ASPAME Young Child Drinks

Global findings

15-02-2019
Your Business Issue

• The infant milk category in Asia has been decreasing over the past years due to
stricter regulations and an increase in breastfeeding. The ELN Southeast Asia team
has launched a new innovation workstream to inject new desirability to the IMF
Category (specifically grow up milk from 1-3 year olds) as focusing on retaining
those already in the category for longer (specifically 3-6 year olds). The focus is on
better meeting the needs of moms and toddlers in Asia through our already existing
brands.

• A growth platform was identified for Young Child Drinks (source of volume:
enriched/semi formulated cows milk (like Ultra Mimi, Frisian Flag Kids products),
malted drinks (like Milo, Ovaltine), Fruit Juices/smoothies targeting young children
(1-6 years), enriched water) via providing an enjoyable product for the child while
offering a healthier option.

• To obtain a solid understanding of potential of these new growth platforms, Danone

wants to validate different products and product ranges for first diet, GUM and YCD
with the Kantar TNS eValuate concept testing tool.

2
Fieldwork and analysis
Fieldwork timing
 Fieldwork was conducted between:
9/01/2019 and 22/01/2019
Fieldwork details
 Country: Thailand, Indonesia & Malaysia
 Fieldwork approach:
on-line via Lightspeed panel
 Average interview length:
20 minutes
 Target group: mums with kid(s) 1-6 years for
water based concepts – 4-6 years for milk
based concepts. All are either GUM users or
lapsed GUM users
 n=600 total per country; sequential monadic
approach
 Each respondent rates two concepts: water
based and milk based concepts were
completely separated, so each respondent
only saw concepts from either one group
Category norms
 Category definition used to assess the
relative performance of the tested concepts
 Norms used: category buyer norms of
children products including drinks,
biscuits/cookies, cakes & pastries, cereals,
confectionery, drinkable and edible yoghurts,
dairy desserts, desserts, ice creams
(calibrated from UK for each individual
country separately).
This is the same norm we have used in the
2018 Healthy fruit drinks study (Galilee).
3
Concepts tested – Milk based

Danone Fruity Milky Danone Milky Shot Danone Smartee Shake

120 ml Tetra Pack 100 ml Bottle 120 ml Tetra Pack

Hi-Q Bebelac Dugro

4
Concepts tested – Water based

Danone Fruity Super Hero Danone Vitamin Water

3 tablets in a sachet 330 ml Bottle

Hi-Q Bebelac Dugro

+ Aqua

5
Benchmarking
We have used the following benchmark to evaluate the concept performance:

Category buyer norms of children products including drinks, biscuits/cookies, cakes & pastries, cereals, confectionery,
drinkable and edible yoghurts, dairy desserts, desserts, ice creams (calibrated from UK for each individual country separately).
This is the same norm we have used in the 2018 Healthy fruit drinks study (Galilee).

Database
The concepts have been tested against the scores
of the eValuate database. This database consists of
comparable tested concepts.

The green/ orange/ red colors on the KPI scores

show how the concept performs compared to the
database: Bottom 50% 50 - 25% Top 25%

6
A brief explanation: trial and how it determines concept potential

Trial is a compound measure of concept potential. It represents the percentage of potential consumers who would try the
product at least once, if aware of it and if it was available in stores they frequent. It assumes 100% awareness, distribution, and
unlimited time to try.

Value for
Purchase Category
interest
money
Inertia Trial
perceptions

How interested would you How do you feel about its Series of questions about
be in buying this product for price? shopping attitudes and
yourself or someone in your behaviour in the category
household?

A respondent’s purchase interest is naturally overstated. We calculate Trial at the individual level by adjusting raw purchase
interest by perceptions of concept value and the individual’s category experimentalism (inertia).
Trial probabilities do not take into account distribution or awareness, but can be compared to relevant database norms to
indicate if the score is good or bad.

7
Overview Trial score: Fruity Milky has most potential

Priced trial: Green

Priced trial: Amber, Green missed by one point

Milk based concepts Water based concepts

Fruity Milky Milky Shot Smartee Shake Fruity Super Hero Vitamin Water

Thailand

Indonesia

Malaysia

8
1
The Milk based concepts
1.1
The Fruity Milky concept

Thailand Indonesia Malaysia

Fruity Milky shows high potental driven by the green Trial scores in Thailand
and Indonesia
THAILAND INDONESIA MALAYSIA

Trial scores

Trial thresholds In Thailand & Indonesia, Trial scores are green. In Malaysia and
0-37/ 38-41/ 42> Thailand to a lesser extent Indonesia, Fruity Milky needs improvement to
0-26/ 27-30/ 31> Indonesia increase the Trial.
0-40/ 41-51/ 52> Malaysia

Positive KPI scores

Across Indonesia and Thailand, purchase intent is high. The

concept is not only perceived as unique, but also believable and
appealing.

Indonesia analysis

The concept lacks clarity and this could explain the moderate
score for excitement and relevance as well as the low score for
price value.

Malaysia analysis

The concept scores really low on clarity and this could explain
the moderate to low scores on most KPIs. Nevertheless, the
concept scores green on appeal meaning that the idea has
some resonance with mums.

Priced trial: Green

Note: Each country has different benchmark norms, hence, only refer to the coloring.
Priced trial: Amber, Green missed by one point 11
Main drivers of appeal: healthiness, absence of additives, and flavors

Wholesome milk
+ natural ingredients

Calcium, Vitamin C
and nutritients

No added sugars,
No artificial flavors,
No preservatives

Flavors
120 ml

Price The adjectives ‘Yummy’, ‘Healthy’ and ‘Sunny’ do

(in Thailand) come out as possitive (drivers) in all countries,
although they are not mentioned spontaneously by
anyone.

