March 9th, 2011
Fast Feeders Serve Up Fresh Buzzwords
Advertising Age
Wholesome. Fresh. Natural. Local. Premium. Those are the food-marketing buzzwords that have gained on phrases like low-fat, low-carb and low-calorie. For fast feeders, the benefits are two-fold—the descriptors don’t bring the regulatory scrutiny other health-related claims do and, even better, consumers are buying into the hype.
“More traditional health claims on the menu tend to get an adverse reaction by the customer because they associate healthy claims like low-fat with less taste,” said Darren Tristano, exec VP at Technomic. “Newer descriptions are designed around the idea that the food is better for you, is of better quality, but is still food. When you start to say low-fat or low-carb, consumers think of diet.”
Buzzwords such as low-fat, low-carb and low-calorie were previously popular because consumers were looking for ways to lose weight. But, according to Mr. Tristano, today’s consumers are more educated about nutrition and are looking for ways to live healthier lifestyles as opposed to just dieting.
Words such as “wholesome” and “fresh” are also vague, which could be a problem for consumers, but a boon for marketers—there’s no set definition for these words in marketing, said Mr. Tristano.
“That’s the strategy behind this level of promotion,” he said. “It’s focusing on buzzwords that are vague but that still evoke a positive feeling toward the food and toward the restaurants. The perception is driving the reality.”
Read more: http://adage.com/article/news/fast-feeders-serve-fresh-buzzwords/149264/