What we can learn from superfoods, fast food, and exercise habits?
Juice cleanses are a major dieting trend, and have been for about 3-5 years depending on where you live, and not surprisingly, 37% Top 10 Average has tried a juice cleanse at least once in the past 12 months compare to only 18% of Middle Average – Top 10 wasn’t only just more likely to have tried them, but was also more aware of juice cleanses in general.
And I saw similar results for quinoa and kale which are both a few of years ahead of juice cleanses in terms of the food fad timeline.
48% Top 10 Average are eating quinoa, compared with just 24% Middle Average.
And 65% of Top 10 Average are kale eaters, compared with 47% Middle Average.
But maybe you’re thinking it’s not too surprising because Top 10 Average must be more health conscious. But I discovered differently.
46% Top 10 Average and 48% Middle Average eat Fast food two or more times each week. They both have their guilty pleasures of deep-fried and drive through (or delivered).
But I wondered if maybe fast food means different things in different areas – a salad bar in some places and a Big Mac in others, so I looked at meat consumption and found that to be pretty consistent too.
8% Top 10 Average and 10% of Middle Average are eating meat for breakfast every morning.
20% Top 10 Average and 18% of Middle Average are eating meat for lunch every afternoon.
20% Top 10 Average and 21% of Middle Average are eating meat for dinner every night.
OK, we also know health isn’t just about food eaten, it’s about activity, so I wondered if Top 10 Average was more active than Middle Average, and found exercise habits were consistent too – 65% and 63% are exercising at least a few days each week.
So here’s the real deal.
Adoption of foods fads have about as much to do with health as the purchase of Jordans have to do with their superior performance on a basketball court.
It has nothing to do with what it does for you, and everything to do with what it says about you.
It’s why people grocery shop in $150 yoga pants or buy $700 Canada Goose parkas that have little to no distinguishable difference from any other down parka.
What this means:
And this has different implications for marketers from the culture candy story, because what this really means is that if you want to stand out (especially in saturated media markets), give your products and brands emotional badge value, not rational rtbs and product claims.
While if you want to matter to middle average, talk about what makes you better.
And that’s exactly how Samsung and Apple have approached their marketing differently. Apple has always been a badge/ lifestyle brand, while from day 1 of the Galaxy launch, Samsung has worked to remind people of all the things their phones should and could do – and how that should be the most important thing.