SSG Capturing the Right Healthy Driven Shopper 10-02-14-Final

Capturing The Right
‘Healthy-Driven’
Shoppers For Your
Brand
SSG Webinar Presentation
October 1st , 2014
Dedicated Sessions Available
Dedicated sessions are available over through October 2014. Contact us through
the request form in our website or at Tatiana@SantiagoSolutionsGroup.com
2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
2014 © Santiago Solutions Group, Inc. ©2014 GfK US LLC. All Rights Reserved SantiagoSolutionsGroup.com

Capturing The Right ‘Healthy-Driven’ Shoppers For Your Brand
Santiago Solutions Group
We guide clients growth strategies
using advanced research,
projectable opportunity sizings,
innovative modeling and predictive
analytics.
Yet, integrating and distilling
rigorous insights is just the base to
enhance your marketing
effectiveness and reduce ‘gut’ risks.
Leveraging client-side experience
and consulting, we arm you with
intelligence, drivers to purchase,
and strategic pathways aligned with
the highest ROI options for
integrated business-wide successes.
GfK MRI
Welcome to
Presenters
Carlos Santiago has been guiding
strategic growth rooted on predictive
analytics for leading marketers in health
& wellness for 13 years at SSG prior to
that he headed Multicultural business
units in CPG & Telecom
Juan S. Ovalle is an expert in predictive
analytics, effectively generating insights from
data fusion across syndicated, customer
databases, custom qualitative, quantitative and
Social research in CPG, Telecom, and Health.

1
2
Healthy Living Movement
3
4
5
Conclusion
6
GfK MRI
3
Capturing The Right ‘Healthy-Driven’
Shoppers For Your Brand
Agenda
Individuals’ Wellness Outlooks & Behaviors Reflected in Scores
Wellness Personas Across Healthy-Living Behaviors & Purchase
Incidences
The TM challenge: Segments Disagree on ‘Healthy’ Brands
Brand/Segment Planning through Wellness Lens: Opportunity, Target,
Relevant Messaging, Channel, P2P, Trade Area & 1:1 Targeting, Advocacy

GfK MRI
The Healthy Living Movement
Shoppers are progressively
• Making better food choices
• Becoming more informed about
wellness drivers
• Demanding more natural,
recognizable ingredients
• Avoiding trans fat
• Seeking to squeeze more activity in
their lives
• Purchasing healthier, greener
products for their families
• Taking better care of the well-being of
others and the planet
4
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.

Best-In-Class Marketers Are Stepping Up &
Reaping Rewards of Wellness Movement
Set 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
GfK MRI
Asking partners to reformulate
thousands of packaged food
items by 2015 to lower sodium
and added sugars
Announced Wellness as a
strategic priority and named the
U.S. President as the new Chief
Wellness Officer …will work
proactively to limit product
calories, and improve labeling.
5
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.

Wellness Is A Fact of Life That Brands Can Tap Into
• SSG modeled hundreds of healthy to unhealthy attitudes and behaviors that shape lifestyle choices
leading to the 4 largest preventable chronic diseases.
• The model shows a strong link with individuals’ incidence of categories and selection of brands
according to their wellness attitudes & behaviors.
EAT HEALTHY SLEEP WELL
EXERCISE DRINK WATER
SMOKING SEDENTARY
BAD FAT
GfK MRI
Brand Choices
6
What Inspired Us?
HBP
Unhealthier
Lifestyle
Obesity
Healthier
Lifestyle
Diabetes II
High Cholesterol
HIGH SODIUM
Products
Retailers
Restaurants
Services
Lifestyle Choices Attitudes & Behaviors
BAD CHOICES GOOD CHOICES

1
2
3
4
5
Conclusion
6
GfK MRI
7
Agenda
Incidences

Individuals Range Across A Spectrum According To Their
Wellness Mindset & Behaviors In Relation to the US Average
GfK MRI
Least
Wellness Outlook
0 50 100 150 200
Greatest
Average Wellness Outlook
Wellness Outlook
SSG Wellness Spectrum assigns each individual with a
Wellness Score. This ‘FICO-like’ score is individually based
on specific wellness attitudes & behaviors.
The individual Wellness Spectrum scores can be
aggregated and averaged by brand, class of trade, channel,
category, generational level, ethnicity, race, etc.
The Wellness Scores aids marketers to understand their
buyers through wellness patterns, barriers, and
engagement drivers to focus growth strategies on the
appropriate level of wellness receptivity.
8
©2014 GfK US LLC. All Rights Reserved

