Navigating the Big Food Labyrinth

NAVIGATING THE BIG FOOD LABYRINTH

THE IMPETUS

NEEDED RESEARCH WITH GREATER DEPTH OF FLAVOR

4600respondents

105foods and eatingoccasions

74attributes

100,000food substitutions

AMUSE BOUCHE

“BIG FOOD”IS THE BOOGIE MAN

IT’S NOT“BIG FOOD”

IT’S JUST FOOD

IT’S NOT ALL INOR ALL OUT

NOT EVERYONE’S “LEAVING” FOR HEALTH

QUALITY CONVENIENCEHEALTH

ENTREE

SO WHO REALLY IS AT THE BIG FOOD TABLE?

EMPTY PANTRIES

GOOD ENOUGH SHORTCUTS

FOODIE HEDONISTS

PREFAB FLAVOR SEEKERS

WELLNESS COMMITTED

HEALTHY ENOUGH

WELLNESS COMMITTED

they are = principled eatersfood = nutrients

quality = clean, natural, wholesomeideal plate = high nutritional value, not processed, fresh

FOODIE HEDONISTS

they are = open experimenters of gourmetfood = multi-sensory pleasure

quality = fresh, natural, how it makes them feelideal plate = delicious, fresh, unique flavors, textures and ingredients

EMPTY PANTRIES

they are = disengaged and habitualizedfood = fuel

quality = basic staple, tasty, good enoughideal plate = simple, appetizing looking, strive for zero effort

HEALTHY ENOUGH

they are = naïve compromisersfood = trade-offs

quality = incrementally healthier, tasty, fits with life/routinesIdeal Plate = tasty and convenient, with BFY cues and signals, affordable

PREFAB FLAVOR SEEKERS

they are = mainstream novelty seekersfood = comfort and fun

quality = taste, taste, taste, how it makes themfeelideal plate = tasty, convenient, popular/exciting flavors and textures

GOOD ENOUGH SHORTCUTS

they are = catch as catch canfood = unavoidable chore

quality = big, convenient, affordable and tastyideal plate = quick and filling, known brands, lifts their mood, wedged into routines

Convenient and Lighter

Cheese singles/slicesPowdered drink mixesInstant coffeeGelatin mix/cupsGranola barsCereal bars

Light yogurtFrozen light entrees for 1Fruit snackDiet soft drinksPackaged white breadDried meat/jerky

Baked/popped chipsPretzelsPita chipsOrganic peanut butterReduced fat cheeseBottled tea

THERE ARE SIX FOOD CLUSTERS, EACH WITH ITS OWN DISTINCT PROFILE

Healthy and Nutritious

Plain cerealsWholesome cerealsConv. dairy milkPlant-based beveragesConv. chickenConv. beefFrozen vegetarian foodsOatmealGranola/muesliProbiotic yogurtOrganic cheeseCottage cheeseEggsFishShrimp/shellfishH/AB free/Organic chickenH/AB free/Organic beefPorkBrown riceDeli meatsHummusAlmond, cashew butterSeedsOrganic corn tortilla chipsHomemade meals, spaghetti sauce, soups

Convenient and Healthy

Jars/packs of nutsRegular yogurtEnergy/nutrition barsDried fruitGreek yogurtOrganic yogurtRefrig. smoothie drinksPackaged whole grain bread

Bulk nutsPackaged trail mixString cheeseReduced fat peanut butterCanned tunaWhole grain crackersMultigrain tortilla chips

Light and Simple

Ketchup (reg and org)Yellow mustardGround coffee in a canFresh produce (reg and org)Regular bottled waterInstant white rice

Fresh coffee beansSpecialty coffee shop beveragesFrozen producePlain/Flavored sparkling waterGourmet mustardsTap waterTeaHomemade smoothies

Highly Processed

Lunch meatsLunchablesHot dogsMacaroni and cheese Jarred spaghetti sauceSweetened cerealsChicken nuggetsCanned pastaFrozen breakfast entreesFrozen wafflesFrozen entrees for 1Toaster pastriesCanned soupsPlain crackersCheese/flavored crackersSandwich crackersOther fast food breakfastChicken sausagesDry pasta/noodles

