Change Site
Growers
Go Search
cancel
cancel
Thank you for signing up for eNews and/or creating an Almond Profile.
Your sign-up is complete.


 Categories



Recent Issues
[+]  July 2014
[+]  June 2014
[+]  May 2014
[+]  April 2014
[+]  March 2014
[+]  February 2014
[+]  January 2014
[+]  December 2013
[+]  November 2013
[+]  October 2013
[+]  August 2013
[+]  July 2013
[+]  June 2013
[+]  May 2013
[+]  April 2013
[+]  March 2013
[+]  February 2013
[+]  January 2013
[+]  December 2012
[+]  November 2012
[+]  October 2012
[+]  August 2012
[+]  July 2012
[+]  June 2012
[+]  May 2012
[+]  April 2012
[+]  March 2012
[+]  February 2012
[+]  January 2012
[+]  December 2011
[+]  November 2011
[+]  October 2011
[+]  August 2011
Past Issues
Search:

North American Program Adjusts Its Targets

The Almond Board of California (ABC) has been targeting dietitians and nurse practitioners in the U.S. for the past few years, based on research showing these were the two groups of health professionals most likely to provide dietary advice to consumers.

But with almonds being widely recognized as a nutritious choice and consumers getting health information from an increasingly broad range of sources, ABC took the opportunity to reassess the best approach for impacting consumer behavior through key health influencers.

ABC fielded an in-depth quantitative study with 1,500 food- and health-involved men and women to ask the following question: Beyond traditional health professionals, who most influences you to choose smart snacks? Results showed that people who are informational (e.g., with an advanced degree) and relatable (having been through a similar experience) have more influence on the target than those who are aspirational (e.g., an Olympic athlete).

Study responses showed that throughout the snacking decision process, different influencers can have an impact. For initial, general sources of credible information, our target goes to online sources — specifically medical websites — as well as the local supermarket’s resources. The younger end of our target also looks to fitness experts and trainers as credible first-line sources of snacking advice. But if they have a specific medical concern or condition, they consult a doctor or dietitian.

As a result of this research, ABC is now exploring ways to strengthen its relationships with supermarket dietitians and consumer advisers, fitness experts and medical websites, and does not plan to conduct outreach to nurse practitioners in the coming year.

Share this article
Related Articles
Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01 Image 01
Warning: This link connects to a third party website not associated with the Almond Board of California. The link has been provided solely as a convenience to you and The Almond Board of California assumes no responsibility for the accuracy, quality, safety, or nature of the content on the linked site.
Click Agree to continue to the requested site, or click Decline to return to your most recently viewed Almond Board page.
agree decline