Brands, per their Buyers’ wellness scores, also
Brands with Least
Healthiest Outlook
GfK MRI
Reflect a Spectrum of Wellness
9
Breakfast Brands Ranking
Brands with
Healthiest Outlook
Buyers
Each Circle represents a
Breakfast Brand
Index of U.S.
Average Adult
Buyers
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+
Wellness Score of Brand Buyers

Healthier-Outlook Consumers Choose Different
Retailers/QSR Depending On Ethnicity
100 100
100 100
GfK MRI
Retailers
WHITE NH HISPANIC
10
Total Market QSR African American
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+

Brand Growth Rate Rises As Wellness Score Increases
For every 10 points increase in Wellness Score, Buyer Growth Accelerates 1% points annually
Positive Relationship* Between Total Market (TM) Breakfast Brands Growth & SSG Wellness Score™
• Brands regarded as ‘healthier’ among Hispanics, tend to grow faster than those among Total Market.
• 16% of breakfast CPG breakfast brands with wellness score above 110 have positive growth, yet among TM
only 7% of breakfast CPG breakfast brands with wellness score above 110 have positive growth.
*TM: Wellness vs. Growth
In Breakfast Category
70 80 90 100 110 120 130 140
Buyer Base Growth Rate
Wellness Score of Brand Buyers Wellness Score of Brand Buyers
GfK MRI
Hispanics: Wellness vs. Growth
In Breakfast Category
70 80 90 100 110 120 130 140
11
50%
25%
0%
-25%
50%
25%
0%
Buyer Base Growth Rate
-25%
*Statistically significant at 90% confidence level
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers
18+/ Hispanic 18+

1
2
3
4
5
Conclusion
6
GfK MRI
12
Agenda
Incidences

6 SSG Wellness Personas™ displayed as 3 Personas
for simplicity and display purposes in this presentation
Savvy-
Indulgents
46% of U.S. Adults
GfK MRI
Will not compromise taste for
wellness sakes
Cost-conscious individuals who
do not care to cook
Won’t find these individuals at a
gym
May catch them playing some
soccer with friends
Hunters in games, actions and
mindsets
13

Busy
Strivers
35% of U.S. Adults
GfK MRI
Make a great effort to balance
their busy lives, yet are more
driven by convenience rather
than health
Try to sneak in a Pilates work out
to shed some excess pounds
Like semi-prepared foods that
require little additional work
14

Fit &
Holistic
19% of U.S. Adults Understand and incorporate
GfK MRI
healthy lifestyle choices steadily
Live by the motto: “You are what
you eat and wear”
Shop with the planet in mind
Purchasers organic food
products
Listen to the doctor
15

Wellness Minded Consumers Over-index in
Healthy Lifestyle, Attitudes & Decisions
Look for New Ways to Live a
56
Healthier Lifestyle
112
Always Check Nutritional
Content Before I Buy
GfK MRI
46
108
208
Happy with My Weight
109
149
Eat a healthy breakfast
9
every day
125
272
73
183
16
.
Source: SSG Wellness SpectrumTM Powered by GfK-MRI 2012 Double Base Survey of the American Consumer. Base: Total 18+
Health Attitudes: Agree Strongly; Buying Styles: Agree Mostly.

84
82
GfK MRI
56
Yoga
102
200
Regular Dr. Visits
75
113
137
Cycling
106
Walking
105
128
133
Healthy Behaviors
. .
. .
Source: SSG Wellness SpectrumTM Powered by GfK-MRI 2012 double base Survey of the American Consumer. Base: Total 18+ 17
Sports- How Often Engaged In: Participated in Last 12 months; Health Attitudes : Agree Strongly.

Healthier Food Choices
Low Calorie Candy
86
58
Low Sodium176
GfK MRI
62
58
Low Fat
116
162
High Fiber 179
112
107 120
113
.
.
Source: SSG Wellness SpectrumTM Powered by GfK-MRI 2012 double base Survey of the American Consumer. Base: Total 18+ 18
Diet control/eating habits: Buy food labeled as:

Categories Are Driven By Different Wellness
Microwavable Dinners
108 100
115
Energy Drinks
GfK MRI
94
81
76
80
Red Wine
107
Green Products
89
104
135
120
Segments
.
. .
Source: SSG Wellness SpectrumTM Powered by GfK-MRI 2012 double base Survey of the American Consumer. 19
Base: Total 18+; Bought in Last 6 months:

