SSG R360 Tapping Into TM Healthy Wellness Brands_Brief 08-19-14
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This document discusses leveraging the healthy living movement in a total market approach. It introduces the SSG Wellness Spectrum, which assigns consumers a wellness score based on attitudes and behaviors related to preventable diseases. Higher wellness scores correlate with growth in healthier categories and brands. A total market approach must consider nuances between segments to maximize growth opportunities from healthy innovation. Wellness scores can identify receptive consumers for personalizing marketing across geographic and individual levels.
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SSG R360 Tapping Into TM Healthy Wellness Brands_Brief 08-19-14
- 1. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Tapping Into the Total Market’s Healthy Living Movement: Leveraging Similarities and Nuances HISPANIC RETAIL 360 Summit Thursday, August 14, 2014 2014 Wellness Brand Awards GfK MRI SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
- 2. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI SSG’s take on TM Consensus Definition A marketing approach which proactively integrates diverse segment considerations. This is done from inception with rigorous purchase drivers insights of all segments, through the entire strategic process and execution, with the goal of enhancing Brand value and growth effectiveness. This could lead to several approaches: • one fully integrated cross-cultural approach, • individual Hispanic, African American, Asian, or White Non- Hispanic segment approaches • or in many cases, any combination… • depending on growth opportunities, drivers, barriers and fit with a Brand’s experience, but always aligned under one overarching strategy. 2
- 3. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Factors Driving “Health” Consciousness & Higher Discernment for Products & Retailers The Total Market demands Healthier products Organic food Gluten-Free Clean label fresh, fast and healthy food trans fats, sodium, high fructose, unnecessary high calories and fat content Artificial flavors, dyes and additives Anything perceived as unhealthy 3 1. April 30, 2014 warning labels were put on hold until California has a new state budget 2. Organic Trade Association 3. Euromonitor International 4. "U.S. Market for Flavors," July 2014 Packaged Facts report MarketResearch.com Consumers Want… Consumers Are Avoiding…
- 4. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 4 A New Powerful Approach Guiding ‘Healthier’ Brand Strategies Over 50% of all health related deaths are caused by diseases/conditions correlated with personal lifestyle choices. SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved SSG modeled hundreds of attitudes & behaviors shaping individuals lifestyle choices leading to 5 major preventable chronic diseases. Healthy-Unhealthy Lifestyle Choices Attitudes & Behaviors ‘Bad Behavior’ Diseases Diabetes II High Cholesterol Hypertension Obesity Some Cancers
- 5. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com SSG Wellness ScoreTM powered by GfK MRI An Overlay Segmentation with Turnkey Applications SSG Wellness Spectrum assigns each individual with a Wellness Score. This ‘FICO-like’ score is individually based on specific wellness attitudes & behaviors. The individual Wellness Spectrum scores can be aggregated by brand, class of trade, channel, category, generational level, ethnicity, race, etc. The Wellness Scores aids marketers to understand their buyers through wellness patterns, barriers, and engagement drivers to focus growth strategies on the appropriate level of wellness receptivity. 5 300 400 500 600 700 800 850 SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
- 6. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Wellness Personas Consumers Migrating from Savvy Indulgents to Busy Strivers and Fit & Holistic 6 Fit & Holistic live by the motto: “You are what you eat and wear.” They understand and incorporate healthy lifestyle choices. They shop with the environment in mind, purchasing organic food products and listen to the doctor. Busy Strivers make a great effort to balance their busy lives, yet are more driven by convenience rather than health. They might try to sneak in a Pilates work out to shed some excess pounds. They like to have semi-prepared foods, that require little additional work. Savvy-Indulgents are cost-conscious individuals who do not care to cook. You probably won’t find these individuals at a gym but may catch them playing some soccer with friends. They are hunters in games, actions and mindsets and will not compromise taste for wellness sakes. SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
- 7. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 46 108 208 Always Check Nutritional Content Before I Buy 9 125 272 Eat a healthy breakfast every day 73 109 149 Happy with My Weight 56 112 183 Look for New Ways to Live a Healthier Lifestyle Wellness Minded Consumers Over-index in Healthy Lifestyle, Attitudes & Decisions 7 . Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+ Health Attitudes: Agree Strongly; Buying Styles: Agree Mostly.
