WHATSIGNALS A HEALTHY PACKAGING? …mgmt.au.dk/.../MAPP/Workshop_2015/VivianeGlanzChanos.pdf ·...

VIVIANE GLANZ-CHANOS MAY 2015

WHAT SIGNALS A HEALTHYPACKAGING? PARENTS AND CHILDREN CO-CREATE A ‘HEALTHYSNACK’ PACKAGING

Viviane Glanz-Chanos, Alice Grønhøj, Hans Jørn Juhl, Helle Alsted Søndergaard

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VIVIANE GLANZ-CHANOS

� Funded by Future Food Innovation

� 1 August 2013 – 1 November 2014

� Project partners:

� ”Company”

� KR Teknik

� MAPP Centre

”SUNDE SNACKS”

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HOW DID WE DO IT?

Literature search

Research

questionsFamily interviews

Packaging

design

Product co-creation

Online survey

Background information Packaging co-creation

Company input Company input

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� Overweight and obesity in Europe

BACKGROUND

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� The ceiling effect of fruit intake

(Bech-Larsen & Grønhøj, 2013)

� Dried fruits are a convenient source of

nutrients (Vinson et al, 2005) and could

be a good way to add more fruits to

the diet

BACKGROUND

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� Importance of packaging

� More important than advertising

(Schoormans & Robben, 1997)

� 85% impulse purchases (Page et al, 2008)

� 8.5 sec. median purchase time (Hoyer, 1984)

� Over 40,000 products in a supermarket (Ellickson, 2015)

BACKGROUND

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� Parents as influencer

� Main social agent until peers take over (Atik &

Ertekin, 2013; Chan et al, 2009)

� Children can also influence parents

� Children participate in food decision making

at home (Kümpel Nørgaard et al, 2007)

BACKGROUND

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� Snack culture (Marshall et al, 2007)

� One of the main causes of adolescents’ obesity problems

(Bech-Larsen, Jensen, & Pedersen, 2010; Hildebrandt, 2009)

� 2.34 snacks per day (Mintel, March 2008)

� ”On the go” eating turns to ”all the time” eating (Elliott, 2009)

CHALLENGES

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� Fun food (Elliott, 2008, 2009, 2012)

� Top need for children is play (McNeal, 1992)

� It does not distinguish between healthy and unhealthy (Hebden et al, 2011)

� Eating for entertainment (Keller et al., 2012; Wansink, Payne, & Shimizu, 2010)

� Examples that turned fun foods to promote healthy foods (Wansink, Just, Payne, & Klinger,

2012; Roberto et al., 2010)

CHALLENGES

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� What signals a healthy packaging?

� Is there such thing as packaging that looks fun and healthy at the same time?

� Which packaging elements do parents look at most when making decisions what to buy

for their children?

� Are their groups of customers who pay attention to the same stimuli on packaging?

� Can companies benefit from a co-creation with customers?

RESEARCH QUESTIONS

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HOW DID WE DO IT?

Literature search

Research

questionsFamily interviews

Packaging

design

Product co-creation

Online survey

Background information Packaging co-creation

Company input Company input

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5 family interviews with 21 participants

� 7 mothers

� 14 children age 6-14

Findings

� Children don’t spend money on snacks!

� ”Healthy colours” are brown and green

� Most popular product name was ”Frugtknas”

FAMILY INTERVIEWS

CHILD:”Frugtknas is easy to pronounce. It sounds funand like it’s fruity and crunchy.”

CHILD (drawing a packaging):”I have used yellow for attraction and green because that’s healthy”.

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GOOD

� Crunchiness

� Fun shapes

� Ready to eat

� Fits in lunchbox

SNACK PROTOTYPE

NEEDS IMPROVEMENT

� Too bitter

� Sticky

� Does not taste as expected – irritating

� Cannot taste what’s in it

� Parents concerned about sugar content

PARENT:”I think it is really sweet and you can eat a lot of themand easily eat a lot more sugar than you want.”

