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2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Tapping Into the Total Market’s Healthy Living Movement:
Leveraging Similarities and Nuances
HISPANIC RETAIL 360 Summit Thursday, August 14, 2014
2014 Wellness Brand Awards
GfK MRI
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
GfK MRI
Total Market Approach Consensus Definition
A marketing approach followed by corporations with their trusted internal and external partners which proactively
integrates diverse segment considerations. This is done from inception, through the entire strategic process and execution,
with the goal of enhancing value and growth effectiveness.
In marketing communications this could lead to either one fully integrated cross-cultural approach, individual segment
approaches, or both in many cases, but always aligned under one overarching strategy.
2
GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
3
Consistent with industry facts, since 2011, consumers are migrating out of Savvy Indulgents, into the Busy Strivers or Fit & Holistic. This represents many
opportunities for marketers and brand managers that may be hesitant to make healthy "tweaks" to their products or messaging.
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Factors Driving “Health” Consciousness & Higher Discernment for Products & Retailers
The Total Market demands Healthier products
Organic food sales grew 12% in 2013
Gluten-Free sales projected to jump from $1.3B in 2011 to $1.7B by 2015
Consumers’ want fresh, fast and healthy food and are avoiding a growing number of things which is driving new product & flavor innovation 4
From trans fats to gluten free
Artificial flavors, dyes and additives increasingly perceived as unhealthy
Clean label trend presents a significant fast-growing opportunity segment4
Government is pressuring companies to change at a faster pace
4
1. April 30, 2014 warning labels were put on hold until California has a new state budget 2. Organic Trade Association 3. Euromonitor International 4. "U.S. Market for Flavors," July 2014 Packaged Facts report MarketResearch.com
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
5
Best-In-Class Are Reaping Rewards Proactively
Aims to increase sales from “Good for You” portfolio to $30B annual sales by 2020 coming from $10B in 2010
Expanding its healthy-eating commitment by offering fruit and vegetables options as part of its meal deals and marketing healthier alternatives
Reformulating thousands of packaged food items by 2015 to lower sodium and added sugars
Gable, Lisa. "Of Waistlines And Bottom Lines." Dairy Foods 115.4 (2014): 90. Vizard, S. (2013). McDonald's vows to ramp up marketing of healthy options. Marketing Week (Online Edition), 5."Walmart Aims To Make Healthy Food More Accessible." Mmr 29.1 (2012): 29; Agnese, J. Industry Surveys: Foods & Nonalcoholic Beverages. S&P Capital IQ, McGraw Hill Financial. Brown, Abram. "All Hail The King: Burger King Quarterly Profit Jumps 60%." Forbes.Com (2012): 5.
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Food & Beverage Pacesetters Have Driven Innovation with Whole Grains, Natural, Real, & Organic Ingredients
6%
10%
31%
31%
37%
14%
22%
36%
39%
42%
Real vegetables, vegetable healthbenefits
Enriched with vitamins/calcium
Real Fruit, fruit health benefits
more natural/organic
Added/high fiber, whole/multi-grian,good source of fiber
Food and beverage Pacesetters Share of New Foods with Particular Ingredients
2013 2012
6
FOOD AND BEVERAGE Reap sizable year-one sales with healthy ingredients. (2014). MMR, 31(7), 58.
IRI Market Advantage™, new products that completed their first year in calendar year 2013
↑5 pts.
↑8 pts.
↑5 pts.
↑12 pts.
↑8 pts.
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
GfK MRI 7
A New Powerful Tool Guiding ‘Healthier’ Brand Strategies
‘Bad Behavior’ Diseases
Diabetes II
High Cholesterol HBP
Obesity
Healthy-Unhealthy Lifestyle Choices
Attitudes &
Behaviors
Over 50% of all health related diseases/conditions are caused by diseases/conditions correlated with personal lifestyle choices
SSG modeled hundreds of healthy to unhealthy attitudes, behaviors that determine lifestyle choices leading to 4 major preventable chronic diseases and how these link
with the key causes of death in America.
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
SSG Wellness ScoreTM powered by GfK MRI An Overlay Segmentation with Turnkey Applications
SSG Wellness Spectrum assigns each individual with a Wellness Score. This ‘FICO-like’ score is individually based on specific wellness attitudes & behaviors.
The individual Wellness Spectrum scores can be aggregated by brand, class of trade, channel, category, generational level, ethnicity, race, etc.
