presenting superfoods: getting over the message about health and nutrition december 2007
TRANSCRIPT
Presenting superfoods: gettingover the message about health and nutritionDecember 2007
The broaderview of healthWhat does ‘healthy food’ mean to
consumers?
More than a health claim
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Healthy eating has been through a series of one-dimensional themes
Low calorie
Low fat
Low carb
High fibre High fibre
Omegas
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..but is now a multi-dimensional concept
Physical
less unhealthy
more natural
more nutritious
less processed
fresh
real
safe
quality/integrity/care in production
…and it is getting more multi-dimensional still - holistic health
emotional/spiritualfeel good
feel happy
look good
self improvement
self actualisation
feel creative
feel soulful
honesty
transparency
societal
flourishing communities/local
respect & humanity
minimise impact on environment
sustainable
animal welfare
happy families
fairness globally
Better for mybody
Better for my wellbeing
Better for the world
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M&S’s campaign connecting these pillars made sense to people
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Obesity
Organic
Superfoods
Fresh/Raw
What is on the media agenda today?
Provenanceand process count
Nutritional and health value notjust down to the ingredient - but to the whole process
….and this will be a stronger and stronger driver
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What do consumers want and needfrom information about the health properties of
foods?
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• People looking for functional benefits to address a specific health problem want credible indication that the product is effective
– Clinical studies
– Official endorsement or certification
– Serious language, tone and imagery
Consumers have some simple, common sense requests
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• Majority looking for wellbeing benefits seek out signs that suggest they can trust the brand
– Insight into their needs
– Clear expression of a benefit
– Understandable story
– Acceptable ingredients
– Transparency and honesty
Consumers have some simple, common sense requests
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Food vs Nutrients?
Focus on Food Focus on Nutrients
Intrinsic nutritional value
Human and cultural
Real and familiar
Physical Provenance
Taste driven
Enjoyment
Whole
Added nutritional value
Scientific, expert
Created
Invisible and mysterious
Health driven
Need to reassure about food values
Processed
vs
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Food vs Nutrients?
Rediscovery Discoveryvs
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Specific vs general nutrition information?
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Many consumers want some choice editing and simple guidance
• For general ‘healthy eating’, many people seek broad, directional guidance, with minimal involvement, across brands they regularly buy
• GDA and Traffic lights not yet fulfilling this - but may evolve towards this
• Other simpler systems may emerge
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Retailer nutritional rating - US
• Hannaford is chain of 160 supermarkets in N.E. USA, owned by Delhaize
• Introduced Guiding Star ratings across 25,000 lines - including manufacturer brands
• Only on products that are a significant source of nutrients - i.e. not bottled waters, coffee
• 7,000 of those that meet nutritional criteria receive 1 - 3 stars; some receive no stars
• Rating based on nutrient density (nutrition per 100 calories) and balance of credit and debit factors (e.g. fibre, salt, etc.)
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The Hannaford system aims to make it easier to find healthier products quickly
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How has Guiding Stars affected consumer behaviour?
• System introduced in September 2006
• Significant impact on sales of packaged foods
– ‘Starred’ products grew at over twice the rate of non-starred products
– Starred cereals and yogurts grew 3 times faster
– Starred meat and poultry grew 2 1/2 times faster
• Less obvious impact in product, seafood and bakery - as people assumed these were healthy anyway
‘Consumers are paying more attention to the Hannaford system than to manufacturers’
health claims” Nielsen
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Which consumer groups?
• Most interest from
– Families with younger children
– Older people with specific health issues
– People in 30’s, 40’s and 50’s trying to maintain a higher standard of health
“Over time, there will be a higher proportion of starred foods - customers are looking
for this type of food Caren Epstein, Hannaford
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Widespread nutritional labeling won’t reduce opportunities for specific superfoods
• But it will force superfoods to comply with basic nutrition standards
– e.g. added sugar
– additives
• Superfoods will need strong brands and credible stories to stand out from the ‘background noise’ of nutrition messages
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Telling a healthy story
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Brands people believe in
story inspiring
liked
important
trusted
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Telling a good story on health
Benefits, not ingredients
Consumers are looking to what’s in it for them healthwise, not just more information about ingredients.
Credible and convincing
Consumers are sceptical about the health claims being made. Consumers do not feel they have all the evidence to make the right decisions, too many doubts are being raised.
Natural and authentic
Simple and transparent
Brands find it hard to be simple. There is a real need to overcome complexity of messaging,stating more of the honest facts, being direct and to the point, being true re. information about ingredients.
Human and passionate
Taste rules
Sustainable
360 degree communication
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Insight:
Consumers are looking at what’s in it for them health-wise, not just more information about ingredients
Benefits, not ingredients
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Benefits, not justingredients
Outcomes, not ingredientsBenefits, not just ingredients
• People are looking for benefits and outcomes, not just information
• What’s in it for me?
– One of my 5 a day?
– Energy?
– Good for my digestive system?