12
The concept can be strenghtened by communicating more clearly its
composition, making the pack more appealing and offer more flavors
Nutritional information
Additives: No sugars, artificial flavors
and preservatives is part of the
concept. Nevertheless, this
information doesn’t seem to get
registered by mums. Especially in
Indonesia, consumers are
skeptical about the “no sugar” and
“real fruits” claims. It seems that it
Is not clear from the concept that
there is actually nothing more
than milk and fruit, driving the low
score on clarity in Indonesia and
Malaysia.
“Lack of nutritional information.”
“May contain many additional chemicals.’’
“Do not know if there is extra flavor.’’
Packaging
Appeal: Some mums find the current
packaging too simple and lacking
in appeal. Brighter colors could be
used to make the package more
appealing to children.
Size: Mums who only have kids aged 3-
6 years old tend to be worried
about the package being too
small (120ml), as opposed to
mums with also smaller children
who do not spontaneously
express issues with the size.
“Increase the box volume 200-250.”
“Increase the amount of packaging less, the child is
not full And adjust the price to be suitable for 180-200
millimeters.’’
More choice of flavors
Familiar flavors: Mums would like to see more
flavors. Furthermore, some mums
mention that they miss some
familiar flavors, such as
chocolate.
“More interested if combined with various fruits in one
flavor.”
“Give a touch of chocolate flavor ”
“Different fruit flavor, there should be an oriental flavor
and chocolate.”
13
The main target group for the Fruity Milky concept is the 3-6 years old age
group and usage at home is perceived to be most suitable

Fruity Milky is for… 55% With 70%, the 3-6 year old group
Fruity Milky is best used as…
is higher in Indonesia.
39% 42%
34%
28%
28% 22% 22%
25% 18%
19%

5%
When you As a snack in In addition to a As a drink As a snack in In addition to Before
Baby 0-1 year old Toddler 1-3 years old Child 3-6 years old Anyone in the Any child in the
household household
wake up in the the morning morning snack when eating the afternoon an afternoon sleeping
morning snack

Fruity Milky is best used when… Fruity Milky would replace…

57%
39% 37%
43% 43% 42% 35% 35% 34% 33% 32% 30%
32% 23% 22%
24%

At home At school When travelling When out playing When out shopping When out visiting Flavored Yoghurt UHT milk Chocolate Juices Enriched Enriched Malted Milk from Flavored
Milk drinks drink water milk drinks specialized Water
Baby Milk
brand
Yoghurt drinks are less important
in Indonesia (22%). But the #1 in
Thailand and Malaysia.
14
The strength of the concept lies in its practicality, nutritional benefits and
brand endorsement
Brand endorsement can be part of transversal learning, the endorser brand strengthens the concept.
Strawberry, a familiar flavor, is the top favorite in all countries.
Pack preference Top 3 flavors Mango is the second most preferred flavor in Malaysia (21%), but
gets dragged down by Thailand (11%) and Indonesia (14%).
Pouch;
“Easy to hold, not
18%
spilled when 1 2 3
Bottle; pressed by a child,
43% if it is not used up it Cows milk & Cows milk & Almond milk &
can still be stored Blueberry
Tetra- in the refrigerator.” Strawberry Red apple
pack;
39% 31% 19% 16%
49% 47% 47% 46%
42% 41% 40%
34% 31%

Benefits of using Fruity Milky:

15
The price of Fruity Milky is acceptable in all countries
The ideal price is lower than the current price in Indonesia and Malaysia, which might be related to the low clarity of the concept

Acceptable Price Range

THB 9.50 Ideal Price ▲
THB 5.32 ▲ THB 13.60 Current Price
THB 9.58

IDR 3650 IDR 4250

IDR 2880 ▲ IDR 5060

RM 1.45 RM 1.80
RM 0.90 ▲ RM 2.41

16
1.2
The Milky Shot concept

Thailand Indonesia Malaysia

Milky Shot shows good potential, Trial is green in Thailand and very close to
green in Indonesia
THAILAND INDONESIA MALAYSIA

Milky Shot - Milky Shot - Milky Shot - Trial scores

Trial thresholds
Danone milk Danone milk Danone milk
0-37/ 38-41/ 42> Thailand based based based Only in Thailand, the Trial score is green. In Malaysia and
0-26/ 27-30/ 31> Indonesia Indonesia, Fruity Milky needs improvement to increase the Trial.
0-40/ 41-51/ 52> Malaysia

Trial 47 30 43 Positive KPI scores

Across the three countries, price value is good. In Thailand and

Definitely Buy (% Top) 57 44 36
Indonesia, the concept is believable and appealing.
Uniqueness (% Top 2) 73 77 64

Price Value (% Top 2) 95 97 86 Indonesia analysis

Relevance (% Top 2) 54 68 35
Despite its uniqueness and appeal, the concept has moderate
relevance, excitement and purchase intent.
Clarity (% Top 3) 88 85 53

Believability (% Top) 50 45 30 Malaysia analysis

Appeal (% Top 2) 66 62 51 The concept is unclear and does not raise excitement. Besides a
good price value, all the other scores are only moderate.
Excitement (% Top 2) 96 96 87

Priced trial: Green

Note: Each country has different benchmark norms, hence, only refer to the coloring.
Priced trial: Amber, Green missed by one point 18
Main drivers of appeal: healthiness, exploration stories and flavours

Vitamin C + Real fruits

Exploration story

No added flavors,
No preservatives

Flavors
100 ml

The words ‘Monkey’, ‘Bear’ and ‘Birdy’ are

Price generally liked (drivers) in all countries,
(less liked in Malaysia) especially in Indonesia. ‘Monkey’ is mentioned
once (in Malaysia) as a dislike.

