#foodforthought

Is healthy food a fad?

Food & diet perceptions
#foodforthought
#foodforthought

Q3
2009
Q3
2014
#foodforthought

72%
65%
60%
54%
41%
36%
I am eating more
healthy food than
I have in the past
-6
I eat a lot of
vegetables
-7
I consider my diet
to be very healthy
-5
#foodforthought

Its the economy, stupid!
I usually choose the
cheapest products +9%
I look for the
lowest possible
prices when I go
shopping
+6%
In my home we
spend a lot of
money on food
-7%
#foodforthought

Shifts from 2009 to 2014
#foodforthought

Evolution of SocioEconomic profile of the Budget Shoppers segment
Socio
Economic Levels
Top 10%
Next 20%
Next 30%
Bottom 40%
#foodforthought

Even the richest are on a budget
0%
20%
40%
60%
80%
100%
2009 2014
+3%
+5%
+1%
-9%
#foodforthought

Brand repertoires:
Heavy brand repertoire (main shoppers)
2009
14%
2014
21%
A new badge of honour
#foodforthought

#foodforthought

Unhealthy diets, but no healthy remorse
#foodforthought

Q3
2009
Q3
2014
51%
49%
48%
47%
41%
36%
I consider my diet to
be very healthy
I should do a lot
more about
my health
I like to treat myself
to foods that are not
good for me
#foodforthought

Are we honest with ourselves?
#foodforthought

TNS data June 2012
0%
20%
40%
60%
80%
100%
75%
Think they have to
be careful with
what they eat
67%
of the obese or
overweight
population believe
their eating habits
are good for
their health
57%
are obese or
overweight
#foodforthought

Changing priorities
Shifts from 2009 to 2014
I look after my
appearance,
my image
-7%
Its important to
keep young looking -6%
I do some form of
sport or exercise at
least once a week
-7%
#foodforthought

#foodforthought

It is more about unhappiness than cash
Two million more unhappy people
#foodforthought

Income
I consider my diet to be healthy
Relative contribution of the drivers
Im happy
with my life
as it is
#foodforthought

An emotional rather than rational mechanism
#foodforthought

Income
I like to treat myself with foods that
are not good for me
Relative contribution of the drivers
I worry a lot
About myself
#foodforthought

#foodforthought

#foodforthought

A typically British mechanism
Great Britain

Happy with life -5
Im perfectly happy with my standard of living -9
Health attitudes
Shifts from 2009 to 2014
#foodforthought

A typically British mechanism
Shifts from 2009 to 2014
France

Happy with life - 4
Coping on present income +8
Health attitudes /

#foodforthought

A typically British mechanism
Germany

Happy with life +8
Im perfectly happy with my standard of living +7
Health attitudes /
Shifts from 2009 to 2014
#foodforthought

A typically British mechanism
Spain

Happy with life -3
Im perfectly happy with my standard of living
Health attitudes
Shifts from 2009 to 2014
#foodforthought

Farewell War Children , Hello Boomers
50% 37%
18% 38%
29% 43%
8% 19%
14% 8%
47% 39%
I don't normally eat between meals
I like to eat take-away meals
I like to treat myself to foods that are not good for me
I often eat snacks on the move rather than a proper meal
I consider my diet to be very healthy
I always make sure I eat my 5-a-day
War Children Boomers
Age is the most powerful driver of healthy food attitudes
Health and Nutrition
#foodforthought

, Hello Boomers
#foodforthought

Farewell War Children
Number of War Children 2009
10.3m
Number of War Children 2014
7.4m
#foodforthought

, Hello Boomers
#foodforthought

Farewell War Children

War children Boomers
I use diet food and drink products 16% 11% 20% 18%
I don't normally eat between meals 57% 50% 40% 37%
I wouldn't let my children eat junk food 31% 25% 28% 21%
I will pay more for foods that
don't contain artificial additives
48% 35% 44% 33%
I think fast food is all junk 45% 32% 37% 32% I think fast food is all junk 45% 32% 37% 32%

War children Boomers
#foodforthought

Fast food Junk food
38
31
0
5
10
15
20
25
30
35
40
2009 2010 2011 2012 2013 2014
I think fast food is all junk
23% Eat fast
food and
consider diet
healthy
29% Eat fast
food and
consider diet
healthy
#foodforthought

Fast food now more acceptable
#foodforthought

Label reading
Mobile formats
Calories counting
Diet version
#foodforthought

Concrete immediate food product implications

#foodforthought

Breakfast
24%
Lunch
55%
Dinner
26%
Mobile formats
#foodforthought

*7 country avg. Urban China, France, Urban Russia, Germany, USA, Spain, UK TNS data June 2012
Eating at least one meal
out (Mon-Fri %)*
#foodforthought

Aspiration to healthy diet
Snacking in-between meals
Relationship with junk food
Ethical
Premium food
#foodforthought

Potential emotional boomerang effect

#foodforthought

wild
respect
work
to climb
to buy
desert
rule
precious
to attack
speed
softness
birth
nudity
fashion
red
disorder
soldier
eternal
property
effort
fault
detachment
to produce
capitalism
confidence
to build
cry
discipline
water
school
to economise
to write
wild
respect
work
to climb
to buy
wild
respect
work
to climb
to buy
desert
rule
precious
to attack
speed
softness
birth
nudity
fashion
red
disorder
soldier
eternal
property
effort
fault
detachment
nerd
entrepreneur
confidence
digital
cry
discipline
water
school
to economise
to write
wild
respect
work
to climb
to buy
Total Sample
happiness
holiday
cowardice
party
harmony
hate
sun
maze
to console
voluptuous
fire
magic
peak
refined
sacred
original
emotion
adventurer
capitalism
tenderness
virile
game
baby
metallic
punk
glory
pornography
feminine
sublime
to age
noble
danger
challenge
carnal
elite
patience
happiness
holiday
cowardice
party
harmony
hate
sun
maze
to console
voluptuous
fire
Very
Negative
-3 -2 -1 0 +1 +2
Very
Positive
+3

#foodforthought

Subconscious Stimuli: emotional response to words

#foodforthought

How might other brands compete with Tropicana?
Lover brand:
health can be
pleasurable
Innocent brand:
power of simplicity
Ruler brand: give
clear direction
TGI analysis of Tropicana
customer psychology shows
some hero psychology
#foodforthought

1. Analysis of Tropicana consumer
archetypal psychology
2. Strategic Storytype 3. Define the right story for your brand
Must resolve the needs of the hero
#foodforthought

#foodforthought