fat and happy
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Fat and Happy:Understanding what South Indians think about Health and Food
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Understanding how health consciousness and cultural factors influence food preferences amongst south Indian families.
At present there are many perceptions regarding healthy food. Less is known about what consumers really think is healthy.
The Fat and Happy project is placed to understand consumers perception of healthy food. Our process and investigation will find out if consumers are really making healthy choices.
We want consumers to be able to make healthier choices at ease while purchasing.
Fat and Happy
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Our Method
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Looking to understand how consumers think about food in the context of health and culture we got to know 15 households in 4 cities.
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Home visits
In the intimacy of living rooms and kitchens we enjoyed candid one on one conversations and group discussions.
A wide range of views on culture, lifestyle and food were unearthed.
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Home visits
We received exhaustive home tours peeking into refrigerators and kitchens.
We took an extensive account of the various food products used during our home visits.
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Home visits
We observed the difference in how families dine. The traditional families dined on the floor while those with a modern outlook ate on the dining table
Very few south Indian family dining tables encourage alcohol presence on the table.
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Home visits
HEATING
GRINDING
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Questionnaires and Image boards
To identify common trends we sent out questionnaires and received 60 online responses from
four major cities of southern India.
Image boards comprising of various food articles were sent to the respondents to classify
what they perceive as healthy and unhealthy.
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Analysis With all of our stories, and with our 60 online respondents, we reflected on what we learnt, what it meant and how we could help consumers to make healthier choices at ease while purchasing.
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Questions
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What do they think is HEALTH?
The absence of long term diseases – “no sugar”, “no BP”, and “no heart attack”
There is no direct reference to parameters of good health, or methods and practices of maintaining good health.
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What is IMPORTANT to them?
Health of their family is important, especially children and expectant mothers. Consumers want to make ‘good’ choices, but there are always trade-offs, compromises between ‘what is affordable’ and ‘what is good for my family’
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The other DILEMMA
“If it is HEALTHY, can it also be TASTY?”
“why does tasty food make us feel guilty?”
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What do they think is HEALTHY FOOD?
Fresh food and food that contains less oil, salt, sugar.
Vegetarian and home-made.
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Who DECIDES?
Women (wives/mothers) above the age of 35 make the purchasing decisions regarding groceries and other materials needed for cooking.
They care about Health when it concerns their family.
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Learnings
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Health is a CONCEPT
People know what is UNHEALTHY, but ‘Health’ remains a vague concept.
“I’m not unhealthy, but am I healthy?”
People understand health with associations –
VEGETARIANISM, SPORTS, YOGA and SPIRITUALITY, COLOUR, RISING SUN, NATURAL (but not organic), AYURVED(IC)
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People care about HEALTH…
People CARE about health, when it concerns their
FAMILYWhen… somebody falls ill in their familyWhen… somebody falls ill in their close social circleWhen… you see, hear and read about it
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Good Food WAS …
People associate many things GOOD with the PAST, including
GOOD WHOLESOME FRESH
UNADULTERATED FOOD
People think GOOD FOOD is at the FARM, and not where they are.
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Does Business care about my HEALTH?
AASHIRWAD
ANNAPURNA
NANDINI
HALLI MANEADYAR ANAND BHAVAN
VIDHYARTHI BHAVAN
CENTRAL TIFFIN ROOMSARAVANA
BHAVAN
NANDHINI RESTAURANT
ADIGA’S
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Healthy
The image board seen here represents an average of 20 family responses
Unhealthy
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Healthy Unhealthy
The image board seen here represents an average of 20 family responses
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Tools
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Traditional Contemporary
Emotional
Rational
Long Term ValueIf we eat healthy now, we will live longer and be healthy in our old age
Self Expression:I rationalize my purchases based on what I’ve read. What I buy is also an extension of my personality.
Instant Gratification:I get this right now, and it’s tasty
Idealists:I don’t care about new fads. I believe in our traditions and ancient knowledge. Where I get my items is more important than any brand.
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Traditional Contemporary
Emotional
Rational
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Traditional Contemporary
Emotional
Rational
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PLAN PURCHASE USE
?Promote through sources I trust. Support your claims through information
Be culturally visible and communicate simple, actionable steps
LEADERS
FOLLOWERS
I know best. My changes are based on personal experiences and the repeated recommendations of those I trust.
Those most knowledgeable will figure it out and let me know. My changes are based on their advice
While people are obviously open to “Health” information, they process this in two basic ways. Some want to understand the science on their own, while the others are content to learn it from others and hearsay.
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PLAN USE
?
LEADERS
FOLLOWERS
I know best. My changes are based on personal experiences and the repeated recommendations of those I trust.
Those most knowledgeable will figure it out and let me know. My changes are based on their advice
PLAN PURCHASE USE
Use clear or though- provoking messages at point of purchase
Use clear messaging and explanations that are relatable
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?
LEADERS
FOLLOWERS
I know best. My changes are based on personal experiences and the repeated recommendations of those I trust.
Those most knowledgeable will figure it out and let me know. My changes are based on their advice
PLAN PURCHASE USE
Give tangible evidence of the benefits of your product
Offer differentiated experiences. Reinforce benefits on packaging
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End