THE FOOD RENAISSANCE FORGING BRAND LOVE IN A NEW ERA · ... Questionnaire Flow 29 1 Choosing...

THE FOOD RENAISSANCE FORGING BRAND LOVE IN A NEW ERA

6.22.2016

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3

WHYFOODMIX?

WebelieveweareinthemidstofaFood

Renaissanceandourculture’sexpecta:ons

offoodanditsrela:onshipswith

brandshavefundamentallyshi<ed.

WHAT?

Wedrawfromourfullsuiteofresearch,brandstrategy,crea:ve,communica:onsandsalessupportservicestomakelas:ngconnec:ons.

HOW?

Weinterpretchangingconsumerneedsandcreatebrandsand

brandstoriesthatturncustomersintoadvocates.

Why Foodmix

About Foodmix

4

https://www.youtube.com/watch?v=aIUVqoiUNCk

Why Food Renaissance? Arethechangesoccurringinthefoodindustrytodayaseriesoftrends–orsomethingbigger?Foodmixbelievesthattounderstand,andreactto,thenewreali:es,wemustlookbeyondthetrendsandunderstandthatourcultureisrapidlyevolving–andchanging.JustastheRenaissancerepresentedabridgefromoneeratoanother,thefoodindustryisexperiencingaRenaissanceofitsown.Drivenbythechangingrolefoodplaysinourculture.Powerisshi<ingfromafewgatekeeperstoamoreinformed,opinionatedandpassionateconsumer.

WelcometotheRenaissance.

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Evidence That the Food Renaissance is Upon Us

Rankof“Food&Drink”amongmostpinnedcategoriesandmostbrowsedcategoriesonPinterest,amongdailyusers: 1

Rankof“Food”amongfastest-growingYouTubecategories: 1Numberofconsecu:veyearsofinfla:on-adjustedsalesgrowthfortheU.S.

restaurantindustry(2010-15): 6NumberofAmericanswhowatchtheCookingChanneleachweek: 32,000,000

NumberofpeoplewhosubmiZedsugges:onsfornewflavorings,inresponsetoFritoLay’s“DoUsaFlavor”contest: 3,800,000

Combinednetworthoftopfivecelebritychefs: $750,000,000

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http://www.cision.com/us/2015/01/25-pinterest-facts-and-pr-best-practices/ https://www.thinkwithgoogle.com/articles/millennials-eat-up-youtube-food-videos.html http://www.restaurant.org/News-Research/Research/Forecast-2015 http://www.statista.com/statistics/368164/cable-tv-networks-cooking-channel-watched-within-the-last-7-days-usa/ http://www.fastcocreate.com/1682425/how-lays-got-its-chips-to-taste-like-chicken-and-waffles http://www.celebritynetworth.com/list/top-50-richest-celebrity-chefs/

Understanding What’s Happening Will Help You Win in the New Era

MEGA TRENDS

MEGA RESPONSES

7

The signs are everywhere - Are Mega Trends Here to Stay?

BIG FOOD STUMBLES

MILLENIALS CHOOSE WISELY

BABY BOOMERS RETHINK

THE MELTING POT IS HEATING UP

SPECIALTY FOODS SURGE

A NEW BREED OF

INFLUENCES

8

Big Food Stumbles Declineinmarketshareof25largestfoodandbeveragecompanies

from2008to2014: -8.7%Billionsofdollarsthatshi<edfromlargetosmallcompaniesfrom

2009to2014acrossallCPGcategories: $18BPercentageofsupermarketfrozenfoodproductswithflator

decliningsalesin2014: 98%Percentageofthemostimportantfoodcategoriesinwhichlarge

brandslostmarketsharetosmallbrands,2009-14: 75%PercentagechangeinannualorganicfoodsalesintheUS2009-14vs.

