Omega-3 Qualitative Research - Dragon

8/14/2019 Omega-3 Qualitative Research - Dragon

1/41

What do consumersreally think about omega-

3?Claire Nuttall

19 October 2005


2/41

What will we cover?

Knowledge and awareness

Omega in the bigger nutrition equation

Spontaneous brand knowledge and omega

Knowledge and awareness Omega benefits & needs

Plant versus fish

Consumer belief in omega moving forward

Top 10 Omega insights


3/41

Methodology

Dragon undertook two qualitative research groupsto explore consumer awareness and knowledge ofOmega

2 x 1.5 hour groups 1 x London (BC1C2) 1 x Southampton (C1C2)

All respondents took an active interest in their health andwellbeing

All respondents were aged between 25 - 45 years


4/41


Huge spontaneous awareness

of omega sources and

benefits

fish oil preventsheartdisease

ADHDbraindevelopment

good forcholesterol

1 tsp IQblack currant

fishCod liver oil

sardine

s

salmon

seeds

virgin oil

raw tuna

flax

Greece

Japanese


5/41


Seen as the current big health

theme we are supposed to

listen to

its good for theskin

I get confusedwith the wholething

seems the thing atthe moment

can improveallergies


6/41


7/41

Spontaneous brand knowledge and

omega

Retailers had most

directly associated links with

Omega

Eye Q (Boots)

Holland and Barrett

Efalex (Tesco)


8/41

Benefits of omega

Omega is believed to deliver

many benefits, not just one

good forcholesterol prevents heart

disease

brain development

optimising

nice skin

improvesmemory

good for circulation

preventsblockages

keeps youyoung

good hair

improvesconcentration supple joints


9/41

Needs and omega

Four consumer clusters - each

with their own Omega

priorities

adults elderly Pregnant mumschildren

Needs

immunesystem skin

hair

flexibility

memory

Needs

circulation joints

heart disease

memory

Needs

concentration memory

braindevelopment

Needs

nutrition for thedevelopment ofthe baby


10/41

Benefits of omega

Important: Benefits should be

the focus of communication,

not just the needs

Benefits

boostsimmune system radiant skinand hair

flexibility

improvedmemory

Benefits

improvescirculation flexibility

preventsblockages

memoryretention

Benefits

help

concentrateat school

learn more easily

rememberlessons better

Benefits

help thebabys braindevelop

adults elderly Pregnant mumschildren


11/41

Awareness of omega linked benefits

DHA/EPA

Heard of them

No real understanding Makes you think its better,

but I dont know what it is

Know its a good thing

Complicated and confusing?

Limited & random knowledge

what DHA/EPA means


12/41

Awareness of omega linked benefits

Omega 3, 6 & 9

Heard of 3 and 6, but not of 9

A balanced diet has naturally moreof 6; need to get more of 3 fromsupplements

9: one thats bad for you You are supposed to have 3 and 6

in certain proportions for them towork together

I thought 3 did everything

6 is not as beneficial as 3

The difference between 3,6

and 9 is not clear and causes

confusion not clarification


13/41

Plant versus fish

Both are perfectly natural and

equally good for you

plant

nuts

seeds: flax, sunflower,pumpkin

blackcurrant

primrose oil

mackerel

salmon

tuna - not tinned!

fish liver oil

plants fish


14/41

Acceptable and credible sources

natural foods are more

trusted to contain omega

$ muesli, cereal bars

dairy: milk, yoghurt.Sainsburys milk

oily things fruit juice

I add linseed to mycereal

bread

water (water + oil = badmix)

cakes

fizzy drinks alcohol

bread


15/41

Consumer belief in omega moving

forwardWe stimulated knowledge by showing a series ofavailable examples of omega products available in thesupermarket


16/41


forwardThe sectors we explored included: Dairy foods

General foods

Fish based products Vitamin supplements


17/41


forward We explored a range of omega stimulus with consumers withindifferent product sectors

We also introduced on pack communication & written descriptionsand positionings currently on the market for omega


18/41


forward Other sector stimulus included:


19/41




20/41




21/41

Brands people believe in

inspiring

liked

important

trusted


22/41


Dairy:- St Ivel Advance milk-Yoghurt- Fromage frais- Columbus healthier eggsSupplements

- Vitamin supplements-Tesco omega 3 pure fish

oils

Spreads- Flora margarine- Fortune salmon spread

with crackers- Peanut butter

Like the idea of

using omega as asupplementI

use almost daily

It wouldnt have

occurred to me thatomega-3 was in(peanut butter)!