19
The concept can be strengthened by reassuring mums on the sugar content of the drink
aswell as its composition (especially true for Malaysia), making the pack more attractive for
kids and offer more flavors
Nutritional Information
Sugar content: Mainly the mums in Malaysia
worry about the health impact of
added sugar and think it would be
unnecessarily sweet for their
children.
Additives: Mums in Malaysia express a slight
disbelief in ingredient claims about
additives. This could be the cause of
the low clarity scores for this
country.
“Did not explain the sugar content of the product, and
what would be bad if the child drank for a long time.”
“Worried drinks are too sweet for my son.’’
“Is it true that no artificial colors and preservatives are
added?”
Packaging More choice of flavors
Appeal: The packaging could be made more More choice: Most mums are happy with the
attractive for children with, for current flavors, but would like more
example, striking colors. variants to choose from.
Size: The majority of mums in Thailand
(75%) do not have any dislikes. In
Indonesia and Malaysia, more than
half do not have any dislikes. Of the
dislikes given, the concern about the
package size is a common theme.
“Packaging imitates existing products.”
“Incomplete choice of flavors.”
“Close the bottle on the packaging may be innovative
and styled for children. Such a sort of click like a
“lack of flavor and aroma.”
bottled aqua bottle click n go.’’
20
The main target group for the Milky Shot concept is the 3-6 years old age
group, replacing other milk based drinks In Malaysia, the Milky Shot
Concept will be used throughout
the day, with only a slight
preference for the afternoon.
Milky Shot is for… 62% Milky Shot is best used as…
48%
36% 38%
28%
29% 19% 20%
22% 24% 17%

5%
When you As a snack in In addition to a As a drink As a snack in In addition to Before
Baby 0-1 year old Toddler 1-3 years old Child 3-6 years old Anyone in the Any child in the
household household
wake up in the the morning morning snack when eating the afternoon an afternoon sleeping
morning snack

Milky Shot is best used when… Milky Shot would replace…

54% 44%
49% 39%
43% 36% 35%
40% 37% 30% 29%
24% 22%
23% 19% 18%

At home When travelling When out playing At school When out shopping When out visiting Enriched Flavored UHT milk Yoghurt Chocolate Malted Juices Flavored Milk from Enriched
milk Milk drinks drink drinks Water specialized water
Baby Milk
brand

21
Practicality, health/nutrition and brand endorsement are main strengths
Banana and Strawberry are the most preferred flavors. Mango is popular in Indonesia and Malaysia, but not in Thailand

Pack preference Mango is third favorite flavor in Indonesia (16%) and

Top 3 flavors Malaysia (15%), but in Thailand it comes last place (8%)

Pouch;
14%
1 2 3
Milk & Milk & Milk &
Bottle;
“More practical, it Banana Strawberry Blueberry
47%
can be closed again
Tetra- if it's not used up.”
pack; 23% 22% 16%
39%
Benefits of using Milky Shot:
50% 48%
45% 43% 43%
40% 38%
35%
28%
Unlike in other countries, in Indonesia,
Milky Shot can also replace enriched
water.

Brand endorsement is the second most

important strength (51%) of Milky Shot in
Indonesia under the brand Bebelac.

22
The price of Milky Shot is acceptable in all countries
In Thailand, the ideal price is even higher than the current price.

Acceptable Price Range

THB 8.50 THB 9.81 Ideal Price ▲
THB 5.28 ▲ THB 13.86 Current Price

IDR 3591 IDR 4250

IDR 2861 ▲ IDR 4998

RM 1.46 RM 1.80
RM 0.87 ▲ RM 2.45

23
1.3
The Smartee Shake concept

Thailand Indonesia Malaysia

Smartee Shakes only shows potential in Thailand, the concept needs rework to
have potential in Indonesia and reconsideration to launch in Malaysia
THAILAND INDONESIA MALAYSIA

Trial scores

Trial thresholds
Smartee Shakes Smartee Shakes Smartee Shakes Trial score is green in Thailand. In Indonesia and Malaysia, trial
- Danone milk - Danone milk - Danone milk
0-37/ 38-41/ 42> Thailand does not get to a green level. The Smartee Shakes concept
based based based
0-26/ 27-30/ 31> Indonesia needs improvement to increase the Trial in these countries.
Action
0-40/ standard
41-51/ 52> Malaysia

Positive KPI scores

Trial 46 29 40

None of the KPIs perform high in all countries. Believability and

Definitely Buy (% Top) 56 41 33
Appeal are high in Thailand in Indonesia, but moderate in
Malaysia. In Malaysia, none of scores on KPI’s are high.
Uniqueness (% Top 2) 73 80 61

Price Value (% Top 2) 93 95 78 Indonesia analysis

Relevance (% Top 2) 49 66 33 The concept is perceived to be unique, but only moderately

relevant, clear and exciting. This seems to indicate that the
Clarity (% Top 3) 75 81 56 interest for this product is average and needs rework.