USsalesofcountry'sbiggestfoodandbeveragecompanies: +74%

9

http://www.zacks.com/stock/news/164229/kelloggs-misses-q4-earnings-cuts-longterm-sales-target http://adage.com/article/cmo-strategy/big-food-falters-marketers-responding/298747/ http://adage.com/article/cmo-strategy/frozen-food-giants-plot-ads-stop-freezer-case-sales-fall/240878/ http://www.entrepreneur.com/article/243855 http://www.wsj.com/articles/how-can-big-food-compete-against-fresher-rivals-1436757869

Millennials Choose Wisely

PercentageofMillennialmomswhowatchfoodvideoseveryweek: 69%

PercentageofMillennialswhouseorganicfoodandbeverages: 86%PercentageofMillennialswhowouldstopbuyingacertain

productiftheybelievedthebrandwasunethical: 59%Percentageofmillennialswhowishfoodcompaniesofferedmore

informa:ononhowtheymaketheirproducts: 74%

10

http://www.ift.org/food-technology/past-issues/2015/april/features/the-top-ten-food-trends.aspx?page=viewall http://www.chicagotribune.com/business/ct-millennials-big-food-1030-biz-20151029-story.html http://www.chicagotribune.com/business/ct-millennials-big-food-1030-biz-20151029-story.html

Baby Boomers Rethink

Percentageofbabyboomerswhobelieveea:nghealthilyis“extremelyimportant”: 82%

Boomershavebeengrowingmorediscrimina:ngabouttheirdiet,

increasinglyop:ngforfoodsgearedtowardsbolsteringeitherbrain

healthorphysicalac:vity.(NPDGroup/AlixPartners/CSPDailyNews)

11 http://www.alixpartners.com/en/Publications/AllArticles/tabid/635/articleType/ArticleView/articleId/1646/Bringing-Health-to-the-Bottom-Line.aspx#sthash.fZLLfG1R.dpbs

The Melting Pot is Heating Up PercentageofU.S.popula:onthatisHispanic: 17%

PercentageofU.S.popula:onunderage12classifiedasnon-white: 56%

Expectedgrowthinethnicfoodsalesinsupermarkets2012-2017 20%

LikelihoodthatanAmericanin2014wasnotbornintheU.S.: 1in7

Yeares:matedbyCensusBureauwhenU.S.willbecomeamajority-minorityna:onforthefirst:me: 2043

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http://www.usatoday.com/story/news/nation/2014/06/26/census-asians-demographics-immigration-population/11349699/ http://www.nielsen.com/content/dam/corporate/us/en/conference/Multicultural%20Consumer%20-%20Buy%20Insights.pdf http://nrn.com/consumer-trends/report-consumer-interest-ethnic-cuisines-grows https://www.census.gov/newsroom/releases/archives/population/cb12-243.html

Specialty Foods Surge Percentagechangeinretailspecialtyfoodsales,

2012-14,versus2%increaseoverthesameperiodforallfoods:

19%Percentageofconsumerswhoboughtgourmetspecialty

foodsin2014: 59%Percentageofglobalconsumerswhowanttorecognize

everyingredientonthelabel:68%

Percentageofglobalconsumerswhowantfoodmadewithasfewingredientsaspossible: 40%

13

http://ota.com/sites/default/files/indexed_files/PolicyConference2015_Infographic_8.5x11_1a_0.pdf http://fortune.com/2015/05/21/the-war-on-big-food/

A New Breed of Influences

Rankofwebsites,amongallmedia,assourceofinforma:onaboutrecipesandnutri:on(aheadofbooks,magazinesandtelevision): 1Rankoffoodanddrinkbrands,ofallbrandsmen:onedonTwiZer

(with32%shareofbrand-relatedtweets): 1Percentageofsmartphoneuserswhobelievethatthetechnology

hasimprovedhowwelltheyeat: 82%PercentageofPinterestuserswhointeractwithfood-related

content: 57%NumberofU.S.restaurantvisitsannuallythatareinfluencedby

onlinemarke:ng: 926million

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Hunter Public Relations 2014 Food News Study https://www.linkedin.com/pulse/social-media-trends-tastes-food-beverage-industry-daren-bach https://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/ http://www.forbes.com/sites/caroltice/2012/07/12/what-puts-diners-in-restaurant-seats-hint-not-social-media-reviews/ http://www.foodnavigator-usa.com/Manufacturers/Smartphone-use-among-5-key-trends-driving-interest-in-healthy-eating

Fight or Flight? Rethink Everything – Mega Reactions

COME CLEAN

ACQUIRE

INNOVATE

REPOSITION

REFORMULATE

REMIX

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Come Clean

In 2015 Big Food companies began making public statements admitting they have not changed enough and are out-of-step with market trends.

