STRATEGIC INSIGHTS INTO THE ATTITUDES, PERCEPTIONS AND USAGE OF DAIRY PRODUCTS
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1 STRATEGIC INSIGHTS INTO THE ATTITUDES, PERCEPTIONS AND USAGE OF DAIRY PRODUCTS Presented by Prof Pierre Joubert (Bureau of Market Research) at the 51st South African Society of Dairy Technology Symposium KIEVITS KROON COUNTRY ESTATE 25 APRIL 2018
2 BACKGROUND SAMPRO identified the need for reliable research information investigating the usage and perceptions of dairy products among South African households with teenagers. To assist in devising a contemporary industry approach aimed at informing consumers of the health and nutritional advantage of dairy products. The information can also be utilised in dealing with and correcting misconceptions regarding milk and dairy products.
3 METHODOLOGY Qualitative focus group discussions. Experimental research psychophysiological measures. Quantitative descriptive. BMR consumer panel invited to participate in an on-line census survey hosted on the Qualtrics platform.
4 FOCUS GROUP DISCUSSIONS AGE GROUP FOCUS GROUP DISCUSSIONS Gauteng Western Cape Kwa-Zulu Natal Limpopo (Peri-urban area) Pilot years years years Total
5 FINDINGS: Eating Habits Most participants eat regular meals, especially breakfast and dinner. Dairy products forms a part of most meals for example milk or yoghurt at breakfast; a cheese sandwich at lunch and pasta with cheese at dinner. Snacking forms an import part of teenagers and young adults eating habits. Parents (mother) play the most significant role in influencing the eating habits of their children. Other significant influences included friends and television.
6 FINDINGS: Dairy products Dairy is mostly associated with milk. Most participants are knowledgeable about a variety of dairy products available in the marketplace. Dairy products are described as something you must have despite certain negatives such as the high price of dairy products. Chocolate and margarine are perceived as dairy products.
7 FINDINGS: Media awareness During the group discussions, the lasting impression of the rediscover dairy television advertisements were noticeable. Although participants often use the Internet, they use social media primarily for entertainment purposes and not to obtain information about food products of healthy eating habits.
8 PSYCHOPHYSIOLOGICAL MEASURES Eye tracking Fixation sequence. Time to first fixation (TTFF). Time spent per fixation. Number of fixations. Number of participants per fixation. Heat map. GSR and heart rate Facial coding
9
10 FINDINGS: EYE TRACKING
11 FINDINGS: EYE TRACKING
12 FINDINGS: EYE TRACKING
13 FINDINGS: EYE TRACKING
14 FINDINGS: EYE TRACKING
15 FINDINGS: EYE TRACKING
16 FINDINGS: EYE TRACKING
17 FINDINGS: EYE TRACKING
18 FINDINGS: EMOTIONAL ACTIVATION
19 FINDINGS: EMOTIONAL ACTIVATION
20 Advertising Self-Assessment Manikin (AdSAM)
21 FINDINGS: SAM 9 Comfortable Warmed Enthusiastic High Indifferent Ambivalent Apprehensive Pleasure Moderate Sullen Troubled Alarmed Low Low Moderate High Arousal
22 CONCLUSIONS FOCUS GROUPS AND EXPERIMENTAL Ambivalent emotional reactions. (SAM and Emotional activation between 2.2 for maas and yoghurt and 5.5 for flavoured milk and drinking yoghurt) Personal values driving usage: Acceptance by peer groups, good health, performance, self-image and physical appearance, independence. The challenge remains to creatively incorporate these values in nonverbal above-the-line advertising images and stimuli.
