championing a healthier food-on-the go lifestyle...the shopper journey (physical & digital)...
TRANSCRIPT
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Millennials and Generation Z: Championing a healthier Food-on-the Go lifestyle
TED UTOFT PRS IN VIVO
WILLIAM REEVE PRS IN VIVO
2 2 Photo cred: ZeroCater
We know…
=
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…but there are similarities which enable us to treat them as one, ‘younger’ cohort
The Gen Zs of today will be the Millennials
of tomorrow
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65% of 13-35 year-olds say
they spend extra money to buy healthier foods
Source: YPulse
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Is eating healthy important to you? Why or why not?
Definitely, I think I try and keep healthy generally through healthy eating rather then exercise , so I try to cook my meals a lot, meal prep is a big way I try stay healthy as well
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What you see is what you get
Re-framing health
Saving the world
Who is saying what?
All about snacking
Convenience is key
Customise for me
7 Themes:
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Re-framing health
Demonstrating health is increasingly linked to authenticity and perception of “real food”…
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Re-framing health
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Transparency of ingredients, provenance, and quality are key
What you see is what you get
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What you see is what you get
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Sourcing, sustainability, and environmental or community impact affect choices
Saving the World
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Saving the World
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Influences & endorsements are everywhere
Who is saying what?
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Who is saying what?
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Where do you get information about food? Do you follow any Instagrammers, bloggers, chefs, etc?
Instagram I’d say, umm just different ones and then occasionally on YouTube as well for meal prep and stuff. I really like the Buzzfeed Tasty videos as well they’re really good
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Convenience is key
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Busy lives require quick & easy solutions, but a desire to feel like one’s cooking
Convenience is key
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Tell me about some healthy foods you consume on the go?
On the go... Soup is a big one I’d say umm I meal prep a lot of my lunches and dinners so its kind of left overs from the night before. I have a NutriBullet , I know on that hype so I use that a lot to make juices and lets see, sort of like fruit and veg
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Smaller meals and constant grazing are replacing traditional mealtimes…
All about snacking
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All about snacking
…and fueling the non-stop ‘on-the-go’ lifestyle
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Tell me about some times when you’re eating on the go?
Normally I kind of eat on the go in the morning when I’m rushing to uni and kind of in between lectures and classes. I have on Monday I have class from 12 – 2 so it’s kind of an awkward time, so I’m kind of eating on the go then. I’d say generally I try not to, maybe about three times a week sort of thing
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Are there any brands you associate particularly to on-the-go eating?
Yeah I’d say a lot of snack brands like what’s the one , they do like energy balls , you know those one, you get at Waitrose and Sainsbury’s or Tesco's. They’re really good. Umm what other snacky ones , oh the ones you can order online, I’ve clearly forgotten what the brand is. The ones you can order online, umm and they came as an order but they do them in Sainsbury's as well , like sort of small like bread sticks and sort of thing they’re really good
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Are there any brands you associate particularly to on-the-go eating?
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Preferences and choices, rather than restrictions, are now the norm
Customise for me
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Pescatarian Halal
Customise for me
Vegan Lacto Vegetarian
Vegetarian Ovo Vegetarian
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From this…
To this…
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Second
Moment
of
Truth
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0 Zero
Moment
of
Truth
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First
Moment
of
Truth
Brands need to focus on understanding food shopping &
consumption journey across Moments of Truth
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0
• Even these conscious consuming Millenials & Gen Zs need some help making the right choices
• Emotional messaging taps into shoppers’ System 1 and with relevant and transparent facts their System 2 is satisfied
• Leverage Behavioural Economics with PRS IN VIVO’s The Drivers of Influence to nudge behaviour to healthier choices via products or brands
NUDGING DESIRED BEHAVIOURS
Zero Moment of Truth
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We conduct Ethnographies with Purpose to uncover levers & barriers to behaviour
• Our purposeful approach leverages heuristics of Behavioural Economics to identify where behaviour can be transformed to help consumers make better decisions
• We work with brands and retailers to create bespoke nudges to overcome barriers and maximise triggers to better choices
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1 BREAKTHROUGH IN-STORE
• Shopping missions are even quicker/ more impulsive • Integral that packaging and shopper activation strategy
is designed to break through the clutter and disrupt auto-pilot shopping
• Visceral communication of product benefits is essential
First Moment of Truth
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We recreate the impulse environment in our network of Shopper Labs…
• How can we accurately predict how a product will perform in the context of an ‘impulse’ or ‘on-the-go’ mission unless we test it in that environment?
• Our retail labs can be configured to create any shopping environment and the behavioural shopping task fixed to the required mission
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…providing a ‘real store’ context to evaluate shopper behaviour
• Packaging development
• Shopper Marketing (POSM etc)
• Merchandising & category management
• Shopper journey understanding
• Internal/ dynamic ideation
• Cross category brands Mobile Eye-Tracking To establish what shoppers actually see/miss when shopping “our fixture”
In Store Cameras To observe shopping behaviour within and across categories
Real-life shopping Replication of real-life shopping environments and missions to enhance behavioural evaluation
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• This generation are shopping on the move whilst distracted
• Interface needs to be easy, and navigable so healthy and on-the-go products can be found quickly
• Use of emotional call-outs to provide competitive advantage on e-commerce platform
MOBILE COMMERCE 1
First Moment of Truth
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We use primary shopper research (with Eye-Tracking)…
Observing & speaking with shoppers to uncover the “why”
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How do Millennials and Gen Z shop online? The shopper journey (Physical & Digital) Desktop vs. Mobile Search processes & screen navigation Different shopper missions The role of reviews Delivery options (Click and Collect)
How can the product presentation and shopping interface be optimised to meet the needs of the on-the-go lifestyle Optimising packaging thumbnails & product pages Facilitating shopping Encouraging browsing & impulse purchases Introducing new products online
…to answer these type of questions
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2 PROOF IS IN THE PUDDING!
• To encourage repeat purchase and drive loyalty the products themselves need to hit the taste and health sweet-spot…
• …to deliver emotional pay-off • …and deliver on portability
Second Moment of Truth
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EMO’LIVE is our connected bracelet for physiological measuring of emotions in Product Testing
The first emotional behavioural measurement via analysis of physiological signs
• Body temperature
• Sweat reaction
• Heart beat
• Body movements
EMOTIONAL POWER
EMOTIONAL DENSITY
COGNITIVE LOAD
38 www.prs-invivo.com
MANY THANKS
Ted Utoft
Senior Qualitative Business Director
T: +44 207 842 4940
London
William Reeve
Senior Quantitative Research Director
T: +44 207 842 4934