A marketer’s guide on how to fuel Australia’s growing appetite for healthier food
Bethan Hockey, research director at The Growth Distillery, explains how brands can tap into a market eager for foods that not only enhance physical health but also support wider life goals.
We are living in an era of self-improvement, with 94% of Australians striving to enhance various aspects of their lives. Yet, the ‘better for you’ food category remains narrowly focused on health, overlooking broader lifestyle aspirations such as emotional fulfilment, social connections, and personal achievements. This limited perspective opens a significant opportunity for brands willing to embrace a more expansive definition of ‘better.’ By broadening the scope of ‘better for you’ products beyond simply their nutritional benefits, brands can tap into a market eager for foods that not only enhance physical health but also support wider life goals.
There’s rich opportunities for food brands that are willing to embrace a more expansive meaning of ‘better for you’. This broadening definition creates space for more brands across more categories, but to truly deliver brands will need to broaden their messaging and products to truly resonate with today’s holistic aspirations of ‘better for you’.
For brands willing to embrace this challenge, the potential rewards are substantial. According to the latest research from The Growth Distillery where we Re-Frame Food, a remarkable 94% of Australians are actively working to improve themselves in various life domains—be it their relationships, work, personal lives, or health. On average, individuals focus on enhancing at least three different areas simultaneously.