The Wellness Scores aids marketers to understand their buyers through wellness patterns, barriers, and engagement drivers to focus growth strategies on the appropriate level of wellness receptivity.
8
300 400 500 600 700 800 850
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Wellness Personas Consumers Migrating from Savvy Indulgents to Busy
Strivers and Fit & Holistic
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Fit & Holistic live by the motto: “You are what you
eat and wear.” They understand and
incorporate healthy lifestyle choices. They
shop with the environment in mind,
purchasing organic food products and listen to the
doctor.
Busy Strivers make a great effort to balance their busy lives, yet are more driven
by convenience rather than health. They might try to sneak in a Pilates work out to shed some
excess pounds. They like to have semi-prepared foods, that require little
additional work.
Savvy-Indulgents are cost-conscious individuals who do not care to cook. You probably won’t find
these individuals at a gym but may catch them
playing some soccer with friends. They are hunters
in games, actions and mindsets and will not compromise taste for
wellness sakes.
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
46
108
208
Always Check Nutritional Content Before I Buy
9
125
272
Eat a healthy breakfast every day
73
109
149
Happy with My Weight
56
112
183 Look for New Ways to Live a
Healthier Lifestyle
Wellness Minded Consumers Over-index in Healthy Lifestyle, Attitudes & Decisions
10
.
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+ Health Attitudes: Agree Strongly; Buying Styles: Agree Mostly.
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
75
113 137
Regular Dr. Visits
82 105
133 Walking
56
102
200 Yoga
84 106
128
Cycling
. .
. .
Wellness Minded Consumers Over-index in Healthy Behaviors
11
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+ Sports- How Often Engaged In: Participated in Last 12 months; Health Attitudes : Agree Strongly.
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
58
112
179 High Fiber
58
113
176 Low Sodium
62
116
162 Low Fat
63
113
166 Sugar Free
.
.
Wellness Minded Consumers Over-index in Healthy Food Choices
12
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+ Diet control/eating habits: Buy food labeled as:
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
108 100 81
Microwavable Dinners
89 104
120
Green Products
79 108
134
Vitamin & Dietary Supplements
115 94
76
Energy Drinks
.
.
Healthier Segments Over-Index In Healthier Categories
13
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+; Bought in Last 6 months:
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
Wellness Scores Allow For Geographic To Individual-level Classification For 1-to-1 Personalization
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Fit & Holistic
Busy Strivers
Savvy Indulgents
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Market to Market. Survey of the American Consumer
Wellness Scores can be identified for any group of Adults in the U.S. to enrich internal client databases or targetable email/mobile prospect lists through BigData vendors like Axciom, etc.
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
Healthier Consumers Choose Different Retailers Depending On Ethnicity
AFRICAN AMERICAN MILLENNIAL
HISPANIC WHITE NH
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ 15
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Healthier Segments Have Exponential Influencer Value
Healthier segments are more likely to be
Early Adopters & Trendsetters
Highly Influential among peers
Willing to experiment new products
16
-16
8
22
Savvy Indulgents
Busy Strivers
Fit & Holistic-15
5
26
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Total 18+
GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
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GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Among Breakfast Sub-Categories
Incidence is Inversely Related To Growth Wellness is Directly Correlated With Growth
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Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Breakfast Brands Cover the Spectrum of Wellness
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Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+
We
lln
ess
Sco
re o
f Bra
nd
Bu
yers
Breakfast Brands Ranking Lo to Hi
Each Circle represents a Breakfast Brand
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
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18% of Breakfast CPG Brands Have >-2% Growth & >110 Wellness Score Among Hispanics, Yet Only 6% Among WNH
-40%
-20%
0%
20%
40%
60%
80%
50 70 90 110 130 150
Hispanics: Wellness vs. Growth In Breakfast Category
-40%
-20%
0%
20%
40%
60%
80%
50 70 90 110 130 150
WNH: Wellness vs. Growth In Breakfast Category
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
50% 46% 41%
59% 64% 70%
SavvyIndulgents
Busy Strivers Fit & Holistic
WNH Frozen Breakfast Yogurt
49% 51% 46%
61% 66% 70%
SavvyIndulgents
Busy Strivers Fit & Holistic
HISP Frozen Breakfast Yogurt
53% 52% 47% 58% 62% 67%
SavvyIndulgents
