Every year, the International Food Information Council publishes a long, detailed report about how consumers define “healthy” foods, what they are looking for in them, and what motivates their purchase decisions. It's a surprising and insightful read based on IFIC's annual Food and Health survey results. You could say we devour it. Here's what we think marketers of healthy brands should know.

Healthcare professionals are education junkies. They know that consumers trust them more than anyone else to recommend what’s best. And the more health professionals know about your brand or product, the more likely it will be that they recommend it. Period. Make sure they get their fix with YOUR brand's information.

Paper remains one of the most effective health and wellness marketing devices yet under three conditions: the quality of the information, the person sharing it, and how they share it. 

Over the last few months, our Trust series of blog posts has focused on the difficulties of marketing in a trustless environment and the resulting importance of focusing your marketing efforts on sources consumers find credible and trustworthy, such as health influencers. 

In this final post of the series, we take a look at how healthy brands can build a relationship with these trusted health influencers and earn a coveted face-to-face brand recommendation to their target consumer. 

This month we ventured to Anaheim, CA for Natural Products Expo West. We navigated our way through more than 80,000 people and 2,700 booths to meet with clients, see friends, and discover what’s new in the natural products industry. With new products on display every year, the Expo is always buzzing with positive energy. Here were our takeaways of the trends at Expo West: