Navigating the Big Food Labyrinth
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Transcript of Navigating the Big Food Labyrinth
EMPTY PANTRIES
GOOD ENOUGH SHORTCUTS
FOODIE HEDONISTS
PREFAB FLAVOR SEEKERS
WELLNESS COMMITTED
HEALTHY ENOUGH
WELLNESS COMMITTED
they are = principled eatersfood = nutrients
quality = clean, natural, wholesomeideal plate = high nutritional value, not processed, fresh
FOODIE HEDONISTS
they are = open experimenters of gourmetfood = multi-sensory pleasure
quality = fresh, natural, how it makes them feelideal plate = delicious, fresh, unique flavors, textures and ingredients
EMPTY PANTRIES
they are = disengaged and habitualizedfood = fuel
quality = basic staple, tasty, good enoughideal plate = simple, appetizing looking, strive for zero effort
HEALTHY ENOUGH
they are = naïve compromisersfood = trade-offs
quality = incrementally healthier, tasty, fits with life/routinesIdeal Plate = tasty and convenient, with BFY cues and signals, affordable
PREFAB FLAVOR SEEKERS
they are = mainstream novelty seekersfood = comfort and fun
quality = taste, taste, taste, how it makes themfeelideal plate = tasty, convenient, popular/exciting flavors and textures
GOOD ENOUGH SHORTCUTS
they are = catch as catch canfood = unavoidable chore
quality = big, convenient, affordable and tastyideal plate = quick and filling, known brands, lifts their mood, wedged into routines
Convenient and Lighter
Cheese singles/slicesPowdered drink mixesInstant coffeeGelatin mix/cupsGranola barsCereal bars
Light yogurtFrozen light entrees for 1Fruit snackDiet soft drinksPackaged white breadDried meat/jerky
Baked/popped chipsPretzelsPita chipsOrganic peanut butterReduced fat cheeseBottled tea
THERE ARE SIX FOOD CLUSTERS, EACH WITH ITS OWN DISTINCT PROFILE
Healthy and Nutritious
Plain cerealsWholesome cerealsConv. dairy milkPlant-based beveragesConv. chickenConv. beefFrozen vegetarian foodsOatmealGranola/muesliProbiotic yogurtOrganic cheeseCottage cheeseEggsFishShrimp/shellfishH/AB free/Organic chickenH/AB free/Organic beefPorkBrown riceDeli meatsHummusAlmond, cashew butterSeedsOrganic corn tortilla chipsHomemade meals, spaghetti sauce, soups
Convenient and Healthy
Jars/packs of nutsRegular yogurtEnergy/nutrition barsDried fruitGreek yogurtOrganic yogurtRefrig. smoothie drinksPackaged whole grain bread
Bulk nutsPackaged trail mixString cheeseReduced fat peanut butterCanned tunaWhole grain crackersMultigrain tortilla chips
Light and Simple
Ketchup (reg and org)Yellow mustardGround coffee in a canFresh produce (reg and org)Regular bottled waterInstant white rice
Fresh coffee beansSpecialty coffee shop beveragesFrozen producePlain/Flavored sparkling waterGourmet mustardsTap waterTeaHomemade smoothies
Highly Processed
Lunch meatsLunchablesHot dogsMacaroni and cheese Jarred spaghetti sauceSweetened cerealsChicken nuggetsCanned pastaFrozen breakfast entreesFrozen wafflesFrozen entrees for 1Toaster pastriesCanned soupsPlain crackersCheese/flavored crackersSandwich crackersOther fast food breakfastChicken sausagesDry pasta/noodles
Sensory and Indulgent
Regular soft drinksPotato chipsCorn tortilla chipsFlavored chipsPackaged cookiesRegular peanut butterCandy barsRegular cream cheesePudding mixes/cupsMayonnaise/salad dressingBlock cheeseHomemade cookiesBaconSausageBratwurst/Italian sausagePastries, muffins, etc.Ice cream or gelatoMicrowave popcornVeggie and bean chipsSports drinksFrozen pizza
The 56 Big Foods in each cluster are in RED
HEALTHIER LESS HEALTHY
Convenient/SimpleClean, Pure
HealthyLight
HealthyClean, Pure
Hearty, Dense Nutrition
Good On-the-GoConvenient/Simple
HealthyExpensive
Hearty, Dense Nutrition
Good On-the-GoLight
Sensory Eating ExperienceMood Enhancing
NOT HealthyNOT Light
NOT Clean, Pure
SWITCHING DATA SHOW A COMPLEX PATTERN OF BEHAVIORS FROM AND TO THE DIFFERENT CLUSTERS.
Healthy and Nutritious29%
Sensory and Indulgent15%
Light and Simple21%
Conv. and Healthy17%
Highly Processed 8%
Conv. and Lighter11%
2X SWITCHING TO
2X SWITCHING TO
4X SWITCHING FROM
EVEN EXCHANGE - STABLE
3X SWITCHING TO
2X SWITCHING FROM
% OF ALL SWITCHES TO:
THERE’S A VARYING DEGREE (AND DIRECTION) OF MOMENTUM ACROSS PRODUCT CATEGORIES
47 47 45 44 44 4336 35 32 30 30 27 26 25 21 17 17
46 47 4942
4842 55 56
51 56 61 6157
65 70 76 73
7 6 714
815
9 918 13 9 11
1710 9 7 10
Dry gelatin or refrig gelatin
cups
Dry pudding mixes or
pudding cups
Melting cheese
Instant coffee Meat, cheese, and
cracker packs
Powdered drink mixes you add to
water
Regular mac and cheese
Hot dogs Ground coffee in a
can
Packaged lunch
meats/cold cuts
Regular cream cheese
Cheese slices and singles
Jars, cans, or packs of nuts
Regular jarred
spaghetti sauce
Mayonnaise or salad dressing
Ketchup (not organic)
Yellow mustard
No Longer Eating or Eating Less No Change Started Eating or Eating More
Sample:Amongcurrentusersanduserswhohaveleftafoodcategoryinthepast2years.
NETWORK ANALYSIS GOES ONE LEVEL DEEPER TO REVEAL FURTHER COMPLEXITY BEHIND PEOPLE’S CHANGING BEHAVIORS.
HEALTHY & NUTRITIOUSLIGHT & SIMPLE
CONVENIENT & HEALTHYHIGHLY PROCESSED
SENSORY & INDULGENTCONVENIENT & LIGHTER