The question of what motivates consumers haunts every business owner. Often the best answers come from narrowing things down to certain trends and audience segments.
If your company operates in (or is thinking of entering) the North American health and wellness industry, here are three essential insights into what motivates consumer behavior when Americans make health and wellness purchases.
1. Natural and Organic Preferences
Things like natural ingredients and organic farming remain key priorities for American consumers. 30% of U.S. consumers choose organic over conventional foods, and 35% of these individuals avoid harmful chemical ingredients in their cosmetics.
There is also a growing concern about greenwashing. Many informed American consumers no longer tolerate companies making false or exaggerated claims about the health and sustainability of their products.
Instead, they are searching for products and brands that they can trust. They gravitate to proven certifications, like the Non-GMO Project, USDA Organic, and Rainforest Alliance. When those aren’t present, they look for brands with strong foundations and transparent, honest messaging.
2. Aligning With Lifestyle
Championing individual features and their correlating benefits is a trademark of good marketing. But it may not be enough anymore. Businesses — especially brands in the health and wellness arena — need to find ways to connect the benefits of their companies with the unique lifestyle choices of their audiences.
This is becoming an increasingly sophisticated and segmented activity. While you can target general groups, like “fitness fans” or “health-conscious consumers,” many Americans are looking for solutions to their specific life choices. Think of the intense personalization required to cater to religious dietary restrictions and apply similarly rigorous qualifications to all modern consumers.
What products meet each customer’s individual health goals? What about their dietary needs and preferences? Do they have a stance on sustainability? All of these elements are becoming crucial to the marketing process.
Personalization is here to stay. From corporate websites and sales pages to the fine print on the label, companies need to find ways to connect their products to each person’s data-driven preferences, values, and beliefs.
3. Reviews and Recommendations Beat Traditional Advertising
It’s no secret that consumers prefer personal recommendations to traditional advertising. But did you know that they also prefer reviews?
95% of customers read online reviews before buying a product, and nearly half of them trust those reviews as much as a personal recommendation.
This makes reviews and recommendations a critical component in marketing health and wellness products. Third-party validation helps to do more than spread brand awareness. It builds a sense of trust and credibility for a brand. From journalists picking up press releases to social media influencers reviewing your products, you want to invest in this key area of promotion if you want U.S. consumers to find, trust, and support your company.
Reaching U.S. Consumers With TruLife Distribution
Understanding consumer behavior is a key element in successful marketing. If you can’t understand what makes your target audience tick, it’s hard to show them how you can help solve their problems.
If you’re unsure how to reach American consumers, or if you already are but are struggling to scale your brand, consider partnering with TruLife Distribution. Our team of marketing and distribution experts can work with you to get a finger on the pulse of your American audience as you help them understand, trust, and ultimately patronize your brand.
