Post on 04-Aug-2020
Defining the South African Landscape
Attitudes and behaviours towards Nutrition, Health and Wellness
Why is Nestlé at a Wellness conference? A global company with over
30 000 products, more than 8000 brands
Leading Nutrition, Health and Wellness Company
Delighting the Consumer
By delivering tastier, healthier choices
Presentation objective
A think-piece to understand the importance of putting the consumer at the heart
Consumer
Lives
Perceptions
Knowledge
Lifestyles
Pride in Diversity
A widening gap between the rich and the poor
1st World (15%)
2nd World (39%)
3rd World (31%)
4th World (15%)
Four Worlds in One
6
= to Europe, US, Singapore
= to Thailand, Turkey, Brazil
= to Vietnam, India, Kenya
LSM 9-10 7.6m
LSM 7-8 9.6m
LSM 6 10.1m
LSM 1-3 7.6m
Population 50.6 m
LSM 4-5 15.7m
= to Angola, Mozambique, Malawi
51% of pop
Nestlé's commitment
Understand the South African landscape
Define consumer perceptions and needs
To determine South Africans’ attitudes towards nutrition, health and wellness; to ascertain dietary patterns; record
weight profiles and risk of cardiovascular disease
Nestlé Nutritional Landscape Survey
Tailored to the SA market – broad reach,
nationwide, LSM 1-10, developing market
Broader scope – inclusion of 24-hour recall,
anthropometric data, mini-questionnaire for 12 – 15 year-olds and insights from EQLi™ experience (Everyday Quality of Life) Resulting in a powerful combination of tools to understand
nutritional wellbeing of South Africans → first of its kind in SA
Evo
lve
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Study methodology and sample Methodology:
Quantitative using pure random sampling
Sample:
3001 adults (16+) living in metro and non-metro areas throughout SA
All 4 race groups
LSM 1-10
Males and females
Instruments:
Face – face interviews and questionnaire
Waist circumference, weight and height
24hr recall
9
47% 53%
Male
Female
Gender
83%
9% 6%
2%
Black White Coloured Indian
Sample profile – about the individuals we interviewed
n=3001 Source: Q.3, 4, 5b 10
Area type %
Metro 41
Small urban 25
Rural 35
77%
11% 10%
3%
% *Source: “Mid-year population estimates, 2011” – Statistics South Africa
41%
27%
32%
Source: Project Spirit 2011
Family Structure
Household size
19% 20% 36% 26%
1
5+ 3-4 2
48%
Children under 16 in home
Yes No 52%
Half of parents rely on a child grant for income
40% of parents are surviving on a monthly household
income of between R1 000 and R4 999
one in ten survive on less than R1 000 per month
What were our outputs?
12 Data weighted to be representative of metropolitan vs. non-metropolitan population – in line with Census data
NHW attitudes & claimed behaviours:
Consumption, shopping, cooking, exercise
NHW mindset
segments
24-hour recall Diary-Actual food and
beverage consumption behaviour
Nutritional gaps
Anthropometric data
BMI & waist/hip
ratios
13
What are the thoughts about nutrition, health and wellness?
*Source: “Mortality and causes of death in South Africa, 2008: Findings from death notification” – Statistics South Africa) Source: Project Spirit 2011; Q13, 15, 17 and 21, n=3001
!
41% feel they can’t control
their health as it is genetic
> 80% claim eating healthy foods makes
them look and feel good
71% say that healthy foods
are more expensive
78% claim that they are more
productive when eating
healthier foods
Good to know
14
91% of South Africans feel alive and energetic … even though 58% get very little or no exercise
On average, we drink only 3 glasses of water More people drink beer than water 55% say it’s more important how filling food is than how healthy it is 46% feel that there’s too much fuss about nutrition today
33% feel they’re too young to worry about their health
Source: Project Spirit 2011; Q13, 15, 17 and 21, Diary (24-hour Recall) n=3001
The six adult NHW mindsets Invincible
Unconcerned Health Managers
Health Active 7%
Middle of the Roaders 45%
Conflicted 8%
9%
27% 3%
The Invincibles
Too young to be worried about health
More important for food to be filling than healthy
Eat what tastes good
Limited knowledge about nutrition and health
42% smoke
>80% little or no exercise
Nutritional gaps
•Low intake of fruit, veg, dairy & water
•Eat more than daily recommendations of grains & proteins
•Higher intake of fats, sugars & beer
60%
19%
9%
6%
6%
Mainly fresh full cream milk
Mainly stiff pap, white rice & brown bread
Mainly chicken, eggs & polony
Mainly cooked veg
Mainly fresh fruit
The Unconcerned
Choose foods that sustain all day long
Eat what tastes good
Don’t eat enough fruit & veg
Aware that they don’t eat the right kinds of food
62% get little/no exercise.
