Fat and Happy:Understanding what South Indians think about Health and Food

Fat and Happy Understanding how health consciousness and cultural factors influence food preferences amongst south Indian families.At present there are many perceptions regarding healthy food. Less is known about what consumers really think is healthy. The Fat and Happy project is placed to understand consumers perception of healthy food. Our process and investigation will find out if consumers are really making healthy choices. We want consumers to be able to make healthier choices at ease while purchasing.

Our Method

Looking to understand how consumers think about food in the context of health and culture we got to know 15 households in 4 cities.

Home visitsIn the intimacy of living rooms and kitchens we enjoyed candid one on one conversations and group discussions.A wide range of views on culture, lifestyle and food were unearthed.

Home visitsWe received exhaustive home tours peeking into refrigerators and kitchens.We took an extensive account of the various food products used during our home visits.

Home visitsWe observed the difference in how families dine. The traditionalfamilies dined on the floor while those with a modern outlook ate on the dining tableVery few south Indian family dining tables encourage alcohol presence on the table.

Home visitsHEATINGGRINDING

Questionnaires and Image boards To identify common trends we sent out questionnaires and received 60 online responses from four major cities of southern India. Image boards comprising of various food articles were sent to the respondents to classify what they perceive as healthy and unhealthy.

Analysis With all of our stories, and with our 60 online respondents, we reflected on what we learnt, what it meant and how we could help consumers to make healthier choices at ease while purchasing.

Questions

What do they think is HEALTH?The absence of long term diseases – “no sugar”, “no BP”, and “no heart attack”There is no direct reference to parameters of good health, or methods and practices of maintaining good health.

What is IMPORTANT to them?Health of their family is important, especially children and expectant mothers. Consumers want to make ‘good’ choices, but there are always trade-offs, compromises between ‘what is affordable’ and ‘what is good for my family’

The other DILEMMA“If it is HEALTHY, can it also be TASTY?”“why does tasty food make us feel guilty?”

What do they think is HEALTHY FOOD?Fresh foodand food that contains less oil, salt, sugar. Vegetarian and home-made.

Who DECIDES?Women (wives/mothers) above the age of 35 make the purchasing decisions regarding groceries and other materials needed for cooking.They care about Health when it concerns their family.

Learnings

Health is a CONCEPTPeople know what is UNHEALTHY, but ‘Health’ remains a vague concept.“I’m not unhealthy, but am I healthy?”People understand health with associations – VEGETARIANISM, SPORTS, YOGA and SPIRITUALITY, COLOUR, RISING SUN, NATURAL (but not organic), AYURVED(IC)

People care about HEALTH…People CARE about health, when it concerns their FAMILYWhen… somebody falls ill in their familyWhen… somebody falls ill in their close social circleWhen… you see, hear and read about it

Good Food WAS …People associate many things GOOD with the PAST, including GOODWHOLESOMEFRESHUNADULTERATED FOODPeople think GOOD FOOD is at the FARM, and not where they are.

Does Business care about my HEALTH?NANDINIAASHIRWADANNAPURNAVIDHYARTHI BHAVANHALLI MANEADYAR ANAND BHAVANNANDHINI RESTAURANTCENTRAL TIFFIN ROOMADIGA’SSARAVANA BHAVAN

Healthy UnhealthyThe image board seen here represents an average of 20 family responses

Healthy UnhealthyThe image board seen here represents an average of 20 family responses

Tools

EmotionalInstant Gratification:I get this right now, and it’s tastyIdealists:I don’t care about new fads. I believe in our traditions and ancient knowledge. Where I get my items is more important than any brand. Traditional Contemporary Long Term ValueIf we eat healthy now, we will live longer and be healthy in our old age Self Expression:I rationalize my purchases based on what I’ve read. What I buy is also an extension of my personality.Rational

EmotionalTraditional Contemporary Rational

EmotionalTraditional Contemporary Rational

?While people are obviously open to “Health” information, they process this in two basic ways. Some want to understand the science on their own, while the others are content to learn it from others and hearsay. LEADERSI know best. My changes are based on personal experiences and the repeated recommendations of those I trust.Promote through sources I trust. Support your claims through informationPLANPURCHASEUSEBe culturally visible and communicate simple, actionable stepsFOLLOWERSThose most knowledgeable will figure it out and let me know. My changes are based on their advice

?LEADERSI know best. My changes are based on personal experiences and the repeated recommendations of those I trust.Use clear or though- provoking messages at point of purchasePLANUSEPLANPURCHASEUSEUse clear messaging and explanations that are relatableFOLLOWERSThose most knowledgeable will figure it out and let me know. My changes are based on their advice

?LEADERSI know best. My changes are based on personal experiences and the repeated recommendations of those I trust.Give tangible evidence of the benefits of your productPLANPURCHASEUSEOffer differentiated experiences. Reinforce benefits on packagingFOLLOWERSThose most knowledgeable will figure it out and let me know. My changes are based on their advice

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