The Mediterranean Diet: The Consumer Perspective: Ipsos MORI

THE MEDITERRANEAN DIET– THE CONSUMER PERSPECTIVE 1

In GreatBritain23 adultsin 100areobese 2

In the US34 adultsin 100areobese 3

Globally,morepeople nowdie ofobesitythanmalnutrition 4

Half ofpeopleglobally thinkgovernmentsSHOULD NOTget involved inwhat peoplechoose to eat Source: Ipsos Global @dvisor, November 2011 5

BUT 88%thinkgovernmentsshould makecompaniesPROMOTEhealthychoices Source: Ipsos Global @dvisor, November 2011 6

THE MED DIET 7

APPROACH 8

42 %Had not heardof the MedDiet?

Yet they recognize some of the of healthy eating

‘Eating a broad variety of foods is important for our health’‘People who live in the UK don’t eat enough fruit and vegetables’‘Olive oil is the healthiest oil’‘Mediterranean people live longerbecause they have a healthy diet’‘Naturally colourful food is usuallyhealthy’‘Eating red meat every day is essential togood health’ 11

But they relatethose conceptsto the Med Diet

Diets aren’t for me, I’m more about a healthy lifestyle A diet rich in fruit and veg is best Olive oil isactually good for you

There’s no disputing thescience behind the MedDiet, there’s just littlerecognition of

PLAY FILM Med Diet http://vimeo.com/43849633 Password: ipsosmori 15

CHALLENGES OF THE MED DIET 16

So WHYisn’t everyone doingthe Med Diet?

CHALLENGES Time Expense Access to Know how ingredients to cook TIME 18

This mirrors broader food and nutrition trends...

Driven by time pressures and increasingly fragmented lifestyles, a marked difference between “cooking” and “preparation” is emerging in the approach consumers are taking.

In saying this, there was a sense ofappreciation for the pragmatism andsimplicity of the Med diet

Sometimes life is so busy its nice to betold what to do, the Med Diet doesnt enforcepoints and regimes, more guidelines and that iswhy it works for me, its not rigid.- Andrew 22

HOW TO PROMOTE THE MED DIET? 23

FOR THOSE THAT HAVE HEARD OF THE MEDDIET, THERE ARE A NUMBER OF KEY FOODGROUPS THAT RESONATE 24

MED DIET ASSOCIATIONS 25

And evidence shows thatif consumers ‘know’about the diet they aremore likely tothe benefits 26

AWARENESS OF THE MEDITERRANEAN DIET BUILDS ON HEALTH PERCEPTIONS ASSOCIATED WITH THESE TYPES OF FOOD. % difference in agreement between recognisers and non recognisers 0 10 20 30 Mediterranean people live longer because they have a healthy diet Red wine is better for your health than white wineDrinking wine with food is better for your health than drinking wine on its own Naturally colourful food is usually healthy Olive oil is the healthiest oil People who live in the UK don’t eat enough fruit and vegetables The British Government should encourage food manufacturers to sell more healthy foods The British Government should encourage the public to eat foods that are healthy Eating a broad variety of foods is important for our health 27

How do we overcomethe challenges?How can we guidemanufacturers inleveraging the MedDiet? 28

RELATE IT TO PEOPLE’S LIVES Barrier Need Features Understanding Relating a Key product the barriers to barrier to a features should engaging in the particular need relate to specific Med Diet tells allows you to triggers/ you what think about how challenges barriers exist to to delight people are consumers buying healthrelated products 29

Long Term Benefit – Short Term Delight Consumer Delight Features , benefits, products Challenges Consumers feel like they’re cooking a ‘proper’ meal, without it taking too Time long or without a large investment Quick, convenient and accessible of time Consumers want to use products/ produce that are high quality, but Affordable but high quality, in without feeling like it costs more smaller quantities, value for Expense than other average household goods money, relate to secondary benefits (e.g.time saving) Consumers want to use fresh, local Access to and natural ingredients that allow Local, fresh, natural, home delivery, bundling them to bring together recipesingredients Consumers want to cook from scratch and learn about new recipesKnow how to and new types of food Easy to prepare yet interesting and exciting ; assembly vs design cook vs creation

Emerging trend “assembly cooking” –preparation of basic convenience foodenhanced by added personalisedingredients to elevate it above a basic level– closer to the consumers perception ofproper cooked food

MED DIET FOOD KITSHome delivery of local fresh produce – tailored to the Med Diet& supported by other activities – e.g. recipes, menu planning,on-line communitiesCo-sponsored events – health clubs, local sporting teams, localrestaurants, on-pack offersMed Diet App – link this to shopping lists and home deliveryIn store – e.g. Stir Fry aisle, Olive oil near exotic breads, freshproduce layout, bundling, eventsProduct labelling – med diet specific 32

OPPORTUNITIES ABOUND... Majority usage The Med Diet Opportunity One portion In excess of Increase every 3-7 days 30mls per day awareness of usage situations One portion 1 portion every Suggest cheaper more per week 1-3 days sustainable alternatives and promote ease of cooking Suggest moreOne portion Mediterraneanevery two to 2 portions /day recipes with thesethree days ingredients? 33

Thank-youVictoria Guyatt Richard BoykoDeputy Head of Ethnography Senior Director, Innovation and Forecastingvictoria.guyatt@ipsos.com richard.boyko@ipsos.com+44 20 3059 5365 +44 20 8080 6145 34

The Mediterranean Diet: The Consumer Perspective: Ipsos MORI

by Ipsos MORI on Jun 28, 2012

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The Mediterranean Diet: The Consumer Perspective: Ipsos MORI Presentation Transcript