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NAVIGATING
THE BIG FOOD
LABYRINTH
THE IMPETUS
NEEDED RESEARCH WITH
GREATER DEPTH OF FLAVOR
4600
respondents
105
foods and eatingoccasions
74
attributes
100,000
foodsubstitutions
AMUSE BOUCHE
“BIG FOOD”
IS THE BOOGIE MAN
IT’S NOT“BIG FOOD”
IT’S JUST FOOD
IT’S NOT ALL IN
OR ALL OUT
NOT EVERYONE’S
“LEAVING” FOR HEALTH
QUALITY CONVENIENCEHEALTH
ENTREE
SO WHO REALLY IS AT THE
BIG FOOD TABLE?
EMPTY PANTRIES
GOOD ENOUGH SHORTCUTS
FOODIE HEDONISTS
PREFAB FLAVOR SEEKERS
WELLNESS COMMITTED
HEALTHY ENOUGH
WELLNESS COMMITTED
they are = principled eaters
food = nutrients
quality = clean, natural, wholesome
ideal plate = high nu...
FOODIE HEDONISTS
they are = open experimenters of gourmet
food = multi-sensory pleasure
quality = fresh, natural, how it m...
EMPTY PANTRIES
they are = disengaged and habitualized
food = fuel
quality = basic staple, tasty, good enough
ideal plate =...
HEALTHY ENOUGH
they are = naïve compromisers
food = trade-offs
quality = incrementally healthier, tasty, fits with life/ro...
PREFAB FLAVOR SEEKERS
they are = mainstream novelty seekers
food = comfort and fun
quality = taste, taste, taste, how it m...
GOOD ENOUGH SHORTCUTS
they are = catch as catch can
food = unavoidable chore
quality = big, convenient, affordable and tas...
Convenient and Lighter
Cheese singles/slices
Powdered drink mixes
Instant coffee
Gelatin mix/cups
Granola bars
Cereal bars...
SWITCHING DATA SHOW A COMPLEX PATTERN OF BEHAVIORS
FROM AND TO THE DIFFERENT CLUSTERS.
Healthy and Nutritious
29%
Sensory ...
THERE’S A VARYING DEGREE (AND DIRECTION) OF MOMENTUM
ACROSS PRODUCT CATEGORIES
47 47 45 44 44 43
36 35 32 30 30 27 26 25 2...
NETWORK ANALYSIS
GOES ONE LEVEL
DEEPER TO REVEAL
FURTHER COMPLEXITY
BEHIND PEOPLE’S
CHANGING BEHAVIORS.
HEALTHY & NUTRITIO...
A CLOSER
CATEGORY LOOK:
MACARONI
& CHEESE
A CLOSER
CATEGORY
LOOK:
SWEETENED
CEREALS
A CLOSER
CATEGORY LOOK:
NUTS
DIGESTIFS
AS A COMPANY,
PLAY TO THE “SPECTRUM”
THE TALE OF TWO FOODIES
FOODIE HEDONISTS PREFAB FLAVOR SEEKERS
HEALTHY IS IN THE EYE
OF THE BEHOLDER
WELLNESS COMMITTED HEALTHY ENOUGH
IS THERE A PILL FOR THIS?
EMPTY PANTRIES GOOD ENOUGH SHORTCUTS
AS BRANDS,
RESOLVE THE TENSION
BETWEEN THE FOOD AND
ITS ROLE
LIFT THEIR MOOD AS A
COMFORTING, QUICK
ANYTIME MEAL
KEEP THEM IN THE FAMILY
WITH TASTE, VARIETY AND
CLEANER FOOD
SATISFY A CRAVING WITH A
BALANCED EATING
EXPERIENCE
BECOME A MODERN RITUAL
= PERMISSIBLE DELIGHT
THANK YOU
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Navigating the Big Food Labyrinth

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A food marketing study conducted by Leo Burnett that focuses on six types of grocery shoppers and their purchasing behaviors.

