Why we know more about health but take no more action

Transcription

1 Why we know more about health but take no more action Catherine Elms Senior Research Director Ian Hext Managing Director Ref: Food Matters Live Date: Nov 2017

2 What we re going to be talking about Healthy eating, what s all the noise about? what does this mean for communicating with consumers? 2

3 Healthy eating: what s all the noise about? 3

4 Encouragingly, we say we feel better informed about healthy eating Q30. Has recent media coverage on foods, drinks, and healthy eating made an impact, or not, on your diet and the foods you choose? 40 % NO 60 % YES 4

5 And it s positively impacting our understanding Our understanding of what s good & bad for us is now Worse 1 % Better 53 % No difference 46 % Q31. And as a result of the coverage and increasing information about foods and healthy eating, do you feel you have a better or worse understanding of what is good and what is bad for us to be eating and drinking? 5

6 We re still TRYING to be more healthy and eat a bit better Now less healthy No change Now more healthy FF7. In the last 12 months, would you say to have tried to be more, or less, healthy than you used to, or made no changes to your lifestyle? 6

7 But what to believe? 16 th May ealthy-foods-confusion-study/ 7

8 Are our diets healthy? With so much conflicting information about what s good for us (and what s not), it s confusing and we re not feeling the benefits 34 % 32 % 28 % FF6r1. On a scale of 1-10, how healthy would you say your usual diet is? 8

9 We say we re eating more fruit & veg, cooking from scratch more often, interrogating the nutritionals, and eating less sugar like we re being told to 27% I eat more fruit and/or vegetables 24% I cook from scratch more often 21% I pay more attention to ingredient and/or nutrition labels 20% I eat fewer products that contain added sugar 17% I eat less chocolate/sweets, biscuits, and/or cake Q30. Thinking about the last 12 months specifically, has media coverage on foods, drinks, and healthy eating made an impact, or not, on your diet and the foods you choose? 9

10 though we can t resist the less healthy foods too (which we re feeling guilty about eating) Just because we know (some of) what we should and shouldn t eat, doesn t make it an easy behaviour change We re just as likely to still be buying our favourite sweet and savoury snacks Crisps & Savoury Snacks Confectionery Sweet biscuits Packaged Cakes & Sweet Pies And there s more of us buying fizzy drinks too! Fizzy Drinks - Regular Fizzy Drinks - Diet/Zero (no sugar) Q30. Thinking about the last 12 months specifically, has media coverage on foods, drinks, and healthy eating made an impact, or not, on your diet and the foods you choose? 10

11 We also think eating healthy costs and it needs to taste nicer too Healthy eating is no less expensive we need taste and convenience in our healthy foods Healthy eating is 69 % More expensive than eating 'unhealthy' foods For half, making healthy food cheaper would encourage increased healthy eating Making healthy food cheaper 54% Products that make cooking healthy meals quicker/simpler 29% Products that make healthy meals taste nicer 34% 6 % Less expensive than eating 'unhealthy' foods Manufacturers reducing fat/salt/sugar content in their products 34% I already eat a healthy diet 17% None of these 4% FF3. Which one of the following do you agree with most? Q29. Which of these changes would encourage you to eat more healthily? 11

12 We know we need to manage our own healthy eating but we also look to a wide range of other sources to help us that all need to be on the same message We need a series of aligned touchpoints to consistently communicate the same message Through the product, promotion, communication (above and below the line), regulation, etc 70 % 33 % 31 % 30 % OURSELVES SUPERMARKETS OTHER FAMILY MEMBERS MANUFACTURERS 28 % 24 % 22 % 20 % HEALTHCARE PROFESSIONALS (GP, NHS, ETC) GOVERNMENT/ LEGISLATION MEDIA/TV PROGRAMMES SCHOOLS Q25/26 Who would you say is mainly responsible for encouraging healthy eating among adults? And who else do you consider responsible? 12

13 From a brand perspective There are so many brands clamouring for attention Across so many different platforms and through different channels Talking nineteen to the dozen and being talked about The battle for a share of mind is ferocious A strong sense of identity, via credible and consistent brand messaging is key to driving consumer emotional acceptance, and ultimate brand success And exactly the same will be true for free-from 13

14 Free-from: what does this mean for communicating with consumers? 14

15 Lifestylers (non-intolerant) are the key target for free-from 9/10 Free From buyers don t have an intolerance % Buyers % Spend 11% Intolerant Medical rationale Intolerant Medical rationale 45% 55% Not intolerant Conscious choice 89% Not intolerant Conscious choice Kantar data 15

16 With Millennials the most receptive in their attitudes Some or all of these free-from foods have health benefits that can benefit everyone Some or all of these free-from foods have health benefits that can benefit some people (even if they are not allergic or intolerant to gluten, lactose, etc) These free-from foods are only relevant to those with intolerances or allergies to gluten, lactose, etc These free-from foods are only relevant to those with diagnosed allergies to gluten, lactose, etc 16

17 and in their behaviours Which of these do you actively check or search for when buying food and drink products? yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs yrs 1 17

18 Changing Free-from from less of a trend to more of a maintenance behaviour will be key for category growth Gluten Free Behaviour Change Model Dairy Free Behaviour Change Model 56 I am not considering it Never bought though would consider 15 5 Never bought but am aware of the benefits and am planning to buy 4 22 Bought but do not buy it regularly 21 5 Buy regularly and have been for some time 10 18

19 Different levers are key across the stages & Millennials are furthest along the journey Dairy Free BCM among 16-34s Emotional levers Call to action (society) Close Circle 43 I am not considering buying dairy-free I have never bought dairy-free though would consider it in the future 13 I have never bought dairy-free but am aware of the benefits and am planning to buy it in the near future I have bought dairy-free but do not buy it regularly 4 23 I buy dairy-free regularly and have been for some time 16 19

20 Though while the Millennials are trying to take on board all the advice, the conflicting nature isn t helping, creating confusion about how healthy their diets really are Most likely influenced by media coverage Most likely to be trying to be more healthy Least likely to describe their usual diet as healthy (8-10 out of 10) Be clear in all communication, to enable easy decision-making 20

21 And bear in mind that Millennials are also time-poor and on a tight budget, with convenience needs year olds 55+ year olds 39% 49% 62% There are not enough hours in the day to do everything It is difficult to get by on my tight food budget Food and drink packaging is important to me as it needs to fit in with my lifestyle 19% 32% 35% It needs to be easy for Millennials to follow-through on their attitudes 21

22 In Summary COMMUNICATIONS MILLENNIALS OPPORTUNITY MEETING NEEDS Communications need to be clear and consistent on the health benefits of free-from There s a lot of information that we re bombarded with every minute of every day, and the more we hear the same message, the more likely it s going to stick Millennials are the key audience, they are most receptive to the free-from category There is opportunity to grow free-from, encouraging those from consideration into action, and maintaining regular purchasing behaviour by reinforcing the benefits Meeting the needs of Millennials on-the-go and on a budget are key factors to further grow freefrom, driving knowledge and desire into purchase behaviour 22

23 Main Contacts Catherine Elms, Senior Research Director Ian Hext, Managing Director Tel: +44(0) (0)