Busy Strivers Fit & Holistic
Millennial
56% 56% 49%
40% 47% 47%
SavvyIndulgents
Busy Strivers Fit & Holistic
AA
Yogurt Purchase Incidence Driven by Fit & Holistic Frozen Breakfasts Driven by Savvy Indulgents
x x
x x x x
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ 21
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
GfK MRI
1%
18%
-17%
-5%
2%
-2%
-7%
-4%
-10%
0%
16%
8%
-35%
-2%
-62%
MILL Fit & Holistic
MILL Busy Strive
MILL S&I
A/O Fit & Holistic
A/O Busy Strive
A/O S&I
BNH Fit & Holistic
BNH Busy Strive
BNH S&I
H Fit & Holistic
H Busy Strive
H S&I
WNH Fit & Holistic
WNH Busy Strive
WNH S&I
Dannon Activia: Share of Volumized Growth 2012-2013
Busy W Strivers Consistently Driving Growth in 2 Brands Facing Growth Challenges
24%
20%
18%
0%
2%
5%
10%
16%
-8%
-6%
34%
-6%
39%
-12%
25%
MILL Fit & Holistic
MILL Busy Strive
MILL S&I
A/O Fit & Holistic
A/O Busy Strive
A/O S&I
BNH Fit & Holistic
BNH Busy Strive
BNH S&I
H Fit & Holistic
H Busy Strive
H S&I
WNH Fit & Holistic
WNH Busy Strive
WNH S&I
Oatmeal Crisp w/raisins: Share of Volumized Growth 2012-2013
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ 22
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
GfK MRI
22%
20%
13% 7%
8%
5%
7%
7% 5%
2% 2% 2%
19%
29% 26%
12%
8%
4% 2%
23
Activia’s New Growth is coming from Busy Strivers and OCR’s Growth Is Coming Equally from Busy Strivers & Fit & Holistic
26%
23% 16%
7%
9%
5% 3%
4%
2% 2% 2% 1%
31%
61%
8%
Share of Base
Share of Growth Segments
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+; Household Products- Used in Last 6 months
Millennials make up 30% of Dannon buyer base and 27% of Oatmeal Crisp
Millennials make up 100% of Dannon growth segments and 58% of Oatmeal Crisp w/ Raisins
Busy Strivers & Savvy Indulgents Generate about 3 in 4 of Both Brands Base Volume
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
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‘New Growth’ Personas vs. ‘Base Personas’ for Activia and Oatmeal Raisin Crisp
Current Base
New Growth • Driven by convenience • Enjoy unwinding activities
like yoga & cycling • Busy consumers • Mostly Hispanic consumers:
evenly split b/w English & Spanish dominance
• Hyper-connected & 100% Millennial
• Health driven consumer • Environmentally considerate • Majority of Hispanic
consumers exhibit Spanish dominance
• 6 in 10 are Millennial
• Physically Fit and Confident • Loves Organic and Green
Products • Loves Adventure
• Not secure in physical appearance
• Busy, but seek balance • Semi-prepared foods often
preferred
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Consumer Decision Journey
25
Loyalty Loop INITIAL
CONSIDERATION SET
MOMENT OF
PURCHASE
Active Evaluation, adding & eliminating brands
Post-purchase Experience
1
2
3
4 Trigger
Source: McKinsey Decision Journey
Google’s Zero Moment of Truth
P&G’s 1st Moment of Truth
P&G’s 2nd Moment
of Truth
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
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TV Print Mag Internet Radio
107
117
52
117
137
80
104
109
67
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+
129
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
27
Activia Growth Segments Consistently More Digitally-Inclined vs Oatmeal Crisp
Awareness &
Consideration Trial & Action Loyalty & Advocacy
Objectives
Pa
th to
Pu
rch
ase
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+
SM Deals 157 112
Nav/Map 155 63
Shop/Retail App 161 48
QR/Tag 147 101
Mobile Coupon 161 101
SM VIP 157 112
SM Fave Prods 168 130
Activia OCR
Search 152 67
Text Ad 157 121
SM Res Prod 143 99
Cell Ad 149 101
App 167 68
Res Prod 152 79
Activia OCR Activia OCR
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
1-to-1 Marketing Promos Can Be Properly Aligned with Best Fit Retailers Via Mobile & In-Store Solutions
28
Lo-Mid Tier SuperMkt Health/Natural Stores
Householder Fit & Holistic Busy Strivers Savvy Indulgents
-1%
9% Health/Natural
6% Membership W/H
5% Mass/Discount
3% Hispanic Grocery
2% Convenience
MID-TIER SUPERMARKETS
12% LOW-TIER SUPERMARKETS
RETAILER’S SHOPPER BASE ‘11-’13 CAGR RANKING
BY FORMAT
*CAGR = Compound Annual Growth Rate Source: SSG Longitudinal Analysis of Scarborough USA+ 2011 & 2013 R1
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
29
Take-Aways
Macro Trends Tools Deep Dive
TM Insights Approach:
Wellness Predictability Planning-to-Action
Model
Hunger for Healthier ↑ Growth &
Profits
Breakfast CPG Sub-
Categories, Brands & Retailers
Share of Stomach Wellness Base Segments
Growth Wellness Segments Base & Growth Personas
Channel Selection Personalized Marketing
Path To Purchase
Individual Wellness Score Lifestyle Choices
Behaviors Food Choices Geography Retailers
Key Products Influencers
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
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Drivers • Consumers are becoming more discerning about wellness, demanding more natural, recognizable ingredients
• Best-in-class proactively leading and gaining share and growth momentum from healthy innovation
A data-rich wellness propensity tool can help food manufacturers & retailers to:
