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W W W . P R S R E S E A R C H . C O M
MOTIVATING SHOPPERS VIA HEALTHY MESSAGING
Prepared for:
Food Matters Live
ExCeL
London
Prepared by:
Grant Montague
Vice President
London
November 2014
HEALTHIER PACKAGING
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Presentation Outline M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
Introduction to PRS
Packaging: Fundamental Truth
Considerations for Healthy Packaging
Shopper Behaviour
Claim Guidelines
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A BRIEF INTRODUCTION TO PRS
Global provider of
Shopper Research
Scope of work
Founded in 1972
Currently employ 200+ people in
the US, London, Geneva, Rome
Singapore, Shanghai, Mexico City
800+ shopper related
projects each year;
evaluating 3,000
packages via an
integrated qualitative &
quantitative process:
Structural design
Changes in identity
Graphic evolution
Shelf ready packaging
Category organisation
P-O-S communication
Product claims screening
Product testing
Shopper Behaviour
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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Our Mission Statement
At PRS, our mission is
to apply consumer research
expertise, technological innovation
and analytical insight that helps
our clients “win at retail”
in the global marketplace.
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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A Fundamental Truth:
The Package is the Product…
They are intrinsically tied to
one another
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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A Fundamental Truth:
The Package is the Product…
Creates Product Differentiation
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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A Fundamental Truth:
The Package is the Product…
Packaging Drives Sales
“Products are created in factories...brands are created in the mind” – Walter Landor
Packaging is an Investment not an Expense
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What is health messaging?
Consumer understanding of “healthy” products is wide reaching
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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Are we making life easy for shoppers?
It is not surprising as consumers are bombarded with an influx of messaging
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
Some perceptions of health advantages are linked to authenticity
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CONSIDERATIONS FOR
HEALTHY PACKAGING
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What Do we Know About Healthy Packaging?
Principles of Effectiveness *
* Similarities to virtually all FMCG products
Disrupt
Engage
Communicate
Convince
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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What matters?….
PRS believes that the framework for packaging success (at the shopping
experience / 1st moment of truth) include
On-shelf performance
(visibility/shop-ability)
Visceral/emotional connection,
POD/benefit communication & value
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
&
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Both are important so that we work across channels
Specialist Channels
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
Mass-Grocery
Converting the
more informed consumer
Where general health claims
can be POD
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Visual Tactics to Celebrate Health Messaging
Health messaging operates across visual, copy and texture codes
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
Asserting the Brand Promise
• Copy claims
Product in Context
• Naturalness, modest in content
Cohesive Packaging Substrates
• Using sustainable / low complexity materials
The Power of Simplicity
• Trading on health claims with minimal visual vibrancy
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SHOPPING BEHAVIOUR
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What decisions are being made at shelf
Do I need it?
(Rationale, tangible, fulfillment, feature or benefit-centric)
Do I want it?
(Price, value, brand uniqueness)
Should I be wanting it?
(Emotional triggers that make you feel good)
And emotional triggers can lead to
satisfaction of the decision
Healthy alternatives are typically driven by rational
messaging
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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Rational Health Claims can engage the shopper
Placement on pack can establish it as
priority or tertiary information for the shopper
55%
72%
76%
86%
59%
10%
28%
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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DESIGNING
FOR SHOPPERS
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There is often a disconnect between
shoppers say and do – General shoppers
typical behaviour is to “grab and go” – with
the front of pack having the best chance to
enable stopping power
Don’t Rely on the Back Panel M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
It is the “health seeker” that is most likely to
read back panels at point of sale
The aim is to be innovative in ensuring intrusive
health/nutritional information lives on packaging
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PRS Eye-Tracking uncovers that the degree of on-pack clutter has a significant
impact on shoppers’ attention to nutritional information.
The more we clutter –
the less engagement with nutritional messaging
8%
5%
35%
72%
28%
50%
59%
42%
14%
44%
40%
12%
11%
83%
63%
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This has clear implications in terms of optimising design
to highlight (or minimize) on-pack nutritional information.
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Shoppers tend to process a maximum of four elements on a package – ensure the right
balance if priority messaging
Prioritize Front Panel Messaging M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
Ensure POD claim are noticed by moving up the viewing hierarchy and allowing
attention through contrast
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To Close Sale, We Need to Highlight the Call-to-Action
58% 31%
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Isolate and Motivate M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
Use colour contrast and design devices to effectively call–out priority messages
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Ensure Reason To Believe by Making Messaging Work Cohesively
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But also Delight Holistically M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
Shoppers can typically process about 4 messages on pack so there is room for
messaging beyond health
Health and taste Health and Naturalness
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Where feasible, leverage natural colour tones to denote health
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Health Reassurance through Naturalness M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
In many categories, specific colour tones intuitively denote naturalness or artificialness
– which can implicitly enhance or undermine perceptions of health.
Using green Rustic, warm tones
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Leverage imagery to invest packaging with a healthy feel.
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Health Reassurance through Naturalness M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
The use of imagery on pack can bolster health credentials through implicit reassurance
of health benefits through suggesting provenance and an ingredients ‘story’ – allaying
expectations of additives or artificial/processed ingredients.
Countryside imagery Cueing an ingredients ‘story’
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Using Consumers to Guide Package Development
• Identify the very targeted individual to where the product is intended to appeal
Speak to those who want to listen…
• But don’t treat it like a mandate Hear their voice…
• Understand how they interactive with packaging, visit their homes
Get up close (and personal!)
• Allow competition and the retail environment to provide context
Be sufficiently grounded…
• Seek ways to capture more visceral/emotional consumer reactions
Allow non-verbal messages to be
conveyed…
M O T I V A T I N G S H O P P E R S V I A H E A L T H I E R M E S S A G I N G
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THANK YOU!
Grant Montague
Vice President
T: +44 207 842 4909
New Bridge Street, London EC4V 6AG