Sensory and Indulgent

Regular soft drinksPotato chipsCorn tortilla chipsFlavored chipsPackaged cookiesRegular peanut butterCandy barsRegular cream cheesePudding mixes/cupsMayonnaise/salad dressingBlock cheeseHomemade cookiesBaconSausageBratwurst/Italian sausagePastries, muffins, etc.Ice cream or gelatoMicrowave popcornVeggie and bean chipsSports drinksFrozen pizza

The 56 Big Foods in each cluster are in RED

HEALTHIER LESS HEALTHY

Convenient/SimpleClean, Pure

HealthyLight

HealthyClean, Pure

Hearty, Dense Nutrition

Good On-the-GoConvenient/Simple

HealthyExpensive

Hearty, Dense Nutrition

Good On-the-GoLight

Sensory Eating ExperienceMood Enhancing

NOT HealthyNOT Light

NOT Clean, Pure

SWITCHING DATA SHOW A COMPLEX PATTERN OF BEHAVIORS FROM AND TO THE DIFFERENT CLUSTERS.

Healthy and Nutritious29%

Sensory and Indulgent15%

Light and Simple21%

Conv. and Healthy17%

Highly Processed 8%

Conv. and Lighter11%

2X SWITCHING TO

2X SWITCHING TO

4X SWITCHING FROM

EVEN EXCHANGE - STABLE

3X SWITCHING TO

2X SWITCHING FROM

% OF ALL SWITCHES TO:

THERE’S A VARYING DEGREE (AND DIRECTION) OF MOMENTUM ACROSS PRODUCT CATEGORIES

47 47 45 44 44 4336 35 32 30 30 27 26 25 21 17 17

46 47 4942

4842 55 56

51 56 61 6157

65 70 76 73

7 6 714

815

9 918 13 9 11

1710 9 7 10

Dry gelatin or refrig gelatin

cups

Dry pudding mixes or

pudding cups

Melting cheese

Instant coffee Meat, cheese, and

cracker packs

Powdered drink mixes you add to

water

Regular mac and cheese

Hot dogs Ground coffee in a

can

Packaged lunch

meats/cold cuts

Regular cream cheese

Cheese slices and singles

Jars, cans, or packs of nuts

Regular jarred

spaghetti sauce

Mayonnaise or salad dressing

Ketchup (not organic)

Yellow mustard

No Longer Eating or Eating Less No Change Started Eating or Eating More

Sample:Amongcurrentusersanduserswhohaveleftafoodcategoryinthepast2years.

NETWORK ANALYSIS GOES ONE LEVEL DEEPER TO REVEAL FURTHER COMPLEXITY BEHIND PEOPLE’S CHANGING BEHAVIORS.

HEALTHY & NUTRITIOUSLIGHT & SIMPLE

CONVENIENT & HEALTHYHIGHLY PROCESSED

SENSORY & INDULGENTCONVENIENT & LIGHTER

A CLOSER CATEGORY LOOK: MACARONI & CHEESE

A CLOSER CATEGORY LOOK: SWEETENED CEREALS

A CLOSER CATEGORY LOOK: NUTS

DIGESTIFS

AS A COMPANY,

PLAY TO THE “SPECTRUM”

THE TALE OF TWO FOODIES

FOODIE HEDONISTS PREFAB FLAVOR SEEKERS

HEALTHY IS IN THE EYE OF THE BEHOLDER

WELLNESS COMMITTED HEALTHY ENOUGH

IS THERE A PILL FOR THIS?

EMPTY PANTRIES GOOD ENOUGH SHORTCUTS

AS BRANDS,

RESOLVE THE TENSION BETWEEN THE FOOD AND ITS ROLE

LIFT THEIR MOOD AS A COMFORTING, QUICK ANYTIME MEAL

KEEP THEM IN THE FAMILY WITH TASTE, VARIETY AND CLEANER FOOD

SATISFY A CRAVING WITH A BALANCED EATING EXPERIENCE

BECOME A MODERN RITUAL = PERMISSIBLE DELIGHT

THANK YOU