SSG R360 Tapping Into TM Healthy Living Movement - 2014 Wellness Brand Awards_Full 8-15-14

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The SSG Wellness SpectrumTM powered by GfK MRI sheds light on key planning issues.
Which consumers will be most responsive to ‘new & improved’ healthy and green offerings? Which consumers are compromising wellness? Which consumers rather indulge? How brands rank in consumers’ wellness spectrum? SSG will illustrate the upside potential of more effective targeting, messaging and path to purchase through an actionable Total Market insights approach

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SSG R360 Tapping Into TM Healthy Living Movement - 2014 Wellness Brand Awards_Full 8-15-14

  1. 1. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Tapping Into the Total Market’s HealthyLiving Movement: Leveraging Similarities and Nuances HISPANICRETAIL 360Summit Thursday, August 14, 2014 2014 Wellness Brand Awards GfK MRI SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved
  2. 2. 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com GfK MRI Total Market Approach Consensus Definition A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception, through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communications this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy. 2
  3. 3. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 3 Consistentwith industryfacts,since2011,consumersaremigratingout of Savvy Indulgents,intothe BusyStrivers or Fit & Holistic.This representsmany opportunitiesformarketersand brandmanagersthatmay be hesitantto make healthy"tweaks" totheir productsormessaging. SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved
  4. 4. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com Factors Driving “Health” Consciousness & Higher Discernment for Products & Retailers The Total Market demands Healthier products Organic foodsalesgrew 12%in 2013 Gluten-Freesales projectedto jumpfrom $1.3B in 2011to $1.7B by 2015 Consumers’ want fresh, fast and healthy food and are avoiding a growing number of things which is driving new product & flavor innovation 4 From trans fats to gluten free Artificial flavors,dyesand additivesincreasingly perceivedasunhealthy Clean label trend presents a significant fast-growingopportunity segment4 Government is pressuring companies to change at a faster pace 4 1. April 30,2014 warninglabelswereput on hold until California hasa newstatebudget 2. Organic TradeAssociation 3. Euromonitor International 4. "U.S. MarketforFlavors,"July 2014Packaged FactsreportMarketResearch.com
  5. 5. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 5 Best-In-Class Are Reaping Rewards Proactively Aims to increase sales from “Good for You” portfolio to $30B annual sales by 2020 coming from $10B in 2010 Expanding its healthy-eating commitment by offering fruit and vegetables options as part of its meal deals and marketing healthier alternatives Reformulating thousands of packaged food items by 2015 to lower sodium and added sugars Gable, Lisa. "Of Waistlines And Bottom Lines." Dairy Foods 115.4 (2014): 90. Vizard, S. (2013). McDonald's vows to ramp up marketing of healthy options. Marketing Week (Online Edition), 5."Walmart Aims To Make Healthy Food More Accessible." Mmr 29.1 (2012): 29; Agnese, J. Industry Surveys: Foods & Nonalcoholic Beverages. S&P Capital IQ, McGraw Hill Financial. Brown, Abram. "All Hail The King: Burger King Quarterly Profit Jumps 60%." Forbes.Com (2012): 5.
  6. 6. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com Food & Beverage Pacesetters Have Driven Innovation with Whole Grains, Natural, Real, & Organic Ingredients 6% 10% 31% 31% 37% 14% 22% 36% 39% 42% Real vegetables, vegetable health benefits Enriched with vitamins/calcium Real Fruit, fruit health benefits more natural/organic Added/high fiber, whole/multi-grian, good source of fiber Food and beverage Pacesetters Share of New Foods with Particular Ingredients 2013 2012 6 FOOD AND BEVERAGE Reapsizable year-one saleswith healthy ingredients. (2014). MMR, 31(7), 58. IRI Market Advantage™, new products that completedtheirfirstyear in calendar year 2013 ↑5 pts. ↑8 pts. ↑5 pts. ↑12 pts. ↑8 pts.
