Jon Woolven, Strategy and Innovation...

transcript

Jon Woolven, Strategy and Innovation Director

My agenda

• Who am I to talk about this?

• Our latest shopper research

• Some international best practice

IGD is a research and training charity that helps the food and grocery industry deliver the needs of the public

Our 900+ members include…

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http://static3.thedrum.com/uploads/drum_basic_article/95119/main_images/Diageo_logo_0.jpg

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.reed.co.uk/jobs/fresca-group/p9699&ei=YJ4mVfKwGoXdaqOXgOAC&bvm=bv.90491159,d.d2s&psig=AFQjCNETiX4CEQNbc_qp0MoCewK3qajo0Q&ust=1428680670710372

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http://www.mondelezinternational.com/

http://develop.madeyoulook.co.uk/yoplait/index.php

http://www.alliedbakeries.co.uk/

Our aim is to help equip the food and grocery industry to deliver a secure and

sustainable future

Our heritage on health includes …

Reformulation guidelines

Communicating on portion size

Defining Wholegrain

5 a day portions in composite foods

GDAs on back of pack

Sustainable diets

Our current healthy eating programme

1. Research on how to help and inspire more people to use nutrition labels more of the time

2. A large scale experiment of healthy eating interventions in the workplace

3. Helping smaller companies with reformulation

Supported by our shopper research team

The business case for encouraging health

Ethical behaviour builds loyalty Healthy shoppers come back!

But should retailers set out to influence food choice?

73%

22%

5%

Most shoppers take responsibility for their own diet It is essentially up to me to follow a healthy balanced diet

Base: All main grocery shoppers, Aug 14 – 16th 2015

AGREE DISAGREE NEITHER

37%

28%

35%

But it’s impossible not to influence! I go in-store aiming to buy healthy products but am tempted to buy

treats and less healthy products

4%

39%

40%

12% 5%

Few of us have reached the pinnacle of healthy eating!

It’s rare for me to eat unhealthy foods

I usually eat healthily but with less healthy treats sometimes

I eat reasonably healthily but regularly have less healthy treats

I only eat healthy foods now and again

I’m not interested in a healthy diet

Which of the following statements most closely reflects your attitude to eating?

My diet isn’t as healthy as it could be but it’s healthy enough

59%

15%

26%

But our motivation to change isn’t very strong

56%

9%

35%

And we’re confused and sceptical Advice on nutrition keeps changing so I’m not confident it’s correct

38%

24%

38%

The jury is divided on choice editing I wish some unhealthy products were withdrawn from food stores

Permission to reformulate … with a caveat

70% 4%

26%

I’m happy for food companies to change the recipe of products to make them healthier, provided they’re still as tasty

So … should retailers influence food choice?

They have shopper permission within certain boundaries

Ways to influence choice

Pricing and promotions

Display Range Layout

Information

Nutrition labels

3 things we know

• Used by a minority and when we’re unsure

• Comprehension good

• Various barriers limit usage

3 things we want to understand better

• Role within the whole thinking process

• Importance of trust

• How to overcome the barriers

Global innovations

Healthy merchandising – Philippines

Instore dietitians at Loblaw, Canada

Multifaceted campaign at Centra Stores, Ireland

Carrefour and Nestlé's House of Nutrition – Brazil

Healthy shopping cart – Walmart, Costa Rica

Strategic alliance in Spain

Is this the future?

Jon Woolven, Strategy and Innovation...

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