The admissions in themselves represent a step toward rebranding.

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Opportunities – Acquire

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Opportunities – Innovate

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Opportunities – Reposition

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Opportunities – Reformulate/Remix

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Implications of the Food Renaissance

■  We no longer eat food, we live food

■  Brands are not dead, but they need to offer more/different substance than in the past

■  Marketing truths and making connections will matter more than” out-shouting” the competition

■  The texture of food marketing has forever changed and requires different resources

SOHOWHASTHENATUREOFFOODBRANDINGCHANGED?

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FOODMIX CONSUMER BRAND LOVE STUDY

Research Objectives

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Examineassump:onsaboutconsumer

brandloveinthefoodandbeveragecategory

Iden:fythevalueofbrandloveand

whetheritshouldmaZertofoodcompanies

Iden:fythequali:esandfeelingsthatdifferen:ateloved

foodbrands

Methodology

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Ana:onalonlinesurveyof1,002adultsages18-69fieldedin

March2016

Representa:veofUSpopula:onbyage,gender,income,

ethnicityandregion

Thefocusofthesurveywas

consumers’favoritebrandedfoodorbeverageproduct

Questionnaire Flow

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1 Choosingfavoritefoodbrand

2 ANtudestowardfavoritefoodbrand

3 Loveoffavoritefoodbrand

4 AYributeslovedaboutfavoritefoodbrand

5 Categorizingfavoritefoodbrand

AMERICA’S FAVORITE FOOD BRANDS*

*OR, MORE ACCURATELY, AMERICA’S FAVORITE BRANDED FOOD & BEVERAGE PRODUCTS

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Consumers’ Favorite Food Brands

*Foodmix 2016 Brand Love Survey

Many Brands Take Time to Become Favorites Two-thirds of consumers have been using their favorite food brand for 6+ years. For the large majority of consumers, their favorite has been around a long time.

37%30%

21%6% 6%

91%

9%

10+years Forthepast6to10years

Forthepast2to5years

Forthepastyear Forthepast6months

Beenaroundalong:me

Rela:velynewinmyarea

LengthofTime

Howlonghaveyoubeenusing[INSERTBRAND]?Has[INSERTBRAND]beenaroundalong:me,orisitrela:velynewinyourarea?Base:All(n=1002)

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LengthofTimeUsingBrand Newvs.OldBrand

67%


Why We Should Care About Brand Love

33

Posi:veMarketplaceBehaviors

BrandLove

AZributes+FeelingStates

34


BrandLove



35

People o'en talk about “loving” a brand,meaning they have developed an emo9onala:achment,beyondjust likingorbeingloyaltoit. Using a 10-point scale, where 10 is thehighest, how much would you say you love[INSERTBRAND]?

Defining Brand Love

Brand Love of Food is Pervasive in the U.S. Almost two-thirds of consumers love their favorite food brand.

21%

16%

26%

15%

5% 6%2% 2% 2%

6%

10 9 8 7 6 5 4 3 2 1

BrandLoveRa\ngs

Peopleo<entalkabout“loving”abrand,meaningtheyhavedevelopedanemo:onalaZachment,beyondjustlikingorbeingloyaltoit.Usinga10-pointscale,where10isthehighest,howmuchwouldyousayyoulove[INSERTBRAND]?Base:All(n=1002)

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I’mtotallyinlovewithit

Ilikeit,butI’mnotinlovewithit

BrandLovers63%

BrandLikers37%


Brand Love is Consistent Across Demographics

61%

62%

65%

67%

66%

62%

64%

62%

65%

61%

62%

63%

$100K+HH

$50K-$100KHH

Under$50KHH

Hispanic

African-American

White

Women

Men

Babyboomers

GenX'ers

Millennials

Total

%ofBrandLoversRa:ngof8,9or10on10-pointscale

37

Peopleo<entalkabout“loving”abrand,meaningtheyhavedevelopedanemo:onalaZachment,beyondjustlikingorbeingloyaltoit.Usinga10-pointscale,where10isthehighest,howmuchwouldyousayyoulove[INSERTBRAND]?Base:All(n=1002)


A Look at Attributes of Favorite Food Brands

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BrandLove


We Tested 30 Food-Related Attributes Respondents indicated which ones they like about their favorite brand.

