Jon Woolven, Strategy and Innovation...

© IGD 2015

Jon Woolven, Strategy and Innovation Director

© IGD 2015

My agenda

• Who am I to talk about this?

• Our latest shopper research

• Some international best practice

© IGD 2015

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

© IGD 2015

Our 900+ members include…

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=Eeh5cUrwmEy7JM&tbnid=YaR4KM8gH-7IQM:&ved=0CAgQjRwwAA&url=http://www.fansculture.com/dhl-express&ei=SZ9eUqiAOsqb0AXu4YCYAg&psig=AFQjCNFnHQA-gKZOYnDZvZkgW5ThpI5law&ust=1382019274013392

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=RCJd7smrLXr8HM&tbnid=EDa0PDBB3kdLDM:&ved=0CAgQjRwwAA&url=http://www.wincanton.co.uk/newsroom/images-and-logos/&ei=K59eUpvpH6es0QWHzID4DQ&psig=AFQjCNFAgBUuNmZnAQdts4jQcDiUOdA50A&ust=1382019243637899

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zk3bjOp-W2yl0M&tbnid=-XzctC4v_M_2KM:&ved=0CAUQjRw&url=http://www.freightuk.org/alphabetic.php?category=Transport&ei=xZ9eUr7UFuHF0QX83oGIAg&bvm=bv.54176721,d.d2k&psig=AFQjCNG3-PNPBc-FDOcnHgoCEPMpwdu8Kw&ust=1382019394525484

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=ICZtb4cEcVG6HM&tbnid=gGHcZGPxSwt1_M:&ved=0CAgQjRw&url=http://en.wikipedia.org/wiki/Cott&ei=mrL4UviGPMSN7QaltoAQ&psig=AFQjCNE3Tub7n4DllnROSbn0mC6fW2PAFw&ust=1392116763052027

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=BywpEi4x1zvWNM&tbnid=RLCGbdPLeIxomM:&ved=0CAUQjRw&url=http://www.kitchengoddess.co.uk/profile/rubicon-exotic-juices-drinks/&ei=zLL4Uo_pN5T20gXngYGgCQ&bvm=bv.60983673,d.ZGU&psig=AFQjCNFItPt9PinMyTVcGOjw1Imi1kc7RQ&ust=1392116800398084

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=SVGSnEZJtqgqLM&tbnid=xFsaRvqqD84qeM:&ved=0CAUQjRw&url=http://www.marketwired.com/press-release/merck-consumer-care-presents-the-allergy-relief-house-1829837.htm&ei=3ibzU4eqCc6T0QWOoIGoCQ&bvm=bv.73231344,d.d2k&psig=AFQjCNE4d9luIyaX3s-iKyei5t-wmSsgGQ&ust=1408530522599463

http://policymed.typepad.com/.a/6a00e5520572bb88340176166d3066970c-pi

http://www.mywebpresenters.com/articles/wp-content/uploads/2013/03/red-bull-online-video-case-study.jpg

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

http://upload.wikimedia.org/wikipedia/commons/d/d7/Sainsbury's_Logo.svg

http://www.mondelezinternational.com/

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

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

© IGD 2015

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

sustainable future

© IGD 2015

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

© IGD 2015

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

© IGD 2015

Supported by our shopper research team

© IGD 2015

The business case for encouraging health

Ethical behaviour builds loyalty Healthy shoppers come back!

© IGD 2015

But should retailers set out to influence food choice?

© IGD 2015

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

© IGD 2015

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



© IGD 2015

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?


© IGD 2015

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



© IGD 2015

56%

9%

35%

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



© IGD 2015

38%

24%

38%

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



© IGD 2015

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



© IGD 2015

So … should retailers influence food choice?

They have shopper permission within certain boundaries

© IGD 2015

Ways to influence choice

Pricing and promotions

Display Range Layout

Information

© IGD 2015

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

© IGD 2015

Global innovations

© IGD 2015

Healthy merchandising – Philippines

© IGD 2015

Instore dietitians at Loblaw, Canada

© IGD 2015

Multifaceted campaign at Centra Stores, Ireland

© IGD 2015

Carrefour and Nestlé's House of Nutrition – Brazil

© IGD 2015

Healthy shopping cart – Walmart, Costa Rica

© IGD 2015

Strategic alliance in Spain

© IGD 2015

Is this the future?

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Jon Woolven, Strategy and Innovation...

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