Fat and Happy:Understanding what South Indians think about Health and Food

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

Our Method

Looking to understand how consumers think about food in the context of health and culture we got to know 15 households in 4 cities.

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.

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.

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.

Home visits

HEATING

GRINDING

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.

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.

Questions

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.

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’

The other DILEMMA

“If it is HEALTHY, can it also be TASTY?”

“why does tasty food make us feel guilty?”

What do they think is HEALTHY FOOD?

Fresh food and food that contains less oil, salt, sugar.

Vegetarian and home-made.

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.

Learnings

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)

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

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.

Does Business care about my HEALTH?

AASHIRWAD

ANNAPURNA

NANDINI

HALLI MANEADYAR ANAND BHAVAN

VIDHYARTHI BHAVAN

CENTRAL TIFFIN ROOMSARAVANA

BHAVAN

NANDHINI RESTAURANT

ADIGA’S

Healthy

The image board seen here represents an average of 20 family responses

Unhealthy

Healthy Unhealthy

The image board seen here represents an average of 20 family responses

Tools

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.

Traditional Contemporary

Emotional

Rational

Traditional Contemporary

Emotional

Rational

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.

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

?

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

End