September 2014 - Insight Management Academy · PDF fileSeptember 2014 Exploring what ... regards to their labelling, packaging and ingredients. Brands that adopt a clear position with

September 2014

Exploring what health means to consumers in

2014 and the opportunities for brands

All rights reserved. Not to be re-produced or distributed without permission from Trinity McQueen

Key highlights from our 2014 study.

„A PICTURE OF HEALTH‟ IS OUR IN DEPTH REVIEW OF WHAT

BEING HEALTHY IN 2014 MEANS TO CONSUMERS AND

HOW BRANDS CAN LEVERAGE THIS TO GAIN TRACTION

Why health? What did we want to find out? What did we do?

/ Being healthy is a topic that

affects all consumers

/ Constant messages in media

/ Obesity epidemic poses a

serious societal problem

/ Increasingly of interest to our

retail and FMCG clients

/ Health affects all brands in all

sectors in some form

/ Brands that support consumers

have clear opportunities to gain

/ Understand what being healthy

means in 2014

/ Explore the key drivers & barriers

/ Determine consumer attitudes to

healthy eating, diet and exercise

and financial health

/ Review the role and

responsibilities of brands

/ Evaluate what the opportunities

for brands are in supporting

consumers in their endeavours

/ Explore the role of technology

/ 1 week online community

/ In home immersion depths

/ Qualitative telephone interviews

/ Diaries and homework tasks

/ Quantitative online survey

/ UK + Germany + France

/ n.2000 interviews per

market

Research took place

June 2014

CONTENTS

Agree with this quote Think this

TECHNOLOGY &

HEALTH

Page 21-28

HEALTHY EATING

Page 4-11

FINANCIAL HEALTH

Page 12-20

HEALTHY EATINGOPPORTUNIT IES FOR FOOD

AND DRINK MANUFACTURERS

AND RETAILERS

CONSUMERS ARE FINDING IT INCREDIBLY

TOUGH TO BE HEALTHY IN 2014

They feel confused about

what is and isn‟t healthy as

a result of the conflicting

messages in the media

which are seen to focus on

a different „evil‟ ingredient

from week to week.

Brands can gain traction by being seen to genuinely support consumers in their efforts to be healthy and by providing positive encouragement and rewards.

These messages leave

consumers feeling berated

and cynical which causes

them to either revert to

common sense rules of

thumb when it comes to

healthy eating or sink

further into a state of

denial over how healthy

they really are.

According to the latest statistics

on obesity, physical activity and

diet, 25% of people in England

were obese in 2012 Report published Feb 26th 2014

The explosion in product choice

around health makes it much

harder for consumers to know

whether what they are buying is

genuinely healthy or not.

Consumers seek reassurance from brands and retailers to help them better navigate the spectrum of products available so they can make more informed healthy choices.

“All the products that are

around these days, it‟s

unbelievable. When I was

growing up you didn‟t have

half the things you have now”

THE FOOD AND DRINK SECTOR HAS INNOVATED AROUND HEALTH BUT MORE CHOICE MEANS THERE IS MORE CONFUSION

79%

agree that „brands

claim to be healthy but

aren‟t in reality‟

“Brands are out to make

money. They should be more

honest”

Clear on

ingredients

Make consumers

feel good

Down to earth

and honest

Balanced

lifestyle

„Natural‟ „Locally sourced‟ „Treat‟ „Tasty snack‟

Consumers want to see brands being more honest and transparent with regards to their labelling, packaging and ingredients. Brands that adopt a clear position with regards to their health premise fair better in the trust stakes.