• Identify growth opportunities and inform high-value wellness shopper
segments in a Total Market approach
• Enhance ROI by better creating promo solutions that work best at right wellness target consumers
• Leverage digital platforms in path to purchase to increase pre-store relevancy motivators to drive traffic up to 1st & 2nd moments of truth
• Build a more dynamic test & learn’ capability
Conclusions
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Wellness Attitudes & Behaviors Can Be A Valuable Growth Tool
The SSG Wellness SpectrumTM powered by GfK MRI sheds light on key planning issues:
Which wellness segments to pursue in TMA
discover customers whose behavior have changed or needs are not being met
strengthen brand identities and develop messages that speak to different healthy outlook consumers
What kind of products to offer
refine a product’s formulation or fine-tune the positioning or develop a new product
How to go-to market effectively
predict what products will consumers of different health outlooks be more persuaded to consider & buy
inform channel selection to optimize the path to purchase for selected targets
Properly designing and executing 1-to-1 wellness-prone promos and experiences in a specific trade areas that respond to specific wellness attitudes & interests
31
Respond to the powerful wellness forces changing how people are increasingly shopping for healthier choices
At an individual level, higher wellness attitudinal & behavioral scores are associated with the purchase of healthier sub-categories and brands experiencing higher growth
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
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TIME FOR YOUR QUESTIONS
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
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Wellness Spectrum Brands Awards Breakfast Category 2014
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+
GfK MRI 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
34
Hispanic Wellness Brands’ Nominees
Doughnuts
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
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Hispanic Wellness Brands Awards Breakfast Category 2014
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
20
14
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2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
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White NH Wellness Brands’ Nominees
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
37
WhiteNH Wellness Brands Awards Breakfast Category 2014
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
20
14
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2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
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African American Wellness Brands’ Nominees
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
39
AA Wellness Brands Awards Breakfast Category 2014
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
20
14
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2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
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Millennial Wellness Brands’ Nominees
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
41
Millennial Wellness Brands Awards Breakfast Category 2014
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
20
14
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2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI
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Total Market Wellness Brands’ Nominees
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
43
Total Market Wellness Brands Awards Breakfast Category 2014
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI
20
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GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
About Santiago Solutions Group
We guide clients using advanced research, projectable opportunity sizings, innovative modeling and predictive analytics. Yet, integrating and distilling rigorous data is just the base to reduce your financial risk.
Leveraging client-side experience and consulting, we arm you with intelligence, ownable insights to purchase, strategic pathways aligned with the highest impact priorities, and effective Total Market roadmaps inclusive of customer journeys.
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SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
About GfK MRI
GfK MRI provides A deeper understanding of the American Consumer: who they are, what they think, and how best to reach them.
GfK MRI data are culled from its Survey of the American Consumer™, the most comprehensive single-source database in the United States. Updated each year from more than 25,000 in-person interviews with adults, the Survey contains unparalleled insights into consumer demographics, media choices, attitudes and lifestyles, along with consumption of approximately 6,000 products in 550 categories.
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212.884.9217
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
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