a kate moss miracle please! dragon brands fdin 28th june 2007

A Kate Moss Miracle please!

Dragon Brands

FDIN 28th June 2007

© Dragon 1 Craven Hill London W2 3EN +44 (0)20 7262 4488 2

Our Research Objectives

• Attitudes to weight amongst women over 40

• Attitudes to weight management

• Current perceptions of weight management products

• The ideal product…


Who did we speak to?

• Respondents were mothers in their mid 40s with teenage children

• A large proportion have tried a variety of diets

• Approximately half are considering using diet products in the near future

• South East based, circa

– 40% moderate eating habits

– 50% overweight

– 10% obese


How I eat

• Consumers claim some degree of caution and control over their eating habits, although most struggle

• Most, even sensible eaters, can succumb to a sweet or savoury tooth: the challenge is how they can control it

• Respondents dietary habits relate, in part, to a combination of control and education

• If there’s no control there is always payback time

It’s mostly about control


“I have cravings for chocolate. For 3 or 4 days I might eat a bar every day and then

I’ll cut back to make up for it”


How the next generation eat

• Mums claimed to be comfortable with the dietary habits of their daughters, although some were tending towards obsessive

• Daughters are highly aware of what they eat & seek to control what they eat and worry about their weight - changing shape confused with a weight issue

• Celebrity lifestyles play an influential role

• But mothers and teenage daughters can form a bond over weight management

Daughters wrest control of food management from their mothers


“My daughter is interested in celebrity lifestyles. She’s a size 10 but she thinks

her bum and boobs are too big. She worries all the time..”


Our core profiles

Healthy Cynics,Curious Concerned,Desperate Housewives


How desperate will we get?

Healthy(47%)

Obese(21%)

Healthy Cynics Curious Concerned

Desperate Housewives

Overweight (32%)

Stats source: Division of public healthy & primary health care, medical science div. - Oxford Univ.


The Healthy Cynics

• Daily intake is healthy:

– 3 meals a day “breakfast is the most important meal”

– Fruit and vegetables play a major role

• Strong awareness of what they eat and its impact on weight

• Focus on moderate and natural eating habits rather than diet programmes

• Suspicious of diet products, believing the results are not sustainable

• Exercise, “it’s the key” to a successful routine

• Patronising towards the unhealthy

You are what you eat


But they too suffer from ‘LBD’ syndrome

• They’re not averse to a short -term fix to fit that little black dress, although to do so they’ll use natural products with known ingredients

• For long term weight management they’ll use everyday products with a dietary benefit, eg. Green tea, fibre wraps

• The group least likely to try a chemical product or pill format

The LBD: a powerful motivator to take a chance


Curious Concerned

• Have the desire to eat healthily, but seldom succeed

– “I’m so disorganised for me….it’s being a mum that does it”

• Have already tried a variety of different dieting products for both short- and long-term gain

• Struggle to maintain any results achieved

• Open to ideas around what they can do to manage weight effectively

“I’ve tried everything Holland & Barrett sells”

Eager to Curb the Cravings


Curious Concerned

• The most potential & most challenging

– Mixed feelings about being overweight

– Some only think about it at LBD time

– Torn between being healthy and acting desperately

– Believe in moderation but struggle to keep it

• Attracted to food items with dietary benefits they can introduce into their daily intake, eg. Benecol, Actimel

• Pills are only an option as they head towards desperations

Make it Easy and Make it Work!


Desperate Housewives: the untidy desk: where do I start?

Out of control & I need help;It’s a long way to a tidy desk



• It’s a long way from the untidy to the tidy desk

• Desperate to try anything that will help them

• Locked in a vicious cycle of weight gain and weight loss

• Pressured by constant imagery of today’s perception of beauty

• At a loss for where to start & how to keep going when initial results are hard to see

“I’ll try anything; I’ve TRIED everything!”