ALTHOUGH THERE ARE EXCEPTIONS, IN

GENERAL, BRAND CYNICISM IS RIFE

“They get you with their green packaging

and low fat labels but then you look on

the back and they‟re full of sugar”

CONSUMERS CITE A NUMBER OF BARRIERS

TO BEING HEALTHY

Q28: To what extent do you agree or disagree

with each of the following statements? Base: All.

countries (6224)

Cost

62% feel it

costs more

to be

healthy

Taste

19% believe

that healthy

food and

drinks are

inferior in

taste

Confusion

40% say they

try to cook

healthy meals

but struggle

to know what

is healthy and

what isn‟t

Lack of

availability

of healthy

options

31% say they

find it hard to

eat healthily

with all the

unhealthy

snacks

available

Manufacturers and retailers can adopt a range of strategies to address these barriers. Doing so will help to engender consumer trust through demonstrating that health is a core part of brand strategy.

BRANDS ARE SEEN TO HAVE A DEFINITE

RESPONSIBILITY WHEN IT COMES TO SUPPORTING

CONSUMERS TO BE HEALTHY

As a nation we’re constantly being told

we’re not healthy, so why aren’t brands

getting on board with this?

Online community participant

Consumers admit that they themselves ultimately choose what to eat and drink but they equally feel brands could do more to support them in making healthy informed choices.

CURRENT

BEHAVIOURS

AND

INTENTIONS

EVIDENCE A

CLEAR

DEMAND FOR

HEALTHY

OPTIONS

BRANDS CAN EXPLOIT THE DEMAND FOR HEALTHY OPTIONS

THROUGH RELEVANT INNOVATION POSITIONED CLEARLY SO

AS TO DRIVE GENUINE TRUST AND REASSURANCE

54

46

45

38

26

14

14

8

8

5

5

20

16

17

13

19

15

8

10

10

12

8

Eat 5 or more portions of fruit and veg per day

Cutting down sugar intake

Cutting down fat intake

Cutting down salt intake

Cutting down carbohydrates

Consuming more protein rich foods / supplements

Eat a specific diet because of a medical condition

Eating free from products

Eating products that are free from

Following a fasting diet e.g. 5:2 diet

Following a paid diet plan

UK - already doing

UK - thinking about doing

Significantly

higher vs. Other

countries

Healthy eating behaviours UK consumers are following / thinking of

following (%)

Q17. Are you currently following or thinking about following of these types of diet /

eating regimes? Base: All. UK (2084), France (2059), Germany (2081)

Women are

most likely

to be

cutting

down on

fat, sugar,

salt & carbs

Older

consumers

are more

likely to be

cutting

down on

salt in line

with the

increased

risk of heart

disease

KEY TAKEOUTS AND IMPLICATIONS

Clearer labelling and signposting is required in order to help consumers better navigate the spectrum of products available so they can make fully informed healthy choices.

The explosion in product choice around healthy has left consumers feeling confused about what is and isn’t healthy.

2

Brands that are clear on their positioning and how it relates to health fair better in the trust stakes. Honesty and transparency in terms of labelling and ingredients is a must.

Trust is low. Consumers feel hoodwinked by semiotics such as green packaging and opaque health claims.

3

Brands that address these barriers will gain greater traction. Responsible portion sizing and making healthy options convenient is key.

Consumers cite many barriers to being healthy in 2014 including cost, time, perceived inferior taste and genuine lack of availability of healthy options out of home.

4

Brands can exploit the demand for healthy products through relevant innovation positioned clearly so as to drive trust.

There is growing demand for healthier options and consumers are increasingly trying to make more health conscious choices when they can.

5

Brands can gain traction by being seen to offer genuine support and positive encouragement.

