a global task force for healthier brands and healthier ... · ©2014 a global task force for...

©2014 www.theHMT.com

A Global task force for Healthier Brands and Healthier Business London / Singapore / Lund [email protected] www.thehmt.com

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Confidential ©2007-2014 All rights reserved HMT

Active Nutrition Consumer trends and attitudes:

defining the global opportunity for active nutrition.


New lifestyles


Fusion of sports and fashion


Alexander Wang Sportswear


And into the mass market


With the rise of the health conscious and active consumer, traditional sport nutrition is moving into a mainstream market targeting the everyday active consumer.


Maxi nutrition Protein Milk Targeting Everyday Performance


More energy proposition for everyday performance


Protein bars as healthier alternative to cereal bars which are sugar loaded


Healthier alternative to classic diet shakes or on the go lunch


The Problem…


Confusion about claims is increasing for each year

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

France Germany UK

2008

2010

SA/A I do not understand most of the symbols and claims on food packages


‘Experts’ offer little help in the current scenario

0%

10%

20%

30%

40%

50%

60%

Global France Germany UK

2003

2010

SA/A I am tired of experts telling me which foods are good for me


Knowledge and Confusion are up

0%

10%

20%

30%

40%

50%

60%

70%

SA/A I amknowledgeable abouthealth and nutrition

issues

SA/A I am oftenconfused about what I

should eat to stayhealthy

Confusion as a barrierto eating more healthy

SA/A I do notunderstand most of thesymbols and claims on

pkg

2003

2008

2010

18 country global

Globally shopper knowledge is up, but so is confusion


Consumer confusion is YOUR biggest problem


“I look for what I need but I purchase what I trust”


Four Factors® breaks down the act of purchase to understand consumers’ decision making

Need the product?

Accept the ingredient?

Understand the benefit?

Trust the brand?

TRUST IS

KEY


Need Trust Choose Purchase

Help your consumer regain control

“I look for what I need but I purchase what I trust.”


Regain control ↔ Rebuild trust

• Consumers need and have ready-made belief systems to confront confusion

• Recognize rebuilding trust as an essential step towards giving consumers purchase control

• Use the power of visual communication to give your consumer the support they need

• Pull your consumer out of the “purchase paralysis”


Know your consumer and their belief systems


Pack Talk

Brand Trust

Belief System


“How can I increase consumer acceptance and understanding?” Dare to Focus


How Focused Can Your Brand Dare To Be? The Zico Coconut Water Case…

Zico Founder & CEO, Mark Rampolla said, “I didn’t have a lot of money to launch with so I decided to go an inch wide and a mile deep.”

… The brand is now estimated at $350m / year in just 8 years.



He didn’t think about consumers, he thought about USERS.

People who would USE the product EVERY DAY.



He focused on ONE OCCASION – POST WORK OUT with the benefit of REPLENISHMENT.

Therefore sampled at the

END of runs /

END of bike rides /

END of workouts.



He focused on ONE LOCATION – New York City – and grew neighbourhood by neighbourhood

… with the mantra “narrow your focus” – so he focused more…



He focused on ONE ACTIVITY –

Bikram Yoga – 26 yoga moves in 90 mins in a super heated room.

… Then offer natural replenishment!


So… No marketing succeeds if it can’t find an audience that already wants to hear the message being told


Pack Talk

Brand Trust

Belief System


Consumers’ mindsets are already in place


The Solution… 1. Establish your innovation space


Four Consumer Worlds… Four Mindsets

WANT SOLUTION NORMAL NEED


Innovating in Four Consumer Worlds


Select Your Innovation Space: Understand the type of consumer you are targeting



Is it accepted by the Scientific Community? DOES IT FIT MY NEED?



Is it new / different ? DOES IT FIT “ME”?

Is it accepted by the Professional Community? DOES IT FIT MY NEED?




Is it a solution to my needs? DOES IT FIT MY DAILY ROUTINE?




NEED WANT SOLUTION NORMAL

Is it normal? DOES IT FIT MY FAMILY TRADITION?



Is it a solution to my needs? DOES IT FIT MY DAILY ROUTINE?


2. Support your brand promise


Pack Talk

Brand Trust

Belief System


NEED DRIVEN

• They have a NEED

•Recommended by KOLs

• Tangible results

• Specialist / Expert

•Feeling the benefit is

Highly important

Support your brand promise Get the brand benefit right for your target audience


Tangible results


Approved by the Scientific & Professional Community

highly effective research-supported formulas Health

Authority

Endorsement Expert Authority


NEED DRIVEN

• Focus on needstate:

Ageing, Cholesterol,

Lactose intolerance…

• Needs “proof”

STATUS DRIVEN

• They want to BE SEEN

• Trendy Ingredients

• Discovered, not

recommended

•Attitude/Statement is

more important than

results


NEED DRIVEN






Highly important


My attitude


Creating a new segment: Nature’s Sports Drinks. Brand World brings to life “Naturally Powered”


STATUS DRIVEN


• Trends driven

• Discovered, not

recommended


more important than

results


SOLUTION DRIVEN

•They want to adopt the lifestyle,

but it needs to fit their routine

• Taste & convenience

• Easy to understand

•Recommended by Peers

•Benefit needs to be real

NEED DRIVEN






Highly important


Benefit based positioning: It´s all about the benefit x 3 = physical, intellectual, emotional…

Benefit-led not claims-led


Make it easy for me in my day to keep my promises and achieve success

Choice of tasty products for different occasions


Motivate and Empower me


How does it fit in my everyday life Make it even more accessible


STATUS DRIVEN


• Trends driven

• Discovered, not

recommended


more important than

results


SOLUTION DRIVEN

•They want to adopt the lifestyle,

but it needs to fit their routine

• Taste & convenience

• Easy to understand

•Recommended by Peers

•Benefit needs to be real

NORMALITY DRIVEN

• Normality

– not changing habits

• Well known ingredients

•Brand is equally important (or more)

than the benefits

•Value for money

NEED DRIVEN






Highly important


The consumer insight…

The market for real “sports nutrition” is really small

The interest for “active performance” is massive (Faster / Stronger / Cooler / etc.)

The need to manage weight is big

60


Does your product know the way to your consumer?


A Global task force for Healthier Brands and Healthier Business London / Singapore / Lund [email protected] www.FourFactors.com

a global task force for healthier brands and healthier ... · ©2014 a global task force for...

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