Believability (% Top) 51 41 28
Malaysia analysis
Appeal (% Top 2) 65 65 47 Besides believability and appeal, that show a moderate score, all
other KPIs score low. Most improvements should be done in
Excitement (% Top 2) 96 97 84
Malaysia.

Priced trial: Green

Note: Each country has different benchmark norms, hence, only refer to the coloring.
Priced trial: Amber, Green missed by one point 25
The appeal of the concept lies in the added Omega 3 supporting cognitive
development as well as the richness in nutrients
Likes are similar across countries, and in line with concept potential, the concept received more likes in Thailand

Rich in nutrients
(from fruit & milk)

Omega 3

Flavors

Price
(in Thailand)
120 ml

Package
(in Malaysia) The adjectives ‘Sweet’ and ‘Sunny’ are generally
picked up as and liked (drivers)

26
The concept could be improved by simplifying the name, make the pack
design more appealing and offer familiar flavors

Complex wording Package More flavors

Design: Mums prefer an (interesting) Familiar flavors: Combining flavors and

Name: The name Smartee Shake
bottle package over a tetra pack. adding flavors that are familiar,
seems to be unclear and
On the other hand, they also could help to improve this
unfavored, changing the name
mention the amount of plastic. concept’s relevance.
could improve clarity.
Color: Changing the color of the
Concept information: Some mention that
package, depending on the taste
the concept is too long, which
will help to pick the right flavor.
may make the message
unclear. Many also suggest to
Size: About 65% of mums across
shorten the text.
countries do not have any
dislikes. Of the concerns, a
common theme is about the
“Too many words, should be shortened .” desire for different pack sizes.
“Writing is not clear.” “The flavor variants for the first time should be the
variants that are generally preferred by many
“The product name is difficult to read.” children, such as strawberries, chocolate, vanilla. do
not first taste strange things like honey with
“The name is weird.” banana...”

27
The Smartee Shake concept will mostly be consumed by children between 3-6
years old and is most suitable for consumption at home
Smartee Shakes is for… Smartee Shakes is best used as…
60% 40%
36%
32%
29%
21% 23%
20%
28%
24% 24%

4%
When you As a snack in In addition to a As a drink As a snack in In addition to Before
Baby 0-1 year old Toddler 1-3 years old Child 3-6 years old Anyone in the Any child in the
household household
wake up in the the morning morning snack when eating the afternoon an afternoon sleeping
morning snack

Smartee Shakes is best used when… Smartee Shakes would replace…

In Thailand, 40% would use
57% Smartee Shakes as a replacement
38% 38% for Chocolate drinks.
35%
42% 42% 31%
36% 28% 26%
33% 23%
20% 20% 19%
22%

At home At school When travelling When out playing When out shopping When out visiting Flavored UHT milk Enriched Yoghurt Chocolate Malted Enriched Milk from Flavored Juices
Milk milk drinks drink drinks water specialized Water
Baby Milk
brand

28
Strawberry is the preferred flavor, especially in Malaysia (50%)
Milk & Biscuit is the least preferred flavor in all countries
Milk & Berries is not preferred in Indonesia (11%) and Malaysia
Pack preference (8%), but is second most preferred in Thailand (19%).
Top 3 flavors
Pouch;
24%
1 2 3
Bottle; Cows milk &
42% Cows milk & Cows milk &
“Maybe the pack honey-banana
can be replaced with Strawberry Mango
Tetra-
a bottle cap that
pack;
35%
makes it easy for 37% 16% 15%
toddlers to drink”

Benefits of using Smartee Shakes:

51%
44% 41% 39% 37% 35% 35% 34%
27%
In Malaysia, only 23% of mums believe Smartee
Shakes is a healthy product to give to child.

In Thailand, 53% of mums believe that Smartee

Shakes can be an indulgent treat as opposed to
19% in Malaysia and 30% in Indonesia.

29
The price for Smartee Shakes is acceptable
But in Indonesia and Malaysia the ideal price is much lower

Acceptable Price Range

THB 10.50 Ideal Price ▲
THB 5.48 ▲ THB 14.14 Current Price
THB 10.20

IDR 4190 IDR 5250

IDR 3833 ▲ IDR 5489

RM 1.62 RM 2.45
RM 1.09 ▲ RM 2.54

30
Overall recommendations Milk based concepts
Fruity Milky shows most potential in Asia.
It has green Trial scores in Thailand and
Indonesia and moderate potential in Malaysia.
The concept is not only perceived as unique,
but also believable and appealing. It’s mainly
liked for its healthy aspects and flavor options.
To further improve, be more precise about the
nutritional information, also on the pack.
The Milky Shot concept only performs well in
Thailand, but is not yet successful in the other
two markets.
Overall, the Milky Shot concept shows slightly
higher potential than the Smartee Shake
concept. Indonesia with a yellow Trial score is
very close to the boundary of becoming green.
To improve the Milky Shot concept, improve
the differentiation of the pack and be clear
about the sugar content.
Smartee Shake shows least potential.
The concept only shows potential in Thailand,
needs rework to have potential in Indonesia
and reconsideration to launch in Malaysia
Potential ways to improve the concept are to
reconsider the current name as it causes
unclarity and simplify the description of the
concept. Moreover consider a different pack
design (bottle) and pack sizes for older kids.
31
Recommendations on packaging for Milk Based concepts

Bottle packaging is the most preferred pack in Asia.

The bottle is perceived to be very practical because it is resealable, and sturdy.

Nevertheless, there are some concerns around child friendliness when they
would use it themselves (spilling, hard to open), as well as the environmental
impact of plastic.

