Opinion: Five ways to capitalise on January's health kick

However, despite the general increase in healthy snacking, no time of year is more important than January when this market is brought more mainstream.

Many retailers aim to make the most of the post-Christmas period when consumers are looking to start the year afresh. There are a number of areas to consider to ensure you maximise this opportunity.

Preparation is everything

For many retailers, making the jump from an indulgent product offering over Christmas to a more health-focused proposition can be difficult operationally. It is vital that you pre-plan to ensure your business is agile enough to make this transition as seamless as possible.

Check stock levels are sufficient, delivery logistics are in place and campaigns are ready before the Christmas break to ensure you get the most from the month.

Timing is key

Though many ring in January thinking “new year, new me”, data shows the healthy purchases spike does not start until the month’s first working day. The increase in healthy snacking behaviour is at its most intense during this first week back.

Time any campaigns to coincide with these dates to reach the widest audience possible and attract customers when they are most susceptible and open to new things.

Credit card hangover

January is often a tight month for consumers looking to economise post-Christmas. The prospect of an extra-long month until payday makes special offers and deals a good tactic to encourage potential customers to spend in a guilt-free way.

As an example, Graze has teamed up with WH Smith Travel to offer a 50% off promotion at their till points until January 25. The campaign will help consumers make healthier purchases in keeping with their new year resolutions and make impulse buys less guilt-ridden.

Mass-market appeal

In the run-up to January, think about whether existing communications activities will translate to a wider audience looking for healthy eating products. It may be worth tweaking your plans to ensure you are accessible and appealing to a mainstream audience, as well as existing customers.

Keep it fun

Inject some post-Christmas cheer into any new promotions by getting creative and bringing a bit of fun to your campaign. Imaginative initiatives keep consumers engaged and are well received in those first dreary weeks back after the festive break.

Over the month, Graze is taking to the streets of London with 1 million snack boxes to hand out to commuters. Our snack mobs were even on hand during the tube strike, offering some joy to weary travellers, and were met with great responses from the public.

Make sure your business’s new year strategy is well thought through and prepared in good time. This will give you the best chance of capitalising on this growing industry over the course of the month and going forwards into 2017.