Marketing Nutrition - Overview

Overview

Marketing Nutrition contends that many efforts to encourage better nutrition -- whether they be by companies, health professionals, or parents -- are disappointingly ineffective. In addition to nutrition education, the book argues that changing food choices will be most effective when efforts focus on leveraging consumer psychology. The same tools and insights that have made less nutritious foods popular also offer the best opportunity to reintroduce a more nutritious lifestyle that has been lost. The 14 chapters in the book are divided into five parts:

Part 1. Secrets About Food and People

• Chapter 1. Nutrition Knowledge That Matters
• Chapter 2. Classified World War II Food Secrets
• Chapter 3. If it Sounds Good, It Tastes Good

Part 2. Tools for Targeting

• Chapter 4. Profiling the Perfect Consumer
• Chapter 5. Mental Maps That Lead to Consumer Insights
• Chapter 6. Targeting Nutritional Gatekeepers

Part 3. The Health of Nations

• Chapter 7. The De-marketing of Obesity
• Chapter 8. Why Five-a-Day Programs Often Fail
• Chapter 9. Winning the Biotechnology Battle
• Chapter 10. Managing Consumer Reactions to Food Crises

Part 4. Labeling that Actually Works

• Chapter 11. Leveraging Food and Drug Administration Health Claims
• Chapter 12. Health Claims: When Less Equals More

Part 5. Marketing Nutrition

• Chapter 13. Introducing Unfamiliar Foods to Unfamiliar Lands
• Chapter 14. Global Best Practices
• Conclusion: Looking Backward and Speeding Forward