To further improve, consider a more easy to open cap for chilren to use on
their own. And consider making an environmental statement by reducing the
amount of plastic. Perhaps go for biological degradable plastic.

32
2
Water based concepts
Overview Trial score: water based concepts show low potential

Priced trial: Green

Priced trial: Amber, Green missed by one point

Milk based concepts Water based concepts

Fruity Milky Milky Shot Smartee Shake Fruity Super Hero Vitamin Water

Thailand

Indonesia

Malaysia

34
2.1
The Vitamin Water concept

Thailand Indonesia Malaysia

Vitamin Water shows potential in Indonesia and in Thailand, the Trial for the
concept is on the border of green. In Malaysia, the concept requires rework
THAILAND INDONESIA MALAYSIA

Trial thresholds Vitamin Water Vitamin Water Vitamin Water Trial scores
0-37/ 38-41/ 42> Thailand - Danone - Danone - Danone
water based water based water based
0-26/ 27-30/ 31> Indonesia Indonesia has a green Trial score. Indonesia with a yellow score
0-40/ 41-51/ 52> Malaysia is very close to the boundary of becoming green (42>). However,
the Trial score for Vitamin Water is rather low, in Malaysia.
Trial 41 31 39

Positive KPI scores

Definitely Buy (% Top) 46 43 28
The concept seems to be unique, appealing and exciting in
Uniqueness (% Top 2)
Thailand and Indonesia.
83 86 70

Price Value (% Top 2) 92 97 82

Weak to moderate KPI scores
Relevance (% Top 2) 41 71 27
Overall, willingness to buy is between weak and moderate in all
Clarity (% Top 3) 86 86 60
countries.

Believability (% Top) 37
Malaysia analysis
41 24

In Malaysia, the concept is perceived not unique and appealing,

Appeal (% Top 2) 62 63 50
unlike in the other countries. Moreover, it is not relevant nor
Excitement (% Top 2) 95
believable
100 94

Priced trial: Green

Note: Each country has different benchmark norms, hence, only refer to the coloring.
Priced trial: Amber, Green missed by one point 36
Overall, the appeal of the concept lies in the added vitamins and natural real
fruits
Vitamins B, D & E +
Natural real fruits

No added sugar

Bebelac + Aqua
(in Indonesia)

Flavors (Orange & Kiwi)

330 ml

37
The biggest barriers of Vitamin Water is the doubt about the benefits of the
products and the value for money
Concept description
Possible factors lowering purchase intent
& believability:
Benefits: There is confusion about what
the added value and benefits of Vitamin
Water are.
Credibility: There is a doubt in the
credibility of the concept claims.
“If more specific benefits will be better.”
“No other extra benefits of drinking it.’’
“The benefits are not clear..”
“Not so informative.’’
“The information provided are not
credible.”
“Still lack research, increase reliability.”
Value for money
Expensive: In Thailand and
Malaysia, price is considered high for
the concept. This is reflected in Price
value, which is moderate, and
Purchase intent which is low. This
can also be seen in the PSM.
“Prices that are too expensive for
a beverage with a flavor that is not
too healthy for the body.’’
“Not worth the expensive price.”
“The price may be high if
compared to the quantity.”
Packaging
Appeal: Packaging can be
made more appealing to children
(e.g. super heroes, colors).
Size: Moreover, think about
including several bottle sizes.
“The packaging is too big for my
child.”
“Only one size package.’’
“Various sizes like 500ml and 1.5
liters.”
“The packaging doesn't look good
for children.”
Ingredients
Additives: Moms are afraid of the
added preservatives/sugar, be clear
about it on the package.
“Fear of containing preservatives.”
“May contain pigment.’’
Flavors
More flavors: In general, current
flavors are liked. However, more
flavor options would be appreciated.
“Not really much of a choice for
flavor.”
“Should have orange, banana or
other Thai fruits too.”
38
Vitamin Water is suitable for toddlers and young children, and would be used
mainly as an afternoon (complementary) snack
Vitamin Water is for… 52% Vitamin Water is best used as…
47%
43%
37%
26% 28%
26% 25%
18% 19%
15%

5%
When you As a snack in In addition to a As a drink As a snack in In addition to Before
Baby 0-1 year old Toddler 1-3 years old Child 3-6 years old Anyone in the Any child in the
household household
wake up in the the morning morning snack when eating the afternoon an afternoon sleeping
morning snack

Vitamin Water is best used when… Vitamin Water would replace…

54%
46% 37% 37%
42% 33% 33% 32%
36% 28% 26%
31% 24%
19% 19%
21%

At home When travelling When out playing At school When out shopping When out visiting Juices Enriched Yoghurt Flavored Enriched Flavored UHT milk Malted Chocolate Milk from
water drinks water milk milk drinks drink specialized
Baby Milk
brand

39
Main reasons for using Vitamin Water is its practicality, health & nutritional
benefits and endorsement by a trusted brand
Of the offered flavors, Orange & Mango is the most liked Top 3 flavors

1 2 3
Orange and Kiwi flavors, from the proposed concept, are liked.
But when respondents could choose their favorite flavor, Orange
& Mango is still liked, but Apple & Kiwi did not score so well,
except in Malaysia (where it was second favorite).