7%8%9%

12%13%13%14%14%

17%18%18%18%

20%23%

25%28%29%

33%34%

36%39%

41%50%50%50%

52%57%58%

85%87%

ExtravagantEthical

Eco-friendlyIntenseSincereSmart

Natural/OrganicLowsugar

HighproteinCrea:veLowfat

LowcalorieExci:ng

EnergizingFriendlyHealthy

OneofakindEstablishedRefreshing

FunTrustworthy

Authen:cEasy

ReliableFresh

Premium/HighqualityConvenientConsistentFlavorful

Great-tas:ng

WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)39 *Foodmix 2016 Brand Love Survey

At the Top of the List are Table Stakes Most consumers expect these qualities in a food brand.

57%

58%

85%

87%

ConvenientConsistentFlavorful

Great-tas:ng

WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)

40

1


There’s Opportunity in the Middle. . . Fresh, high-quality foods that are fun and easy and have other personality traits such as authenticity.

20%23%

25%28%29%

33%34%

36%39%

41%50%50%50%52%

Exci:ngEnergizingFriendlyHealthy

OneofakindEstablishedRefreshing

FunTrustworthyAuthen:c

EasyReliableFresh

Premium/Highquality


41

2


At the Bottom are Health-Related Claims There’s obviously demand for foods with health-related claims that are eco-friendly and ethical. But the passion that elevates foods to favorites is not coming from these attributes.

7%

8%

9%

12%

13%

13%

14%

14%

17%

18%

18%

18%

Extravagant

Ethical

Eco-friendly

Intense

Sincere

Smart

Natural/Organic

Lowsugar

Highprotein

Crea:ve

Lowfat

Lowcalorie


42

3


Liked Attributes That Skew Younger

43

12%

15%

14%

25%

30%

37%

10%

17%

20%

30%

38%

40%

19%

21%

25%

32%

39%

47%

Smart

Crea:ve

Exci:ng

Oneofakind

Fun

Authen:c

Millennials GenX'ers BabyBoomers

WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7

Millennials, and to some extent Gen X’ers, are more likely to like the values and personality attributes below in their favorite food brand compared to boomers.


Liked Attributes That Skew Older

44

39%

45%

58%

62%

63%

34%

36%

49%

48%

58%

26%

37%

43%

45%

53%

Established

Trustworthy

Reliable

Premium/Highquality

Consistent



Functional attributes of a favorite food brand are more likely to resonate with older consumers.


Attributes Associated with Brand Love Food brands that are loved are more likely to be associated with high quality and freshness – plus values like authenticity and trustworthiness, and personality traits.

5%

11%

9%

15%

18%

16%

25%

22%

29%

28%

42%

41%

16%

21%

26%

27%

30%

37%

39%

43%

45%

49%

55%

58%

Intense

Crea:ve

Exci:ng

Energizing

Friendly

Oneofakind

Refreshing

Fun

Trustworthy

Authen:c

Fresh

Premium/Highquality

%ofRespondentsWhoLikeAYributeforFavoriteBrand

BrandLovers BrandLikers

WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 45 *Foodmix 2016 Brand Love Survey

Brand Love Attributes – A Summary Generally, loved food brands differ from other brands in that consumers are more likely to associated them with values and personality attributes.

WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 46

Differen:a:ng Non-Differen:a:ng

Health •  Fresh •  Healthy•  Lowcalorie•  Lowfat•  Lowsugar•  Highprotein•  Natural/Organic

Flavor/Taste •  Refreshing •  Greattas:ng•  Flavorful

Func:onal •  Premium/highquality •  Convenient•  Consistent•  Reliable•  Easy•  Established

Personality •  Authen:c•  Trustworthy•  Fun•  Oneofakind•  Friendly•  Energizing•  Exci:ng•  Crea:ve•  Intense