Published in: Business
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Navigating the Big Food Labyrinth

  1. 1. NAVIGATING THE BIG FOOD LABYRINTH
  2. 2. THE IMPETUS
  3. 3. NEEDED RESEARCH WITH GREATER DEPTH OF FLAVOR
  4. 4. 4600 respondents 105 foods and eatingoccasions 74 attributes 100,000 foodsubstitutions
  5. 5. AMUSE BOUCHE
  6. 6. “BIG FOOD” IS THE BOOGIE MAN
  7. 7. IT’S NOT“BIG FOOD” IT’S JUST FOOD
  8. 8. IT’S NOT ALL IN OR ALL OUT
  9. 9. NOT EVERYONE’S “LEAVING” FOR HEALTH
  10. 10. QUALITY CONVENIENCEHEALTH
  11. 11. ENTREE
  12. 12. SO WHO REALLY IS AT THE BIG FOOD TABLE?
  13. 13. EMPTY PANTRIES GOOD ENOUGH SHORTCUTS FOODIE HEDONISTS PREFAB FLAVOR SEEKERS WELLNESS COMMITTED HEALTHY ENOUGH
  14. 14. WELLNESS COMMITTED they are = principled eaters food = nutrients quality = clean, natural, wholesome ideal plate = high nutritional value, not processed, fresh
  15. 15. FOODIE HEDONISTS they are = open experimenters of gourmet food = multi-sensory pleasure quality = fresh, natural, how it makes them feel ideal plate = delicious, fresh, unique flavors, textures andingredients
  16. 16. EMPTY PANTRIES they are = disengaged and habitualized food = fuel quality = basic staple, tasty, good enough ideal plate = simple, appetizing looking, strive for zero effort
  17. 17. HEALTHY ENOUGH they are = naïve compromisers food = trade-offs quality = incrementally healthier, tasty, fits with life/routines Ideal Plate = tasty and convenient, with BFY cues and signals, affordable
  18. 18. PREFAB FLAVOR SEEKERS they are = mainstream novelty seekers food = comfort and fun quality = taste, taste, taste, how it makes themfeel ideal plate = tasty, convenient, popular/exciting flavors and textures
  19. 19. GOOD ENOUGH SHORTCUTS they are = catch as catch can food = unavoidable chore quality = big, convenient, affordable and tasty ideal plate = quick and filling, known brands, lifts their mood, wedged intoroutines
  20. 20. Convenient and Lighter Cheese singles/slices Powdered drink mixes Instant coffee Gelatin mix/cups Granola bars Cereal bars Light yogurt Frozen light entrees for 1 Fruit snack Diet soft drinks Packaged white bread Dried meat/jerky Baked/popped chips Pretzels Pita chips Organic peanut butter Reduced fat cheese Bottled tea THERE ARE SIX FOOD CLUSTERS, EACH WITH ITS OWN DISTINCT PROFILE Healthy and Nutritious Plain cereals Wholesome cereals Conv. dairy milk Plant-based beverages Conv. chicken Conv. beef Frozen vegetarian foods Oatmeal Granola/muesli Probiotic yogurt Organic cheese Cottage cheese Eggs Fish Shrimp/shellfish H/AB free/Organic chicken H/AB free/Organic beef Pork Brown rice Deli meats Hummus Almond, cashew butter Seeds Organic corn tortilla chips Homemade meals, spaghetti sauce, soups Convenient and Healthy Jars/packs of nuts Regular yogurt Energy/nutrition bars Dried fruit Greek yogurt Organic yogurt Refrig. smoothie drinks Packaged whole grain bread Bulk nuts Packaged trail mix String cheese Reduced fat peanut butter Canned tuna Whole grain crackers Multigrain tortilla chips Light and Simple Ketchup (reg and org) Yellow mustard Ground coffee in a can Fresh produce (reg and org) Regular bottled water Instant white rice Fresh coffee beans Specialty coffee shop beverages Frozen produce Plain/Flavored sparkling water Gourmet mustards Tap water Tea