Health and wellness drives sales during recession

Market research consultants Frost & Sullivan say consumers are more preoccupied with their health in tough economic times
Market research consultants Frost & Sullivan say consumers are more preoccupied with their health in tough economic times

New market research shows that health and wellness is the most successful strategy for building brand awareness

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Brand Central

16 April 2009 | 0

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Market research consultants Frost & Sullivan have said that focusing on health and wellness will be the most successful strategy for building brand awareness during the recession. According to analyst Christopher Shanahan,  as they are more afraid of becoming ill.

“We are seeing a lot of fortification of products that have relatively low shelf lives. Looking ahead, we will see more applications of omega-3 products with longer shelf life. Those that fortify their products with health and wellness usually have done well amongst consumers,” he said.

Shanahan also stated that “fear and greed” are the two biggest motivators of consumer spending, and that food companies may capitalise on consumer fear by reassuring them about familiar brands and recipes, and by emphasizing the health and wellness credentials of their products.

 

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