Is moderation marketable? As someone who loves to eat, and who fulfills this passion by enjoying a little bit of all kinds of food, this question often is on my mind.
So where does moderation fit in today’s food marketing world? Is there room among the better-for-you, convenient and/or low-fat yet tasty messages? Perhaps as part of the “locally grown” trend?
And what consumer segment is interested in moderation? The dieter who’s sick of yo-yoing? What about the on-the-go mom? This month’s issue of Real Simple touts the benefits of eating several mini meals throughout the day (vs. three squares). Seems mini meals are inherently moderately portioned—and more doable than even a 30-minute meal for a mom who’s racing from school to soccer to PTA. What about the exploding Baby Boomer generation that’s living longer and doing more?
Something tells me there’s an untapped market here. Who’s ready and able to tap into it? Is moderation the right message for food companies? Or, is it a better fit for the diet industry? What about ingredient companies that are thinking up new ways to create satisfying foods every day?
What do you think? I think I’m going to continue mulling this over a peach and handful of almonds.
Laura Schmidt is a member of the R+K Food team, which offers food manufacturers and marketers a fresh perspective and measureable communications solutions.