23 QUANTITATIVE sample (n = 935)
24 ANALYSIS AND FINDINGS: Fresh milk usage (percentage)
25 ANALYSIS AND FINDINGS: Drinking milk usage (percentage)
26 ANALYSIS AND FINDINGS: Reasons for using fresh milk (number of mentions) No teenagers Teenagers Total Fresh Pastuarised milk On special occasions Rehydration Muscle recovery Provides energy Comfort As a treat Dental health Habit Taste In baking or cooking Health Nutrition As part of a meal
27 ANALYSIS AND FINDINGS: Reasons for using UHT milk (number of mentions) No teenagers Teenagers Total Long life or UHT Milk On special occasions Rehydration Muscle recovery As a treat Provides energy Dental health Comfort Habit Taste Health (bone and muscle strength) In baking or cooking Nutrition As part of a meal
28 ANALYSIS AND FINDINGS: Yoghurt usage (percentage)
29 ANALYSIS AND FINDINGS: Reasons for using eating yoghurt (percentage)
30 ANALYSIS AND FINDINGS: Reasons for using drinking yoghurt (number of mentions)
31 ANALYSIS AND FINDINGS: Flavoured Milk, Maas and Ready to eat custard usage (percentage)
32 ANALYSIS AND FINDINGS: Reasons for using Flavoured milk(number of mentions)
33 ANALYSIS AND FINDINGS: Reasons for using Ready to use custard (number of mentions)
34 ANALYSIS AND FINDINGS: Reasons for using Maas (number of mentions)
35 ANALYSIS AND FINDINGS: Gouda/Sweetmilk usage
36 ANALYSIS AND FINDINGS: Reasons for using Gouda/Sweetmilk (number of mentions)
37 ANALYSIS AND FINDINGS: Reasons for using Cheddar (number of mentions)
38 ANALYSIS AND FINDINGS: Feta, Mozzarella, Other cheese usage
39 ANALYSIS AND FINDINGS: Reasons for using Feta (number of mentions)
40 ANALYSIS AND FINDINGS: Reasons for using Cottage and or Cream cheese (number of mentions)
41 ANALYSIS AND FINDINGS: Reasons for using Mozzarella(number of mentions)
42 ANALYSIS AND FINDINGS: Reasons for using Brie, Camembert, Blue cheese and other specialty cheese (number of mentions)
43 ANALYSIS AND FINDINGS: Processed cheese (wedges or spreads) usage
44 ANALYSIS AND FINDINGS: Reasons for using Processed cheese (wedges or spreads) (number of mentions)
45 ANALYSIS AND FINDINGS: Reasons for using Processed cheese (individually wrapped or sliced) (number of mentions)
46 ANALYSIS AND FINDINGS: Dairy products perceptions (top tertile)
47 ANALYSIS AND FINDINGS: Dairy products perceptions (middle tertile)
48 ANALYSIS AND FINDINGS: Dairy products perceptions (bottom tertile)
49 CONCLUSIONS - Perceptions Strongly agree: Taste, calcium, strong bones, nutrient rich, fat in cheese statements Sugar in flavoured milk, treatment of dairy cows Undecided: Drinking of fresh milk, Cholesterol content, fat content, dairy and weight management, affordability, farming practices and the environment Strongly disagree : Usefulness in preventing high blood pressure Healthiness of plant based "milk" Fat in dairy not contributing to the risk of cardiovascular disease Use of fermented dairy products for lactose intolerance Coffee creamers as alternatives to cow's milk Chocolate milk helping with rehydration after exercising Sugar content of drinking yoghurt not of concern me Bloated feeling after drinking milk
50 CONCLUSIONS Usage and Perceptions Product No Teens Weekly usage Teens Main reasons Fresh milk UHT milk Gouda/Sweetmilk Eating yoghurt (tub) Cheddar Drinking yoghurt Processed (sliced) Processed (wedges ) Feta Flavoured milk Maas Cottage cheese Ready to eat custard Mozzarella Speciality cheese 92.60% 94.50% 89.90% 86.10% 76.90% 84.10% 85.90% 80.90% 86.00% 80.50% 56.10% 67.10% 51.90% 58.30% 57.80% 57.30% 60.80% 54.00% 37.80% 46.90% 49.30% 46.20% 40.20% 43.20% 36.70% 33.80% 43.90% 28.90% 29.60% 25.60% Part of a meal/tea & coffee/nutrition Part of a meal/tea & coffee/nutrition Taste/as part of a meal/nutrition/convenience Nutrition/taste/treat/health As part of a meal/taste/nutrition/baking and cooking Treat/taste/nutrition/health As part of a meal/convenience/taste/ nutrition As part of a meal/taste/convenience/treat As part of a meal/taste/nutrition/in baking and cooking Taste/treat/nutrition/comfort Taste/nutrition/baking and cooking/habit As part of a meal/taste/nutrition/in baking and cooking Taste/treat/special occasions/nutrition As part of a meal/taste/in baking and cooking/nutrition Taste/as part of a meal/special occasions/ treat
51 CONCLUSIONS Usage and Perceptions Weekly usage teen households > non-teen households Gouda/Sweetmilk Drinking yoghurt Flavoured milk Weekly usage teen households < non-teen households Maas Cottage cheese Mozzarella Speciality cheese
52 CONCLUSIONS Usage and Perceptions Nutrition Fresh milk UHT milk Gouda/Sweetmilk Eating yoghurt (tub) Cheddar Drinking yoghurt Processed (sliced) Processed (wedges ) Feta Flavoured milk Maas Cottage cheese Ready to eat custard Taste Gouda/Sweetmilk Eating yoghurt (tub) Cheddar Drinking yoghurt Processed (sliced) Processed (wedges ) Flavoured milk Maas Ready to eat custard Mozzarella Speciality cheese Part of a meal Fresh milk UHT milk Gouda/Sweetmilk Cheddar Processed (sliced) Processed (wedges ) Feta Cottage cheese Ready to eat custard Speciality cheese Treat Eating yoghurt Drinking yoghurt Flavoured milk Ready to eat custard Speciality cheese
53 Thank you
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