Healthy believers: Stories that sell
Storytelling is an effective way to reach healthy believers – consumers with a strong belief about food’s importance to health – and motivate them to choose your product. But how do you tell a story?
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Latest News, Articles & Advice from HMT
Recent Posts
Healthy believers: 4 types of health conscious consumers
Healthy believers – consumers with a strong belief in the importance of healthy food and drink – are for many food producers a growing and profitable customer segment. Let’s explore them in-depth.
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What we learned in 2019: Foods must talk!
The new generation of consumers is made aware daily that every consumption choice they make is connected to a consequence
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Where have all our dairy clients gone?
The game has changed for the dairy industry as milk is no longer the health icon it used to be
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HMT GameChanger Report 2020 featured in NutraIngredients
NutraIngredients’ editor Nikki Hancocks wrote an insightful article about HMT’s Global GameChangers 2020 Report —— why you need this special report in order to be updated on the newest trends and the key strategies for success. “Here are the newest trends and the key strategies for success! …Health and wellness brand strategy and innovation consultancy HMT […]
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HMT at FIE Masterclasses in Paris
Aurore de Monclin, HMT Managing Partner will give you sneak preview of the Global Gamechanger report 2020 during the Beverage Masterclass about new consumer behaviours and opportunities for innovation in beverages.
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The pilot workshop to educate local food companies on success factors for the Healthy Ageing market.
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The Microbiome Consumer Nutrition Congress took place on the 24th and 25th of September in San Francisco. It was well attended by industry thought leaders and those looking to find a place in this fast growing category. The presentations ranged from new product concepts and scientific brake-throughs, in areas such as diabetes and weight loss, to panel […]
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Observations from Vitafoods Asia:
Probiotic Growth Calls For Clear Subcategory Definitions
All the probiotic products on display at Vitafoods Asia in September was a very good reminder of the quick growth and diversification of the probiotic category into sub segments.
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The challenges of marketing probiotics
by HMT’s US partner David Gauger
Branding and messaging probiotic products present unique challenges. How to find position your brand smart? How to resonate with consumers in a crowded market? How to communicate the functional benefits without crossing the line into unsubstantiated health claims?
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Meet HMT at Vitafoods Asia 2019
HMT have partnered with the no.1 nutraceutical event in Asia, Vitafoods Asia, that returns on 25 - 26 September to Singapore’s Marina Bay Sands to gather key nutraceuticals industry players from all parts of the globe.
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