NEW YORK—M Booth has launched a new practice to help clients frame and communicate “better for you” benefits of their brands, focusing on products that enhance personal and family health and well-being. The Better for You practice was created in response to increasing consumer demand for products that enhance quality of life in areas such as food, nutrition, baby care, pet care, beauty, oral care, eye care and home environment.
“Consumers crave products that improve their own health and that of their families,” says agency president Margaret Booth. “Health and wellness products are the fastest-growing segments of the packaged goods arena today because consumers are flocking to theirf ‘better for you’ benefits. Many products’ wellness claims are backed by science that can tip the scales in a purchase decision. By marrying our consumer insights to our depth in science, health and medicine, the practice offers unique perspective on product positioning.”
The firm also conducted its own research, finding that three-quarters of Americans 18 years and older say they are more health conscious now when they make purchasing decisions than they were two years ago; the top categories where consumers say health concerns are more important, very important or important are oral care (75 percent), dairy products (71 percent), cereals (69 percent), beverages (58 percent), packaged foods (54 percent), snacks (53 percent) and desserts (51 percent).
Better For You will be led by senior vice presidents Rich Goldblatt and Joyce Yaeger and will draw on the firm’s experience working with brands such as Unilever’s margarines and spreads; Ronzoni; Johnson & Johnson Vision Care; Birds Eye Foods; and McNeil’s Tylenol brand.
The practice has also named an advisory board of experts including Sandra Woodruff, registered dietitian and nutritionist and author; health and nutrition correspondent Amy Hendel; nutrition and public health advocate Charles Stuart Platkin; fitness expert and personal trainer Michael George; and Bryan Vartabedian, pediatric gastroenterologist.