  7. 7. 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com GfK MRI 7 A New Powerful Tool Guiding ‘Healthier’ Brand Strategies ‘Bad Behavior’ Diseases DiabetesII High Cholesterol HBP Obesity Healthy- Unhealthy Lifestyle Choices Attitudes & Behaviors Over50%of all health related diseases/conditions are causedby diseases/conditionscorrelatedwithpersonal lifestyle choices SSG modeled hundreds of healthy to unhealthy attitudes, behaviors that determine lifestyle choices leading to 4 major preventable chronic diseases and how these link with the key causes of death in America. SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved
  8. 8. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com SSG Wellness ScoreTM powered by GfK MRI An Overlay Segmentation with Turnkey Applications SSG WellnessSpectrum assignseach individualwith a Wellness Score.This‘FICO-like’scoreis individuallybased on specificwellnessattitudes&behaviors. The individualWellness Spectrumscorescan be aggregated by brand, class of trade,channel, category, generational level, ethnicity, race, etc. The Wellness Scores aidsmarketersto understand their buyersthrough wellnesspatterns,barriers,and engagement driversto focus growth strategieson the appropriatelevel of wellnessreceptivity. 8 300 400 500 600 700 800 850 SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved
  9. 9. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com Wellness Personas Consumers Migrating from Savvy Indulgents to Busy Strivers and Fit & Holistic 9 Fit & Holistic live by the motto: “Youare whatyou eat andwear.” They understandand incorporate healthy lifestyle choices.They shopwith the environment inmind, purchasingorganic food products andlisten to the doctor. Busy Strivers make a great effort to balance theirbusy 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. Youprobably won’t find these individuals at a gym but may catchthem playing some soccer with friends. They are hunters in games,actions and mindsets andwill not compromise tastefor wellness sakes. SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved
  10. 10. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 46 108 208 Always CheckNutritional Content Before I Buy 9 125 272 Eat a healthy breakfast every day 73 109 149 Happy with My Weight 56 112 183 Look forNewWays to Live a Healthier Lifestyle WellnessMinded Consumers Over-index in HealthyLifestyle,Attitudes& Decisions 10 . Source: SSG Wellness SpectrumTMPoweredby GfK MRI 2012 Doublebase Surveyof the American Consumer.Base: Total 18+ Health Attitudes:Agree Strongly;BuyingStyles: Agree Mostly.
  11. 11. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 75 113 137 Regular Dr. Visits 82 105 133Walking 56 102 200 Yoga 84 106 128 Cycling . . .. WellnessMinded Consumers Over-index in Healthy Behaviors 11 Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 DoublebaseSurvey of the American Consumer. Base:Total 18+ Sports- How Often Engaged In: Participated in Last12 months; Health Attitudes : Agree Strongly.
  12. 12. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 58 112 179High Fiber 58 113 176Low Sodium 62 116 162 Low Fat 63 113 166 Sugar Free . . WellnessMinded Consumers Over-index in Healthy Food Choices 12 Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total18+ Diet control/eating habits: Buy food labeled as:
  13. 13. GfK MRI 2014 © SantiagoSolutionsGroup,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 13 Source: SSG Wellness SpectrumTMPoweredby GfK MRI 2012 Doublebase Surveyof the American Consumer.Base: Total 18+; Bought in Last 6 months:
  14. 14. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI Wellness Scores Allow For GeographicTo Individual- level Classification For 1-to-1 Personalization 14 Fit & Holistic Busy Strivers Savvy Indulgents Source: SSG Wellness SpectrumTMPoweredby GfK MRI 2012 Market to Market. Survey of the American Consumer Wellness Scorescan be identified for any group of Adults in the U.S.to enrich internal client databasesor targetableemail/mobile prospect lists throughBigDatavendors like Axciom, etc.
  15. 15. 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+ 15
  16. 16. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com Healthier Segments Have Exponential Influencer Value Healthier segments are more likely to be Early Adopters & Trendsetters Highly Influential among peers Willing to experiment new products 16 -16 8 22 Savvy Indulgents Busy Strivers Fit & Holistic -15 5 26 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Total18+
  17. 17. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 17
  18. 18. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com Among Breakfast Sub-Categories Incidence is Inversely Related To Growth Wellness is Directly Correlated With Growth 18 Source: SSG WellnessSpectrum™ PoweredbyGfK MRI 2012 Doublebase Base: BreakfastCPG Buyers18+
  19. 19. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com Breakfast Brands Cover the Spectrum of Wellness 19 Source: SSG WellnessSpectrum™ PoweredbyGfK MRI 2012 Doublebase Base: BreakfastCPG Buyers18+ WellnessScoreofBrandBuyers BreakfastBrandsRanking  Lo to Hi  Each Circle represents a BreakfastBrand