Homemade smoothies Highly Processed Lunch meats Lunchables Hot dogs Macaroni and cheese Jarred spaghetti sauce Sweetened cereals Chicken nuggets Canned pasta Frozen breakfast entrees Frozen waffles Frozen entrees for 1 Toaster pastries Canned soups Plain crackers Cheese/flavored crackers Sandwich crackers Other fast food breakfast Chicken sausages Dry pasta/noodles Sensory and Indulgent Regular soft drinks Potato chips Corn tortilla chips Flavored chips Packaged cookies Regular peanut butter Candy bars Regular cream cheese Pudding mixes/cups Mayonnaise/salad dressing Block cheese Homemade cookies Bacon Sausage Bratwurst/Italian sausage Pastries, muffins, etc. Ice cream or gelato Microwave popcorn Veggie and bean chips Sports drinks Frozen pizza The 56 Big Foods in each cluster are in RED HEALTHIER LESS HEALTHY Convenient/Simple Clean, Pure Healthy Light Healthy Clean, Pure Hearty, Dense Nutrition Good On-the-Go Convenient/Simple Healthy Expensive Hearty, Dense Nutrition Good On-the-Go Light Sensory Eating Experience Mood Enhancing NOT Healthy NOT Light NOT Clean, Pure
  21. 21. SWITCHING DATA SHOW A COMPLEX PATTERN OF BEHAVIORS FROM AND TO THE DIFFERENT CLUSTERS. Healthy and Nutritious 29% Sensory and Indulgent 15% Light and Simple 21% Conv. and Healthy 17% Highly Processed 8% Conv. and Lighter 11% 2X SWITCHING TO 2X SWITCHING TO 4X SWITCHING FROM EVEN EXCHANGE - STABLE 3X SWITCHING TO 2X SWITCHING FROM % OF ALL SWITCHES TO:
  22. 22. THERE’S A VARYING DEGREE (AND DIRECTION) OF MOMENTUM ACROSS PRODUCT CATEGORIES 47 47 45 44 44 43 36 35 32 30 30 27 26 25 21 17 17 46 47 49 42 48 42 55 56 51 56 61 61 57 65 70 76 73 7 6 7 14 8 15 9 9 18 13 9 11 17 10 9 7 10 Dry gelatin or refrig gelatin cups Dry pudding mixes or pudding cups Melting cheese Instant coffee Meat, cheese, and cracker packs Powdered drink mixes you add to water Regular mac and cheese Hot dogs Ground coffee in a can Packaged lunch meats/cold cuts Regular cream cheese Cheese slices and singles Jars, cans, or packs of nuts Regular jarred spaghetti sauce Mayonnaise or salad dressing Ketchup (not organic) Yellow mustard No Longer Eating or Eating Less No Change Started Eating or Eating More Sample: Among current users and users who have left a food category in the past 2 years.
  23. 23. NETWORK ANALYSIS GOES ONE LEVEL DEEPER TO REVEAL FURTHER COMPLEXITY BEHIND PEOPLE’S CHANGING BEHAVIORS. HEALTHY & NUTRITIOUS LIGHT & SIMPLE CONVENIENT & HEALTHY HIGHLY PROCESSED SENSORY & INDULGENT CONVENIENT & LIGHTER
  24. 24. A CLOSER CATEGORY LOOK: MACARONI & CHEESE
  25. 25. A CLOSER CATEGORY LOOK: SWEETENED CEREALS
  26. 26. A CLOSER CATEGORY LOOK: NUTS
  27. 27. DIGESTIFS
  28. 28. AS A COMPANY, PLAY TO THE “SPECTRUM”
  29. 29. THE TALE OF TWO FOODIES FOODIE HEDONISTS PREFAB FLAVOR SEEKERS
  30. 30. HEALTHY IS IN THE EYE OF THE BEHOLDER WELLNESS COMMITTED HEALTHY ENOUGH
  31. 31. IS THERE A PILL FOR THIS? EMPTY PANTRIES GOOD ENOUGH SHORTCUTS
  32. 32. AS BRANDS, RESOLVE THE TENSION BETWEEN THE FOOD AND ITS ROLE
  33. 33. LIFT THEIR MOOD AS A COMFORTING, QUICK ANYTIME MEAL
  34. 34. KEEP THEM IN THE FAMILY WITH TASTE, VARIETY AND CLEANER FOOD
  35. 35. SATISFY A CRAVING WITH A BALANCED EATING EXPERIENCE
  36. 36. BECOME A MODERN RITUAL = PERMISSIBLE DELIGHT
  37. 37. THANK YOU

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