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Is healthy food a fad?

Food & diet perceptions

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Q3

2009

Q3

2014

72%65%

60%54%

41%36%

I am

hea

I hav

I eat

vege

I conto b

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Its the economy, stupid!

I usually choose the

cheapest products +9%

I look for thelowest possible

prices when I go

shopping+6%

In my home w

spend a lot of

money on foo

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Evolution of SocioEconomic profile of the Budget Shoppers segment

Even the richest are on a budget

0%

20%

40%

60%

80%

100%

2009 2014

+3%

+5%

+1%

-9%

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Brand repertoirHeavy brand repertoire (ma

2009

14%

2

A new badge of honour

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Unhealthy diets, but no healthy remorse

Q3

2009

Q3

2014

51%49%

48%47%

41%

36%I co

be v

I sh

mor

my

I liketo fo

goo

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Are we honest with ourselves?

0%

20%

40%

60%

80%

100%

75%Think they have to

be careful with

what they eat

67%of the obese or

overweight

population believ

their eating habit

are good for

their health

57%are obese or

overweight

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Changing priorities

I look after my

appearance,

my image -7%

Its important to

keep young looking -6%

I do some form of

sport or exercise at

least once a week-7%

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It is more about unhappiness than cash

Two million more un

Income

I consider my diet to be healthy

Relative contribution of the drivers

Im happy

with my life

as it is

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An emotional rather than rational mechanism

Income

I like to treat myself with foods that

are not good for me

Relative contribution of the drivers

I worry a lot

About myself

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A typically British mechanism

Great Britain

Happy with life -5

Im perfectly happy with my standard of living -9

Health attitudes

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A typically British mechanism

France

Happy with life - 4

Coping on present income +8

Health attitudes /

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A typically British mechanism

Germany

Happy with life +8

Im perfectly happy with my standard of living +7

Health attitudes /

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A typically British mechanism

Spain

Happy with life -3

Im perfectly happy with my standard of living

Health attitudes

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Farewell War Children, Hello Boomers

50% 318% 3

29% 4

8% 1

14% 8

47% 3

I don't normally eat between meals

I like to eat take-away meals

I like to treat myself to foods that are not good for me

I often eat snacks on the move rather than a proper meal

I consider my diet to be very healthy

I always make sure I eat my 5-a-day

War Children Bo

Age is the mos t powerfu l dr iver of heal thy food at

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, Hello BoomersFarewell War Children

Number of War Children 2009

10.3m

Number of War Ch

7.4m

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, Hello BoomersFarewell War Children

War children B

I use diet food and drink products 16% 11% 20%

I don't normally eat between meals 57% 50% 40%

I wouldn't let my children eat junk food 31% 25% 28%

I will pay more for foods that

don't contain artificial additives48% 35% 44%

I think fast food is all junk 45% 32% 37%I think fast food is all junk 45% 32% 37%

War children B

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Fast food Junk food

38

0

5

10

15

20

25

30

35

40

2009 2010 2011 2012 2013

I think fast food is all junk

23% Eat fastfood and

consider diet

healthy

29% Eat fastfood and

consider diet

healthy

Fast food now more acceptable

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Label reading

Mobile formats

Calories counting

Diet version

Concrete immediate food product implications

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Breakfast 24%

Lunch 55%

Dinner 26%

Mobile formats

*7 country avg. Urban China, France, Urban Russia, Germany, USA, Spain, UK

Eating at least one meal

out (Mon-Fri %)*

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Aspirationto healthy

Snackingin-between

Relationshipwith jun

Ethical

Premiumfood

Potential emotional boomerang effect

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to

t

d

pr

tos

so

n

fa

di

s

e

pr

to climb

to buy

desert

rule

precious

to attack

speed

softness

birth

nudity

fashion

red

disorder

soldier

eternal

property

effort

fault

cowardice

party

harmony

hate

sun

maze

to console

voluptuous

fire

magic

peak

refined

sacred

original

emotion

adventurer

capitalism

tenderness

Very

Negative

-3 -2 -1 0 +1 +

Subconscious Stimuli: emotional response to words

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How might other brands compete with Tropicana?

TGI analysis of Tropicana

customer psychology shows

some hero psychology

1. Analysis of Tropicanaconsumer

archetypal psychology2. Strategic Storytype 3. Define the r

Must resolve the needs of the hero

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