Presenting superfoods: getting over the message about health and nutrition December 2007.

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

© Dragon 1 Craven Hill London W2 3EN +44 (0)20 7262 4488 3

Healthy eating has been through a series of one-dimensional themes

Low calorie

Low fat

Low carb

High fibre High fibre

Omegas


..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


M&S’s campaign connecting these pillars made sense to people


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


What do consumers want and needfrom information about the health properties of

foods?


• 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


• 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


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


Food vs Nutrients?

Rediscovery Discoveryvs


Specific vs general nutrition information?


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


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.)


The Hannaford system aims to make it easier to find healthier products quickly


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


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


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


Telling a healthy story


Brands people believe in

story inspiring

liked

important

trusted


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


Insight:

Consumers are looking at what’s in it for them health-wise, not just more information about ingredients

Benefits, not ingredients


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?


Benefits, not just ingredients

• Expression of the benefit demonstrates an understanding of the specific needs of a consumer segment

Benefits, not just ingredients


Insight:

People are sceptical about the health claims being made. Many doubts are being raised by new measures being introduced



• Increased use of nutritional information presents a backdrop to specific claims

• Currently many areas of apparent conflict

What does it all mean?



Simple, compelling information



Insight:

Natural is still best. If you are 100% natural, then you can’t get better. Nature is still the holy grail



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 & authentic

• A credible story, connecting ingredient cultivation with simple processing, presents an appealing backdrop to specific health messages


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are needed to see this picture.


Natural & more natural


• What is natural?

• New /more authentic’ qualifiers

– Wild

– Artisan


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


• Unambiguous messages

• Specific amounts

• Clear language

• Facts, not waffle

Simple, real language



• 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



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



Making it personal and passionate

• Real people

• Personal and committed

• Enthusiastic and positive



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



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


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


• On shelf appearance is crucial for all functional foods aimed the majority of consumers

Looking good helps a lot

Taste rules


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


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


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


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


Insight:

Integrating your health principles and philosophies across all touchpoints of the brand is key to success.

A 360 approach to

healthy communicatio

n


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


Involving consumers in the brand

• Engaging people in health communication

• Encouraging 2-way communication

360 communications


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.


Brands find it hard to be simple. There is a real need to overcome complexity of messaging,

Insights CommsNeeds


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


Needs


What about the future?


The way ahead?

Eat food.

Not too much.

Mostly plants.

Michael Pollan: Omnivores Dilemma

Thank you

Dorothy Mackenzie [email protected]

Telephone +44 (0)20 7262 4488 www.dragonbrands.com

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Presenting superfoods: getting over the message about health and nutrition December 2007.

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