whole grains for health: educating consumers & increasing
TRANSCRIPT
Whole Grains for Health: Educating Consumers & Increasing Consumption
In the Italian Alps on the border between Austria and Italy
Trendy vs Trend
Today’s Agenda
• Hi and a little about us
• Shopper insights
• Whole Grain Pasta insights
• Promoting healthy pasta
• Tips for you
1877 - Pietro Barilla
Present – Paolo, Guido and Luca Barilla
Barilla Mission Statement
We help people live better by bringing wellbeing and the joy of eating into their everyday lives
Barilla Center for Food & Nutrition
Marta Bianchi, PhD
Barilla Shopper Insights Team
Craig Geiger Category Development
Tania Pressoir Category Development
Janelle Heinrich Field Category Development
Meg Currin Field Category Development
Lois Johnson MRD
Mason Oatey Marketing
Sam Gagliardi Shopper Marketing
Advantage Arthur Zimbalist Nielsen
Brittany Becher
Brian Ellis Category Development
Mining data
Sourcing Shopper Insights
Syndicated – Day-to-Day
Custom – Project-by-Project
Customer -
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2
4
6
8
10
12
$ Units
The Better For You Pasta Segment now makes up over $225 million of the Dry Pasta Category, and continues strong growth
AC Nielsen Latest 52 weeks ending 2-19-11
Better For You Pasta Segment % Change vs YAG
+5%
+11%
16%
Better For You Pasta Segment Dollar Share of Dry Pasta
• When consumer is researching products at home
• As the consumer travels to the store
• In the store as the consumer evolves into a shopper
• As the shopper shops, selects products and becomes a customer
Source: SymphonyIRI Group Times and Trends May 2010
The Path to Purchase
The Trail to Sale
17%
13%
17%
13%
10%
14%
9%
7%
0% 10% 20% 30% 40% 50%
Browsing
Household Stock Up
Speedy Fill-In
Immediate Consumption
Everyday Savings
Bargain Hunting
Urgent Item
Just-In-Time
“Healthy Trips”
Index
** 100 = average * **insuff. sample
Index of 80 or lower Index of 120 or higher
208 114 75
132 62 78 52 56
Trip Types for Total U.S.
Healthy Trips over-index on Browsing and Immediate Consumption trips
© 2006 – 2009 TNS Shopper360® All Rights Reserved. Confidential www.tns-global.com
A quick look at Shopping Trips
Moms on “healthy” trips are more likely than average to be looking to perform a “gatekeeper” function for their families
14%
25%
6%
19%
28%
5%
24%16%
26%
0%
10%
20%
30%
Take good care offamily
Satisfy needs/wants offamily
Control foods that endup on the table
All trips Trips by Moms Moms on Healthy Trips
Trip Goals
© 2006 – 2009 TNS Shopper360® All Rights Reserved. Confidential www.tns-global.com
Retailers differ greatly in capturing Moms on healthy trips
Moms on Healthy Trips
All trips Retailer “A”
trips Retailer “B”
trips Take good care of family
19% 111 179
Satisfy needs/wants 28% 64 121
Control food that ends up on the table 5% 160 440
© 2006 – 2009 TNS Shopper360® All Rights Reserved. Confidential www.tns-global.com
Consumers list price, taste and convenience as some of the main barriers to eating a healthier diet
Major Reasons for Not Eating Healthy Diet – Top Responses
HealthyFoods NotAvailable
from Fast-Food andTake-Out
Restaurants
NotConcernedAbout Diet
Costs Moreto Eat
HealthyFoods
Too BusyTo Take
Time to EatHealthfully
Too MuchConflictingInformationAbout What
Is/Isn'tHealthy
HealthyFoods Don't
Taste AsGood
Source: FMI, Shopping For Health
What your shoppers were saying about Whole Grain Pasta
“I’ve wanted to try them, but just recently was told by some family and friends that they taste terrible.”
“When I can convince my family that it is great tasting and not just good for them, then I am going to start buying them slowly and slip them into my meals.”
“I look a lot at the quality and the health benefits. The pasta is more expensive but I feel the health benefits outweigh the costs.”
“I have tried these products before, but my family will just not eat them.”
The Fortini-Campbell Company
Pantries reflect whole grain products that did not compromise the taste or texture
The Fortini-Campbell Company
Barilla Whole Grain users were enthusiastic about being healthy
However, their motivation/desire was externally driven
So they were more likely to seek out advice from others when trying to eat healthy than manage their diets more independently
And Retailer Dietitians!
