THE MEDITERRANEAN DIET – THE CONSUMER PERSPECTIVE 1.
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THE MEDITERRANEAN DIET – THE CONSUMER PERSPECTIVE 1
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Transcript of THE MEDITERRANEAN DIET – THE CONSUMER PERSPECTIVE 1.
THE MEDITERRANEAN DIET
– THE CONSUMER PERSPECTIVE
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In Great Britain 23 adults in 100
are obese
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In the US34 adults in 100
are obese
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Globally, more people die of obesity than malnutrition
Half of people globally think governments SHOULD NOT get involved in what people choose to eat
Source: Ipsos Global @dvisor, November 2011
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BUT 88% think governments should make companies PROMOTE healthy choices
Source: Ipsos Global @dvisor, November 2011
APPROACH
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THE MED DIET
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Had not heard of the Med Diet?
42%
Yet they recognize some of the
of healthy eating
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‘Eating a broad variety of foods is important for our health’
‘People who live in the UK don’t eat enough fruit and vegetables’
‘Olive oil is the healthiest oil’
‘Mediterranean people live longer because they have a healthy diet’
‘Naturally colourful food is usually healthy’
‘Eating red meat every day is essential to good health’
relate
those concepts
to the Med Diet
But they
Diets aren’t for me, I’m more
about a healthy lifestyle
A diet rich in fruit and veg
is best
Olive oil is actually good
for you
There’s no disputing the science behind the Med Diet, there’s just little recognition of
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CHALLENGES OF THE MED DIET
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So WHY
isn’t everyone doing
the Med Diet?
CHALLENGES
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TIME
Time Expense
Access to ingredients
Know how to cook
This mirrors broader food and
nutrition trends...
Driven by time pressures and increasingly fragmented
lifestyles, a marked difference between
is emerging in the approach consumers are taking.
“cooking” and
“preparation”
In saying this, there was a sense of
appreciation for the pragmatism and
simplicity of the Med diet
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Sometimes life is so busy its nice to be
told what to do, the Med Diet doesn't enforce
points and regimes, more guidelines and that is
why it works for me, its not rigid. - Andrew
HOW TO PROMOTE THE MED DIET?
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FOR THOSE THAT HAVE HEARD OF THE MED
DIET, THERE ARE A NUMBER OF KEY FOOD
GROUPS THAT RESONATE
MED DIET ASSOCIATIONS
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And evidence shows that
if consumers ‘know’
about the diet they are
more likely to
the benefits
AWARENESS OF THE MEDITERRANEAN DIET BUILDS ON
HEALTH PERCEPTIONS ASSOCIATED WITH THESE TYPES
OF FOOD.
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Mediterranean people live longer because they have a healthy diet
Red wine is better for your health than white wine
Drinking wine with food is better for your health than drinking wine on its own
Naturally colourful food is usually healthy
Olive oil is the healthiest oil
People who live in the UK don’t eat enough fruit and vegetables
The British Government should encourage food manufacturers to sell more healthy foods
The British Government should encourage the public to eat foods that are healthy
Eating a broad variety of foods is important for our health
0 10 20 30
% difference in agreement between recognisers and non recognisers
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How do we overcome the
challenges? How can we
guide manufacturers in
leveraging the Med Diet?
RELATE IT TO PEOPLE’S LIVES
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Barrier Need Features
Understanding the barriers to engaging in the Med Diet tells
you what barriers exist to
people are buying health
related products
Key product features should relate to specific
triggers/ challenges
Relating a barrier to a
particular need allows you to
think about how to delight
consumers
Long Term Benefit – Short Term DelightChallenges Consumer Delight Features , benefits, products
TimeConsumers feel like they’re cooking a ‘proper’ meal, without it taking too long or without a large investment
of time
Quick, convenient and accessible
Expense
Consumers want to use products/ produce that are high quality, but without feeling like it costs more
than other average household goods
Affordable but high quality, in smaller quantities, value for money, relate to secondary benefits (e.g.time saving)
Access to ingredients
Consumers want to use fresh, local and natural ingredients that allow
them to bring together recipes
Local, fresh, natural, home delivery, bundling
Know how to cook
Consumers want to cook from scratch and learn about new recipes
and new types of foodEasy to prepare yet interesting
and exciting ; assembly vs design vs creation
Emerging trend “assembly cooking” –
preparation of basic convenience food
enhanced by added personalised ingredients
to elevate it above a basic level – closer to the
consumers perception of proper cooked food
MED DIET FOOD KITS
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Home delivery of local fresh produce – tailored to the Med Diet & supported by other activities – e.g. recipes, menu planning, on-line communitiesCo-sponsored events – health clubs, local sporting teams, local restaurants, on-pack offersMed Diet App – link this to shopping lists and home deliveryIn store – e.g. Stir Fry aisle, Olive oil near exotic breads, fresh produce layout, bundling, eventsProduct labelling – med diet specific
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The Med DietMajority usage
Increase awareness of
usage situations
In excess of 30mls per day
One portion every 3-7 days
Suggest cheaper more sustainable alternatives
and promote ease of cooking
1 portion every 1-3 days
One portion per week
Opportunity
2 portions /dayOne portion every two to three days
Suggest more Mediterranean
recipes with these ingredients?
OPPORTUNITIES ABOUND...
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Victoria GuyattDeputy Head of Ethnography
+44 20 3059 5365
Richard BoykoSenior Director, Innovation and
Forecasting
+44 20 8080 6145
Thank-you
