Blog: Dean BestBeware of consumer sophistication

Dean Best | 15 May 2007

Innovation. Health and wellbeing. Sustainability. Three of the most common buzzwords and phrases in the food industry right now.

One tends to see the same terms crop up in marketing messages throughout the industry as companies try to tap into ever evolving consumer trends.

However, there is a danger in this. Industry watchers believe that consumers are getting more sophisticated in their understanding of the food industry’s advertising and marketing techniques. And with people more aware of their personal health, companies need to be wary about the claims they make when promoting their wares.

US consumer goods giant Procter and Gamble has revamped its business into three divisions – one of which is global health and wellbeing. Notably, that unit will include such healthy brands as Pringles crisps.

Now, there is the argument that consumers are unlikely to be aware of how a business organises itself internally. But nevertheless there is something incongruous about running a crisp brand under a health and wellbeing banner.


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