Liked: Product formats


23/41


Wording: health is yourwealth (Alpro slogan)

Mother Hemp Oil:Naturally rich in fatty

acids St Ivel Advance: May

enhance learning andconcentration

Floras heart healthy

Dixie Diners ClubsBeanut Butter: fresh,

roasted soybeans

Anything

that iskept short

Natural appeals;like to think thatyou are being

healthy

Liked: Language


24/41


The heartshape (Floraand Tesco)

Floramargarine

Fish shapeson the box

Simple graphic aids = good

understanding and

communication

I like the red heart(Flora) more thanthe Tesco heart

Liked: images


25/41


Mother Hemp Oil:the explanation on

the side of thepack

People want to know what

omega is and does

Liked: packaging


26/41

The Tesco Sunflower tub compared to No Salt Flora

Tesco enriched spread: dont and wont buy trans-fattyacids

Do not like no trans fatty acid as dont understand it

Dont like mayhelp

It is important not to raise

questions in peoples minds


Dis-Liked: packaging


27/41


Simple wordingand clear labeling

Easy tounderstand

Naturally rich inomega 3

Columbus eggs:Omega 3 fatshelp to maintaina healthy heartand keep joints

supple

Columbus do it simply and

well

I trust the idea ofhealthy products

(e.g.Columbus eggs)

Im more likelyto buy(ColumbusEggs) becauseof the

statement onthe package

Trust: Language


28/41


Fish basedproducts

Supplements

with omegaSunflower

spread

Simple andnaturalproducts

Oils and Dairy are the most

believable product category to

make Omega claims

Trust: Product format


29/41


Columbushealthiereggs logo

An Informal style of

communication on pack helps

overcome fears

Thehealthiereggs logofeels right

Trust: Packaging


30/41


Milk and eggs

Added omega 3

Semi-skimmedmilk as omega 3healthyalternative

Dairy sector rules for natural

Omega fit

Important: Product format


31/41


Natural

Kids andbrain

developmentConcentratio

n at school

Explainomega 3

Ensure Omega fits consumers

real needs

(that it isnt)

pumped full ofrubbish

Important: Language


32/41


Efalex

St Ivel milk

Nestl

AlproHaliborange

because itexplainsDHA

Easy to integrate, everyday

formats

Important: Brands


33/41


Clear labelling

Large font size for

omega 3

Be simple and bold

Important: Packaging


34/41


Twistie fish

Salmon burgers

Peanut butter

Healthier eggs

Chocolate chunk

(bread)Omega enrichedfresh milk, skimmedand semi-skimmed

Organic

Everyday enjoyable formats

with inherent extra benefits

(Inspired) by how manyproducts have

omega ingredientsin them

Inspiring: Product format


35/41


Columbushealthier eggslogo

Floras red

heart Low-key

labeling of StIvels milk

Haliborange:bright and

cheerful

Look like normal foods in

normal packs

The (St Ivels) label:fairly low-key so

that it sneaks pastthe childrens notice

Inspiring: Packaging


36/41


Marks&Spencer

Naturally More

peanut butter Chocolate chunk

Columbus Eggs

Great realisation that you can

get Omega from delicious

products

Inspiring: Brands


37/41


Haliborange:May helpmaintain

concentrationlevels andhealthy braindevelopment

Easy for mums and kids

(easy health benefit)

Good way ofgetting kids to take

fish oils

Inspiring: Language


38/41

Recommended marketing

conclusions


39/41


40/41

10 Key Omega insights6. Omega does not have a negative link with inferior taste. Taste is not a barrier because of

neutral/normal tasting products currently available are overcoming any pre-conceptions. eg:StIvel Advance

7. If you have a great tasting product which happens to be naturally rich in omega, this is a bonusnot a barrier. You could highlight it without affecting taste perceptions and gain nutritioncredentials eg:peanut butter

8. Omega is seen as a positive way to nutritionally boost your diet, not as a negative supplement.It is purchase of choice for self optimisation, rather than necessity. eg:Mums with kids

particularly seek out Omega benefits to enhance their childrens brain development and school

performance as an extra activity, they do it because they like to, it is not an essential.9. There are four key target audiences who can benefit from Omega, currently this feel under

exploited.

10. Dont over complicate the opportunity. For once, it feels that a simple and positive area ofhealth has come to the fore. People understand omega and appreciate it, so over marketingcould only have a negative impact on general perceptions.


41/41

Thank you

Claire [email protected]

Telephone +44 (0)20 7262 4488www.dra onbrands.com
mailto:[email protected]:[email protected]

Omega-3 Qualitative Research - Dragon

Documents