1
2
3
4
5
Conclusion
6
GfK MRI
20
Agenda
Incidences

Consensus Definition
Total Market Is Not A One Size Fits All Brands
Strategy Nor a One Size Fits All Consumers
A marketing approach which proactively integrates diverse segment
considerations ...with rigorous purchase drivers insights of all segments,
through the entire strategic process and execution… with the goal of
This could lead to several approaches:
• one fully integrated cross-cultural approach,
• individual Hispanic, African American, Asian, or White Non-Hispanic
segment approaches
• or in most cases, a combination of segmented and cross-cultural…
depending on growth opportunities, drivers, barriers and fit with a Brand’s
experience, but always aligned under one overarching strategy.
GfK MRI
enhancing Brand value and growth effectiveness.
Clients keep asking “Please Help Me Apply
the Proper TM Approach for Each Brand!”
21

GfK MRI
22
Top 30 Wellness Breakfast
Brands across Total Market
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com GfK MRI

Total Mkt White African Am Millennial
Nobrands in common among the top 2 healthiest brands of Hispanics,
Millennials, African Americans, and White Non-Hispanics breakfast shoppers.
GfK MRI
23
Top Wellness Brands
By Segment
Brands in Common?
Hispanic
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com GfK MRI

1
2
3
4
5
Conclusion
6
GfK MRI
24
Agenda
Incidences

Understanding How Share Of Stomach Relates To Buyers’ Wellness
Wellness Outlook is Directly Correlated With
Buyers Growth
GfK MRI
Scores Since
Growth
25
Wellness Score
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast CPG Buyers 18+. Buyers Growth 2011-2013

Wellness Segments Most Appropriate For Growth Depends on
Multiple Factors i.e.: Lifecycle, Positioning, Strength of
Dannon Activia: Share of Volumized
-62%
Growth 2012-2013
TM: Total Market, WNH: White non-Hispanic, H: Hispanic, BNH: Black non-Hispanic, A/O: Asian/Other, MILL: Millennials, S&I: Savvy & Indulgents
GfK MRI
Differentiated Benefits, Innovativeness…
2%
1%
16%
18%
-7%
-2%
-10%
-17%
0%
-4%
-7%
-2%
-5%
8%
-35%
Oatmeal Crisp w/raisins: Share of
Volumized Growth 2012-2013
16%
18%
25%
20%
24%
5%
2%
0%
9%
10%
-6%
-6%
-8%
39%
34%
-12%
TM
WNH S&I
WNH Busy Strive
WNH Fit & Holistic
H S&I
H Busy Strive
H Fit & Holistic
BNH S&I
BNH Busy Strive
BNH Fit & Holistic
A/O S&I
A/O Busy Strive
A/O Fit & Holistic
MILL S&I
MILL Busy Strive
MILL Fit & Holistic
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+ 26
TM
WNH S&I
WNH Busy Strive
WNH Fit & Holistic
H S&I
H Busy Strive
H Fit & Holistic
BNH S&I
BNH Busy Strive
BNH Fit & Holistic
A/O S&I
A/O Busy Strive
A/O Fit & Holistic
MILL S&I
MILL Busy Strive
MILL Fit & Holistic

I.E.: Activia New Growth is coming Mostly from Busy Strivers
Oatmeal Crisp Growth Coming from Busy Strivers & Fit & Holistic
Share of Base
Savvy Indulgents 38%
Busy Strivers 38%
Fit & Holistic 24%
WNH 65%
Hisp 21%
AA 9%
A/O 5%
Share of Growth Segments
Busy Strivers 69%
Hisp 92%
A/O 8%
Mill make up 100% of
Dannon growth
segments and 58% of
Oatmeal Crisp w/ Raisins
GfK MRI
22%
Busy Strivers 37%
Fit & Holistic 25%
20%
WNH 55%
Hisp 20%
AA 19%
A/O 6%
Busy Strivers 40%
Fit & Holistic 37%
2%2%2%
13%
7%
5%
7%
7%
5%
8%
19%
29%
4% 2%
8%
12%
26%
WNH 48%
Hisp 26%
AA 20%
A/O 6%
27
26%
23%
2%2% 1%
2%
4%
3%
16%
5%
9%
7%
31%
8%
61%
Hispanic Specific TM
Approach Recommended
Cross-Cultural Integrated
TM Approach Recommended
Source: SSG Wellness SpectrumTM Powered by GfK-MRI 2012 Double Base Survey of the American Consumer.
Base: Total 18+; Household Products- Used in Last 6 months

