BuzzBack Healthy Snacking Webinar July 2013


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Learn how consumers in the US, UK, China, Russia, Brazil and Germany define and express Healthy -- verbally, visually and emotionally. (Learn about more solutions we can solve for you -

In this 20 minute webinar, BuzzBack's latest global study on Healthy uncovers emotions and subconscious feelings associated with Healthy Snacking. You'll learn how consumers:
- Express what healthy means to them visually and emotionally
- Define healthy eating and make snacking selections
- Classify snacking brands when it comes to being healthy
- Reveal healthy attributes they consider to be most important

BuzzBack's new global Healthy study includes a range of general behavior and attitudinal findings, along with visual and emotional insights delivered via our unique and award-winning projective and enabling techniques such as eCollage, Blobs, and Thought Bubble. The study was fielded with consumers in the US, UK, China, Russia, Brazil and Germany.

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BuzzBack Healthy Snacking Webinar July 2013

  1. 1. ©2013 BuzzBack LLC Weighing in on ‘Healthy’: Consumer Attitudes About Healthy Snacking Join in the conversation online: @BuzzBack #BBWebinar
  2. 2. Why Healthy? 2
  3. 3. Where… US Brazil UK China Russia Germany 3 2400 interviews
  4. 4. We Will Help You Understand…. Imagery and Associations Emotions Products and Categories BrandsImportant Attributes Visual Associations Words and products Projective Techniques Attribute Importance HOW 4
  5. 5. Uncovering emotional and non-verbal insights 5 • Only 5-20% of decision making conscious - Zaltman, 1995 et al • Use of imagery helps improve verbal dissonance - patients forgot 80% of verbal communication - graphical cues improve recall • ± 80% of human communication non-verbal - Weiser, 1998
  6. 6. eCollage™ 6
  7. 7. Extensive And Varied Image Library 7
  8. 8. What is ‘Healthy’? 8
  9. 9. Ecollage – Image Frequencies 9Larger image = higher selection = Higher image selection than both other countries
  10. 10. Important Dimensions Of Healthy Prescription for Healthy Relationships and Happiness Nature 10
  11. 11. Important Dimensions Of Healthy Prescription for Healthy There were lots of fruit and vegetables which are required for a balanced, healthy diet. I chose the scales with a piece of fruit on each end to reflect this thought. Somebody washing their hands to show that good hygiene is important for good health; also people exercising. UK, Female, Age 54 11
  12. 12. Prescription For Healthy - Examples “I chose images of colorful fruits and veggies which are known to contain wonderful vitamins and antioxidants. I chose the triangle of food groups because eating this way keeps our bodies healthy. I chose the yoga photos because yoga is an excellent way to become fit mentally and physically. I chose the people exercising because it is a good way to keep your body healthy but it also is excellent for your mind. It will ward off dementia and Alzheimer's. Watching your weight is good for long life. Lean chicken is a healthy meat. The woman who is floating feels wonderful because she is healthy.” Male, Age 30 “There were lots of fruit and vegetables which are required for a balanced, healthy diet. I chose the scales with a piece of fruit on each end to reflect this thought. Somebody washing their hands to show that good hygiene is important for good health; also people exercising. Female, Age 54 12
  13. 13. Important Dimensions Of Healthy 13 Relationships and Happiness “Healthy isn't all about going for a jog or eating lots of vegetables its mainly a mental thing!! A healthy mind is created via strong relationships, a balance of work/play life etc.” UK, Male, Age 18 13
  14. 14. “Healthy is about the physical body and the senses and connected to our circumstances and being happy. Happiness is found in the gift of new life, in being carefree, and eventually having wisdom from life's experience. It's about enjoyment- taking joy in the good things of life and appreciating them. So we cuddle the babe, we jump for joy, we smile in our happiness. We are healthy when we have enough to eat and are satisfied. We are happy when we meet up with friends and family who cherish us . Happiness is found in peaceful solitude and beauty, When we can appreciate our blessing, we are in a healthy lifestyle.” Female, Age 67 “To live healthy means to be happy, eat well, have love, a family, friends, have a religion, believe in a God, care for your body, travel, have access to doctors and hospitals whenever necessary, be calm, meditate and have positivity in life!” Female, Age 61 Relationships and Happiness - Examples 14
