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shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 1
HEALTHIER DIETto attract consumers on their journey to a
TIPS4
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 2
ContentsAttitudes Toward Healthy Living
Finding Motivation
Differing Ideas of Wellness
The Importance of Food Claims
Wellness Tools and Resources
Implications
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 3
Attitudes Toward Healthy Living
Commitment is on the decline
2012
2014 44% 43%63% 58% 64% 57%
41% 46% 56%40%
80%67%
Women Men Over age 45Under age 45 Moms Organic
“I’m firmly committed to a healthy diet”
Q. How strongly do you agree or disagree with the following statements about health and wellness? (Strongly/Somewhat agree).
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 4
Attitudes Toward Healthy Living
Eating better has barriers
It’s expensive to eat healthy
I would eat healthier if it were more convenient
It’s daunting to try to change everything about my diet
Most food companies don’t make healthy food
Most healthy foods don’t taste very good
I’m so busy, being active and eating healthy often gets put on
the back burner
I don’t know how to prepare a healthy meal
Healthy Eating Barriers
62%
47%
41%
46%
30%
25%
17%
Q. Thinking of potential barriers to eating a healthy diet, how strongly do you agree or disagree with the following statements? (Strongly/Somewhat agree).
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 5
Attitudes Toward Healthy Living
Some segments struggle with wellness roadblocks more than others
MillennialsDon’t know how to prepare (155 Index*) Most healthy foods don’t taste good (133) So busy, health on back burner (155)Would eat healthier if more convenient (123)
MomsSo busy, health on back burner (135)Would eat healthier if more convenient (120)
OrganicDon’t know how to prepare (121)Most healthy foods don’t taste good (137)So busy, health on back burner (121)
MenDon’t know how to prepare (129)
Bad CooksDon’t know how to prepare (181)Most companies don’t make healthy food (129)
UrbanDon’t know how to prepare (146)Most healthy foods don’t taste good (121) So busy, health on back burner (122)
Q. Thinking of potential barriers to eating a healthy diet, how strongly do you agree or disagree with the following statements? (Strongly/Somewhat agree).
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 6
Attitudes Toward Healthy Living
A little moderation is OK for most
I don’t obsess over my calorie intake, I just
try to eat everything in moderation
67%61+3948+52“I feel guilty when I don’t
eat healthy”
61% 48%
2012 2014
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 7
Attitudes Toward Healthy Living
Fighting the urge to splurge
When I’m celebrating something
When I’m eating out
When I’m on vacation
When I’m stressed out
On the weekend
When I’m with a group
When I’m sad
Splurge Triggers
46%
44%
41%
30%
28%
20%
18%
Q: When are you most likely to “splurge” on food, meaning, when are you most likely to relax your healthy eating habits and treat yourself to a not-so-healthy food item? Please select up to five.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 8
Attitudes Toward Healthy Living
Eating our feelings
The emotional triggers in particular hit some segments harder than others. For example, women tend to splurge in response to negative emotions while men splurge when they’re happy.
Eating our feelings
Millennials (126)Parents (124)Moms (121)
Gen-Xers (121)Midwest (121)
BUSYMoms (134)
Millennials (130)Small city (130)
Women (121)
SADMoms (133 Index)
Midwest (121)Small city (121)
STRESSEDMillennials (146)Organic (132)
Men (130)Parents (130)Urban (127)
HAPPY
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 9
Finding Motivation
Wellness goes well beyond the scale
Wellness Motivators
66% 62% 58% 57% 56% 54%44% 44% 41%
25%17%
Overall well-being
Preventing illness and
disease
Maintaining a healthy weight
Overall happiness
Physical appearance
Higher energy level
Physical strength
Enjoy being active
Weight loss
Setting a good
example for my kids
Social influence
Q. Which of the following are motivators for living a healthy lifestyle? Please select all that apply.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 10
Finding Motivation
Motivators by segment
Top Motivators (by Segment)
