By Katie O’Hara, Vanderbilt University Dietetic Intern and Master’s Candidate, Class of 2024
The Need for Dietitians as Brand Partners
Having a dietitian as your brand partner sends the message that your business values transparency and consumer health. This is especially significant in the food industry where,s unfortunately, profit often takes top priority.
Critics of the food industry attribute consumer tendency to purchase tasty, but not-so-nutritious foods to what is called, “hyper palatability” (Tempels, Verweij, & Blok 2017). Hyperpalatable foods share characteristics with addictive drugs in that when consumed, they produce dopamine, which makes us crave more of the culprit (Avena, Rada, & Hoebel, 2007). Sugar, salt, and fat are some of the most abundant examples of these foods and are found in many tasty products, often at the expense of more nutrient-dense ingredients. While American consumers are becoming more and more addicted to fat, sugar, and salt- ingredients that contribute significantly to ongoing health comorbidities- food companies seem to disregard this as long as their profits prosper.
A Shift in the Food Industry
While this has historically been the trend, only 31% of consumers say they trust food companies (International Food Information Council, 2023). With this mistrust, the up-and-coming selling point for a lot of newer brands on the market is not a food’s hyper palatability, but rather their clean yet tasty ingredients, simple recipe, and contribution to our health. According to Stephanie Miller in her Article titled, Top 10 Food Industry Trends in 2024, there has been a 54 percent increase in foods that are marketed as being reduced in sugar or fat on the market. Brands focused on these characteristics already appeal to a consumer base who is health conscious. Thus, I would like to introduce to you the value of having a dietitian as your brand partner.
Adding Validity to your Product
At the end of the day, a dietitian’s role is to improve the quality of someone’s diet through an evidence-based approach. In a world where the internet shows consumers anything they would like to see, a dietitian’s nutritional judgment has already been filtered and cleared of potentially invalid, exaggerated, and too-good-to-be-true claims. It must be relieving for the 71% of consumers who report they are confused about nutrition (International Food Information Council, 2023). Having a dietitian as your brand partner, a nutrition expert with credibility, will assign more validity to your product as consumers search for foods they feel comfortable purchasing. This partnership sends a message to consumers saying they do not need to research your product because it has already been done by a dietitian with authority. Suddenly, your brand is a saving grace to a consumer who has spent time attempting to navigate the Wild West of nutrition claims as they search for brands they trust.
Variety of Specialties Tailored to Your Audience
As an RD2Be myself, I have not only been taught to promote the scientifically proven medicinal value of certain foods but also the importance of giving our bodies what they need. Since entering the dietetics and nutrition world, I learned that every body has unique needs. In this context, it is advantageous to partner with a dietitian because they can speak to the needs of your specific audience. All dietitians are equipped with a plethora of nutrition knowledge, but they tend to find a specific niche that can be utilized to help grow your brand. For example, I have worked alongside dietitians who specialize in diabetes, communications, weight management, sports nutrition, recipe development, eating disorders, gut health, keto…you get the idea.
Additionally, many dietitians promote what is known as, “intuitive eating” which refers to a style of eating where hunger cues are primarily what drive a person’s eating habits. This concept has a place in the food industry where brands must find a balance between taste/pleasure and health. Dietitians are well informed about the effects too much or too little of a specific food can have on us. Those who also value intuitive eating can help consumers learn how to implement your products into balanced meals and snacks to enhance their eating experience, rather than replace it.
Opportunity for Sales
Even in just one year as a dietetic intern, I have had countless interactions where clients request specific brand recommendations in anticipation of their next grocery store run. While most businesses must seek out advertising opportunities, having a dietitian as a brand partner increases the chances that a potential consumer will prompt your product to be advertised. Not only does this typically mean increased recognition for your brand, but potential consumers are more likely to purchase your product when they value and seek out the recommendations of your dietitian brand partner. In fact, 66% of consumers say they trust the advice of a registered dietitian (International Food Information Council, 2023).
Take Home Message
A dietitian’s scope of practice is not limited to telling patients what they can and cannot eat in the clinical setting. Dietitians make great entrepreneurs in their quest to improve the health of others. They stand out from other nutrition influencers because they follow an evidence-based practice process, learn skills like motivational interviewing and medical nutrition therapy, and uphold the expectations of the Code of Ethics for the Nutrition and Dietetics Profession. Skills like these are developed over several years of schooling and continue to develop in practice. I will continue to advocate for dietitians as brand partners because they demonstrate credibility, passion, and share values with growing food and nutrition brands. I encourage all food/nutrition brands to partner with a dietitian.
References
Avena, N., Rada, P., Hoebel, B. 2007. Evidence for sugar addiction: Behavioral and neurochemical effects of intermittent, excessive sugar intake. Neuroscience & Biobehavioral Reviews. (32)1. pp. 20-39.
International Food Information Council. 2023. Food & Health Survey. May 2023. https://foodinsight.org/wp-content/uploads/2023/05/IFIC-2023-Food-Health-Report.pdf.
Miller, S. December 12, 2023. Top 10 Food Industry Trends in 2024. Grande Custom Ingredients Group. https://www.grandecig.com/blog/top-food-beverage-industry-trends.
Temples, T., Verweij, M., Blok, V. 2017. Big foods ambivalence: seeking profit and responsibility for health. Caveat Partner: Sharing Responsibility for Health With the Food Industry. p. 360.
About the Author:
Katie is a Dietetic Intern at Vanderbilt Medical Center and a Professional Student at Peabody College at Vanderbilt. She earned her Bachelor’s degree in Food Science and Human Nutrition with a concentration in Dietetics and a minor in leadership studies at the University of Illinois in Urbana-Champaign. In the nutrition world, Katie finds herself drawn to weight management and fitness. This interest primarily stems from her experience with nutrition in the context of her own fitness and food freedom journey. She believes food is medicine; even in a world where eating has been made out to be complicated and ridden with rules, it should and can also be a neutral, non-intimidating thing that we do on a day to day basis to fuel our bodies. When she becomes a practicing dietitian, she hopes to be in a position of influence that allows her to speak to groups and organizations about how nutrition can help us achieve our goals. She believes the best way to learn is by being curious, bold, and open-minded.