Where do consumers discover healthy products? Often, on Google. This year, health-conscious searches for “vegan,” “low-sugar,” and “low-carb” ballooned by 64%, 36%, and 18%, respectively.

Food startups that position themselves as healthier alternatives to unhealthy foods have capitalized on this trend. For example, searches for “sugar free ice cream” grew by 38% from Q1 2017 to Q1 2018. Recognizing this market potential, health-conscious disruptor Halo Top achieved superior visibility by prioritizing paid search investments against sugar-free terms.

Ice cream disruptors

Following a different strategy, Breyer’s captures consumers with organic search optimization. The category page for its no-sugar-added ice cream optimizes for organic search by including the phrase “no sugar” 16 times, according to Gartner L2’s Digital IQ Index: Food. As a result, the product scores 11.9% organic visibility against unbranded sugar-free terms on Google.

This makes clear that although new entrants have had the upper hand, some incumbents are well-positioned for new trends. By optimizing relevant product content, brands can stand out among increasingly brand-agnostic customers, and they can use this site content to drive visibility through both organic and paid search investments.

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