The Marketing of Self-Care and Alternative Therapies in the U.S. in 2019: How Industry Stakeholders Appeal to Consumers’ Perceptions of Novel Food Products and Additives

This article examines the current marketing techniques of food products and additives in the growing self-care industry in print and digital formats. It assesses how well consumers understand such advertising tactics, and what the industry and federal government agencies are doing (or not doing) to help consumers be mindful and savvy about their purchase choices. The discussion further showcases hot-topic food products and additives including CBD, Kratom, and plant-based meat as examples of both regulatory risk and opportunity. Lastly, the article advocates a collaborative effort among federal government agencies (FDA, FTC, USDA, etc.), industry stakeholders, and the public to help accurately define not only the risks of food products and additives in the self-care space, but also the necessary regulations to keep consumers informed and empowered both in stores and online.