Our approach for satiety benefit
Case study
Vitalinea Acceleration Unit - 13th September 2006
Content
Why is satiety worth for a weight management brand ? Consumer need Nutritionists view
Our approach : Shape Lasting satisfaction Concept Product execution & reason why Scientific & consumer proofs on the benefit
Communication & business results
Vitalinea Acceleration Unit - 13th September 2006
Why is satiety worth for a weight management brand ? Consumer need Nutritionists view
Our approach : Shape Lasting satisfaction Concept Product execution & reason why Scientific & consumer proofs on the benefit
Communication & business results
Vitalinea Acceleration Unit - 13th September 2006
It’s a consumer need !
A major benefit for weight conscious women
Better control of appetite
“Sometimes I just can’t stop snacking throughout the day. I wish I could more easily resist the urge to keep snacking.”“When I feel full I know I am less likely to snack on fatty, high calorie foods”
Avoid caloric but non satisfying snacks
“When I’m in a healthy eating frame of mind it’s important to find things that help me avoid fatty, high calorie snacks which just leave me feeling hungry again!”“Often when I’m feeling peckish, I nibble on snacks which give me a quick fix, but leave me feeling hungry again soon after.”
Discomfort causes by hunger feeling
“When I’m eating healthily I sometimes find I don’t feel satisfied for very long.”“I love low fat yogurts which are not only healthy but tasty too. However, they don’t seem to satisfy me for very long.”
Vitalinea Acceleration Unit - 13th September 2006
‘Eating for sensation is just so satisfying but it is always so full
of fat’
‘I want something satisfying – so I
feel full in a good way’
‘I want a product which satisfies me for
longer’
A major benefit for weight conscious women
To make it short…
Vitalinea Acceleration Unit - 13th September 2006
It is supported by nutritionists !
Prevent over-eating is key ! To decrease food intake, necessity to reduce people hunger and permit them to enjoy eating and be conscious of eating.
"Many diets have a bad compliance because people are hungry,
even in high protein diets“ Dr. Fricker
Food company can contribute a lot - always considered as helpful partner if active in this field.
How to decreaseintakes ?
How to decreaseintakes ?
Reduce physiological hunger: Increase satiety power of products Fractioning daily food intakes with healthy snacks (ex: EAT: Egg Apple and Thirst) Eat mainly low energy dense foods
Satisfy psychological hunger: Propose variety of products, way of consumption and pleasurable foods (anticipate on all pleasurable foods : for sweet but also savoury “lovers)
Increase awareness of eating: Educate people to be conscious of eating. It is important to take a pause for eating Design products requiring attention to eat
Vitalinea Acceleration Unit - 13th September 2006
A great way to promote good habits too !
Vitalinea Acceleration Unit - 13th September 2006
Why is satiety worth for a weight management brand ? Consumer need Nutritionists view
Our approach : Shape Lasting satisfaction Concept Product execution & reason why Scientific & consumer proofs on the benefit
Communication & business results
Vitalinea Acceleration Unit - 13th September 2006
Shape Lasting Satisfaction
Often when I’m feeling peckish, I nibble on snacks which give me a quick fix, but leave me feeling hungry again soon after.
New Shape with Lasting Satisfaction is a unique yogurt range that keeps you satisfied for longer.
That’s because it contains a unique combination of natural fibres and proteins that have been developed by Danone to keep you
satisfied.
Shape with Lasting Satisfaction is recognisedby UK nutritionists as a good option to help avoid unhealthy snacking; and in a study, 80% of women felt satisfied for longer.
And of course it is 0% fat, really fruity and delicious too!
Source: TNS Omnibus Tested September 2005
+ 29% purchase intention vs current on Shape users+17% purchase intention vs current on non users
Vitalinea Acceleration Unit - 13th September 2006
An efficient and credible reason why …
Viscous soluble fibre (eg in apples, beans)
absorbs water, thereby increasing stomach distension and slowing stomach
emptying
Guar gum (galactomannan from Indian cluster bean) Protein
- increase in satiety-signalling hormones (CCK and GLP1)- postprandial increase in circulating amino acids
Vitalinea Acceleration Unit - 13th September 2006
… in an efficient & credible yoghurt !
Spoon-able yoghurt
Thick texture & pieces to chew
Low in energy, high in nutrients
100g : 64 kcal, 6,6 g proteins, 0g fat, 2g fibres, 190 mg calcium
Scientifically proven !!