‘New Growth’ Personas vs. ‘Base Personas’ Will Often
New Growth • Driven by convenience
• Enjoy unwinding activities
like yoga & cycling
• Busy consumers
• Mostly Hispanic consumers:
evenly split b/w English &
Spanish dominance
• Hyper-connected & 100%
Millennial
• Not secure in physical
appearance
• Busy, but seek balance
• Semi-prepared foods often
preferred
GfK MRI
• Health driven consumer
• Environmentally considerate
• Majority of Hispanic
consumers exhibit Spanish
dominance
• 6 in 10 are Millennial
• Physically Fit and Confident
• Loves Organic and Green
Products
• Loves Adventure
28
Suggest Messaging Refinements
Current Base

Activia Growth Segments More Digitally-Inclined
Throughout P2P vs Oatmeal Crisp Not Nearly As
Awareness &
Consideration
Search 152 67
Text Ad 157 121
SM Res Prod 143 99
Cell Ad 149 101
App 167 68
Res Prod 152 79
GfK MRI
Brand Funnel
Trial & Action Loyalty & Advocacy
Activia OCR Activia OCR
SM VIP 157 112
SM Fave Prods 168 130
29
Digital Until Store and Advocacy
Path to Purchase
SM Deals 157 112
Nav/Map 155 63
Shop/Retail App 161 48
QR/Tag 147 101
Mobile Coupon 161 101
Activia OCR

Wellness Scores Allow For Geographic To Individual-level
Fit & Holistic
Wellness Scores can be identified for any group
of Adults in the U.S. to enrich internal client
databases or targetable email/mobile prospect
lists through BigData vendors like Axciom, etc.
GfK MRI
Classification For 1-to-1 Personalization
30
Busy Strivers
Savvy Indulgents
Source: SSG Wellness SpectrumTM Powered by GfK-MRI 2012 Market to Market. Survey of the American Consumer

1-to-1 Marketing Promos Can Be Properly Aligned with
Best Fit Retailers Via Mobile & In-Store Solutions
GfK MRI
31
Lo-Mid Tier SuperMkt
Health/Natural Stores
Householder
Fit & Holistic
Busy Strivers
Savvy Indulgents
*CAGR = Compound Annual Growth Rate
Source: SSG Longitudinal Analysis of Scarborough USA+ 2011 & 2013 R1

Healthier-Outlook Segments Have Exponential
Healthier segments are more likely to be
Early Adopters & Trendsetters
Highly Influential among peers
Trendsetters Influentials
-16
GfK MRI
Influencer Value
32
8
22
Savvy Indulgents
Busy Strivers
Fit & Holistic
-15
5
26
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Total 18+

1
2
3
4
5
Conclusion
6
GfK MRI
33
Agenda
Incidences

Drivers ‘Healthy’ Is Increasing As A Consumer Trigger
GfK MRI
34
• Consistent with industry facts, since 2011, consumers are
migrating out of Savvy Indulgents, into Busy Strivers or Fit &
Holistic segments representing many opportunities to make
healthy "tweaks" to growth formulas
• Brands are responding 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
©2014 GfK US LLC. All Rights Reserved

Wellness Attitudes & Behaviors Can Be A
GfK MRI
Valuable Growth Tool
Easing key planning decisions through insights-data-rich tool
Which wellness segments to pursue in TMA
discover customers whose behavior have changed or needs are not
being met
strengthen brand identities and develop messages that speak to
different healthy outlook consumers
What kind of products to offer
refine a product’s formulation or fine-tune the positioning or
develop a new product
How to go-to market effectively
predict what products will consumers of different health outlooks
be more persuaded to consider & buy
inform channel selection to optimize the path to purchase for
selected targets
Properly designing and executing 1-to-1 wellness-prone promos and
experiences in a specific trade areas that respond to specific
wellness attitudes & interests
35

GfK MRI
36
TIME To Respond To
YOUR
QUESTIONS

SSG Growth Insights
Newsletter
santiagosolutionsgroup.com/subscribe/
Carlos@SantiagoSolutionsGroup.com
Susan.Nunez@gfk.com
SSG: 818.736.5661
GfK: 212.884.9217
GfK
SantiagoSolutionsGroup.com
GfKMRI.com
@Santiago_Group
@GfK_en
@Carlos_SSG
GfK MRI
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.
GfK MRI Survey of the American Consumer
GfK MRI data are culled from its
Survey of the American Consumer™,
the most comprehensive single-source
database in the U.S. contains
unparalleled insights into attitudes
and lifestyles, along with
consumption of approximately
6,000 products in 550 categories.
37

http://santiagosolutionsgroup.com/total-market-healthy-
Additional insights on:
Tapping The Healthy Movement in a Total Market
Insights Approach
2014 Wellness Brand Awards
SSG Wellness Spectrum™
Access other SSG Full Reports
Subscribe to SSG’s Growth & Insights Newsletter
GfK MRI
Learn More at
movement/
38

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