  20. 20. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 20 18% of BreakfastCPG Brands Have >-2% Growth& >110 WellnessScore Among Hispanics,Yet Only 6% Among WNH -40% -20% 0% 20% 40% 60% 80% 50 70 90 110 130 150 Hispanics:Wellnessvs. Growth In BreakfastCategory -40% -20% 0% 20% 40% 60% 80% 50 70 90 110 130 150 WNH: Wellnessvs. Growth In BreakfastCategory Source: SSG WellnessSpectrum™ PoweredbyGfK MRI 2012 Doublebase Base: BreakfastCPG Buyers18+
  21. 21. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 50% 46% 41% 59% 64% 70% Savvy Indulgents Busy Strivers Fit & Holistic WNH Frozen Breakfast Yogurt 49% 51% 46% 61% 66% 70% Savvy Indulgents Busy Strivers Fit & Holistic HISP Frozen Breakfast Yogurt 53% 52% 47% 58% 62% 67% Savvy Indulgents Busy Strivers Fit & Holistic Millennial 56% 56% 49% 40% 47% 47% Savvy Indulgents Busy Strivers Fit & Holistic AA Yogurt Purchase Incidence Driven by Fit & Holistic Frozen BreakfastsDriven by Savvy Indulgents x x x x x x Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ 21
  22. 22. 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com GfK MRI 1% 18% -17% -5% 2% -2% -7% -4% -10% 0% 16% 8% -35% -2% -62% MILL Fit & Holistic MILL Busy Strive MILL S&I A/O Fit & Holistic A/O Busy Strive A/O S&I BNHFit & Holistic BNHBusy Strive BNHS&I H Fit & Holistic H Busy Strive H S&I WNH Fit & Holistic WNH Busy Strive WNH S&I Dannon Activia:Share of Volumized Growth 2012-2013 Busy W Strivers Consistently Driving Growth in 2 Brands Facing Growth Challenges 24% 20% 18% 0% 2% 5% 10% 16% -8% -6% 34% -6% 39% -12% 25% MILL Fit & Holistic MILL Busy Strive MILL S&I A/O Fit & Holistic A/O Busy Strive A/O S&I BNHFit & Holistic BNHBusy Strive BNHS&I H Fit & Holistic H Busy Strive H S&I WNH Fit & Holistic WNH Busy Strive WNH S&I OatmealCrisp w/raisins:Share of VolumizedGrowth2012-2013 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ 22
  23. 23. 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com GfK MRI 22% 20% 13% 7% 8% 5% 7% 7% 5% 2%2%2% 19% 29% 26% 12% 8% 4% 2% 23 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 theAmerican Consumer. Base: Total18+; Household Products- Used in Last 6 months Millennials make up 30% of Dannon buyer base and 27% of Oatmeal Crisp Millennialsmake up100% of Dannon growth segments and 58% of Oatmeal Crisp w/ Raisins Busy Strivers & Savvy Indulgents Generate about 3 in 4 of Both Brands Base Volume
  24. 24. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 24 ‘New Growth’ Personas vs. ‘Base Personas’ for Activia and Oatmeal Raisin Crisp Current Base NewGrowth • Driven byconvenience • Enjoyunwindingactivities like yoga & cycling • Busyconsumers • MostlyHispanic consumers: evenlysplitb/w English & Spanish dominance • Hyper-connected & 100% Millennial • Health driven consumer • Environmentallyconsiderate • Majorityof Hispanic consumers exhibit Spanish dominance • 6 in 10 are Millennial • PhysicallyFit and Confident • Loves Organic andGreen Products • Loves Adventure • Not securein physical appearance • Busy, but seek balance • Semi-preparedfoods often preferred SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved
  25. 25. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com Consumer Decision Journey 25 LoyaltyLoop INITIAL CONSIDERATION SET MOMENT OF PURCHASE ActiveEvaluation,adding & eliminatingbrands Post-purchaseExperience 1 2 3 4 Trigger Source: McKinsey DecisionJourney Google’s Zero Momentof Truth P&G’s 1st Moment of Truth P&G’s 2nd Moment of Truth
  26. 26. 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.comGfK MRI 26 TV PrintMagInternetRadio 107 117 52 117 137 80 104 109 67 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ 129
  27. 27. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 27 Activia Growth Segments Consistently More Digitally-Inclinedvs 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
  28. 28. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 1-to-1 Marketing Promos Can Be Properly Aligned with Best Fit Retailers Via Mobile & In-Store Solutions 28 Lo-Mid Tier SuperMkt Health/Natural Stores Householder Fit & Holistic Busy Strivers Savvy Indulgents -1% 9% Health/Natural 6% Membership W/H 5% Mass/Discount 3% Hispanic Grocery 2% Convenience MID-TIER SUPERMARKETS 12% LOW-TIER SUPERMARKETS RETAILER’SSHOPPERBASE ‘11-’13CAGRRANKING BY FORMAT *CAGR = Compound Annual Growth Rate Source: SSG Longitudinal Analysis of ScarboroughUSA+ 2011 & 2013 R1
  29. 29. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 29 Take-Aways Macro Trends Tools Deep Dive TM Insights Approach: Wellness Predictability Planning-to-Action Model Hungerfor Healthier ↑ Growth & Profits Breakfast CPG Sub- Categories,Brands & Retailers Share of Stomach Wellness Base Segments Growth Wellness Segments Base & Growth Personas Channel Selection PersonalizedMarketing Path To Purchase IndividualWellness Score Lifestyle Choices Behaviors Food Choices Geography Retailers Key Products Influencers
  30. 30. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 30 Drivers • Consumers are becoming more discerning aboutwellness, demanding more natural,recognizable ingredients • Best-in-class proactively leading andgaining share and growth momentum from healthyinnovation A data-rich wellness propensity tool can help food manufacturers & retailers to: • Identify growth opportunities andinform high-value wellness shopper segments in a Total Market approach • Enhance ROI by better creating promo solutionsthatwork bestatright wellness targetconsumers • Leverage digital platformsin path to purchase to increase pre-store relevancymotivators to drive traffic up to 1st &2nd moments of truth • Build a more dynamic test&learn’ capability Conclusions
