a global task force for healthier brands and healthier ... · ©2014 a global task force for...
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©2014 www.theHMT.com
A Global task force for Healthier Brands and Healthier Business London / Singapore / Lund [email protected] www.thehmt.com
©2012 www.theHMT.com
Confidential ©2007-2014 All rights reserved HMT
Active Nutrition Consumer trends and attitudes:
defining the global opportunity for active nutrition.
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New lifestyles
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Fusion of sports and fashion
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Alexander Wang Sportswear
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And into the mass market
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With the rise of the health conscious and active consumer, traditional sport nutrition is moving into a mainstream market targeting the everyday active consumer.
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Maxi nutrition Protein Milk Targeting Everyday Performance
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More energy proposition for everyday performance
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Protein bars as healthier alternative to cereal bars which are sugar loaded
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Healthier alternative to classic diet shakes or on the go lunch
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The Problem…
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Confusion about claims is increasing for each year
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
France Germany UK
2008
2010
SA/A I do not understand most of the symbols and claims on food packages
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‘Experts’ offer little help in the current scenario
0%
10%
20%
30%
40%
50%
60%
Global France Germany UK
2003
2010
SA/A I am tired of experts telling me which foods are good for me
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Knowledge and Confusion are up
0%
10%
20%
30%
40%
50%
60%
70%
SA/A I amknowledgeable abouthealth and nutrition
issues
SA/A I am oftenconfused about what I
should eat to stayhealthy
Confusion as a barrierto eating more healthy
SA/A I do notunderstand most of thesymbols and claims on
pkg
2003
2008
2010
18 country global
Globally shopper knowledge is up, but so is confusion
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Consumer confusion is YOUR biggest problem
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“I look for what I need but I purchase what I trust”
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Four Factors® breaks down the act of purchase to understand consumers’ decision making
Need the product?
Accept the ingredient?
Understand the benefit?
Trust the brand?
TRUST IS
KEY
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Need Trust Choose Purchase
Help your consumer regain control
“I look for what I need but I purchase what I trust.”
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Regain control ↔ Rebuild trust
• Consumers need and have ready-made belief systems to confront confusion
• Recognize rebuilding trust as an essential step towards giving consumers purchase control
• Use the power of visual communication to give your consumer the support they need
• Pull your consumer out of the “purchase paralysis”
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Know your consumer and their belief systems
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Pack Talk
Brand Trust
Belief System
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“How can I increase consumer acceptance and understanding?” Dare to Focus
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How Focused Can Your Brand Dare To Be? The Zico Coconut Water Case…
Zico Founder & CEO, Mark Rampolla said, “I didn’t have a lot of money to launch with so I decided to go an inch wide and a mile deep.”
… The brand is now estimated at $350m / year in just 8 years.
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How Focused Can Your Brand Dare To Be? The Zico Coconut Water Case…
He didn’t think about consumers, he thought about USERS.
People who would USE the product EVERY DAY.
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How Focused Can Your Brand Dare To Be? The Zico Coconut Water Case…
He focused on ONE OCCASION – POST WORK OUT with the benefit of REPLENISHMENT.
Therefore sampled at the
END of runs /
END of bike rides /
END of workouts.
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How Focused Can Your Brand Dare To Be? The Zico Coconut Water Case…
He focused on ONE LOCATION – New York City – and grew neighbourhood by neighbourhood
… with the mantra “narrow your focus” – so he focused more…
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How Focused Can Your Brand Dare To Be? The Zico Coconut Water Case…
He focused on ONE ACTIVITY –
Bikram Yoga – 26 yoga moves in 90 mins in a super heated room.
… Then offer natural replenishment!
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So… No marketing succeeds if it can’t find an audience that already wants to hear the message being told
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Pack Talk
Brand Trust
Belief System
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Consumers’ mindsets are already in place
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The Solution… 1. Establish your innovation space
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Four Consumer Worlds… Four Mindsets
WANT SOLUTION NORMAL NEED
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Innovating in Four Consumer Worlds
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Select Your Innovation Space: Understand the type of consumer you are targeting
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Select Your Innovation Space: Understand the type of consumer you are targeting
Is it accepted by the Scientific Community? DOES IT FIT MY NEED?