- 8. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 58 112 179High Fiber 58 113 176Low Sodium 62 116 162 Low Fat 63 113 166 Sugar Free . . Wellness Minded Consumers Over-index in Healthy Food Choices 8 Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+ Diet control/eating habits: Buy food labeled as:
- 9. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 108 100 81 Microwavable Dinners 89 104 120 Green Products 79 108 134 Vitamin & Dietary Supplements 115 94 76 Energy Drinks . . Healthier Segments Over-Index In Healthier Categories 9 Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+; Bought in Last 6 months:
- 10. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 10
- 11. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Among Breakfast Sub-Categories Wellness is Directly Correlated With Growth 11 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+ YOYGrowth Wellness Score
- 12. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Breakfast Brands Cover the Spectrum of Wellness 12 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+ WellnessScoreofBrandBuyers Breakfast Brands Ranking Lo to Hi Each Circle represents a Breakfast Brand
- 13. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 22% 20% 13% 7% 8% 5% 7% 7% 5% 2%2%2% 19% 29% 26% 12% 8% 4% 2% 13 Activia’s New Growth is coming from Busy Strivers and OCR’s Growth Is Coming Equally from Busy Strivers & Fit & Holistic 26% 23% 16% 7% 9% 5% 3% 4% 2% 2%2% 1% 31% 61% 8% Share of Base Share of Growth Segments Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+; Household Products- Used in Last 6 months Millennials make up 30% of Dannon buyer base and 27% of Oatmeal Crisp Millennials make up 100% of Dannon growth segments and 58% of Oatmeal Crisp w/ Raisins A Total Market approach for Activia should ideally be both Hispanic-segment-specific and Cross-Cultural, while Oatmeal Crisp benefit most from a Cross-Cultural approach
- 14. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 14 Activia Growth Segments Consistently More Digitally-Inclined vs Oatmeal Crisp Awareness & Consideration Trial & Action Loyalty & Advocacy Objectives PathtoPurchase Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ SM Deals 157 112 Nav/Map 155 63 Shop/Retail App 161 48 QR/Tag 147 101 Mobile Coupon 161 101 SM VIP 157 112 SM Fave Prods 168 130 Activia OCR Search 152 67 Text Ad 157 121 SM Res Prod 143 99 Cell Ad 149 101 App 167 68 Res Prod 152 79 Activia OCR Activia OCR
- 15. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI Wellness Scores Allow For Geographic To Individual- level Classification For 1-to-1 Personalization 15 Fit & Holistic Busy Strivers Savvy Indulgents Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Market to Market. Survey of the American Consumer Wellness Scores can be identified for any group of Adults in the U.S. to enrich internal client databases or targetable email/mobile prospect lists through BigData vendors like Axciom, etc.
