Another decade has come and gone, and with it, we’ve seen continuous developments in technology, communications and the way we do business. In the ever-evolving world of public relations, we are quick to adapt to new media, redefined roles, and changing measures of success… all in the pursuit of delivering results that exceed client expectations.
To drive success for clients in 2020 and beyond, PR pros will need to stay ahead of the trends, uncover insights, create news and craft compelling and creative content that resonates with target audiences. As we look to new tools and analytics, and search for ways to break through the clutter, let’s not forget a relevant and powerful PR tool that can help generate significant impact for our clients and our agencies—the survey.
The power of surveys
Surveys have always been an important PR tactic because they are an affordable and reliable way to uncover valuable research, insights and data for a variety of PR efforts including program development, media pitches, press releases, infographics, digital content, ads, client presentations, event videos, speeches and more.
Pollock Communications and Today’s Dietitian What’s Trending in Nutrition survey, now in its 8th year, is an example of a successful survey that we’ve leveraged to not only uncover insights and create news, but also to develop educational webinars, client and new business presentations, and insights and content for client and agency traditional and digital campaigns. Below is a look at some of the top findings from this year’s survey and what it means for food and nutrition manufacturers and communications professionals.
The 2020 What’s Trending in Nutrition survey, which polled 1,259 registered dietitian nutritionists (RDNs), revealed that many consumers are making the connection between what they eat and how they feel, and are moving toward healthier choices. We first began to see a shift in 2015, when our survey revealed that 70 percent of dietitians believed consumers would be more interested in nutrition and wellness over the previous year.
Fast forward to 2020 and our survey findings underscore that the majority of consumers now want to take action to lead healthier lifestyles, replacing highly processed foods and empty calorie carbs with plant-based protein and nutrition-packed grains. These are just some of the findings that RDNs predict consumers will be seeking out as we enter the next decade of the 21st century, but all of the 2020 data share a similar theme: a clean-label and healthy are in—highly-processed and complex ingredients are out.
The 2020 survey results send a clear and consistent message: consumers want to live healthier lives. Consumers are taking control of their health in ways they never did before, pushing the
food industry to evolve and transform in response to consumer demand. Here are some additional insights.
Top 10 Consumer Purchase Drivers
When asked what motivates consumer food purchase decision, the findings show what food manufacturers should focus on to win these new customers. Convenience, cost and taste have always been key, but for two years in a row, “healthy” is second only to convenience, and tops cost and taste. Here’s a look at the list of top 10 purchase drivers for 2020:
Keto is King—Deprivation Over Decadence
With the ketogenic (keto) diet reigning at the #1 spot again in 2020, this diet trend looks like it’s here to stay, followed by intermittent fasting and clean eating. It’s clear that consumers have no issue with elimination diets—scrapping foods they believe won’t help them meet their health, wellness and weight loss goals. Moderation is making way for deprivation and consumers have never felt better about it. They realize that what they eat affects how they feel. When introducing new products and promoting existing ones, food companies should leverage how their brands fit in these trending eating plans to maximize sales success.
Communication is Key
Registered Dietitian Nutritionists are the most trusted diet experts in the nation. They understand the science of food and how it influences whole-body health, and they help shape food policy and the industry overall. It’s no wonder that media look to them as credible spokespeople and consumers look to them for guidance in making the right food choices. Food companies would be wise to look to them for insights that will help them innovate and communicate in ways that will help drive success.