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Whole Grains on Every Plate ConferenceOctober 18, 2012
Wholegraining America:Consumer Trends, Perceptions and
Understanding of Whole Grains
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Today’s topics…
1. Growing Whole Grain Share in Declining Categories
2. Attracting White Bread Consumers
3. Messaging Whole Grains and Getting Visibility on Packages
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Whole Grain Sales Stall from 2008 to 2012Total U.S. Whole Grains/ Multigrain Sales - Billions f/d/mx
Source: A.C. Nielsen Healthy Package Claims Report, total U.S., 52 weeks endingSeptember, Food/ Drug/ Mass Merchandiser excluding Walmart.
$12.2 $12.7$11.8 $12.2 $12.4
4.2 4.2 4.3 4.3 4.4
0
2
4
6
8
10
12
14
2008 2009 2010 2011 2012
Billi
ons
of $
$ an
d Bi
llion
s of
Pou
nds
Grain + Multigrain Dollars Grain + Multigrain Pounds
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Weak economy slows whole grain new product introductions in 2009. 2012 Looking good
Source: Mintel International. Global New Products Database (GNPD). Total U.S. Food and Drink New Product Introductions with “Whole Grain” claim
55 64 80165
364
601 588711
550
907810
707
0
100
200
300
400
500
600
700
800
900
1000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012YTD
through August
900+
# of Annual New Product Introductions
# of
Ann
ual N
ew P
rodu
ct In
trod
uctio
ns
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Top Whole Grain Categories 2012 ($ Sales Billions)
Source: A.C. Nielsen Healthy Package Claims Report, total U.S., 52 weeks ending September, Whole grains only. Does not include Multigrain claims Food/ Drug/ Mass Merchandiser excluding Walmart.
$2.8
$2.2
$0.8 $0.8 $0.6 $0.6
$0.3 $0.3 $0.1 $-
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
RTECereal
Bread/Buns/Rolls/
Muffins/Bagels
Granola/Snack/
BreakfastBars
Popcorn HotCereal
Crackers SaltySnacks
RiceMixes/
RiceCakes
Pasta
Top 9 Categories Account for 85% of Sales
Most parent categories declining
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Thoughts on Future Growth
1. Forecast: Headwinds in the decade ahead• Dietary Guidelines pressure to reduce grain
consumption
• Pressures to reduce portion sizes
• “Beige foods” lose favor
• Population shifts favor colorful, lower starch foods
2. Strategy: Build whole grain share in declining categories
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The Swing From White to Whole WheatBuilding Share in a Declining Category
Source: SymphonyIRI, Total U.S. Sales, All Outlets, based on Consumer Panel
Today’s topics…
1. Growing Whole Grain Share in Declining Categories
2. Attracting White Bread Consumers
3. Messaging Whole Grains and Getting Visibility on Packages
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1 in 3 loaves of bread are still white breadNote: Healthier Breads are Whole Wheat, Whole Grain White, Whole Grain and Multigrain combined
35%
16%24%
25%
Share of Units (Loaves)52 weeks ending July 8, 2012
White Bread
Plain wheat
All other breads
Healthier Breads
Source: Symphony IRI Total U.S. retail sales, unit sales, grocery, drug, mass merchandiser, excluding Walmart, 52 weeks ending July 8, 2012
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3 in 10 Are White Bread Consumers
Source: ConAgra Mills proprietary research April 2012, n=3,414 adults age 18-70, Primary grocery shoppers, 80/20 mix females/ males, Total U.S.
White breadconsumers
Better For You Bread
Users43%
Other Bread Users27%
White Bread Users30%
How might we appeal to the white bread consumer?
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52% Consumers Say “Looking to Add More Whole Grains to Diet”- But White Bread Consumers Lack Interest
Source: ConAgra Mills proprietary research April 2012, n=984 adults age 18-64, Primary grocery shoppers, 60/40 mix females/ males, Total U.S.
