The internet has given consumers unprecedented access to free information about nutrition, food, how it’s made, and the companies making it. As a result, consumers have become more aware — and wary — of what they’re eating. Trends and perceptions come and go, but when all is said and done, consumers of healthy brands want just three things. 

Many people believe that plant-based milk is better for them than cow's milk. But that's not necessarily true. Plant-based milk doesn't deliver the same nutrients as cows’ milk, especially when it comes to calcium, vitamin D, and protein. 

Eating a low-carb or low-fat diet helps you lose weight, right? Maybe. The American Journal of Clinical Nutrition released a study reported in Food Navigator showing no single diet has the same effect on all consumers. It depends on your fasting plasma glucose and fasting insulin levels. A simple blood glucose test could help determine what works best for you.

Do you knock out all of your weekly grocery shopping in one place? Probably not. According to a recent USA Today article, grocery shopping is changing, and it has been for a while. 

Geography, demographics, and behavioristics are common targeting mechanisms for marketers. But if you want to tap into the influence of health professionals, your targeting begins—and ends—with the conversation they have with consumers.