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.....