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Select Your Innovation Space: Understand the type of consumer you are targeting
Is it new / different ? DOES IT FIT “ME”?
Is it accepted by the Professional Community? DOES IT FIT MY NEED?
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Select Your Innovation Space: Understand the type of consumer you are targeting
Is it new / different ? DOES IT FIT “ME”?
Is it a solution to my needs? DOES IT FIT MY DAILY ROUTINE?
Is it accepted by the Professional Community? DOES IT FIT MY NEED?
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Select Your Innovation Space: Understand the type of consumer you are targeting
NEED WANT SOLUTION NORMAL
Is it normal? DOES IT FIT MY FAMILY TRADITION?
Is it accepted by the Professional Community? DOES IT FIT MY NEED?
Is it new / different ? DOES IT FIT “ME”?
Is it a solution to my needs? DOES IT FIT MY DAILY ROUTINE?
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2. Support your brand promise
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Pack Talk
Brand Trust
Belief System
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NEED DRIVEN
• They have a NEED
•Recommended by KOLs
• Tangible results
• Specialist / Expert
•Feeling the benefit is
Highly important
Support your brand promise Get the brand benefit right for your target audience
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Tangible results
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Approved by the Scientific & Professional Community
highly effective research-supported formulas Health
Authority
Endorsement Expert Authority
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NEED DRIVEN
• Focus on needstate:
Ageing, Cholesterol,
Lactose intolerance…
• Needs “proof”
STATUS DRIVEN
• They want to BE SEEN
• Trendy Ingredients
• Discovered, not
recommended
•Attitude/Statement is
more important than
results
Support your brand promise Get the brand benefit right for your target audience
NEED DRIVEN
• They have a NEED
•Recommended by KOLs
• Tangible results
• Specialist / Expert
•Feeling the benefit is
Highly important
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My attitude
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Creating a new segment: Nature’s Sports Drinks. Brand World brings to life “Naturally Powered”
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STATUS DRIVEN
• They want to BE SEEN
• Trends driven
• Discovered, not
recommended
•Attitude/Statement is
more important than
results
Support your brand promise Get the brand benefit right for your target audience
SOLUTION DRIVEN
•They want to adopt the lifestyle,
but it needs to fit their routine
• Taste & convenience
• Easy to understand
•Recommended by Peers
•Benefit needs to be real
NEED DRIVEN
• They have a NEED
•Recommended by KOLs
• Tangible results
• Specialist / Expert
•Feeling the benefit is
Highly important
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©2013 www.theHMT.com
Benefit based positioning: It´s all about the benefit x 3 = physical, intellectual, emotional…
Benefit-led not claims-led
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Make it easy for me in my day to keep my promises and achieve success
Choice of tasty products for different occasions
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Motivate and Empower me
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How does it fit in my everyday life Make it even more accessible
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STATUS DRIVEN
• They want to BE SEEN
• Trends driven
• Discovered, not
recommended
•Attitude/Statement is
more important than
results
Support your brand promise Get the brand benefit right for your target audience
SOLUTION DRIVEN
•They want to adopt the lifestyle,
but it needs to fit their routine
• Taste & convenience
• Easy to understand
•Recommended by Peers
•Benefit needs to be real
NORMALITY DRIVEN
• Normality
– not changing habits
• Well known ingredients
•Brand is equally important (or more)
than the benefits
•Value for money
NEED DRIVEN
• They have a NEED
•Recommended by KOLs
• Tangible results
• Specialist / Expert
•Feeling the benefit is
Highly important
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The consumer insight…
The market for real “sports nutrition” is really small
The interest for “active performance” is massive (Faster / Stronger / Cooler / etc.)
The need to manage weight is big
60
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Does your product know the way to your consumer?
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A Global task force for Healthier Brands and Healthier Business London / Singapore / Lund [email protected] www.FourFactors.com