Consumers are finding it incredibly tough to be healthy in 2014.1

FINANCIAL HEALTHWHAT IS I T AND HOW CAN

BRANDS BENF IT FROM HELP ING

CONSUMERS ACHIEVE IT

THE TERM „FINANCIAL HEALTH‟ DOES NOT FEATURE WITHIN CONSUMER LANGUAGE

JARGON IS TO BE AVOIDED

IN THE POST

RECESSIONARY

ERA MOST

CONSUMERS

HAVE MORE

MODEST GOALS

IN TERMS OF

THEIR MONEY

KEY BAROMETERS OF FINANCIAL HEALTH INCLUDE THE

ABILITY TO PAY BILLS ON TIME AND HAVING A LITTLE SAVINGS

LEFT OVER EACH MONTH FOR TREATS AND RAINY DAYS

Getting by from month to month

within your budget and having

enough for those nice little extras

like a holiday and the ability to save

for a rainy day

Being able to meet all the

essential bills and payments

and still have enough to put

towards savings. It's when you

don't even know when your

payday is

If your bank balance is in

the positive and you are

debt free and living each

month pretty comfortably

with no worries or stress, then

you are financially healthy

Being able to provide what's necessary

and moderately additional to myself

and my family. This includes small

treats and more expensive activities,

such as little holidays and similar.

Being able to save each

month but also ‘live’

The era of conspicuous consumption has shifted to one of cautious capitalism. Brands can drive trust by demonstrating empathy in their marketing and comms.

“BANKS CAN‟T HELP YOU DIRECTLY TO BE HEALTHY BUT THEY CAN HELP YOU SAVE AND HAVE LOVELY HOLIDAYS”

FINANCIAL HEALTH

ONLINE COMMUNITY PARTICIPANT

Money is not sought for it’s own sake but for what it can enable consumers to do and the goals it supports them in achieving. Financial health provides both a sense of both freedom and peace of mind. Brands can gain traction by reflecting these key consumer aspirations.

CONSUMERS ASSOCIATE FINANCIAL HEALTH WITH A FEELING OF BEING SAVVY WHEN IT COMES TO MONEY

/ Budgeting

/ Saving

/ Bargain hunting

/ Getting comparable items cheaper

/ Shopping around to get best deals

“Over the course of a year with around 50-60 stays I get around £300

cashback from quidco, £40 from my credit card company and about 200-300

Euros in vouchers for use at the hotels on weekend breaks. This doesn't cost

me a single penny and is a prime example of financial health.”

STRATEGIES ADOPTED TO ACHIEVE „MONEY SENSE‟

Brands can gain ground through supporting consumers to be and feel financially savvy.

/ Saving in case of the “what ifs”

/ Spending according to your means

/ Using credit unions

“Shopping around gives me

a real feel good factor”

11% 17% 18% 25%

25%27% 30%

35%

64% 56% 52%40%

AB C1 C2 DE

Agree

Neither

Disagree

Financial health plays a key role in

determining what types of food a family

can afford. A healthy lifestyle is at stake

when there is poor financial health

“My diet is balanced and healthy”

Q14. To what extent do you agree or disagree that your diet is balanced and

healthy? Base: UK n.2084, AB n.546, C1 n.609, C2 n.426, DE n.503

Financial health is about having the money to

spend on healthy eating but also the security

of knowing that you are financially sound.

Lacking this can impact on sleep and increases

stress which damages physical health

CONSUMERS LINK THE CONCEPT OF FINANCIAL

HEALTH TO DIET AND PHYSICAL HEALTH

There is no doubt that financial worries

can cause stress and if you are short of

cash you might opt to plump for cheaper

and not so healthy eating options

“I think using them would lead to

people becoming too obsessive with

health and fitness which isn‟t

always a good thing”

1. Feeling full of energy

2. Feeling positive and in good

emotional health

3. Feeling happy

4. Feeling good about physical

appearance / looks

5. Feeling mentally stimulated

11. Time with friends & family

12. Holidays and leisure

13. Rest and relaxation

14. Treats and indulgences

15. Time for self

16. Leading a busy / hectic life

6. Regular exercise

7. Good social life

8. Balanced healthy diet

9. Organised and in control

10. Being on top of finances

I’d give up leisure

time to feel

financially secure

Relatively most influential ...

FEELING IN CONTROL OF MONEY AND FINANCES HAS A STRONG BEARING ON OVERALL HEALTH

Relatively least influential ...

