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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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