- 16. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI Healthier Consumers Choose Different Retailers Depending On Ethnicity AFRICAN AMERICAN MILLENNIAL HISPANICWHITE NH Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ 16
- 17. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 17 Drivers • Consumers are becoming more discerning about wellness, demanding more natural, recognizable ingredients • Best-in-class proactively leading and gaining share and growth momentum from healthy innovation A data-rich wellness propensity tool can help food manufacturers & retailers to: • Identify growth opportunities and inform high-value wellness shopper segments in a Total Market approach • Enhance ROI by better creating promo solutions that work best at right wellness target consumers • Leverage digital platforms in path to purchase Conclusions SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved
- 18. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Santiago Solutions Group We guide clients using advanced research, projectable opportunity sizings, innovative modeling and predictive analytics. Yet, integrating and distilling rigorous data is just the base to reduce your financial risk. GfK MRI Survey of the American Consumer GfK MRI data are culled from its Survey of the American Consumer™, the most comprehensive single- source database in the U.S. contains unparalleled insights into attitudes and lifestyles, along with consumption of approximately 6,000 products in 550 categories. SSG Growth Insights Newsletter Santiago Solutions Group GfK SantiagoSolutionsGroup.com GfKMRI.com @Santiago_Group @GfK_en @Carlos_SSG santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com Susan.Nunez@gfk.com SSG: 818.736.5661 GfK: 212.884.9217
- 19. GfK MRI 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Fill Out the Form on this page below the Slide Viewer To Learn More Additional insights on: Tapping The Healthy Movement in a Total Market Insights Approach 2014 Wellness Brand Awards SSG Wellness Spectrum™ Access other SSG Full Reports Subscribe to SSG’s Growth & Insights Newsletter 19
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- TMA and Definitions: How long has your company begun to pay attention to the concept of TMA? How well do you feel that the definition of TMA is understood in your industry and with your company? Who is the lead supporter of the TMA concept at your company? What were some of the factors (external or internal) that drove your company to direct its efforts toward a TMA?
- U.S. Organic beverage sales rose 7.4% in 2012
- SSG Wellness SpectrumTM breakthrough methodology was engineered with a clinical approach, incorporating an assessment of disease states, health situations and controllable mindsets to predict wellness behaviors and market preferences. 93% of all deaths in the U.S. are caused by health related diseases/ conditions Of those, over 50% are caused by diseases/conditions correlated with lifestyle choices
- The SSG Wellness Score is like the FICO score, but instead of measuring credit-worthiness it measures how much is each individual wellness-attuned, if you will. The Score is aggregated by averaging the score of the individuals. So if I say Activia’s Wellness Score, what I am really saying is “The average wellness score of Activia users is such and such”. This is subtle but important, because implies that the score can change as a brand’s consumer base changes. The score itself is indexed to the average American Adult, so if someone’s score was 120, it would mean that that person is 20% more wellness-attuned than the average American adult. That covers the Score. The SSG Wellness Personas is a segmentation scheme that assigns each consumer to a wellness segment. There are actually six segments in total, but for today’s purposes we have chosen to group them into 3: Savvy & Indulgents, Busy Strivers, and lastly, Fit & Holistic.
- Consistent with industry facts, since 2011, consumers are migrating out of Savvy Indulgents, into the Busy Strivers or Fit & Holistic. This represents many opportunities for marketers and brand managers that may be hesitant to make healthy "tweaks" to their products or messaging.
- Well, now let’s see how these segments behave. Here we have some examples of wellness attitudes and behaviors that these different segments have. On the upper left wwe see that both Busy Strivers and Fit & Holisitic over-index relative to total pop, on looking for new ways to live a healthier lifestyle. As a matter of fact, the Fit & Trendy are 83% more likely to be looking for new ways to live a healthier life. Contrast that with Savvy indulgents that under-index by 44%. Similarly, we see that the Fit & Trendy are the most likely to be happy with their weight, check nutritional labels, and eat a Healthy Breakfast every day. Busy Strivers as we can see, tend to over index in these attitudes, but not close to Fit & Trendy. Savvy Indulgents, are on the other end of the Spectrum.
- OCR Evenly Split Between Busy Strivers and Fit & Holistic Dannon Wellness Share of Growth: 31% Savvy Indulgents ; 69% Busy Strivers Oatmeal Crisp w/ Raisins Share of Growth: 23% Savvy Indulgents; 40% Busy Strivers; 37% Fit & Holistic MILL make up 27% of Oatmeal Crisp Buyer base and 30% of Dannon MILL make up 58% of Oatmeal Crisp Growth segments & 100% of Dannon Growth Segments
- Retailers and brand manufactures that can shorten ingredient lists and substitute artificial and unrecognizable ingredients with natural /real or recognizable ingredients will continue to edge up in market share and growth –riding Hispanic and Millennial segments expansion