buzzback global healthy snacking webinar - additional markets sept 2013
DESCRIPTION
NOW INCLUDING DATA FROM ADDITIONAL MARKETS - For more information, email [email protected] or visit our website www.buzzback.com. Learn how consumers in the US, UK, Brazil, China, Russia and Germany define and express Healthy -- verbally, visually and emotionally. In this 20 minute webinar, BuzzBack's latest global study on Healthy uncovers emotions and subconscious feelings associated with Healthy Snacking. You'll learn how consumers: Express what healthy means to them visually and emotionally Define healthy eating and make snacking selections Classify snacking brands when it comes to being healthy Reveal healthy attributes they consider to be most important BuzzBack's new global Healthy study includes a range of general behavior and attitudinal findings, along with visual and emotional insights delivered via our unique and award-winning projective and enabling techniques such as eCollage, Blobs, and Thought Bubble. The study was fielded with consumers in the US, UK, China, Russia, Brazil and Germany.TRANSCRIPT
©2013 BuzzBack LLC
Weighing in on ‘Healthy’: New Attitudes on Healthy Snacking Join in the conversation online: @BuzzBack #BBWebinar
Where…
US
Brazil
UK
China
Russia
Germany
2
2400 interviews
We will help you understand….
Imagery and
Associations Emotions
Products and
Categories Brands
Important
Attributes
Visual
Associations Words and
products
Projective
Techniques
Attribute
Importance
HOW
3
What is ‘Healthy?’
4
Uncovering emotional and non-verbal insights
• Only 5-20% of decision making conscious
- Zaltman, 1995 et al
• Use of imagery helps improve verbal dissonance - patients forgot 80% of verbal communication - graphical cues improve recall
• ± 80% of human communication non-verbal - Weiser, 1998
5
eCollage – Image Frequencies (all countries)
7 Larger image = higher selection
= Top images across all markets (~15-35%)
eCollage – Stand Out Images by Market
8 Images with significantly higher selections than in 4 or 5 other countries
Important dimensions of healthy
Prescription for Healthy
Relationships and Happiness
Nature
9
Important dimensions of healthy
Prescription for Healthy
There were lots of fruit and vegetables which
are required for a balanced, healthy diet. I chose the scales with a piece of fruit on each end to reflect this thought. Somebody washing their hands to show that good hygiene is
important for good health; also people exercising. UK, Female, Age 54
10
Prescription for Healthy - Examples
“I chose images of colorful fruits and veggies which are known to contain wonderful vitamins and antioxidants. I chose the triangle of food groups because eating this way keeps our bodies healthy. I chose the yoga photos because yoga is an
excellent way to become fit mentally and physically. I chose the people exercising because it is a good
way to keep your body healthy but it also is excellent for your mind. Watching your weight is good for long life. Lean chicken is a healthy meat. The woman who is floating feels wonderful because she is healthy.” Male, Age 30
“There were lots of fruit and vegetables which are
required for a balanced, healthy diet. I chose the scales with a piece of fruit on each end to reflect this thought. Somebody washing their hands to show that good hygiene is important for good health; also
people exercising.” Female, Age 54
11
Important dimensions of healthy
12
Relationships and Happiness
“Healthy isn't all about going for a jog or eating lots of vegetables its mainly a
mental thing!! A healthy mind is created via strong relationships, a balance of work/play life etc.” UK, Male, Age 18
12
Relationships and Happiness - Examples
“Healthiness is not only about having good physical health. Even more important is having a positive
outlook and good familial relations, and having
friends.” Male, Age 36
13
“Healthy lifestyle starts with family. Healthy lifestyle depends on healthy family and healthy children
which leads to happiness. Healthy lifestyle starts with fresh air, clean water and healthy earth.” Male, Age 19
Important dimensions of healthy
“All natural, clean, and fresh all represent healthy” US, Female, Age 34 “Clean environment, staying calm, eating healthy foods and the presence of God” Brazil , Male, Age 27
Nature
14
“For me, healthy starts with intact environment and
nature. When nature is "natural" and unpolluted (clear pure water, healthy natural food), men will live
a healthier life too. We will not have so many civilisation diseases.” Male, Age 56
Nature - Examples
15
I chose these pictures because they make me think of happiness, nature, good diet, caring for body and soul and all that can be good to a person
emotionally, physically and spiritually.” Male, Age 27
16
Top word associations
Well-being Balanced/balance Active/Exercise
Fit Fit
Fit Fit
Fit
Strong
Strong
Strong
Happy
Sport Sport
Good looking
Diet
Diet
Cheerful
Love Peace
Fresh Vital
Nutrition Natural
Nutrition Natural Energetic
Energetic
Clean
Energetic
Natural Green
Wholesome
Clean
Organic
Vibrant
= common word associations = strong word associations
17
Top word NOT associated
Junk food
Weak
Fat/obese
Lazy Sick/ill
Unhealthy Fat/obese
Unhealthy Weak
Fat/obese
Sedentary Sadness Drugs
Bad eating Stress Pollution
Fast food Fat/obese
Unhealthy Unhappy/depressed
Weak
Stress
Tired
Weak
Alcohol
Sad
Smoking
Frail
Sluggish
Unhealthy
= common word associations = strong word associations
Fat/obese
Weak
Pollution
Unfit
Unhappy/sad
Feeling morbid
Actions and Ability
18
19
Ability to maintain a healthy lifestyle
~15% ~15% ~10%
~5% ~5%
~10%
~5%
~5%
20
Representation of ability to maintain a healthy lifestyle
Positive relationships reflected in one’s health
Energetic & active healthy lifestyle (i.e. running, dancing)
A happy family life
“Having a healthy lifestyle means you need to get along with others and have good relationship with friends and relatives.” Male,
Age 44, US
Tranquillity, rest, stress reduction
“It’s full of life, active and jumping. That’s how I see myself.” Female, Age 48,
UK
“Physical and mental health through family activities.” Female, Age 41, China
“Resting is important especially after exercise.” Female, Age 55, Brazil
21
Fresh Fruits &
Veggies
Organic
Products Vitamins
Exercise
Equipment
Water
= Top Association = Secondary Association
Meat Milk
Top Product Associations With Healthy
22 = Top Association = Secondary Association
Personal Care Destination/
Location
Food Beverages
Top Common Healthy Associations Per Category
Bite Into This A look into healthy snacking.
