ABOUT THIS BOOK

Although encouraging people to eat more nutritiously can promote better health, most efforts by companies, health professionals, and even parents are disappointingly ineffective. Consumer confusion has lead to floundering sales for soy foods; embarrassing results for expensive Five-a-Day for Better Health programs; and uneaten mountains of vegetables at homes and in school cafeterias. Brian Wansink's Marketing Nutrition focuses on why people eat the foods they do, and what can be done to improve their nutrition. Wansink argues that the true challenge in marketing nutrition lies in leveraging new tools of consumer psychology (which he specifically demonstrates) and by applying lessons from other products' failures and successes. The same tools and insights that have helped make less nutritious products popular also offer the best opportunity to reintroduce a nutritious lifestyle. The key problem with marketing nutrition remains, after all, marketing.

AUTHOR BIOGRAPHY

Brian Wansink is professor of applied economics of marketing and of nutritional science at Cornell University. He is the director of the Cornell Food and Brand Lab.

REVIEWS

"Read this book! You will not be able to put it down. You will find yourself nodding in agreement and having countless 'ah-ha' moments when you realize how much you wish this book had been available and required reading for your first nutrition counseling class. . . . This book is a must for everyone wanting to help people be healthier. It should be required reading for all dietetics students and practicing nutrition specialists."--Today's Dietitian

"Highly recommended."--Choice

"While this book does not target chefs, per se, any chef interested in nutrition and how consumers build their eating patterns and determine their food choices will be educated by the anecdotes and informational studies."--National Culinary Review

TABLE OF CONTENTS

Contents
 
 Acknowledgments
 Introduction
 Part 1: Secrets about Food and People
 1. Nutrition Knowledge That Matters
 2. Classified World War II Secrets
 3. If It Sounds Good, It Tastes Good
 Part 2: Tools for Targeting
 4. Profiling the Perfect Consumer
 5. Mental Maps That Lead to Consumer Insights
 6. Targeting Nutritional Gatekeepers
 Part 3: The Health of Nations
 7. The De-marketing of Obesity
 8. Why Five-a-Day Programs Often Fail
 9. Winning the Biotechnology Battle
 10. Managing Consumer Reactions to Food Crises
 Part 4: Labeling That Actually Works
 11. Leveraging FDA Health Claims
 12. Health Claims: When Less Equals More
 Part 5: Marketing Nutrition
 13. Introducing Unfamiliar Foods to Unfamiliar Lands
 14. Global Best Practices
 Conclusion: Looking Backward and Speeding Forward
 References
 Index




Library of Congress Subject Headings for this publication: Communication in diet therapy, Patient education, Food habits, Nutrition, Marketing, Consumer Satisfaction economics, Food Industry economics