Q. Which of the following are motivators for living a healthy lifestyle? Please select all that apply.
Women• Weight loss (117 Index)• Good example for kids (112)• Physical appearance (111)
Moms• Good example for kids (235)• Physical appearance (117)• Weight loss (114)
Organic• Social influence (136)• Physical strength (122)• Good example for kids (122)• Enjoy being active (121)
Millennials• Social influence (140)• Good example for kids (123)
Boomers• Prevent illness/disease (114)
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 11
Finding Motivation
“Wellness” is not universal
34+25+15+8+7+7+4+AWellness Philosophies
Q. Which of the following do you feel best describes your health and wellness philosophy?
Do It My Way
Moderate Maintenance
I Am Who I Am
The Reformer
Holistic Approach
In It to Win It
Not Right Now
34%
25%
15%
8%
7%7%4%
Consumers approach wellness in many different ways. FoodThink explored some common wellness philosophies and the most likely attitudes and motivators for the consumers holding those philosophies.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 12
Finding Motivation
Wellness philosophies (by Segment)Q. Which of the following do you feel best describes your health and wellness philosophy?
The ReformerI frequently diet and seek help managing my health. Sometimes I relapse, but then I jump back on a diet.
Segments: OrganicHigh income ParentsGen-XersWomen
Motivators: Weight loss Social influence Physical appearance Setting good example for kids
Holistic Approach Healthy living is a way of life. My body is a temple, so I exercise regularly and eat healthy, natural foods.
Segments: OrganicGood cooks Pre-Boomers High income
Motivators: Physical strengthEnjoy being active Setting good example for kids Higher energy level
In It to Win It I stay healthy because it’s fun. I play sports and stay active for the social aspect. I enjoy setting goals and looking good.
Segments: HispanicParentsOrganicMenMillennialsHigh income
Motivators: Social influence Enjoy being active Setting good example for kids
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 13
Finding Motivation
Wellness philosophies (by Segment)Q. Which of the following do you feel best describes your health and wellness philosophy?
Moderate Maintenance I just try to maintain my weight and eat a fairly healthy diet.
Segments: Pre-Boomers
Motivators: Maintaining healthy weight Prevent illness and disease
Do It My WayI try to live healthy, but I don’t follow a particular diet. I just do what works for me.
Segments: Pre-Boomers
Motivators: Enjoy being activeOverall well-being
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 14
Finding Motivation
Wellness philosophies (by Segment)Q. Which of the following do you feel best describes your health and wellness philosophy?
Not Right Now Health isn’t really a priority. I occasionally exercise, and at some point, I’ll start eating healthier.
Segments: Single Bad cooksLow income
Motivators: NoneSocial influence
I Am Who I AmI don’t worry about exercise or eating right. I have other things to worry about, so I just try to get through the day.
Segments: Bad cooks Unemployed Men Low income
Motivators: None
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 15
For consumers, freshness matters most
The Importance of Food Claims
Attribute Importance
Q. How important are the following attributes when making food purchasing decisions? (Very/Somewhat important).
Fresh
High in
vitam
ins an
d mine
rals
Natural
flavo
rs
No tran
s fat
Lean
Natural
No artifi
cal pr
eserva
tives
No add
itives
No anti
biotic
s
No hom
ones
No artifi
cial sw
eetne
rs
Low-fa
t
Low ca
lorie
No GMOs
Organic
Gluten
-free
80%64% 63% 63% 63% 58% 58% 58% 57% 57% 55% 54% 51% 48%
36%25%
Trending Up
Trending Down
Gluten-free +9
Lean -11Fresh -10Low-fat -10No trans fats -8High in vitamins and minerals -8
The order of importance among attributes hasn’t changed from the previous FoodThink study, but the level of importance has. The following indicates the percentage point change from 2012.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 16
Consumers look on-pack for food facts
Wellness Tools and Resources
Q. Which of the following tools and resources do you use to find health-related information and/or help you with your daily wellness efforts? Please select all that apply.
