What consumers think they kno...More education needed on protein & achieving the right balance “I...
Transcript of What consumers think they kno...More education needed on protein & achieving the right balance “I...
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ProteinWhat consumers think they know
Jenny HearneHead of Thinkers’ Thoughts
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We thought protein was worth exploring!
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Watch Me Think MethodologyObjectives Methodology Deliverables
To see the consumer preparing a
meal without meat or fish
ingredients
To discover how knowledgeable the
consumer is regarding protein
To understand the importance of
protein to consumers diets & the
key motivations for consumption
To uncover who are the main
influencers & the on pack claims
which nudge the consumer to
purchase
30 Thinkers across the UK, France
& Germany
Mix of males & females in their 20’s
– 40’s
7 Flexitarians & 3 Normal diets in
each country
3 videos each;
- Making a meal
- Eating the meal
- Exploring opinions on protein
Authentic self filmed videos with
no moderator present
● Raw video footage – 1000 minutes
● Translations & transcriptions
● 8 video highlight reels
● Observations & opportunities
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Diets are changing: how & why?
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Consumers are actively changing their diets to include more protein
Creating new cooking habits
Healthier for them & their families
More substantial
Sustainable source of energy
Noticeable weight loss & fitness benefits
“the fact that it's quite filling helps to avoid snacking during
the day” (FRANCE)
“I try to find something that keeps my blood sugar stable
throughout the day” (UK)
“I know it’s got great health benefits, it aids weight
loss” (UK)
“my main motivation is to vary our habits – to eat vegetable not
just animal protein” (FRANCE)
“All these are a good alternative to noodles or rice, because they are just healthier” (GERMANY)
“I've tried to eat less meat for quite some time, since the more
vegetarian my diet the healthier and fitter I feel.” (GERMANY)
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Similar to Marge & the Monorail…
• Unquestioning buy in of the
story…
- Protein is Lyle Lanley
- Few people like Marge
saying ‘hold on’
• Predominately good, does good
things
• No mention of Atkins, ‘Food
Babe’ or some Californian stick
insect selling them that story
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Where do we get our animal (not meat & fish) & plant proteins from?
Trending Track
Hippy Trail
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Animal & vegetable protein: Shamino acids?
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Plants vs Animals
• Easy to digest• Low Fat• Healthier • Free from antibiotics• Better for us
• Absorbed quickly• Complete source of
amino acid• Eat less to get the same
effect
• Slow to absorb• Not a “complete
source”• Eat more to get the
same effect
• High in saturated fat• Less healthy
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More education needed on protein & achieving the right balance
“I think it’s important to have both as part of a balanced diet.”
(UK)
“My understanding of plant protein is that it is much healthier than the
animal protein…but I personally think it’s good to have a balance of
both.” (UK)
“you need to be careful if you get rid of meat and fish that you're not going without certain
vitamin…in terms of sources of protein you need to balance” (FRANCE)
“I sure try to keep a variable and balanced diet. I often try out a lot of
new dishes, certainly a lot of vegetarian dishes. I eat meat 2-3 times a week max.” (GERMANY)
More education is required…
Recognition that balance is essential
But what is the right balance?
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Protein: All round good guy or just for gym rats?
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How far can protein go?
Essential for holistic health
Repair & Regeneration
Builds muscle
Where next?
- Good for energy- Essential or growth
& development- Healthy & strong
bones- Good for hair, skin &
nails- Boosts immune
system- Unable to be stored
by body
- Cell, tissue & muscle repair and
regeneration - Consumption of eggs / nuts post exercise to aid
muscle recovery & provide nourishment
- Whey protein shake- Complete protein
supplement - Build muscle &
enhance physique
- Scientific building block for beauty food
that rebuilds cells?
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Protein: Is it another bad thing?
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Can you have too much of a good thing?
Is it bad?
How much do I need?
Do I have more protein than I actually need?
Could it be fattening?
Is it bad for my cholesterol?
Is it linked to gout & kidney
disease?
Educate & provide guidance on recommended amounts and clarity on the positive & negative effects of the delivery medium
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Health, price & the environment
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He
alt
h • Crucial
• Justifies price
• Can’t put a price on health
Pri
ce
• Budget is always an issue
• Value is key
• But less expensive than meat
En
viro
nm
en
t • We don’t really care!
• The focus is on our own health & personal benefits
• But mention…
• Ranching –although beef is the bad guy
• Soy Farming
• Over Fishing
• Sustainable development
What do we really care about?
“if protein became like palm oil –produced in large quantities leading to deforestation, then we'd have to find
something else” (FRANCE)
“soya farming is starting to go the same way…any kind of mass farming of the same thing is going to
end up being a bit of a problem” (UK)
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Information & provenance: who can you trust?
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Whose opinion do we trust?
Food industry / retailers (sorry!)
Internet / Blogs – links to food industry
Confusing research
Change in facts & accepted truths
GP’s
People at the gym
Dieticians & nutritionists
Word of mouth – family & friends
The on pack label
“The trust in forums and blogs has significantly
diminished because they are financed by
food companies” (GERMANY)
“new research is always coming out that contradicts old research, so it’s a bit hard to
know what to believe” (UK)
“lots of conversations at the gym with the coach and with nutritionists there” (FRANCE)
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Whose opinion do we trust?
trust the…
trust the…
trust…
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The importance of provenance
• We are interested in the origin of
our food
• But it does not alter buying
behaviour for new & exciting foods
• Even for the most environmentally
conscious
• Personal health currently outweighs
provenance
“I take care of the environment in my daily life... I fail with quinoa because it comes from the other side of the world”
(FRANCE)
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Labels: all about the baddies?
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Nutrition is no longer about what we put into our bodies – it’s about what we don’t put in!
More protein
More fibre
Less salt
Less saturated
fat
Less sugar
Less calories
• Has nutritionalismon labels lost its way?
• Be bold in positioning a product as a
positive rather than a less or least negative
• Focus on what the
product gives, rather than
what it doesn’t give
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Opportunities & drawbacks: pack & contents
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It all comes down to awareness, taste, simplicity & convenience
Lack of awareness
❖ Limited awareness of nutritional benefits
❖ Even amongst flexitarians
❖ Unawares of its importance & relevance to them
Sell the simplicity & speed
❖ It sounds complicated - but it’s a doddle!
❖ It’s quick to prepare too
❖ They just don’t know what to do with it
❖ More inspirational recipes
Taste is #1
❖ Food needs to deliver on taste
❖ Perception that plant protein is bland
❖ Entertain people with it
❖ Better for you doesn’t mean boring
More convenience
❖ Make it quick & easy
❖ Ready meals
❖ Snacks
❖ That’s where the value is – less about price
“I usually don't eat something that isn't tasty.” (GERMANY)
“I do want things that are quick and easy to make and aren’t too time consuming., but
they’ve also got to be nutritious” (UK)
“I get in quite late in the evening, so choose something that's quick to prepare so individual packets are very good, I often get ready-to-heat
microwave meals too” (FRANCE)
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Key Takeouts
❖You can fill them up - without making them fat
❖Sell on the benefits not the virtues
❖Education, Education, Education!
❖So many people are using protein – no need to convert the converted
❖But there is a knowledge gap to fill
❖Value – not just price but convenience
❖People are always moaning about the lack of choice in ready meals –not just vegetarians
❖Where are the protein rich ones?