  31. 31. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com Wellness Attitudes & Behaviors Can Be A Valuable Growth Tool The SSGWellness SpectrumTM powered byGfK MRI sheds light on key planning issues: Which wellness segments to pursue in TMA discovercustomers whose behaviorhave changed or needs are notbeing met strengthen brand identitiesand develop messages thatspeak to differenthealthyoutlook consumers What kind of products to offer refine a product’s formulation or fine-tune the positioning ordevelop a new product How to go-to market effectively predictwhatproducts will consumers of different health outlooks be more persuadedto consider& buy inform channel selection to optimize the path to purchase forselected targets Properly designing andexecuting1-to-1wellness-prone promos and experiences in a specific trade areas that respond to specific wellnessattitudes &interests 31 Respond to the powerful wellness forces changing how people are increasingly shopping for healthier choices At an individual level, higher wellness attitudinal & behavioral scores are associated with the purchase of healthier sub-categories and brands experiencing higher growth SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved
  32. 32. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com 32 TIME FOR YOUR QUESTIONS
  33. 33. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 33 Wellness Spectrum Brands Awards Breakfast Category 2014 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI2014 © SantiagoSolutions Group,Inc. www.SantiagoSolutionsGroup.com
  34. 34. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 34 Hispanic Wellness Brands’ Nominees Doughnuts Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+GfK MRI 2014 © SantiagoSolutionsGroup,Inc. www.SantiagoSolutionsGroup.com
  35. 35. 35 Hispanic Wellness Brands Awards Breakfast Category 2014 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI 2014©SantiagoSolutionsGroup,Inc.
  36. 36. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 36 White NH Wellness Brands’ Nominees Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+GfK MRI
  37. 37. 37 WhiteNH Wellness Brands Awards Breakfast Category 2014 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI 2014©SantiagoSolutionsGroup,Inc.
  38. 38. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 38 African American Wellness Brands’ Nominees Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+GfK MRI 2014 © SantiagoSolutionsGroup,Inc. www.SantiagoSolutionsGroup.com
  39. 39. 39 AA Wellness Brands Awards Breakfast Category 2014 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI 2014©SantiagoSolutionsGroup,Inc.
  40. 40. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 40 Millennial Wellness Brands’ Nominees Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+GfK MRI 2014 © SantiagoSolutionsGroup,Inc. www.SantiagoSolutionsGroup.com
  41. 41. 41 Millennial Wellness Brands Awards Breakfast Category 2014 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI 2014©SantiagoSolutionsGroup,Inc.
  42. 42. 2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com GfK MRI 42 Total Market Wellness Brands’ Nominees Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+GfK MRI 2014 © SantiagoSolutionsGroup,Inc. www.SantiagoSolutionsGroup.com
  43. 43. 43 Total Market Wellness Brands Awards Breakfast Category 2014 Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ GfK MRI 2014©SantiagoSolutionsGroup,Inc.
  44. 44. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com About 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. Leveraging client-side experience and consulting, we arm you with intelligence, ownable insights to purchase, strategic pathways aligned with the highest impact priorities, and effective Total Market roadmaps inclusive of customer journeys. GrowthInsightsNewsletter Santiago Solutions Group SantiagoSolutionsGroup.com @Santiago_Group @Carlos_SSG santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com To Learn More, a subscription to SSG’s newsletter provides you with access to this and other SSG’s full Reports… SSG: 818.736.5661 SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved
  45. 45. GfK MRI 2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com About GfK MRI GfK MRI providesA deeper understandingof the American Consumer:whothey are, what they think, and how bestto reach them. GfK MRI data are culled fromits Survey of the AmericanConsumer™, the most comprehensivesingle-sourcedatabase in the UnitedStates.Updatedeach year frommore than 25,000in-person interviewswithadults, the Survey contains unparalleled insights into consumerdemographics,media choices,attitudes and lifestyles,along with consumptionof approximately 6,000productsin 550 categories. GfK GfKMRI.com @GfK_en Susan.Nunez@gfk.com 212.884.9217 SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc. ©2014 GfK US LLC. All Rights Reserved To learn more about the power of GfK MRI data please feel free to reach out to us in any of the following ways…

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