Wellness Tools and Resources
Food packaging Family doctorTV shows MagazinesOther websites
Social media Gym or fitness center
Restaurant menus Mobile apps
36%
Blogs or online forums
Books
Health insurance provider
28% 28% 28% 27% 22%
17% 17% 14% 13% 12% 9%
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 17
Go-to source of health information vary by segment
Wellness Tools and Resources
Q. Which of the following tools and resources do you use to find health-related information and/or help you with your daily wellness efforts? Please select all that apply.
Wellness Resources (by Segment)
Health insurance provider (152 Index*)Mobile apps (121)
Social media (143)Blogs or online forums (137)Magazines (126)Mobile apps (124)
Books (120)Magazines (116)TV shows (112)Social media (112)
Blogs or online forums (158)Health insurance provider (154)Books (154)Social media (151)
Men Moms Good cooks Organic
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 18
Go-to source of health information vary by segment
Wellness Tools and Resources
Q. Which of the following tools and resources do you use to find health-related information and/or help you with your daily wellness efforts? Please select all that apply.
Wellness Resources (by Segment)
Family doctor (148)Food packaging (127)Restaurant menus (125)
Mobile apps (180)Blogs or online forums (177)Social media (176)Gym or fitness center (149)
Mobile apps (124)Gym or fitness center (122)
Pre-Boomers Millennials High income
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 19
Implications
Moms, organic consumers and Millennials are heavy users of digital wellness tools and resources. Make your brand part of their wellness arsenal with a mobile app or by pumping up wellness content in your social channels.
Get digital
Consumers use food as a reward and coping mechanism for negative emotions. Provide recipes, products or menu options that look and taste delicious but are still healthy.
Make healthy foods taste goodConsumers are striving for a
moderate middle ground with wellness. Appeal to their healthy sensibilities by avoiding extremes.
Market moderation
Convenience is a significant wellness roadblock for consumers. They’ll embrace, and potentially pay more for, products with on-the-go-friendly packaging and simple steps for preparation.
Show them healthy can be convenient
Moms, organic consumers and Millennials are heavy users of digital wellness tools and resources. Make your brand part of their wellness arsenal with a mobile app or by pumping up wellness content in your social channels.
Get digital
Consumers use food as a reward and coping mechanism for negative emotions. Provide recipes, products or menu options that look and taste delicious but are still healthy.
Make healthy foods taste goodConsumers are striving for a
moderate middle ground with wellness. Appeal to their healthy sensibilities by avoiding extremes.
Market moderation
Convenience is a significant wellness roadblock for consumers. They’ll embrace, and potentially pay more for, products with on-the-go-friendly packaging and simple steps for preparation.
Show them healthy can be convenient
Moms, organic consumers and Millennials are heavy users of digital wellness tools and resources. Make your brand part of their wellness arsenal with a mobile app or by pumping up wellness content in your social channels.
Get digital
Consumers use food as a reward and coping mechanism for negative emotions. Provide recipes, products or menu options that look and taste delicious but are still healthy.
Make healthy foods taste goodConsumers are striving for a
moderate middle ground with wellness. Appeal to their healthy sensibilities by avoiding extremes.
Market moderation
Convenience is a significant wellness roadblock for consumers. They’ll embrace, and potentially pay more for, products with on-the-go-friendly packaging and simple steps for preparation.
Show them healthy can be convenient
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014.
About the study
20
In early 2014, SHS conducted the latest round of its FoodThink research study monitoring how consumers think about what they eat and America’s relationship with food.
The study was executed among 2,004 consumers across the country via an online email survey (confidence interval of +/-2.19% at a confidence level of 95%). Respondents had to be at least 18 years of age and have joint or primary responsibility for the grocery and food decisions in their household. They came from a mix of demographic backgrounds and regions across the U.S. The study covered a wide range of topics, such as perceptions of food production, cooking trends and changing thoughts about food.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 21
FOR MORE about Sullivan Higdon & Sink’s FoodThink study, please visit www.shsfoodthink.com
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014. 22
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