24
Natural
Low fat
Low sugar
Protein
Organic
Low calorie
Fruit
Fresh
Vitamins
Fiber
Low fat
Low sugar
Natural
Fruit
Low calorie
Fiber
Fresh
Low salt
Natural
Fruit
Vegetables
Bread
Cheese
Low fat
Juice
Vitamins
Color = Unique mentions
What Makes a Healthy Snack
25
Vitamins
Fruit
Low sugar
Low fat
Fresh
Fiber
Vegetables
Natural
Natural
Fresh
Vitamins
Vegetables
Fruit
Salad
Low calorie
Tasty
Green
Natural
Organic
No additives
Low fat
Not fried
Nuts
Fruit
Color = Unique mentions
What Makes a Healthy Snack
26
Protein
Bars
Cereal
Bars
Fruit
Snacks
Popcorn
Pretzels
Fruit cups
Smoothies
Milkshakes
Fruit (~85-90%)
Yogurt (~65-80%)
Nuts (~60-80%)
Dried Fruit (~55-70%)
Granola Bars (~45-65%)
Cheese (~35-65%)
Fruit cups Fruit cups
Top Perceived Healthy Snacks
27
Fruit
Vegetables
Nuts
Yogurt
Fresh
Granola bars
Apples
Popcorn
Fruit
Vegetables
Nuts
Cereal bars
Seeds
Apples
Dried fruit
Bread
Cheese
Fruit
Turkey
breast
Lettuce
Tomato
Vegetables
Juice
Chicken
Color = Unique mentions
Chips
Candy
Cookies
Ice cream
Fried food
Soda
Chocolate
Crisps
Biscuits
Sweets
Cake
Fried food
Hamburgers
Fries
Fast food
Bacon
Pizza
Healthy Snacks
Unhealthy Snacks
Healthy vs. Unhealthy Snacks
28
Fruit
Vegetables
Salad
Granola bars
Cereal bars
Nuts
Yogurt
Vegetables
Fruit
Fish
Cheese
Salad
Rye bread
Meat
Dairy
Fruit
Nuts
Chocolate
Milk
Walnuts
Dried fruit
Peanuts
Natural
Vegetables
Seeds
Chocolate
Chips
Candy bars
Fast food
Mars bars
Snickers
Pizza
Chips
Crackers
Fast food
Fried food
Smoked
sausage
Fatty
Mayonnaise
Fried food
Chips
Instant
noodles
Puffed food
Fries
Color = Unique mentions
Healthy Snacks
Unhealthy Snacks
Healthy vs. Unhealthy Snacks
29
Top 6 Attributes Per Country*
Blue = Noteworthy differences
* Based on Top 2 Box Attribute Agreement
Tastes good (~85%)
Is fresh (~70%)
Brings a serving of fruits
and vegetables (~65%)
Has a low level of trans
fats (~65%)
Is not too salty/ does not
contain too much
sodium (~60%)
Does not contain high
fructose corn syrup (~60%)
Tastes good (~80%)
Is low-fat (~70%)
Is fresh (~65%)
Is low sugar (~65%)
Is not too salty/ does not
contain too much
sodium (~60%)
Brings a serving of fruits
and vegetables (~60%)
Is fresh (~75%)
Is rich in vitamins (~75%)
Tastes good (~75%)
Brings a serving of fruits
or vegetables (~75%)
Is rich in fiber (~75%)
Is low-fat (~75%)
Healthy Snack Attribute Importance
30
Top 6 Attributes Per Country*
* Based on Top 2 Box Attribute Agreement
Tastes good (~80%)
Is fresh (~75%)
Is rich in vitamins (~75%)
Is low-sugar (~70%)
Does not contain
artificial flavors/colors (~65%)
Is all natural (~65%)
Is fresh (~85%)
Is all natural (~85%)
Does not contain
artificial flavors/colors (~75%)
Tastes good (~70%)
Does not contain
artificial sweeteners (~70%)
Is rich in vitamins (~65%)
Is fresh (~85%)
Does not contain
artificial flavors/colors (~80%)
Is all natural (~80%)
Is not too salty/ does not
contain too much
sodium (~70%)
Brings a serving of fruits
and vegetables (~65%)
Is low-fat (~65%)
Healthy Snack Attribute Importance
Blue = Noteworthy differences
31
Healthy Snacks Brand Associations
32
Healthy Snacks Brand Associations
Prescriptive behavior
Supportive relationships
Reducing stress
Rest/ relaxation
Mental balance
Healthy
What healthy encompasses
33
Our Partners
34
35
Thank You!
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