The document discusses strategies for marketing health foods in India. It notes the growing demand for healthy living in India and identifies stress, colds/flu, eye problems, tiredness, and digestive issues as the top 5 health concerns. Market research shows Indians are increasingly focused on staying healthy for reasons like extra energy and treating existing health problems. However, many consumers remain skeptical of health claims on packaging and do not understand the symbols used. The document advocates for attitudinal segmentation of consumers into 6 segments - Healers, Disciples, Investors, Managers, Strugglers, and Unmotivated - in order to more effectively market and position health foods.

1. EFFECTIVE STRATEGIES FOR MARKETING
HEALTH FOODS IN INDIA..
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2. GROWING DEMAND FOR HEALTHY LIVING…
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3. India‟s Top 5 Health Concerns…
Top 5 health problems Incidence Concerned about
2008 2008
Stress 32% 37%
Frequent colds/ flu 30% 41%
Eye health problems 28% 31%
Tiredness/ lack of energy 24% 33%
Gastro/ digestive problems 20% 37%
Source: Health Focus India 2008 Report
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4. Increasing focus on staying healthy TODAY...
(motivations for healthy eating)
- Extra day-to-day energy and stamina 24%
- Treat or control an existing health problem 19%
- Enhance my daily health 17%
- Meet needs of my family 17%
- Ensure my future good health 16%
Source: Health Focus India 2008 Report

5. “Healthy eating leads to good health!”
Source: Technopak Food report 2009
URL: http://www.indiamindscape.com/downloads/food_vol1_2009.pdf
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6. A BIG future potential for Health Foods..
Affluence: Demand
Education:
Purchase for Health
Awareness Foods
Power
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7. TAPPING THIS DEMAND…
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8. An explosion of brands tapping this opportunity…
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9. Two approaches to offering Functional Foods..
Removal of
the
“Baddies”
Addition of
the
“Goodies”
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10. There is still a big need gap to tap..
89% of shoppers select foods for healthful reasons
… but only 35% are „very satisfied‟ with their eating habits
Source: Health Focus India 2008 Report

11. Formidable communication task for marketers...
• 51% of consumers report they don‟t believe the claims and symbols shown on
packaging.
• 44% of consumers say they don‟t understand most of the symbols and claims on food
packaging.
• Just 10% think the symbols and claims on pack provide valuable information.
Source: Health Focus India 2008 Report

12. WINNING THE MARKETING GAME:
ATTITUDINAL SEGMENTATION
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13. Let’s get to know the
SIX HealthFocus® segments
health involved unmotivated by health
Healers Disciples Investors Managers Strugglers Unmotivateds
19% 25% 6% 45% 4%
*

14. Healers 19%
Facing a problem or risk. Problem : Solution
• Eat healthier because they have to.
• Tend to be older.
• Will compromise taste and
convenience for health benefits.
Food as medicine

15. Disciples 25%
Organic, Natural Natural & Wellness
• Believe diet is important
• Compulsive about their choices
• Motivated by ethical / religion
• High awareness of leading edge
nutrition issues
Global Responsibility

16. Investors 6%
Future Health Prevention & Wellness
• Make healthy choices to ensure
future good health
• Value quality over price
• Influenced by environmental and
social concerns
• Won’t give up taste/convenience
Healthy but Tasty

17. Managers 45%
Give me health TODAY! Performance & Wellness
• Believe diet is important
• Proactive: Know healthy eating
makes them feel better now
• Focus on feeling/looking good
• Won’t give up taste and convenience
for health benefits
Functional Food

18. Strugglers 4%
Credit / Debit Pleasure & Nurturing
• Yo-yo between healthy and
unhealthy eating - dieting
• Believe staying healthy is a matter
of luck
• Respond to “quick fixes”
Miracles and quick fixes

19. Unmotivated
Don’t choose food for health Pleasure not health
• Don’t believe diet impacts health
• Tend to be younger and male
• Taste driven
• Make weight loss choices, but for
vanity, not health
Taste, price, then convenience

20. HOW TO SELL A POTATO?
How to position potato for each of the six segments?
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21. Healers : Eat healthy because they have to
Benefit bundle:
• Prevention
• Natural

22. Disciples : Believe in health from nature
Benefit bundle:
• Natural
• Wellness

23. Investors : Long term view on health & wellness
Benefit bundle:
• Prevention
• Wellness

24. Managers : Gimme health NOW!
Benefit bundle:
• Performance
• Wellness

25. Strugglers : Yo-yo
Benefit bundle:
• Pleasure
• Nurturing

26. Unmotivateds: Price, then taste, then convenience
Benefit bundle:
• Pleasure
• Performance

27. UNDERSTANDING HEALTH MINDSCAPES
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28. Where are we playing on the Product Lifecycle Curve?

29. Health Food Marketing is a “Technology” business…
Successful Marketing recognises that we are in a technology business and
that the we need to educate to create acceptance and motivation to buy.
But - there are different rules for acceptance of new technology at different
stages in the product life-cycle.
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30. PLC – The playing fields have different “rules of the game”
Technology Lifestyle Mass Market
• Motivated by • Motivated by being • Motivated only
technology. first with new when new benefit
• Puts Functional benefits. becomes a
before Food. • Motivated by standard
• Evaluate functional Functional foods. • Only motivated by
foods in a medical • See functional Food
context. foods in the • See functional
• Brand will carve a context of identity foods in a food
strong niche in the and lifestyle. context
market • Brand represents • Brands bring
products and ideas wellness benefit to
on the threshold to the mass market
the mass market consumer
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31. The MFD playground
Sales
Time

32. The Juice Category Playing Field
Sales
Time
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33. Summing Up…
• The future is “Healthy”!
• Need: Astute strategy to exploit this future opportunity.
• Positioning based on segmentation could increase effectiveness
• Identifying the right playing field would lead to sharper and more effective marketing
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34. THANK YOU
pranesh.misra@brandscapesworldwide.com
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