Half of the respondents from Indonesia (50%) acknowledge that Orange & Apple & Strawberry &
“Endorsed by a trusted brand” is an important benefit of using
Vitamin Water, versus 28% in Malaysia (Dugro), and 34% in
Mango Grapes Blackberry
Thailand (Hi-Q).
28% 21% 18%
Benefits of using Vitamin Water:
50% 48%
45% 43% 43%
40% 38%
35%
28%

Practical/Convenient Healthy product for child Ensure complete Endorsed by trusted Part of wholesome & Safe & natural for child Promotes optimal Indulgent treat Regulate child's energy
nutrition brand balanced diet development & emotions

40
Trial is high in Indonesia for Vitamin water, most likely due to the collaboration
between Aqua and Bebelac

Collaborating with a well established brand can have

an influence on the buying intention, resulting in a
higher Trial.

Driver highlights in Indonesia

6-10%

11-20% “Collaboration between

21-40% Bebelac and Aqua”
+41%

41
Only in Indonesia the price for Vitamin Water is acceptable probably due to strong endorsement
Which might contribute to the green Trial in Indonesia

Acceptable Price Range

THB 17.25 THB 25.00 Ideal Price ▲
THB 14.49 ▲ THB 24.45 Current Price

IDR 4500
IDR 3099 ▲ IDR 5910
IDR 4400

RM 2.02 RM 2.99
RM 1.58 ▲ RM 2.68

42
2.2
The Fruity Super Hero concept

Thailand Indonesia Malaysia

Fruity Super Hero has moderate potential in the Asian market
THAILAND INDONESIA MALAYSIA

Fruity Super Fruity Super Fruity Super

Trial thresholds Trial scores
Hero - Danone Hero - Danone Hero - Danone
0-37/ 38-41/ 42> Thailand water based water based water based
0-26/ 27-30/ 31> Indonesia
Trial scores are moderate, but for Thailand, it is one point below
0-40/ 41-51/ 52> Malaysia
the threshold to become green.

Trial 41 28 44

Positive KPI scores

Definitely Buy (% Top) 47 38 35
Uniqueness and Appeal is high in all three countries. Other KPIs,
Uniqueness (% Top 2) 88 83 76
such as Believability and Excitement are high in Thailand and
Indonesia, but moderate in Malaysia.
Price Value (% Top 2) 90 98 83

Relevance (% Top 2) 44 65 43 Negative KPI scores

Clarity (% Top 3) 86 83 60 In all countries, buying intention is low. Due to this, trial does not
reach the green level.
Believability (% Top) 42 38 29 It seems that, although the concept is seen as unique and
appealing, it is not viewed as being relevant enough. This might
Appeal (% Top 2) 63 60 54 have resulted in the low buying intention.

Excitement (% Top 2) 96 100 89

Priced trial: Green

Note: Each country has different benchmark norms, hence, only refer to the coloring.
Priced trial: Amber, Green missed by one point 44
Appeal lies in the added vitamins in the tablets of Fruity Super Hero

Added vitamins

Use of tablets
(easy)

Fruit tastes

In Indonesia, the brand Aqua in

is picked up as positive The adjectives ‘Resilient’, ‘Brilliant’ and ‘Giant’
are generally liked (drivers). “Resilient” and
6-10%
Briljant” are liked more than “Giant”. However,
11-20%
these words are not mentioned spontaneously
21-40%
as likes/dislikes.
+41%

45
The biggest barriers of Fruity Super Hero are price/quantity ratio, packaging,
flavors and nutrional values
Relevance
As seen in the KPI scores, Purchase
intent is low and relevance is moderate
for Thailand and Indonesia. Mums from
these countries express more doubt in
the healthiness of the concept.
Considerable amount of dislikes are
expressed about the content. There is a
doubt in sugar level, nutrition and
impacts on health (10% of all dislikes).
“Because the product is a new form of
tablet that is still a little doubt whether it
is safe to consume by the child and
whether it is safe for digestion especially
for the baby's stomach, because it
seems similar to vitamin C for adults (eg
redoxon), where for people with weak
stomach will cause sore in the stomach.”
“Not suitable for children.”
Nutrition
Sugar content: There is some
critique about the sugar content.
Information about added sweeteners
should be made more visible on the
package.
“It looks not high quality, only adds
sugar to the child's body.’’
“There is no additional information
whether this drink contains artificial
dyes and sweeteners and whether
this drink is for the baby's stomach.”
“Sugar content should be
labeled’’
Packaging Flavors
Design: The package design is More flavors: The present flavors
not perceived as cheerful and could are liked, but the mums are also
be made more attractive. requesting a higher variety in flavors.
Quantity: The package suggests
that it contains only a couple of
tablets. This impacts the
price/quantity perception. This is a
concern for mums regardless of the
age of their children. “Combination of flavors.”
“Children may mistakenly think of it
“Exceptional flavor.”
as medicine. It's best to make a
tablet shape like a funny animal.”
“The choice of flavors provided.”
“Bottle color is not cheerful.”
“The amount of content is quite “Some flavors.”
small.”
“Only 3 tablets.” “Some flavors are not correct..”
46
Fruity Super Hero is suitable for toddlers and young children and there is a
preference to give Fruity Super Hero as an afternoon (complementary)
In Malaysia,snack
the Fruity Super
Hero Concept will be used
throughout the day, with a slight
preference for the afternoon.
With 44%, the 3-6 year old group
Fruity Super Hero is for… 56% is lower in Malaysia. The Fruity Super Hero is best used as… 45%
differences between the age 40%
groups is smaller here.
36% 28%
23% 25%
23% 24% 17% 17%

6%

When you As a snack in In addition to a As a drink As a snack in In addition to Before