• Seeking a miracle cure that they can keep up

• Short sharp solution “it’s a dream, a fantasy”

• Will try, and have tried, fairly drastic strategies…only to slip back into old habits

• Suspicious of unknown ingredients and chemical terminology unless medically approved..but will still try it!

• Lack of nutrition education and in need of advice

Rescue Me!


Managing curiosity & desperation: the opportunity? G

reatest market opportunity

Healthy(47%)

Obese(21%)

Healthy Cynics Curious Concerned


Overweight (32%)


So what do they think about the market?


Initial reactions to existing products

Most effectiveLeast effective

Most trusted

Least trusted


Who do they trust?

The respondents had similar views to brands they would trust to develop food management products

• Most trusted:

– Brands with a history in healthy/weight management foods, eg. Kellogg’s, Jordans

– Brands in the health industry, eg. Fitness First

• Least trusted:

– Brands with no existing credibility in the sector

Key influencer: word of mouth/ Holland & Barrett


Ideal product?


What they desire

Healthy Cynics Curious ConcernedDesperate

Housewives

Attracted to natural

products with dietary

benefits, would consider

food alternatives

Happy to try anything

that can help

Prefer the idea of food

alternatives, but happy to

try products across

the range

Desperate apart, great food & taste would be the motivator - ‘ a dream’?


‘Feel Good Tea’

• Improves metabolic rate

• Start the day to purify the system

• Herbal extracts

• Calming, peaceful packaging


Satiating Biscuit

• Organic, additive free

• Dietary aid to suppress hunger

• Ingredients that include low sugar, low fat, high protein, fibre

• Vibrant packaging

• Joyful, to enjoy food


Energy Soup

• Natural ingredient

• Clinically proven

• 100% fitness

• Energy boosting


The happy offer

Beautiful You

Deliver ResultsClinically Proven Supress

Hunger

Vitality

Feel FullEnergy

Natural

Scientifically proven


The Implications for you

– Proceeding with caution

– Credibility

– The positive mix

– Word of mouth

– Naturally effective

– Desperate measures

– The immediate challenges


Proceed with caution

• Be sure where your brand lies if this is new territory for you

• The affect on your brand for the wrong path can be damaging

• What role should you play in rescuing versus educating? Give them the map or take them there?


Credibility

• Don’t damage your trust

• Ingredient claims are more critical to the healthy and the curious concerned

• Making up names (it’s been known!) won’t wash with this target

• But…… the desperate make less challenges

• “We buy these face creams and we know they aren’t the answer but we buy them - we’re desperate to stay young so we just do!”


The positive mix

• Overly scientific and you shut them down

• Try and make this experience joyful and uplifting

• Don’t take the fun out of food

• Pack design: foody

• Format: give her flavour


Word of mouth

• It’s your most powerful tool

• “I’ve got this Vt C cream and I’ve visibly seen the difference”

– “GIVE ME THE NAME!”

• “adios, it really works”


Naturally effective

• Healthy & curious will talk to natural; proven ingredients from nature should lead

• It feels more reassuring straight away

• But “what if you take a cocktail of even the natural ones; could it be dangerous?”

• And if I want efficacy and to satisfy the LBD moment, will I take anything?


Desperate measures: break glass here

• If I am firefighting my weight then the rules are forgotten

• Pills are acceptable (especially from reputable retailer) but anything which seems to offer a result

• The untidy desk is a daunting project

• Do you exploit it or help in the long term rescue?


Your best offer

• Make it natural

• Don’t blind her with science (it’s no fun anyway!)

• Make it easy to adopt

• Talk satiety not appetite suppression

• Offer a true result

• Be clear and simple; it’s tough enough without you adding to it

• Be positive; pack imagery, tasty, allay fears

• Look for guerilla activity & build the word of mouth reputation


“Oh my! Honestly? I’ll take anything that makes me look like Kate Moss!”

Thank you for listening

Deirdre Findlay [email protected]

Telephone +44 (0)20 7262 4488 www.dragonbrands.com

a kate moss miracle please! dragon brands fdin 28th june 2007

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