufficient amounts of all the nutrients they need. Those in the exercise/fitness market segment often recognize their nutrition requirements but lifestyle demands can integers – resulting in skipped meals, snacking, “on-the-go” lunches, fast food meals, and so on.
In addition to consumers’ nutritional expectations and demands, government surveys clearly confirm the fact that many Americans are not receiving full RDAs of all micronutrients. These surveys indicate that the dietary intake of many essential nutrients has decreased significantly over the past 10 years.
At the same time, recent surveys indicate that the public’s concern about the interest in nutrition has grown considerably and is evident in virtually all demographic sectors. Now is the time to put the benefits of good nutrition to work for you – in your product and in your promotional messages.
Roche can assist you in selecting candidates for fortification and in choosing the appropriate nutrients to be added. Fall (201)235-5434, or write Chemdex Information Services, Roche Chemical Division, Hoffmann-La Roche Inc., Nutley, New Jersey 07110.
Comments: The advertisement does not promote a specific product, rather it promotes taking care of one’s health through nutritional food. The advertisement claims that the market for nutritional foods is high in demand because people from all age groups need proper nutrition, all the way from the elderly to infants. This message is reinforced in the image of the three generation family, exhibiting the wide array of consumers that benefit from nutrient fortified foods. The advertisement concretizes their claims by referencing data from surveys, demonstrating the value in reliable health information within the food industry. The advertisement states that there is an increased public emphasis on nutrient intake, arguing that fortifying their foods with nutrients will better their reputation and drive profit.
Leila Dubon
