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Tapping Into the Total Market’s Healthy Living
Movement: Leveraging Similarities and
NuancesHISPANIC RETAIL 360 SummitThursday, August 14, 2014
2014 Wellness Brand Awards
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SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.©2014 GfK US LLC. All Rights Reserved
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SSG’s take on TMConsensus 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.
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Factors Driving “Health” Consciousness & Higher
Discernment for Products & Retailers
The Total Market demands Healthier productsOrganic food Gluten-Free Clean label fresh, fast and healthy food
trans fats, sodium, high fructose, unnecessary high calories and fat contentArtificial flavors, dyes and additives Anything perceived as unhealthy
1. April 30, 2014 warning labels were put on hold until California has a new state budget2. Organic Trade Association3. Euromonitor International4. "U.S. Market for Flavors," July 2014 Packaged Facts report MarketResearch.com
Consumers Want…
Consumers Are Avoiding…
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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-UnhealthyLifestyle ChoicesAttitudes &Behaviors
‘Bad Behavior’ DiseasesDiabetes II
High CholesterolHypertension
ObesitySome Cancers
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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.
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
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Wellness PersonasConsumers Migrating from Savvy Indulgents to Busy
Strivers and Fit & Holistic
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
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46
108
208
Always Check Nutritional Content Before I Buy
9
125
272
Eat a healthy breakfast every day
73
109
149Happy with My Weight
56
112
183Look 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.
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58
112
179High Fiber
58
113
176Low Sodium
62
116
162Low Fat
63
113
166Sugar Free
.
.
Wellness Minded Consumers Over-index in Healthy Food Choices
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:
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108 10081
Microwavable Dinners
89104
120
Green Products
79108
134Vitamin & Dietary
Supplements
11594
76
Energy Drinks
.
.
Healthier Segments Over-Index In Healthier Categories
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total 18+; Bought in Last 6 months:
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Sample Planning Exercise
Wellness Propensity in Breakfast Brands’ Choices
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Among Breakfast Sub-CategoriesWellness is Directly Correlated With
Growth
11Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+
YOY G
row
th
Wellness Score
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Breakfast Brands Cover the Spectrum of Wellness
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Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+
Welln
ess S
core
of
Bra
nd
Bu
yers
Breakfast Brands Ranking Lo to Hi
Each Circle represents a Breakfast Brand
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22%
20%
13%7%8%
5%
7%
7%5%
2%2%2%
19%
30%26%
12%
8%
4% 2%
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
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.comGfK MRI
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Activia Growth Segments Consistently More Digitally-Inclined
vs Oatmeal Crisp
Awareness & Consideration
Trial & Action Loyalty & Advocacy
Objectives
Path
to P
urch
ase
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 157121SM Res Prod143 99
Cell Ad 149101
App 167 68
Res Prod 152 79
Activia OCR Activia OCR
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.comGfK MRI
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Wellness Scores Allow For Geographic To Individual-level Classification For 1-
to-1 Personalization 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.
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.comGfK 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
GfK MRI
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
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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
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2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Santiago Solutions GroupWe 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.
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