•  Smart•  Sincere


A Look at Feeling States

47


BrandLove


Feeling States

48

Emo:onalin:macy

Long-termcommitmentandsecurity

SenseofBelonging

Posi:veself-Image

Pleasure

•  There’salmostsomething“magical”aboutmyrela:onshipwithit

•  Iidealizeit•  IfpeopleknewhowmuchI

reallylikeit,theymightthinkI’maliZlecrazy

•  Ifeelemo:onallyclosetoit•  I’dbeupsetifIcouldn’tgetitor

iftheystoppedmakingit•  OK,maybeI’maliZleobsessed

withit•  IfeellikeIwaswai:ngmy

wholelifeforit

•  It’sbeenpartofmylifeforalong:me

•  It’sgoingtobepartofmylifeforalong:metocome

•  Itfeelslikeanoldfriendtome•  Itevokesmemoriesofgood

:mes•  I’mveryloyaltoit•  Ifiteverdisappointedme,I

thinkIcouldforgive

•  It’sawayofconnec:ngwithotherpeople

•  Ienjoytalkingaboutit

•  Itmatcheswellwithmypersonaliden:fyorself-image

•  Itmakesmefeelspecial,likeamemberofaclub

•  Itisaperfectfitforme•  Thecompanythatmakesthis

brandhasahistoryor"story"thatfeelsauthen:candthatspeakstome

•  Itmakesmehappy•  HowgreatwoulditbeifIcould

bringitintoamovietheater?

Any form of love is created by strong positive feelings – feelings about oneself, the desired object (food) or person, and the relationship itself.

*Categoriesbasedinpartofareviewofacademicresearchaboutbrandlove.*Foodmix 2016 Brand Love Survey

Favorite Foods Elicit Intense Feelings

Consumers are highly loyal to their favorites, many of which have been a “perfect fit” for them for a long time.

68%

69%

69%

76%

80%

81%

82%

84%

87%

Itevokesmemoriesofgood:mes

Ifiteverdisappointedme,IthinkIcouldforgive

Itfeelslikeanoldfriendtome

It’sbeenpartofmylifeforalong:me

Itisaperfectfitforme

It’sgoingtobepartofmylifeforalong:metocome

I’mveryloyaltoit

I’dbeupsetifIcouldn’tgetitoriftheystoppedmakingit

Itmakesmehappy

TopANtudes/FeelingStates%whoStronglyAgreeorAgreeon5-pointagreementscale

Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)

49 *Foodmix 2016 Brand Love Survey

Favorites Link with Positive Self-Image

Favorite foods often reflect personal identity. Many favorite brands have authentic stories that speak to consumers.

32%

35%

36%

39%

39%

40%

44%

45%

54%

54%

57%

59%

There’salmostsomething“magical”aboutmyrela:onshipwithit

IfeellikeIwaswai:ngmywholelifeforit

Iidealizeit

It’sawayofconnec:ngwithotherpeople

Itmakesmefeelspecial,likeamemberofaclub

IfpeopleknewhowmuchIreallylikeit,theymightthinkI’maliZlecrazy

Ifeelemo:onallycloseit

OK,maybeI’maliZleobsessedwithit

HowgreatwoulditbeifIcouldbringitintoamovietheater?

Ienjoytalkingaboutit

Thecompanyhasahistoryor"story"thatfeelsauthen:c

Itmatcheswellwithmypersonaliden:fyorself-image

SecondaryANtudes/FeelingStates%whoStronglyAgreeorAgreeon5-pointagreementscale

Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002) 50 *Foodmix 2016 Brand Love Survey

Feelings About Favorites That Skew Younger

51

31%

31%

35%

48%

42%

32%

34%

38%

56%

60%

43%

44%

44%

58%

60%


Iidealizeit

It’sawayofconnec:ngwithotherpeople

Ienjoytalkingaboutit




Feelings related to pleasure, connecting with others, and emotional intimacy are more likely to be seen among younger consumers.


Feelings About Favorites That Skew Older These long-term-commitment feelings are more associated with Baby Boomers compared to Millennials when considering their favorite food brand.

52

76%

85%

85%

70%

79%

81%

60%

65%

77%







Brand Love and Emotional Intimacy

Consumers who love food brands are a little crazy about them.