Average:52
61
32
55
0
10
20
30
40
50
60
70
Total Consumers(N=984)
Better For YouUsers (N=492)
White BreadUsers (N=248)
All other BreadUsers (N=244)
% of Group Looking to Add More Whole Grains to Diet
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Whole Grain versus Whole Wheat Bread
Source: ConAgra Mills proprietary research, February 2012, n= 3,414 Adults, age 18-70, primary grocery shoppers, 80/20 females, males
Whole Grain Bread PerceptionsGrainier
More Premium
Denser
More Fiber
Crustier
Whole Wheat Bread PerceptionsSofter
Milder
Tastier
White Bread Users Have Similar Perceptions as Non-White Bread Users
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White Bread Consumers More Interested in Whole Wheat Bread
Source: ConAgra Mills proprietary research, February 2012, n= 3,414 Adults, age 18-70, primary grocery shoppers, 80/20 females, males. White Bread Consumers are average of White Bread Traditionals, White Bread Neutralists, and Budget Buyers
41%50%
39%
0%
10%
20%
30%
40%
50%
60%
Whole GrainBread
Whole WheatBread
MultigrainBread
White Bread Consumer Purchase Interest in Breads (Definitely/
Probably Would Buy) Significantly more
interest in Whole Wheat Bread
Whole Grain Consumers have equally high interest in all three breads
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Perceived Benefits of Adding Whole Grains to Diet
Source: ConAgra Mills proprietary research April 2012, n=984 adults age 18-64, Primary grocery shoppers, 60/40 mix females/ males, Total U.S.
Consumers Get itAdds Fiber
Fills you up
Aids digestion
But Consumers Want to Hear Helps with weight management
Helps boost energy
And Not Hear About…Disease Control
White Bread Users Have Similar Perceptions as Non-White Bread Users
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Thoughts on Product and Messaging
Design products to be mild, non grainy for white bread consumers.
Don’t premium price. Be affordable for white bread consumers
Message to weight management. Not disease control.
Introduce low levels of whole grains. Gradually increase inclusion level.
Today’s topics…
1. Growing Whole Grain Share in Declining Categories
2. Attracting White Bread Consumers
3. Messaging Whole Grains and Getting Visibility on Packages
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Believability of Whole Grain Claims
Source: ConAgra Mills proprietary research April 2012, n=984 adults age 18-64, Primary grocery shoppers, 60/40 mix females/ males, Total U.S.
44%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Whole Grain Claims onPackage
Any Info in NutritionFacts Panel
How Believeable is the Information? (% Always/ Most of Time)
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Facial Coding Captures EmotionsWhole Grain Claims on Packages Cause Skepticism
Skepticism, concern, dislike, and disappointment
Source: ConAgra Mills proprietary research April 2012, n=984 adults age 18-64, Primary grocery shoppers, 60/40 mix females/ males, Total U.S. And Consumer Vidnography March 2012
Picture shown
Reactions Video
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Consumers Need Guidance on Whole Grain Goal
48
12
16
0 10 20 30 40 50 60
Recommended DailyIntake
What Consumers Say TheyActually Eat
What Consumers Say YouShould Eat
Recommended Daily Intake of Whole Grains (Grams)
Source: ConAgra Mills proprietary research April 2012, n=984 adults age 18-64, Primary grocery shoppers, 60/40 mix females/ males, Total U.S.
Grams
Grams
Grams
Under-estimateBy one-third
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Reactions to Whole Grain Stamp – Not very aware but like and trust the information
Source: ConAgra Mills proprietary research April 2012, n=984 adults age 18-64, Primary grocery shoppers, 60/40 mix females/ males, Total U.S.
All consumer segments same awareness
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Put Whole Grain Stamp Next to Nutrition Facts
Source: ConAgra Mills proprietary research April 2012, n=984 adults age 18-64, Primary grocery shoppers, 60/40 mix females/ males, Total U.S.
Trusted Information and know where to look
Trusted Information but trouble finding
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1. Increase share of whole grains in declining categories
2. Stronger commitment to converting white bread to whole grain
3. Products with mild flavor to broaden appeal
4. Message to weight management to broaden appeal
5. Whole Grain Stamp needs consistent placement on package. Put near Nutrition Facts Panel.
Final Thoughts
