Consumers mind-set evolution Creative communications to drive healthy food choice
TGI Target Group Index Representative sample Wealth of consumer information: 24,000 adults per annum All respondents asked all questions Traditional media and digital Motivations: 300 attitudes Consumer habits
Growing disinterest towards healthy food 72% 60% 41% 65% 54% 36% I eat a lot of vegetables -7 I am eating more healthy food than I have in the past -6 I consider my diet to be very healthy -5 Q3 2009 Q3 2014
It s the economy, stupid! I usually choose the +9% cheapest products In my home we spend a lot of money on food -7% I look for the lowest possible prices when I go shopping +6% Shifts from 2009 to 2014
Even the richest are on a budget Evolution of Socio Economic profile of the Budget Shoppers segment 100% 80% 60% 40% +3% +5% +1% Socio Economic Levels Top 10% Next 20% Next 30% Bottom 40% 20% -9% 0% 2009 2014
Unhealthy diets, but no healthy remorse 51% 48% 41% 49% 47% I like to treat myself to foods that are not good for me I should do a lot more about my health 36% I consider my diet to be very healthy Q3 2009 Q3 2014
Are we honest with ourselves? 100% 80% 60% 40% 20% 18% Think they have to be careful with what they eat because they have health problems 54% are obese or overweight 34% of the obese population rarely or never diet 0% TNS data June 2012
Changing priorities I look after my appearance, my image -7% It s important to -6% keep young looking I do some form of sport or exercise at least once a week -7% Shifts from 2009 to 2014
It is more about unhappiness than cash I consider my diet to be healthy Relative contribution of the drivers Income I m happy with my life as it is Two million more unhappy people
An emotional rather than rational mechanism I like to treat myself with foods that are not good for me Relative contribution of the drivers Income I worry a lot About myself
A typically British mechanism Spain Germany France Great Britain Happy -3 +8 Happy with with life life -5-4 I m Coping perfectly happy with my standard of living +7 I m perfectly on present happy income with my +8 standard of living -9 Health Health attitudes attitudes / Shifts from 2009 to 2014
Farewell War Children, Hello Boomers War Children Boomers 50% I don't normally eat between meals 37% 18% I like to eat take-away meals 38% 29% I like to treat myself to foods that are not good for me 43% 8% I often eat snacks on the move rather than a proper meal 19% 14% I consider my diet to be very healthy 8% 47% I always make sure I eat my 5-a-day 39% Age is the most powerful driver of healthy food attitudes
Farewell War Children, Hello Boomers Number of War Children 2009 10.3m Number of War Children 2014 7.4m
Farewell War Children, Hello Boomers 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%
Fast food now more acceptable 40 35 30 25 20 15 10 5 38 23% Eat fast food and consider diet healthy I think fast food is all junk 29% Eat fast food and consider diet healthy 31 0 2009 2010 2011 2012 2013 2014 Fast food Junk food
Concrete immediate food product implications Label reading Calories counting Diet version Mobile formats
holiday cowardice Subconscious Stimuli party harmony hate sun maze to console voluptuous fire magic peak refined sacred original emotion adventurer capitalism tenderness work to climb to buy desert rule precious to attack work to climb to buy desert rule precious to attack speed speed Very Very Negative softness softness Positive -3 birth -2 nudity -1 0 +1 +2 birth nudity +3 fashion red disorder soldier eternal property effort fault fashion red disorder soldier eternal property effort fault
Defining the right health story Lover: health can be pleasurable Caregiver : health can be comforting Ruler : give clear direction