CHILD:”It looks yummy, but it isn’t.”

CHILD:”I don’t know what to think. It looks like rye bread or salami, and then it’s sweet!”

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The “fun” element: character

� Children believe the product tastes better with a character on the packaging (Hebden et al., 2011;

Osborne, 2012; Roberto et al., 2010).

� A fun character on a children's product can override previous difference in name preference (Lapierre

et al, 2013)

� We have tested several characters before packaging design. Both characters chosen were rated

similar with regards to their fun- and health-factor.

PACKAGING STIMULI

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PACKAGING STIMULI

Packaging colour as health cue?

� No studies have been found on packaging colour and health perception

� Children respond to bold, bright, upbeat, friendly, warm and fun colours (Ogba & Johnson, 2010;

Sensbach, 2000)

� Blue, yellow and red are most dominant on children’s food packaging (Elliott, 2008, 2012)

� Based on the family interviews we chose green/brown as the healthy packaging colours and

red/yellow as fun (or unhealthy) packaging coloursPicture: goodfon.su, May 2015

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Product name

Previous research about product names and health perception show

� that dieters evaluate product names different to nondieters (Irmak, Vallen & Robinson, 2014)

� And how product names are rated according to stereotypes (Oakes & Slotterback, 2001)

� The product names for our packaging design have been co-created by the Danish company and the

participants in the family interviews; ”sødt frugtknas” = unhealthy and ”frugtsnacks” = healthy

PACKAGING STIMULI

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Organic label

� Many people associate organic products with being healthier, even though this is not automatically

true (e.g. organic chocolate is still chocolate), (Paul & Rana, 2012; Aertsens et al, 2010; Dipeolu et al.,

2009; Andersen, 2007).

� For this reason we chose the Danish organic label as one of our 4 stimuli.

PACKAGING STIMULI

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4 STIMULI:

� 2 versions of packaging colours

� 2 product names

� Fun factor ”pictures” (present or absent)

� Organic label (present or absent)

PACKAGING DESIGN

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Average respondent:

ONLINE SURVEY

49% female51% male

42 years old

2,1 children

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Grocery shopping:

� 4% of respondents less than 10% of the time

� 75% of respondents at least 50% of the time

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Is there a correlation between any of the 4 stimuli

used - packaging colour, picture, product name and

organic label?

� Correlation between healthy lifestyle and organic label

� Negative correlation between healthy lifestyle and

picture! (Supported by Den Hoed & Elliot, 2013)

HEALTHY LIFESTYLEHealthy lifestyle question (Squires et al, 2001):

• I prefer unprocesses, natural foods

• Compared to others my age, I’m in betterhealth

• ”I am what I eat”

• I choose food carefully to ensure goodhealth

• I buy food that helps maintain my weightand appearace

• I think of myself as a health consciousconsumer

Cronbach’s Alpha: 0.789

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DEMOGRAPHIC DIFFERENCES?

� Age: significant differences

� Organic purchases: significant differences

� Education: no significant differences

� Gender: no significant

CUSTOMER SEGMENTATION

Product name

- Frugtsnacks (+)

- Sødt Frugtknas (-)

Picture

- Footballgirl (+)

- Fruits (-)

- Absent (-)

Organic label

- Present (+)

- Absent (-)

Packaging colour

- green/ brown (+)

- red/yellow (-)

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� Colour is the most important stimuli when choosing a healthy product

� Respondents below 40 years pay more attention to the organic label while the name is

more important for those above 40

� Respondents with a healthier lifestyle pay attention to the organic label rather than to the

picture when choosing a healthy snack for their children

� Always test all stimuli within the right context when (co-)creating product packaging

SUMMARY

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THANK YOU FOR LISTENING!

ANY QUESTIONS?

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WHATSIGNALS A HEALTHY PACKAGING? …mgmt.au.dk/.../MAPP/Workshop_2015/VivianeGlanzChanos.pdf ·...

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