A study shows Americans care about the ingredients in the food they eat, and they're sometimes swayed by marketing campaigns about new superfoods.

It’s easy to put off starting a diet. The wide array of tasty foods featured in every supermarket aisle makes it difficult to choose a healthier item over that brand-new cookie product or chocolate bar. However, Americans have begun to focus on the ingredients in the items they buy, albeit slowly. A new study, “Shopping for Health,” conducted by the Food Marketing Institute (FMI) noted people evaluate food products before they buy, and content creation can educate prospects throughout the purchase process.

Americans consider product ingredients before they buy

In the past, consumers judged food products by the undesirable ingredients found in the items like fat, sugar, salt and calories. Now, Americans buy goods based on in-demand characteristics and most sought-after components such as whole grain (36 percent), protein (27 percent), Omega-3 (23 percent) and antioxidants (16 percent). This transition shows that people are now aware of the nutrients they need to maintain a healthy lifestyle, rather than just an idea of what’s bad to eat.

Approximately 50 percent of shoppers have purchased cranberry juice, dark chocolate or almonds in the past 12 months because of marketing campaigns.

Approximately 50 percent of shoppers have purchased cranberry juice, dark chocolate or almonds in the past 12 months because of marketing campaigns and website content covering the advantages of consuming those products. Health marketers looking for a sign that content marketing plays a role in making America a healthier place should take note – news content sways the public perception about consumer goods, and opens the door for higher sales margins.

Blog content helps consumers plan meals ahead of time

The problem: 72 percent of shoppers don’t plan ahead – they decide what to eat for dinner that day. When it comes to grocery shopping, many people forego health for taste, short preparation times and cravings. The “Shopping For Health” study shows that lack of meal planning (24 percent) contributes to poor eating habits. Brands that sell health-related consumer goods should see this as fodder for smarter content marketing strategies.

Brafton reported on an Enspektos study that found 33 percent of American mothers search the internet for health information once a day or every few days. Because the majority of moms make health-related decisions for their families, blog content often fuels their purchasing habits.

Businesses can construct internet marketing campaigns that provide web users with interesting and relevant articles about healthy eating trends, meal ideas and where consumers can cut calorie intake without sacrificing taste.​ ​Health brands cannot miss this opportunity to engage their new and existing customers with highly relevant web content.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.