Baby 0-1 year old Toddler 1-3 years old Child 3-6 years old Anyone in the Any child in the
household household
wake up in the the morning morning snack when eating the afternoon an afternoon sleeping
morning snack

Fruity Super Hero is best used when… Fruity Super Hero would replace…
57%
47% 39% 38%
45%
34% 28% 26% 26%
30% 25% 23% 22% 21%
23% 16%

At home When travelling When out playing At school When out shopping When out visiting Juices Enriched Yoghurt UHT milk Flavored Enriched Flavored Malted Chocolate Milk from
water drinks Water milk Milk drinks drink specialized
Baby Milk
brand

47
Preferred flavors differ between countries, but the benefits of Fruity Super
Hero are comparable to the other concepts
Top 3 flavors

In Malaysia and Thailand, orange & kiwi is the most preferred

1 2 3
flavor (24% and 23% respectively). While in Indonesia,
strawberry & mango (24%) is more preferred. Consider bringing
out different flavors in the different countries.

While practicality is the most important benefit in both Indonesia

(55%) and Thailand (64%), it is less important in Malaysia Orange & Apple & Strawberry &
(40%). In Malaysia, the most important benefit is to ensure Kiwi Grapes Mango
complete nutrition (45%).
21% 19% 19%
Benefits of using Fruity Super Hero:
53%
47% 46%
37% 36% 36% 35% 33% 33%

Practical/Convenient Ensure complete Healthy product for Part of wholesome & Endorsed by trusted Indulgent treat Safe & natural for Promotes optimal Regulate child's
nutrition child balanced diet brand child development energy & emotions

48
The price of Fruity Super Hero is acceptable in all countries

Acceptable Price Range

THB 9.00 Ideal Price ▲
THB 5.43 ▲ THB 15.73 Current Price
THB 10.60

IDR 3500
IDR 2194 ▲ IDR 4916
IDR 3700

RM 1.64 RM 1.99
RM 1.03 ▲ RM 2.48

49
Overall recommendations Water based concepts
Vitamin Water only shows high potential in
Indonesia
In Thailand, the Trial for the concept is on the
border of green, but the concept requires most
rework in Malaysia where most KPI scores are
red or yellow
Consider to improve the concept by explaining
the added health benefits more clearly, to
improve value for money. Rethink a more
appealing pack for children and be clear about
the added preservatives/sugar.
Fruity Super Hero has only moderate
potential in the Asian market
In all countries, Trial scores are yellow, but for
Thailand, it is one point below the threshold to
become green.
Adding more tablets in one pack, improving
the pack design and including information
about the ingredients and health impact could
improve the concept.
50
Country specific KPIs – Milk based
Milk based drink concepts have serious potential in the Thai market
All three Danone concepts are well perceived by mums of kids 4 to 6 years old and all generate high potential to drive growth
Action standard for trial is clearly met
KPI summary – GUM users + lapsed users – all mothers with children 4-6 years
Action standard:
Fruity Milk Milky Shot - Smartee Shakes Dutchmill - Milo - - Priced trial: green – indicated by
- Danone milk Danone milk - Danone milk competitor competitor
based based based milk based milk based - Purchase intention, uniqueness and relevance: at parity
or above vs any competition – indicated by
Action standard

Trial 50 47 46 55 49 0-37/ 38-41/ 42>

Definitely Buy (% Top) 65 57 56 74 68 0-48/ 49-55/ 56>

Uniqueness (% Top 2) 84 73 73 53 46 0-64/ 65-73/ 74>

Price Value (% Top 2) 96 95 93 97 95 0-88/ 89-93/ 94>

Relevance (% Top 2) 57 54 49 54 50 0-40/ 41-48/ 49>

Clarity (% Top 3) 87 88 75 85 81 0-69/ 70-75/ 76>

Believability (% Top) 53 50 51 54 53 0-32/ 33-41/ 42>

Appeal (% Top 2) 74 66 65 77 67 0-51/ 52-59/ 60>

Excitement (% Top 2) 100 96 96 100 93 0-88/ 89-92/ 93>

Bottom 50% 50 - 25% Top 25%

Danone milk based drinks have moderate potential in the Indonesian market
However, action standard is only met for Fruity Milky, while lacking clarity and price value; both Danone concepts are perceived
as unique, credible and appealing
KPI summary – GUM users + lapsed users – all mothers with children 4-6 years
Action standard:
Fruity Milky Milky Shot - Smartee Shakes Indomilk - Ultra Mimi - - Priced trial: green – indicated by
- Danone milk Danone milk - Danone milk competitor 1 competitor 2
based based based milk based milk based - Purchase intention, uniqueness and relevance: at parity
or above vs any competition – indicated by
Action standard

Trial 31 30 29 33 32 0-26/ 27-30/ 31>

Definitely Buy (% Top) 46 44 41 52 51 0-38/ 39-44/ 45>

Uniqueness (% Top 2) 78 77 80 56 59 0-65/ 66-75/ 76>

Price Value (% Top 2) 92 97 95 92 98 0-92/ 93-95/ 96>

Relevance (% Top 2) 69 68 66 72 64 0-62/ 63-73/ 74>

Clarity (% Top 3) 78 85 81 81 83 0-79/ 80-87/ 88>

Believability (% Top) 41 45 41 40 40 0-28/ 29-37/ 38>

Appeal (% Top 2) 66 62 65 63 57 0-44/ 45-55/ 56>

Excitement (% Top 2) 95 96 97 95 94 0-94/ 95-98/ 99>

Bottom 50% 50 - 25% Top 25%

Both Fruity Milk and Milky Shot concepts have moderate potential in Malaysia
However, action standard is not met. Overall, Danone concepts seem to lack clarity, excitement and relevance, also compared
to both competitors. However, the uniqueness of the Danone concepts is valued above the competitors.
KPI summary – GUM users + lapsed users – all mothers with children 4-6 years Action standard:
Fruity Milky Milky Shot - Smartee Shakes Dutch Lady - Milo - - Priced trial: green – indicated by
- Danone milk Danone milk - Danone milk competitor competitor
based based based milk based milk based - Purchase intention, uniqueness and relevance: at parity
or above vs any competition – indicated by
Action standard