  15. 15. Important Dimensions Of Healthy “All natural, clean, and fresh all represent healthy” US, Female, Age 34 “Clean environment, staying calm, eating healthy foods and the presence of God” Brazil , Male, Age 27 Nature 15
  16. 16. 16 Nature - Examples “I chose the things which make me feel healthy such as water, air and open spaces, coastal areas and sun, also the fruit and vegetables make me feel good growing and eating them.” Male, Age 29 I chose these pictures because they make me think of happiness, nature, good diet, caring for body and soul and all that can be good to a person emotionally, physically and spiritually.” Male, Age 27
  17. 17. 17 Top Word Associations Fit Well Health Well-being Happy Good HappinessDiet Balanced/ balance Strong Active Wholesome Clean Vibrant Energetic Wellness Nutrition Natural Organic Exercise PeaceLove
  18. 18. 18 Top Words NOT Associated Sedentary Sick/ ill Unhealthy Fat/ obese Sadness Lazy Weak Unhappy Junk Stress Drugs Bad eating Pollution
  19. 19. Word Associations For Different Age Groups 19Larger font = higher mentions
  20. 20. Word Associations For Different Age Groups 20Larger font = higher mentions
  21. 21. 21 Actions Taken To Be Healthy DIET EXERCISE RELATIONSHIPS
  22. 22. 22 Ability To Maintain A Healthy Lifestyle ~15% ~20% ~10% ~5% ~5% ~5% ~5% ~5%
  23. 23. 23 Representation Of Ability To Maintain A Healthy Lifestyle “It’s full of life, active and jumping. That’s how I see myself.” Female, Age 48, UK “He/she looks energetic, happy vibrant. There is a burst of energy there. They aren't waiting to be entertained – can entertain itself.” Female, Age 54, US “Having a healthy lifestyle means you need to get along with others and have good relationship with friends and relatives.” Male, Age 44, US “Supporting and caring for each other indicates a balance in life/work.” Female, Age 51, UK “I have an accountability friend that helps me to maintain my health goals.” Female, Age 61, US “The love of your family around you also helps you to maintain a healthy lifestyle.” Female, Age 55, UK Energetic & active healthy lifestyle (i.e. running, dancing). Importance of keeping positive relationships reflected in one’s health. Outside support from family, friends, spouses, etc. for maintaining healthy lifestyle.
  24. 24. 24 Health vs. Wellness Compared Health Wellness VS. [Health is] a physical body being free from diseases and wellness [is an] overall balance of your physical, social, spiritual, emotional, intellectual, environmental, and occupational well-being.” US, Female, Age 37
  25. 25. 25 Top Product Associations With Healthy Fresh Fruits & Veggies Organic Products Vitamins Exercise Equipment Water = Top Association = Secondary Association
  26. 26. 26 Top Healthy Associations Per Category Food Beverages Personal Care Destination/ Location = Top Association = Secondary Association
  27. 27. Bite Into This A look into healthy snacking.
  28. 28. What Makes a Healthy Snack 28 Green = Higher forBlue = Higher for Larger font = higher mentions
  29. 29. Top Perceived Healthy Snacks Fruit (~90%) Yogurt (~70-80%) Nuts (~60-80%) Dried Fruit (~55-70%) Granola Bars (~45-65%) Cheese (~40-60%) All countries except UK Protein Bars Cereal Bars Fruit Snacks Popcorn Pretzels
  30. 30. Healthy vs. Unhealthy Snacks 30 Healthy Snacks Unhealthy Snacks
  31. 31. Healthy vs. Unhealthy Snacks 31 Healthy Snacks Unhealthy Snacks
  32. 32. Healthy Snacks Brand Associations
  33. 33. Summary & Implications • Health has many dimensions: • Inputs, outputs, relationships with others and importantly relationship with self. • ‘Balance’ is universal health association -- antonyms of ‘lazy’ and ‘obese’ • Also Health has relationship with time. • Happiness and activity most associated with health across markets • Brazil focussing uniquely on food. • Evolution is from ‘breast milk’ for baby, & ‘laughter’ to ‘food’ and ‘love’ when older. • Three key underlying themes around health are: • Prescription for health • Nature • Relationships and happiness – more but exclusively Brazil • Successful brands will tie functional benefits to thorough understanding of emotional relationships that categorise a healthy life. • Perhaps the best summary is provided by Albert Einstein “Life is like riding a bicycle. To keep your balance, you must keep moving.”
  34. 34. Our Partners 34
  35. 35. 35 Thank You! Interested in learning more? Request our Healthy Snacking Infographic or White Paper. Email Healthy Value Natural Luxury Quality Indulgence Request a Whitepaper