Vitalinea Acceleration Unit - 13th September 2006
PROSPECTIVE CONSUMPTION
APPETITE
Physiology EnvironmentPsychology
HUNGER
FULLNESS
DESIRE TO EAT
Interaction between biology and environmentInteraction between biology and environment
Individual factors External factors
FACTORS
3 PARAMETERS:
1)Subjective appetite (or motivations to eat)
2) Food intake
3) Food preferencesFood cravings
ENERGY , VOLUME, WEIGHT
MEAL/SNACK
FREQUENCY , INTENSITY OF THE URGE TO EAT
SWEET/ SAVOURY
Our scientific approach : markers
Vitalinea Acceleration Unit - 13th September 2006
Target population : normal- to overweight healthy 18-45 year-old and non restrained
females
Design :
within-subject, cross-over design : each subject consumes all products including the control
tested in the study (1 week between each test = wash-out)
Appetite sensations are measured through VAS
standardised BREAKFAST
200 kcal
Subject departure
Subject arrival at the clinic
Food intake is measured
TEST SNACK 70 - 80 kcal Ad libitum
LUNCH
time8.30 10.30 12.30
Our scientific approach : experimental design
Vitalinea Acceleration Unit - 13th September 2006
When compared to control, SHAPE
• significantly increased fullness
(top right panel)
• significantly decreased hunger (bottom right panel)
• significantly decreased prospective consumption and desire to eat (data not shown)
Control = a marketed fat free yoghurt
snack
HUNGER
25
50
75
100
0 60 120 180 240
time (min)
after snackbefore snack
p=0.2 P<0.01
Not at all
Very
Control productShape
breakfast
FULLNESS
25
50
75
100
0 60 120 180 240
time (min)
after snackbefore snack
p=0.2 P<0.001
Very full
Very empty
Our scientific approach : some results
Vitalinea Acceleration Unit - 13th September 2006
Satiety benefit is perceived by Spanish consumers after 14 days of use of
Saciactiv vs control !!!
7 women out of 10 declare to feel confident in
their ability to control their appetite
A benefit perceived in real life conditions :
Vitalinea Acceleration Unit - 13th September 2006
Saciacti
vControl p
On average, how much hungry have you felt after eating a snack?
5,4±1,3
4,2±1,4
<0,001
On average, how much satisfied have you felt after eating a snack?
5,4±1,3
4,2±1,5
<0,001
On average, how full have you felt after eating a snack?
5,2±1,4
3,7±1,4
<0,001
On average, how great was your desire to eat something else after eating a snack?
5,4±1,4
4,1±1,8
<0,001
Saciacti
vControl p
I often had cravings for sweet or fatty foods during the last 2 weeks.
2,7±1,1 3,1±0,9 0,006
I often gave in to these cravings. 2,4±1,0 2,9±1,1 0,001
I often ate something unhealthy as a snack 2,6±1,0 3,0±1,1 0,002
I felt confident in my ability to control my appetite.
3,7±0,9 3,3±1,0 0,019
I have often been distracted by constantly thinking about food.
1,9±0,9 2,0±01,0 0,8 (n.s.)
I often felt regaining energy after eating the yoghourt.
3,4±0,8 3, 1±0,9 0.016
I often felt myself better after eating the yoghourt.
3,7±0,7 3,2±0,8 <0,001
I often felt pacified (soothed) after eating the yoghourt.
3,5±0,7 3,1±0,9 <0,001
I’m satisfied with my daily diet of the past 2 weeks.
3,8±0,7 3,4±0,8 0,001
After 2 weeks of consumption, consumers felt less hungry and better capable of controlling their appetite compared to baseline. 12 items significant on 13 in total !
A benefit perceived in real life conditions :
Vitalinea Acceleration Unit - 13th September 2006
Why is satiety worth for a weight management brand ? Consumer need Nutritionists view
Our approach : Shape Lasting satisfaction Concept Product execution & reason why Scientific & consumer proofs on the benefit
Communication & business results
Vitalinea Acceleration Unit - 13th September 2006
Communication Shape LS
Communication Saciactiv
Vitalinea Acceleration Unit - 13th September 2006
Dedicated website
www.danoneshape.com
Vitalinea Acceleration Unit - 13th September 2006
At the end, a success !
Launch in April 2006 Status May 07 : 18,8 M packs sold & worth 19,4 M£ (source Nielsen)
Vitalinea Acceleration Unit - 13th September 2006
Key learnings
A very relevant benefit for both consumers & KOLsA benefit delivered by relevant & efficient ingredients combined in an adequate product’s matrixA tangible benefit, not over-promising and scientifically demonstrated.
THANKS !
Vitalinea Acceleration Unit - 13th September 2006
Key contributors
DANONE UK Vincent LANG – Claim manager Birgit FERTSCH – Development manager Jennifer GARRY – Regulatory manager Jessica WORLEY – Shape Marketing manager
DANONE Spain Marta OLMOS – Health Marketing manager Jose Enrique SOLER – Development manager Antonio MATEOS – Regulatory manager Claire PINEL – VITALINEA Marketing manager
DANONE Research team Anne LLUCH –Scientific manager Diane L’HEUREUX BOURON – Scientific manager Karine TOCCHET – Global Product Manager VITALINEA