Trial 45 43 40 56 54 0-40/ 41-51/ 52>

Definitely Buy (% Top) 36 36 33 54 55 0-35/ 36-42/ 43>

Uniqueness (% Top 2) 66 64 61 49 51 0-61/ 62-70/ 71>

Price Value (% Top 2) 88 86 78 83 77 0-79/ 80-84/ 85>

Relevance (% Top 2) 33 35 33 46 44 0-33/ 34-39/ 40>

Clarity (% Top 3) 58 53 56 68 65 0-58/ 59-66/ 67>

Believability (% Top) 35 30 28 45 45 0-26/ 27-36/ 37>

Appeal (% Top 2) 55 51 47 67 60 0-43/ 44-53/ 54>

Excitement (% Top 2) 87 87 84 92 84 0-87/ 88-90/ 91>

Bottom 50% 50 - 25% Top 25%

Country specific KPIs – Water based
Danone water based drink concepts show moderate appeal in Thailand
Purchase intent is behind other KPI’s and (just) below benchmark, while Danone concepts are perceived more unique than
competitor Tipco; action standard for trial is not met
KPI summary – GUM users + lapsed users – all mothers with children 1-6 years
Action standard:
Fruity Super Vitamin Water Tipco - - Priced trial: green – indicated by
Hero - Danone - Danone competitor
water based water based water based - Purchase intention, uniqueness and relevance: at parity
or above vs any competition – indicated by
Action standard

Trial 41 41 46 0-37/ 38-41/ 42>

Definitely Buy (% Top) 47 46 54 0-48/ 49-55/ 56>

Uniqueness (% Top 2) 88 83 70 0-64/ 65-73/ 74>

Price Value (% Top 2) 90 92 93 0-88/ 89-93/ 94>

Relevance (% Top 2) 44 41 44 0-40/ 41-48/ 49>

Clarity (% Top 3) 86 86 89 0-69/ 70-75/ 76>

Believability (% Top) 42 37 42 0-32/ 33-41/ 42>

Appeal (% Top 2) 63 62 62 0-51/ 52-59/ 60>

Excitement (% Top 2) 96 95 97 0-88/ 89-92/ 93>

Bottom 50% 50 - 25% Top 25%

Danone water based drink concepts also show potential in Indonesia
Only Vitamin Water meets the action standard and is very well received, whereas purchase intent for Fruity Super Hero is
somewhat behind
KPI summary – GUM users + lapsed users – all mothers with children 1-6 years
Action standard:
Fruity Super Vitamin Water Mogu Mogu - - Priced trial: green – indicated by
Hero - Danone - Danone competitor
water based water based water based - Purchase intention, uniqueness and relevance: at parity
Concept or above vs any competition – indicated by
Classification

Trial 28 31 26 0-26/ 27-30/ 31>

Definitely Buy (% Top) 38 43 38 0-38/ 39-44/ 45>

Uniqueness (% Top 2) 83 86 56
0-65/ 66-75/ 76>

Price Value (% Top 2) 98 97 89 0-92/ 93-95/ 96>

Relevance (% Top 2) 65 71 47 0-62/ 63-73/ 74>

Clarity (% Top 3) 83 86 71 0-79/ 80-87/ 88>

Believability (% Top) 38 41 25 0-28/ 29-37/ 38>

Appeal (% Top 2) 60 63 51 0-44/ 45-55/ 56>

Excitement (% Top 2) 100 100 91 0-94/ 95-98/ 99>

Bottom 50% 50 - 25% Top 25%

Fruity Super Hero concept generates moderate trial, but action standard is not met
This concept is perceived highly unique and relevant; Vitamin Water needs further investigation and improvements to enhance
general appeal. However, Vitamin Water does score high on excitement.
KPI summary – GUM users + lapsed users – all mothers with children 1-6 years
Action standard:
Fruity Super Vitamin Water Spritzer - - Priced trial: green – indicated by
Hero - Danone - Danone competitor
water based water based water based - Purchase intention, uniqueness and relevance: at parity
or above vs any competition – indicated by
Action standard

Trial 44 39 36 0-40/ 41-51/ 52>

Definitely Buy (% Top) 35 28 24 0-35/ 36-42/ 43>

Uniqueness (% Top 2) 76 70 56 0-61/ 62-70/ 71>

Price Value (% Top 2) 83 82 85 0-79/ 80-84/ 85>

Relevance (% Top 2) 43 27 29 0-33/ 34-39/ 40>

Clarity (% Top 3) 60 60 54 0-58/ 59-66/ 67>

Believability (% Top) 29 24 26 0-26/ 27-36/ 37>

Appeal (% Top 2) 54 50 42 0-43/ 44-53/ 54>

Excitement (% Top 2) 89 94 83 0-87/ 88-90/ 91>

Bottom 50% 50 - 25% Top 25%