Leading organisations in the UK natural health industry are collaborating on a major new direct to consumer campaign.

HealthyDoesIt, a consumer awareness campaign to encourage people to access the expertise and high-quality natural products available from their local health store, is launched this week by the Health Food Manufacturers’ Association, in partnership with the National Association of Health Stores and the Health Food Institute.

Sales of natural health foods, vitamins and supplements in the UK, rose by 17.3% over the lockdown period as consumers began to recognise the value of investing in their health naturally, specifically driven by the threat of COVID. 

Central to the campaign is www.healthydoesit.org, an extensive resource full of information where consumers can learn more about the natural health management of health, including access to experts to help them tap into a more natural approach to their wellbeing.

A key feature of the website is a local search tool enabling consumers to easily and quickly locate the advice they need at their nearest local natural food store.

A PR and social media marketing campaign funded by the HFMA will launch in September. A co-marketing toolkit will also be made available in mid-August. And individual member companies of the HFMA and other stakeholders are being encouraged to get involved and help promote HealthyDoesIt via their owned social and digital channels.

“This is the first time in my recollection that the industry has come together in such a collaborative way with one clear, shared objective,” said the HFMA’s executive director, Graham Keen. 

He continued: “The health food industry has seen a significant rise in sales over the lockdown period. We are determined to ensure this latent demand continues to grow, and the HFMA is doing everything it can to ensure the industry capitalises on its frontline role in helping our nation to be healthier. We hope that as many of our members and stakeholders join us in making this effort a huge success.”

Gary Trickett from the National Association of Health Stores said: Our independent stores are run by highly qualified and knowledgeable experts ready to help consumers to optimise their health. I would strongly encourage all retailers and manufacturers to get involved by helping to promote www.HealthyDoesIt.org

John Frisby, chairman of the Health Food Institute, said: “We fully support HealthyDoesIt and are thrilled to be in partnership with them. Our health store heritage is a long one, and our vision and values remain the same today. It’s time to bring this message online in a consistent and celebratory way, making the most of the Nation’s renewed interest in health and wellbeing”.

Main image: Pages from the HealthyDoesIt website