Nutritional gaps
Low intake of fruit, veg, dairy & water
Eat more than daily recommendations of grains & proteins
High intake of fats & sugars & beer compared to healthier mindset segments
59%
19%
9%
7% 6%
Mainly stiff pap, white rice & brown bread
Mainly cooked veg
Mainly fresh full cream milk
Mainly chicken, eggs & beef
27% (9.1 million)
Mainly fresh fruit
Middle of the Roaders
Eat what tastes good & if it’s healthy, that’s a bonus
Moving away from junk & fried foods
Impact of healthy foods image starting to become important NOT in exchange for lifestyle
52% get little/no exercise
57%
16%
10%
10% 7%
Mainly stiff pap, white rice & brown bread
Mainly cooked veg
Mainly fresh full cream milk
Mainly chicken & eggs
45% (15.2 million)
Mainly fresh fruit
.
Nutritional gaps
Not exceeding daily recommendations on any food groups
Eating less than daily recommended amounts of vegetables, dairy, veg & water
Eating more fruit than Invincible and Unconcerned
Lower intake of fats & sugars & alcohol
The Conflicted
Prefer take-away, eating out and convenience
Don’t eat enough fruit & veg
Eat more than prudent
Want filling food
68% get little/no exercise
60% smoke
Diet & take supplements
59%
17%
8%
8% 7%
Mainly stiff pap, white rice & brown bread
Mainly cooked veg
Mainly fresh full cream milk
8% (2.7 million)
Mainly chicken & eggs
Mainly fresh fruit
.
)
Nutritional gaps
Not overeating on any food group but eating less than recommended amounts of veg, dairy, water & fruit
Lowest intake of veg of all segments
The Health Active Choose low fat, watch calories, avoid artificial ingredients
Read food labels & buy foods that show health benefits
Prefer healthier cooking
methods
Good knowledge of & high interest in health & nutrition – take supplements
48%
17%
11%
15%
9%
Mainly stiff pap & white rice
Mainly fresh low fat/skim milk
Mainly cooked veg
7% (2.4 million)
Mainly chicken & eggs, beans & lentils
Mainly fresh fruit
Nutritional gaps
Overeating on proteins & although relatively healthy, they are still not eating enough in terms of vegetables, dairy & water
Lower intake of fats & sugars
The Health Managers
Selective about food- opt for high fibre & heart healthy foods, avoid salt, red meat & artificial ingredients
Shop at healthier stores
Prefer healthier cooking methods
Choose functional food & beverages
29% get little/no exercise
43% 15% 11%
20%
11%
Mainly low fat/skim milk, low fat cheeses & yoghurts
Cooked veg & salads
Fresh fruit & fruit juice
Chicken, eggs, beef & fish
Mainly white rice, brown & wholegrain bread & wholegrain cereals
3% (1.0 million)
Nutritional gaps
Highest intake of dairy, fruit & vegetables & water but still below daily recommendations of veg & water
Lowest salt & fat consumption but sugars on a par with other segments
65% say it’s difficult to make sure that their children eat
the right foods
50% claim that their children have
a lot of say over what they eat at
mealtimes
33% claim that their children refuse to eat vegetables
What South African parents think about their children's NHW
Source: Project Spirit 2011
Of females who are responsible for the
children in their home, 61% are
single
Being a role model is important
92% say it's their responsibility to help their children choose healthy foods
Breakfast is a key part of the day
88%:children who eat breakfast do better at school & make sure children eat breakfast every day
32%
The four parent/guardian segments
Low parental control High parental control
The parent/guardian control mindset continuum in terms of children’s NHW
n=1044 (Filter: Responsibility for children in home)
Relaxed Parents Laissez Faire
Parents Responsible Parents
Disciplinarian Parents
34% 23% 11%
29 Actual segment size according to “Mid-year population estimates, 2011” – Statistics South Africa (SA population 16+ at 33.7 million) and repercentaged based on proportion of those responsible for children in sample
1.3m 4.0m 2.7m 3.7m
Gender %
Male 60
Female 40