11%

19%

23%

20%

22%

72%

44%

47%

50%

58%

59%

91%

There’salmostsomething“magical”aboutmyrela:onshipwithit

Iidealizeit

IfpeopleknewhowmuchIreallylikeit,theymightthinkI’maliZlecrazy

Ifeelemo:onallycloseit

OK,maybeI’maliZleobsessedwithit


MeasuresofBrandInvolvement%whoStronglyAgreeorAgreeon5-pointagreementscale


Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7


Brand Love and Long-Term Commitment For many consumers, loved food brands are associated with good times. Loved brands feel like old friends.

17%

52%

53%

65%

69%

72%

46%

77%

78%

83%

88%

91%


Itevokesmemoriesofgood:mes







Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 54 *Foodmix 2016 Brand Love Survey

Brand Love and Trust, Self-Image, Pleasure Loved food brands are more likely to offer a history or “story” that feels authentic to consumers and speaks to them.

40%

77%

21%

42%

39%

66%

59%

66%

62%

93%

50%

65%

70%

88%

75%

90%


Itmakesmehappy

Itmakesmefeelspecial,likeamemberofaclub

Thecompanythatmakesthisbrandhasahistoryor"story"thatfeelsauthen:candthatspeakstome

Itmatcheswellwithmypersonaliden:fyorself-image

Itisaperfectfitforme

Ifiteverdisappointedme,IthinkIcouldforgive

I’mveryloyaltoit



Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 55

Trust/Loyalty

Self-Image

Pleasure



56


BrandLove


Favorite Brands Elicit Positive Behaviors They make consumers into advocates for your brand, for example, and more open to cross-selling.

19%

29%

41%

51%

52%

63%

64%

68%

73%

77%

Iwanttopostphotosofitonsocialmedia

Iwanttofollowitonsocialmedia

IfIheardsomethingbadaboutit,I’dques:onitinmyownmind

I’mabitofa“hoarder”whenitcomestohavingenoughonhand

IwouldtryanewrestaurantifIknewtheyservedit

Idon’tintendoneverswitchingtoanotherbrand

Iwillgooutofmywaytogetit

SoitcostsaliZlemore.Asmallpriceforperfec:on,right?

Ilookforwardtotryingnewproductsintroducedbyit

IrecommendittofriendsandfamilywheneverIcan

ANtudesthatDrivePosi\veBehaviors%whoStronglyAgreeorAgreeon5-pointagreementscale



Behaviors Skew by Generation

58

10%

19%

48%

75%

75%

18%

33%

50%

64%

74%

30%

37%

58%

64%

83%






ANtudesthatDrivePosi\veBehaviors%whostronglyagreeoragreeon5-pointagreementscale



Millennials are more likely to recommend a favorite food brand. Boomers are more likely to pay more for it.


Brand Love Super-Charges Behaviors Brand love substantially boosts what consumers will do for their favorite food products.

9%

15%

33%

38%

37%

49%

44%

52%

64%

63%

25%

38%

46%

58%

61%

72%

75%

77%

79%

86%



IfIheardsomethingbadaboutit,I’dques:onitinmyownmind




Iwillgooutofmywaytogetit






Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 59 *Foodmix 2016 Brand Love Survey

Why Food Companies Love Consumers Who Love Their Brand Brand love impacts companies’ most critical sales KPIs.

38%

49%

64% 63%58%

72%79%

86%






BrandLikers

BrandLovers

Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 60

RESISTCOMPETITIVEOFFERS/LOYALTY

REPEATPURCHASES

WILLINGTORECOMMENDRECEPTIVETOCROSS-SELLING


Implications: The Produce Industry is in a Winning Position

■  High Quality ■  Fresh ■  Reliable ■  Easy ■  Authentic

61

Loved brand attributes are your attributes

■  Trustworthy ■  Fun ■  Refreshing ■  Real ■  Energizing


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For more information, contact: Dan O’Connell, CEO [email protected] 630.366.7500 www.foodmix.net https://www.youtube.com/watch?v=aIUVqoiUNCk

THE FOOD RENAISSANCE FORGING BRAND LOVE IN A NEW ERA · ... Questionnaire Flow 29 1 Choosing...

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