GOOD MONEY MANAGEMENT IS RELATIVELY MORE IMPORTANT THAN REST AND LEISURE

Drivers of how consumers rate their overall health and wellbeing in 2014

USAGE OF FINANCIAL TRACKING APPS IS

SIGNIFICANTLY MORE PREVALENT AMONGST

YOUNGER CONSUMERS

% Using an app or online calculator to monitor / track their personal finances

Q23. Do you use any apps, websites or online calculators to help you track or monitor your personal finances?

Base: UK n.2084, 16-29 year olds n.504, 30-49 year olds n.713, 50+ year olds n.867

14%UK average

131418

50+30-4916-29

“The Co-operative Bank helps me

a lot. I can track my transactions

on the iPhone app or log into

Internet banking and do a whole

lot of stuff”

Community Participant

“Online baking and

phone apps for banks”

Homework taskTasks performed are perfunctory. Financial brands have an opportunity to innovate further in order to drive genuine engagement beyond basic tasks such as balance checking etc.

KEY TAKEOUTS AND IMPLICATIONS

Brands can gain traction by making consumers feel money savvy for choosing to bank / shop / invest with them at every brand touch point.

Financial health in 2014 is linked to being savvy with money and the satisfaction of ‘beating the system’ to get the best value.

2

Develop propositions that connect money with healthy eating, exercise and/or wellbeing to enable consumers to benefit from products that allow them to achieve health more affordably.

Financial health is linked to healthy eating and exercise. Lack of money is seen as a key barrier to being healthy.

3

Financial brands that educate and support consumers to get their finances in order will build greater trust and approvability ratings.

Being on top of money and finances is relatively more important in driving overall health than holidays & leisure.

4

The usage of apps and online calculators for monitoring and managing finances looks set to grow but some security concerns remain.

5

Marketing and advertising communications should reflect how consumers in the UK are feeling regarding their finances. Showing empathy is key.

In the post recessionary climate the key barometers of financial health are more modest and include the ability to pay bills on time and having some savings left over each month for treats & ‘rainy days’

1

Financial providers could push the boundaries in innovation but it is important to ensure technology is never forced on consumers as this is a major bugbear.

TECHNOLOGY &

HEALTHHOW BRANDS CAN GA IN

TRACT ION BY SUPPORT ING AND

EMPOWER ING CONSUMERS TO

BE HEALTHY

TECHNOLOGY IS PLAYING AN EVER-INCREASING ROLE IN

SUPPORTING HEALTH

47%agree / strongly agree that

technology can play an important

role in improving people‟s health

“Technology isn‟t 100% necessary if you have

good self control but it can be really motivating

to have something that will reinforce all the

positives and successes you‟ve had”

Face to face depth participant

Q28: To what extent do you agree/disagree that „technology plays an important role in supporting

people‟s health‟. Base: All. countries (6224)

Males and younger adults (aged 16-39) are significantly more likely to agree

AROUND 2 IN 5 CONSUMERS USE TECHNOLOGY IN SOME WAY TO SUPPORT THEIR HEALTH

15

14

11

11

10

8

7

4

3

3

Cooking / recipes

Tracking / monitoring finances

Tracking weight

Tracking calorie intake

Tracking exercise / physical activity

Pedometer / running device

Tracking utilities bills / consumption

Monitoring heart rate / blood pressure

Cycling app or device

Tracking / monitoring sleep patterns

Use of apps / website / biometrics in (%)

Q23: Which, if any, of the following activities do you use apps / websites / biometric devices or online

calculators for? Base: UK (2084).

A NUMBER OF DECISION BIASES IMPACT ON DIET AND PHYSICAL ACTIVITY

TECHNOLOGY CAN SUPPORT CONSUMERS TO OVERCOME

SOME OF THESE BIASES AND MAKE MORE INFORMED

RATIONAL CHOICES

Calorie estimation bias = where

people are unable to estimate

accurately the calories they have

consumed and expended.

