Marketing healthy food to the least interested consumers

Abstract

Abstract This study discusses specific marketing strategies for two broad groups of consumers with radically different approaches to food selection. For over three decades strategies aimed at improving food choices assumed that providing nutritional information would change eating behaviors. We show that this strategy is only effective for consumers, a largely female group, already highly interested in the nutrient density and subsequent healthfulness of their food choices. In contrast, the nutritional information strategy does not change the food choices for those who have low interest in their food's nutrition, a group that is overwhelmingly male. These gender differences when making food choices are an opportunity for foodservice providers to implement a ‘dual‐track’ marketing strategy that can expand their customer base and increase their revenue while still meeting emerging nutrition mandates. In addition, this new approach will help address the nation's obesity epidemic.