The Fortini-Campbell Company
Whole Grain users are more likely to need external “guardrails” to help them make healthy choices
The bigger opportunity for the Dry Pasta Category is appealing
to more shoppers open to wellness “Healthy Predisposition”
Larger consumer base Typically already shop the main
Dry Pasta section
“Hardcore Health-Focused”
Smaller consumer base Typically already shop the health aisle
The biggest challenge in the Whole Wheat Segment was to provide a good tasting whole wheat pasta Barilla spent years developing just the right formula for a whole wheat pasta which offered health and taste benefits:
• right product (all natural, 51% whole wheat)
• right name (Barilla Whole Grain)
• right color (not too dark, not too close to regular pasta)
• right aroma (not too strong or too weak)
We know some things about trips and attitudes about Better For You Pasta, so how about your data??
Shopping basket analysis
Virtual and in-market shelf tests
Shoppers purchase Barilla Pasta with related menu items as a meal solution
13
8
9 5
6
4
6
5-6
Source: Major national retailer Shopper Card Basket analysis – Q4 2010
Retailer basket analysis reveals that Barilla Whole Grain can increase category shoppers
Category
Grocery Topping Cheese 8.9 9.2
Olive Oil 5.6 6.4
Pasta Sauce 13.1 14.0
Frozen Steamed Vegetables 3.8 5.4
Dry Beans 3.7 5.1
Liquid Eggs 2.8 6.0
# Times more likely to be in basket vs normal basket at retailer
Virtual Shopping Case Study BFY Pasta
Decision Insight SimuShop®
Test 1: BFY with
Parent Brand
Test 2: BFY
Section with
Vertical Brand Block
Key Findings
Locating BFY products with their parent brand….
• Drives More Revenue
• Attracts more heavy users to BFY
• Increases Retailer Loyalty
28 Release Restricted ©
Decision Insight, Inc. 2010
Control Better For You segment shelved at the end of the
Pasta aisle
Bar
illa
Priv
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BFY
Bar
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BFY
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Flow #1 BFY moved to middle of aisle. Category anchored
by Barilla at one end, PL & Regional at other
Flow #2 BFY brand placed to the right of respective semolina brand.
Bar
illa
Priv
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Labe
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BFY
Spec
ialty
Bar
illa
BFY
Priv
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BFY
Reg
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BFY
Spec
ialty
Bar
illa
Priv
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Labe
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BFY
Spec
ialty
2007 - 2010, Retailer “B” tested 3 different Pasta Shelf Flows; the purchase incidence results indicate both the Category and Better For You Segment perform best in Flow #1
Source: Decision Insight, Inc. 2008
Dry Pasta 96% 99% Ab 98%
Better For You 20% 28% A 24%
Purchase Incidence Control Flow #2Flow #1
Whole Grain Taste Challenge driving consumer awareness and interest in Whole Grain pasta
Elements
Whole Grain Taste Challenge
Print Partnership
In-Store Public Relations
Sampling
Digital Media
Print Ad that has been running in over 30 magazines
Digital – Screen Shots
Whole Grain Taste Challenge
Check out the website:
www.trybarillawholegrain.com
Moms are interested in cooking healthier meals for kids through hidden nutrition
Barilla Pasta Segmentation Study 2009
Purchase Intent Households with Kids Index
Whole grain / whole wheat pasta 121
White pasta made with whole grain 165
White pasta with extra fiber 163
Colorful pasta that provides a full serving of vegetables
154
Colorful pasta made with 30% vegetables 153
Gluten free pasta 115
When Barilla Piccolini is in the basket these items are most likely to be in the shopping cart
Source: Major Retailer Frequent Shopper Data 2010
New packaging, reflecting what we see from your shopper’s activities
The pasta made with fresh veggie puree that brings together the great taste of pasta with the goodness and natural colors of vegetables
Provides 1 full serving of veggies per each 100g serving
Some quick tips for growing your knowledge of shopper behavior and encouraging growth of healthy foods
Data availability – work with your suppliers
• Meet your category management people • Shopper research • Product knowledge • In-store research – store location and section
set-up
Educational brochures
Supplier web sites – tie into PR
So what can I do on Monday?
Health and Wellness Segment – Nutrition information and Recipes Books for distribution in store
Whole Grains for Health: Educating Consumers & Increasing Consumption
Thank you!