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Benefits, not just ingredients
• Expression of the benefit demonstrates an understanding of the specific needs of a consumer segment
Benefits, not just ingredients
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Insight:
People are sceptical about the health claims being made. Many doubts are being raised by new measures being introduced
Credible and convincing
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• Increased use of nutritional information presents a backdrop to specific claims
• Currently many areas of apparent conflict
What does it all mean?
Credible and convincing
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Simple, compelling information
Credible and convincing
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Insight:
Natural is still best. If you are 100% natural, then you can’t get better. Nature is still the holy grail
Natural and authentic
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Natural & authentic
• People are looking for naturalness and authenticity of ingredients to deliver the benefits being claimed
• Fruit, vegetables and basic grains have a head start here
Natural and authentic
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Natural & authentic
• A credible story, connecting ingredient cultivation with simple processing, presents an appealing backdrop to specific health messages
Natural and authentic
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Natural & more natural
Natural and authentic
• What is natural?
• New /more authentic’ qualifiers
– Wild
– Artisan
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Insight:
Brands find it hard to be simple. There is a real need to overcome complexity of messaging, stating more of
the honest facts, being direct and to the point, being true
Simple andtransparent
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• Unambiguous messages
• Specific amounts
• Clear language
• Facts, not waffle
Simple, real language
Simple and transparent
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• In stories relating to health, truth is even more important
• Half truths are interpreted as lies
• Honesty inspires trust
Truth in spirit as well as literally
Simple and transparent
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Insight:
Big brands find it hard to show a softer side. The little brands shine through. They talk to people, not consumers, they tell a story, they
revel in their philosophy, they engage the heart and mind
Human and passionate
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Making it personal and passionate
• Real people
• Personal and committed
• Enthusiastic and positive
Human and passionate
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Humanising facts and knowledge
• Humanising information…
-’did you knows’
- introduction of facts and knowledge to link to benefits.
• Using back of pack to engage people
Human and passionate
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Insight:
Taste is still everything. We all want all the health we can get, as tastily as possible. When everything is healthier, and more natural,
taste will be the differentiator
Taste rules
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Taste is everything
• Great taste is key to stimulating trial, once superfoods hit the mainstream
• Taste expectations enhanced by language, tone of voice, by reference to product provenance
Taste rules
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• On shelf appearance is crucial for all functional foods aimed the majority of consumers
Looking good helps a lot
Taste rules
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Seasonality and freshness supports taste and healthiness
• Greater taste emphasis and freshness associations gained by linking with seasons and outdoors
• Freshness is an automatic transporter to wellbeing and natural goodness
Taste rules
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Insight:
Consumers are connecting health with sustainability. Actions in one areas have a halo effect. Claims in one area raise expectations in the other
Sustainable
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It’s a broader agenda now…
Sustainable
• Food brands that are visibly addressing the broader sustainability agenda are assumed to be healthier
– Supply chain and provenance are important aspects
– Packaging is a symbolic indicator
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The halo effect
Sustainable
• Healthier brands will increasingly be expected to address broader sustainability issues
– Especially where there are issues related to ‘exotic’ ingredients
– Expecially where there are issues related to honesty and transparency of claims
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Insight:
Integrating your health principles and philosophies across all touchpoints of the brand is key to success.
A 360 approach to
healthy communicatio
n
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New use for back of pack - leading to website
• Refreshing use of back of pack to convey health philosophies and benefits through stories
360 communications
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Involving consumers in the brand
• Engaging people in health communication
• Encouraging 2-way communication
360 communications
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Communication implications - summary
Talk single benefits
Whole story, not
half stories
Be as natural as possible
Simple, direct
language
Benefits, not ingredientsConsumers are looking to what’s in it for them healthwise, not just more information about ingredients.
Credible andconvincing
Consumers are sceptical about the health claims being made. Consumers do not feel they have all the evidence to make the right decisions, too many doubts are being raised.
Natural and authenticNatural is still best. If you are 100% natural, then you can’t get better. Nature is still the holy grail.
Simple and transparent
Brands find it hard to be simple. There is a real need to overcome complexity of messaging,
Insights CommsNeeds
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Insights Comms
Communication implications - summary
Human and real tone
Lookgreat
Integratesustainability
as part of your story
Live your health storyacross all
touchpoints
Taste is still everything. We all want all the health we can get, as tastily as possible.
Brands need to integrate their health messaging, with all their sustainable efforts. Brands which are better are expected to be a bit more forward thinking and sustainable in their approaches
Integrating your health principles and philosophies across all touchpoints of the brand is key to success. As consumers develop stronger relationships with your brand, you need to be firing across all touchpoints.
Sustainable
Big brands find it hard to show a softer side. The little brands shine through. They talk to people, not consumers, they engage the heart and the mind
360 communication
Taste rules
Human and passionate
Needs
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What about the future?
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The way ahead?
Eat food.
Not too much.
Mostly plants.
Michael Pollan: Omnivores Dilemma