Healthy Food? Lucien van der Hoeven - GfK Symposium Nutrient Density May Amsterdam

Transcription

1 1 Healthy Food? Lucien van der Hoeven - GfK Symposium Nutrient Density May Amsterdam

2 Add teaser movie here 2 dixw0 Obama Intro Let s Move Busy people, sometimes unhealthy food, dietist advice

3 Lucien van der Hoeven General Manager GfK PS Benelux 3 If there is any way GfK can help you in the areas of: Consumer Insight and Consumer Knowledge for: Fast Moving Consumer Goods Consumer Durables Consumer Services Marketing & Market Research Feel free to contact me or one of our GfK account managers at any time mr. Lucien van der Hoeven MM General Manager GfK PS Benelux bv Middellaan 25 Heizel Esplanade PB PB Dongen B-1020 Brussels The Netherlands Belgium Tel: +31 (0) Mob: +31 (0) Lucien.van.der.Hoeven@gfk.com Web: and

4 GfK Your global business insights partner 4 more than 10,000 employees world wide helping clients grow North America LatAm 900 Western Europe Middle East & Africa 400 CEE Asia and Pacific 800

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6 Main Research Conclusions 6

7 Healthy Food Information - The Research Objectives 7 Need Read Knowledge Research is conducted among 2000 respondents: 1000 French and 1000 Dutch respondents. Samples not weighed to the size of the national population for each country. Behaviour

8 Main Research Findings 8 We do know what healthy food is In general, people know what healthy food and a healthy diet is Taste is most important driver for choice People choose food mainlly for the nice taste, but health certainly plays a role Packages & Internet sometimes used for info gathering Information on package and web are sometimes used for food information, but not seen as reliable Info on package doesn t drive food/product knowledge People who often read the info on the package do not have better knowledge of nutrition facts Recommended amount knowledge leads to better behavior People who have better daily recommended amount knowledge do tend to buy healthier products 8

9 THE agenda 9 What is Healthy? The Role of Our Knowledge Effects on Our Information About Food Behaviour

10 10 What s healthy?

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12 Youtube filmptje Connor McCready 12 wbiwqm Still remember 1997 lot s of media attention for this case

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14 Healthy Food Habits is Becoming a Global Problem 14

15 15 We do know what healthy food is

16 16 Question: What do people mean by a healthy diet

17 Generally, we find ourselves responsible for eating healthy 17 Question: Who is largely responsible for how healthy your diet is?

18 18 Taste is most important driver for choice

19 Taste most important, freshness/price/best date, not so much health 19 Question: How important are these aspects when you eat food products?

20 THE agenda 20 What is Healthy? The Role of Our Knowledge Effects on Our Information About Food Behaviour

21 21 People hardly inform themselves about food 85% less then once per month Internet & packages used for information gathering

22 When we look for info, it is internet and the packaging we use 22 Question: Which channels you use for information on food products?

23 The role of the logo s We try to help 23 Plaatje marcel verschillende logo Bomen en bos, woud van verkeersborden?

24 Lost your way? 24

25 Only 10% of people really need a logo for health information 25 Question: To what extend do you need a logo to see if it is healthy?

26 But in general, some logos are well recognized 26 Question: Do you recognize this logo?

27 THE agenda 27 What is Healthy? The Role of Our Knowledge Effects on Our Information About Food Behaviour

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29 29 Info on package doesn t drive food/product knowledge

30 We do know what relevant nutrients like vitamins are 30 Question: To what extend do you find the nutrient healthy?

31 Nutrients least read on the package, functional most read Best before Amount Price Recipe 31 Calories Fat % Sugar Preservatives E-numbers Protein Vitamins Fibers Minerals % of people that frequently read the information on the package

32 Consumers knowledge of the correct fat percentages is dramatic Percentage of fat Average % answered Full-fat milk Real % 32 Semi-skimmed milk Skimmed milk 15 0 Olive Oil Butter Margarine Low-fat margarine Yogurt 21 3 Low-fat yogurt 12 0 Cheese Low-fat cheese 22 18

33 People who often read fat %, do not have better knowledge of fat % 33 Cross % of people that frequently read the information on the package & exact knowledge of fat %

34 No difference for level of education in knowledge of fat% 34 Cross NL of education & estimated fat%

35 THE agenda 35 What is Healthy? The Role of Our Knowledge Effects on Our Information About Food Behaviour

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37 37 Recommended amount knowledge leads to better behavior

38 Those knowing recommended daily amount of fruit also eat fruit daily 38

39 Those knowing recommended daily amount of milk also drink milk daily 39

40 Main Research Findings 40 We do know what healthy food is In general, people know what healthy food and a healthy diet is Taste is most important driver for choice People choose food mainlly for the nice taste, but health certainly plays a role Packages & Internet sometimes used for info gathering Information on package and web are sometimes used for food information, but not seen as reliable Info on package doesn t drive food/product knowledge People who often read the info on the package do not have better knowledge of nutrition facts Recommended amount knowledge leads to better behavior People who have better daily recommended amount knowledge do tend to buy healthier products 40

41 Main Research Conclusions 41

42 So What Now? 42

43 iphone the solution for everything? Nutrition journal? 43

44 Or should we stick to simple well known messages? 44

45 Forum Discussion 45 Add intro to forum

46 46 Lucien van der Hoeven Phone