What’s Next in Diet and Nutrition? Try Marketing Macro Counting.

Give consumers a proven, new weight loss strategy before anyone else to differentiate your brand.

Macro Counting. Heard of it? I’ll bet the answer is, “no.” But it’s coming. It might come this year — it might come next. But someone’s gonna hitch their brand up to that bandwagon and start pulling. Maybe it’ll be you.

What makes me say that? Because I’m a CrossFitter. Before the eye-rolling starts, consider the facts:

  • CrossFit is (I’m just going to say it) the largest fitness methodology in the world
  • CrossFit has more than 13,000 gyms in more than 120 countries — more than ten times the number of Planet Fitness locations
  • In the 2017 CrossFit Games, the sport’s annual, global competition, more than 300,000 people participated
  • Forbes estimates the value of the brand at $4 billion (that’s nine zeroes)
  • And perhaps most importantly for your brand — according to Rally Fitness, more than half of all CrossFit participants earn more than $150,000 a year

CrossFit has set trends in diet and nutrition from the beginning. Paleo, started with CrossFit. The resurgence of Zone — CrossFit. Now, it’s Macro Counting. Also known as Flexible Dieting.

What is Macro Counting?

  • It’s finding the ideal “prescription” for daily intake of the three macro nutrients: carbohydrates, protein and fats
  • The best place to start is with a 40%/30%/30% ratio with carbs on top
  • This ratio is based on a mesomorphic body type (shaped like a V). People with an endomorphic body type (tall and thin, shaped like the capital letter I) eat more carbs and less fat, ectomorphs (shaped like an O) eat fewer carbs and more fat
  • Here’s the best part — no food is off-limits. Want to eat pizza? Doughnuts? Bacon? Fine, as long as the total amount of food you eat for the day “fits your macros,” you’re okay

This last part, which admittedly, makes Macro Counting similar to the Weight Watchers points system, is what most people love about the methodology. And it’s easy to see why, given that most popular diets (with the focus on the first three letters, D-I-E) seem to eliminate an entire macronutrient family, with carbohydrates being the most common “villain.”

People LOVE carbohydrates, right?

However, most practitioners quickly learn, eating more vegetables, lean meats, nuts and seeds provides a much higher level of satiety — which makes Macro Counting a plan you can learn with as you go, unlike most others.

Sound interesting? Sound intriguing? Good, because in my opinion — and the opinion of millions of others, it’s a sound approach, which gives us everything we want from a diet/eating program:

  • It’s easy to learn
  • It gives us a plan we can measure against
  • It lets us eat anything we want
  • It reduces our gnawing nutritional confusion
  • It works!

Who’s going to be the first CPG brand to bring this powerful method into the mainstream?

Be digestible. And thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD
By | 2018-09-05T19:14:04+00:00 September 15th, 2017|General, Marketing, Trends|1 Comment

One Comment

  1. jeff sinelli January 18, 2018 at 5:18 pm - Reply


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