Companies invest in marketing healthy
This article was translated by an automatic translation system, and was therefore not reviewed by people.
The largest chain of fast food in the world offers salad and apples on their menu. The leading brand of mayonnaise in the country is in the media to clarify that a tablespoon of the product has only 40 calories. The soft drinks market lost ground to juices and teas and manufacturers were quick to include new options - with less sugar - in your portfolio. All this is not coincidence and face it, have not so strange sounds more like 10 years. The consumer, or at least most of them, has been seeking healthier options for food and consumption, the treadmill, the industry invests in something we call "marketing healthy."
"The industry as a whole, not just food, is positioning itself around what we might call welfare. Consumers want to slow aging, you want products that deliver benefits that have recycled packaging and not environmentally friendly, "says the professor of marketing at University Center Fae, José Eduardo Nasser.
Proof of this is that consumers themselves, in research, revealed the importance of disclosing the calories of mayonnaise, according to the marketing manager of Hellmann's brand, Renée Almeida. "A survey conducted for the campaign revealed that 97% of respondents considered that the information that the product has fewer calories is very important," he says. "Consumers are increasingly aware of the relationship between diet and health. Businesses have a key role in promoting solutions for a balanced diet. "
Renee says the focus on options "healthy" is in all brands of Unilever. "We are conscious that we can make a big impact on people's health." The marketing manager of another product of the multinational corporation, the AdeS, Daniela Cachich, says the line, made soy, has been gaining market with search the consumer for healthier alternatives. An eye on this growth, in April won the brand a version designed especially for children, adeS Nutrikids, which invested $ 25 million.
Less crisp
The recent history of one of the largest fast food chains in the world illustrates the increasing concern of the population with a lifestyle more healthy. At the beginning of the decade, McDonald's racked up the first loss in its history, has U.S. $ 343.8 million. The explanation took place, in large part to a change in people's behavior. And it was not for the network itself changes its menu and its communication.
At first, the salad options were seasonal, usually in summer. In 2005, became a permanent option. "This trend of consumption has become increasingly relevant. And we are the main stakeholders to recognize and meet this trend, "says director of planning and marketing network, Roberto Gnypek.
In numbers this trend is 2.6 tons of lettuce consumed in restaurants during 2008 and 1.4 million salads sold in the first half of this year. "You have to have these options on the menu. Not only because people are concerned about health, but because they have increasingly eaten away from home and want choices, variety, "says Gnypek
No fried
The same extent as the growing trend, McDonald's grew in leaps and bounds a competitor: the American chain Subway. With the promise of selling sandwiches made to order with fresh ingredients and vegetables, the brand was ranked the second largest chain of fast food in the world. The first in some squares - a situation that the network itself is careful to emphasize in your marketing materials.
The states of Parana and Santa Catarina, for example, already have more than Subways Ms huge yellow. In late August, the network opened the 22th store in Curitiba. In Brazil all are already 306 restaurants. At the end of 2008 were 215 and by the end of the year, it is expected that over 350 units are open. According to the agent's marketing network, Leandro Florio, since the arrival in Brazil in 2003, the brand has been growing in double digits annually. An expansion that does not stop, eyeing the global goal: to be the largest network in the world in 2010. "The appeal of healthy is most important to the network, with this concept of 'fresh' - done on time and in front of you."
Source: Gazeta do Povo
This article was translated by an automatic translation system, and was therefore not reviewed by people.
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