The body positivity movement and iweigh campaign have been met with huge support and today’s health-conscious consumers are throwing out the scales in favour of a more general focus on wellbeing. But how is this affecting the FMCG industry?
Slimming is out, as brands scramble to find ways to appeal to shoppers who think diet is a ‘dirty’ word and whose motivations for wellness go beyond weight loss.
Traditional weight loss brands are trying to adapt to the change. WeightWatchers has announced a rebrand, ditching the weight from its name and making it WW, to distance itself from the diet stigma. Kellogg’s Special K dropped their red swimsuit campaign last year in favour for more positive marketing campaigns. Slimfast is pumping a lot of money into their marketing budget, with positive marketing, for consumers to see them as more of a lifestyle brand.
Retailers have seen opportunity in this sector and are now looking for low sugar, low fat and high in protein and fibre variants across all categories, as they move towards appealing to wellness consumers and avoid the slimming stigma.
Read the full article by The Grocer here.