“The extent to which people believe

physical activity compensates for

consumption may unknowingly

bias how much they eat because

they formulate convictions or beliefs

that engaging in positive behaviours

(healthy) can neutralize subsequent

indulgent behaviours

Growth in smartwatches, tracking apps and wearable tech will enable consumers to stay in control – this could be fertile positioning territory for tech brands to explore

TECHNOLOGY CAN BOTH ENCOURAGE AND INSPIRE CONSUMERS TO LEAD A HEALTHIER LIFESTYLE

“I really like the My Fitness

Pal app, it‟s so easy to use

and keeps me on top of my

calories ”

“The app I use breaks

down the amount of

fat, carbs and sugar I

have in my diet every

day!”

“I use technology as a form of

motivation, so on Twitter I will

follow account called „Fitness and

Nutrition‟ and read their advice”

“I follow healthy accounts

on social networking sites

mainly for healthy

recipes”

Apps such as „My Fitness Pal‟ and „Livestrong‟ are seen to

provide a quick, at hand guide for those who are keen to

watch what they eat and log their exercises.

Instagram and Twitter accounts, such as „Fitness and

Nutrition‟ or „The Body Coach‟ are followed as they are

seen to provide inspiration and create excitement around

healthy eating and exercise

As consumers increasingly take control of their personal data the sky is the limit in terms of innovation to create products and services that empower and inspire consumers to engage more with their own personal health

TECHNOLOGY PROVIDES A MEANS OF BOTH EDUCATING AND

EMPOWERING CONSUMERS TO ENGAGE WITH THEIR HEALTH

BUT IT MUST LINK TO ACTIVITY RATHER THAN SCREEN TIME

Apps and social networking

profiles are viewed to be

motivating, encouraging users as

they share their experiences with

others whilst logging their

individual progress

“Google helps you to easily find

tools and resources that can inform

you allowing you to be healthy

through research”

Technology is also found to be

useful in order to research

healthy foods and diet regimes

However, there is still some

cynicism about the extent to which

technology actually encourages an

active lifestyle and supports general

wellbeing

“It can be really motivating to have

something that will reinforce all the

positives and all the successes you

have had”

“It is a distraction from the tasks I

need to do. I am usually on

Facebook quite late at night which

stops me sleeping”

“Social media can destroy

confidence”

KEY TAKEOUTS AND IMPLICATIONS

Consider innovations and apps linked to emotional wellbeing and feeling good. Aim to boost consumers’ self-esteem as this is the ultimate driver of feeling healthy.

Innovation within technology does not just have to be confined to tracking of exercise and calorie consumption.

2

Growth in tracking apps and wearable tech will enable consumers to monitor and manage their health better. The notion of ‘regaining control’ could be fertile positioning territory for tech brands.

Technology can help consumers overcome some of the decision biases associated with overeating allowing them to exert more control and make more rational informed choices.

3

The sky is the limit in terms of innovation to create products and services that empower consumers towards a healthier future. The intersection of inspiration, information and personal tracking is particularly powerful.

Technology can help consumers to be healthy through providing both information as well as a means of tracking progress.

4

Technology can have negative connotations with health in terms of being associated with a more sedentary, screen based lifestyle.

5

To drive positive connections with health, technology brands should ensure innovations encourage usage linked to physical activity and wellbeing.

Brands within the technology sector can be as much part of the health equation as food and drink manufacturers and retailers and will gain traction from doing so.

Technology is playing an ever increasing role in supporting consumers to be healthy1

THANK YOU

All rights reserved. Not to be re-produced or distributed without permission from Trinity McQueen

For further information or for exclusive, confidential access to

our unique league table of brands that make people feel

healthy, including some unexpected names from the

technology, retail and financial services sectors please

contact:

Laura Morris, Director

0113 2200 507

[email protected]