WHAT SIGNALS A HEALTHY PACKAGING? PARENTS AND CHILDREN CO-CREATE A HEALTHY SNACK PACKAGING

Transcription

1 WHAT SIGNALS A HEALTHY PACKAGING? PARENTS AND CHILDREN CO-CREATE A HEALTHY SNACK PACKAGING Viviane Glanz-Chanos, Alice Grønhøj, Hans Jørn Juhl, Helle Alsted Søndergaard

2 SUNDE SNACKS Funded by Future Food Innovation 1 August November 2014 Project partners: Company KR Teknik MAPP Centre Picture: Petercook.com, May

3 HOW DID WE DO IT? Company input Company input Literature search Research questions Family interviews Packaging design Online survey Background information Product co-creation Packaging co-creation 3

4 BACKGROUND Overweight and obesity in Europe 4

5 BACKGROUND The ceiling effect of fruit intake (Bech-Larsen & Grønhøj, 2013) Dried fruits are a convenient source of nutrients (Vinson et al, 2005) and could be a good way to add more fruits to the diet 5

6 BACKGROUND Importance of packaging More important than advertising (Schoormans & Robben, 1997) 85% impulse purchases (Page et al, 2008) 8.5 sec. median purchase time (Hoyer, 1984) Over 40,000 products in a supermarket (Ellickson, 2015) Picture: foodfighters2013.wordpress.com, May

7 BACKGROUND Parents as influencer Main social agent until peers take over (Atik & Ertekin, 2013; Chan et al, 2009) Children can also influence parents Children participate in food decision making at home (Kümpel Nørgaard et al, 2007) Picture: irishhealth.com, May

8 CHALLENGES Snack culture (Marshall et al, 2007) One of the main causes of adolescents obesity problems (Bech-Larsen, Jensen, & Pedersen, 2010; Hildebrandt, 2009) 2.34 snacks per day (Mintel, March 2008) On the go eating turns to all the time eating (Elliott, 2009) Picture: thefractionalconsultant.com, May

9 CHALLENGES Fun food (Elliott, 2008, 2009, 2012) Top need for children is play (McNeal, 1992) It does not distinguish between healthy and unhealthy (Hebden et al, 2011) Eating for entertainment (Keller et al., 2012; Wansink, Payne, & Shimizu, 2010) Examples that turned fun foods to promote healthy foods (Wansink, Just, Payne, & Klinger, 2012; Roberto et al., 2010) Picture: thefractionalconsultant.com, May

10 RESEARCH QUESTIONS What signals a healthy packaging? Is there such thing as packaging that looks fun and healthy at the same time? Which packaging elements do parents look at most when making decisions what to buy for their children? Are their groups of customers who pay attention to the same stimuli on packaging? Can companies benefit from a co-creation with customers? Picture: assetresearch.com, May

11 HOW DID WE DO IT? Company input Company input Literature search Research questions Family interviews Packaging design Online survey Background information Product co-creation Packaging co-creation 11

12 FAMILY INTERVIEWS 5 family interviews with 21 participants 7 mothers 14 children age 6-14 Findings Children don t spend money on snacks! Healthy colours are brown and green Most popular product name was Frugtknas CHILD (drawing a packaging): I have used yellow for attraction and green because that s healthy. CHILD: Frugtknas is easy to pronounce. It sounds fun and like it s fruity and crunchy. 12

13 SNACK PROTOTYPE GOOD Crunchiness Fun shapes Ready to eat Fits in lunchbox NEEDS IMPROVEMENT Too bitter Sticky Does not taste as expected irritating Cannot taste what s in it Parents concerned about sugar content CHILD: It looks yummy, but it isn t. PARENT: I think it is really sweet and you can eat a lot of them and easily eat a lot more sugar than you want. CHILD: I don t know what to think. It looks like rye bread or salami, and then it s sweet! 13

14 PACKAGING STIMULI The fun element: character Children believe the product tastes better with a character on the packaging (Hebden et al., 2011; Osborne, 2012; Roberto et al., 2010). A fun character on a children's product can override previous difference in name preference (Lapierre et al, 2013) We have tested several characters before packaging design. Both characters chosen were rated similar with regards to their fun- and health-factor. 14

15 PACKAGING STIMULI Packaging colour as health cue? No studies have been found on packaging colour and health perception Children respond to bold, bright, upbeat, friendly, warm and fun colours (Ogba & Johnson, 2010; Sensbach, 2000) Blue, yellow and red are most dominant on children s food packaging (Elliott, 2008, 2012) Based on the family interviews we chose green/brown as the healthy packaging colours and red/yellow as fun (or unhealthy) packaging colours Picture: goodfon.su, May

16 PACKAGING STIMULI Product name Previous research about product names and health perception show that dieters evaluate product names different to nondieters (Irmak, Vallen & Robinson, 2014) And how product names are rated according to stereotypes (Oakes & Slotterback, 2001) The product names for our packaging design have been co-created by the Danish company and the participants in the family interviews; sødt frugtknas = unhealthy and frugtsnacks = healthy 16

17 PACKAGING STIMULI Organic label Many people associate organic products with being healthier, even though this is not automatically true (e.g. organic chocolate is still chocolate), (Paul & Rana, 2012; Aertsens et al, 2010; Dipeolu et al., 2009; Andersen, 2007). For this reason we chose the Danish organic label as one of our 4 stimuli. 17

18 PACKAGING DESIGN 4 STIMULI: 2 versions of packaging colours 2 product names Fun factor pictures (present or absent) Organic label (present or absent) 18

19 ONLINE SURVEY 42 years old Average respondent: 49% female 51% male Grocery shopping: 4% of respondents less than 10% of the time 75% of respondents at least 50% of the time 2,1 children Picture: clipartpanda.com, May

20 HEALTHY LIFESTYLE Healthy lifestyle question (Squires et al, 2001): Is there a correlation between any of the 4 stimuli used - packaging colour, picture, product name and organic label? Correlation between healthy lifestyle and organic label Negative correlation between healthy lifestyle and picture! (Supported by Den Hoed & Elliot, 2013) I prefer unprocesses, natural foods Compared to others my age, I m in better health I am what I eat I choose food carefully to ensure good health I buy food that helps maintain my weight and appearace I think of myself as a health conscious consumer Cronbach s Alpha:

21 CUSTOMER SEGMENTATION DEMOGRAPHIC DIFFERENCES? Age: significant differences Packaging colour - green/ brown (+) - red/yellow (-) Product name - Frugtsnacks (+) - Sødt Frugtknas (-) Organic purchases: significant differences Education: no significant differences Gender: no significant Organic label - Present (+) - Absent (-) Picture - Footballgirl (+) - Fruits (-) - Absent (-) 21

22 SUMMARY Colour is the most important stimuli when choosing a healthy product Respondents below 40 years pay more attention to the organic label while the name is more important for those above 40 Respondents with a healthier lifestyle pay attention to the organic label rather than to the picture when choosing a healthy snack for their children Always test all stimuli within the right context when (co-)creating product packaging Picture: quickbooksmanufacturing.wordpress.com, May

23 THANK YOU FOR LISTENING! ANY QUESTIONS? Picture: sac.edu, May