Parent/guardian segment influences
n=1044
Gender %
Male 27
Female 73
Gender %
Male 28
Female 72
Gender %
Male 22
Female 78
Relaxed Parents Laissez Faire
Parents
Responsible
Parents
Disciplinarian
Parents
AND the adult’s NHW mindset influence on parenting mindsets
Invincible (n=89)
Unconcerned (n=239)
Middle of the Road (n=491)
Health Active (n=95)
Health Manager
(n=52) % % % % %
Laissez Faire Parents 15 12 9 10 3 Relaxed Parents 38 34 33 23 12 Responsible Parents 29 29 22 18 25 Disciplinarian Parents 18 25 36 48 61
Conflicted (n=78)
%
28
52
8
12
Understanding the 12-15yr olds
Total sample n=3001
64% of these children were at home during the
interview (n=348)
19% of respondents have at least one child aged
12-15 years living in their household (n=553)
82% of these children completed a Checklist
(n=286)
Source: Q.7, 10a, 10b
The ‘Tweenie’ experience
n=286 Children aged 12 - 15 years who completed a Checklist Source: Checklist Q.1
Find it easy to concentrate at school
Spend lots of time outside
45%
32
Worry about things in life Don’t feel
well most of the time
77% of those who find it easy to concentrate at school, eat breakfast daily
Encourage healthy product use with games on product packs – stimulate brain & body development
Some schools provide food for kids & this allows them to have enough energy to participate in school activities
Potential negative emotional impact & negative effects on self-esteem
86%
65%
Play lots of games
69%
13% 30%
Love going to school
n=286 Children aged 12 - 15 years who completed a Checklist Source: Checklist Q.1
Take packed lunch to
school
Drink lots of water every
day
Eat breakfast every day
Often eat junk food
33
Eat healthy snacks between meals
Don’t get enough to eat
63%
48%
Eat lots of fruit and vegetables
Strong parental influence on children's’ behaviour - 76% had parents in the “Laissez Faire” parent segment.
The ‘Tweenie’ experience
72%
70%
49%
36%
25%
Children’s perceptions don’t tie up with what they are consuming
n=181 Children aged 12 - 15 years who completed a Checklist and a Diary Source: Checklist Q.1; Diary (24-hour Recall)
Consumption behaviour (as per Diary)
34
Children’s self-descriptors regarding diet
(as per Checklist)
Drink lots of water every
day
Drinking on average 4 cups per day
Eat lots of fruit and vegetables
Only two-thirds of those who say they are
eating fruit & veg. are actually eating fruit & veg
Key health contributors are lacking in children – need to drive up consumption of water, fruit & vegetables to ensure a healthier next generation
What are the children eating?
Bread with butter
Soft pap/porridge with sugar
Eggs
Fresh Fruit
Polony
35 n=181 Children aged 12 - 15 years who completed a Checklist and a Diary Source: Checklist Q.1; Diary (24-hour Recall)
Consumption behaviour (as per Diary)
Children’s self-descriptors regarding diet
(as per Checklist)
Eat breakfast every day
What parents look for when choosing products
n=1044 (Filter: Responsibility for children in home) Source: Q28
%
45
35
32
29
22
19
15
Ensure they grow up healthy and strong
Help the development of their brains
Boost their immune systems
Help them concentrate at school
Ensure they have strong bones and muscles
Could improve their memory
Provide them with 100% of their daily vitamin requirements
36
Laissez Faire Parents (n=127)
Relaxed Parents (n=357)
Responsible Parents (n=234)
Disciplinarian Parents (n=326)
40 40 49 49
40 36 36 32
32 26 30 39
27 32 31 25
20 24 21 22
24 27 19 11
15 14 11 19
Closing the gap
Nestlé
• Peer reviewed papers for 2012 and 2013
• Round 2 Survey in 2014
SA
• SANHANES
• Can serve as a basis for other studies
• I&R to work on specific needs: fortification, reduce salt/sugar and enhance fibre
Broader
• Kid’s specific programs to address nutritional and health issues
• Integration and alignment of goals - The Nestlé Healthy Kids, IAAF, PnP Schools, Discovery Healthy Active Kids
Galvanising Nestlé's commitment
• Thank you.....