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The real expertise in marketing to the health-conscious consumer belongs to the pharmaceutical companies. By learning from the techniques they use CPG players can effectively target key health-conscious consumer groups. Scope Key data and detailed analysis of 8 leading country markets: France, Germany, Italy, The Netherlands, Spain, Sweden, the UK and the US Examination of the opportunity for health-boosting products Detailed analysis of the techniques used by pharmaceutical marketers to reach health-conscious consumers Qualitative and quantitative studies of key health-conscious consumer groups and their attitudes to health products Report Highlights The number of women over 50 - the key health-conscious consumer group - will grow by 13% over the next 7 years. Women frequently search for health information for children and partners - they are the gateway to wider consumer groups Most health-conscious consumers actively search for information on living a healthy lifestyle - in which diet plays a vital role. General information and low emphasis on the brand are the key to winning consumer trust. Targeting lifestyle needs is the key to marketing health products. Focusing specifically on health benefits makes consumption of the product a necessary task, not a pleasure. Fitting the product into the consumer's lifestyle makes it far more attractive. Reasons to Purchase Identify the key consumer groups for all health-related issues Learn from the experts in health marketing Discover how to get consumers to trust you as a source of health information |
