active healthy lifestyle marketing for alternative food

AHLUnderstanding the Active HeAltHy lifestyleMentality and its iMplications for Marketing

Active

HeAltHy

lifestyle

Who are AHls and what fuels them?

WilliAms-Helde mArketing communicAtions

P. 2 • 7/8/2011

■ activity levels decrease with age, while healthy eating habits increase. ahls peak around ages 45-54 where there is a balance between the two behaviors.

Who are AHls?AHL, Activity, and Healthy Index by Age (Chart 1.1.1)

18-2

425

-34

35-4

445

-54

55-6

465

+

Age

Ind

ex

AHL Active Healthy

858075

90

95

100105110

115

AHl, Activity, And HeAltH by Age


P. 3 • 7/8/2011

Who are AHls?

Activity vs Health Index by Age and Gender (Chart 1.1.2)

75

80

85

90

95

100

105

110

115

120

Age 18-

24

Age 25-

34

Age 35-

44

Age 45-

54

Age 55-

64

Age 65+

Age

Ind

ex

Active Men Healthy Men Active Women Healthy Women

Activity vs HeAltH index by Age And gender

The firsT and largesT predicTor of boTh acTiviTy

level and healThy eaTing is age


P. 4 • 7/8/2011

Who are AHls?

■ as people age, their motivations for active and healthy living change from fitness and weight loss to health conditions. Women are also more likely than men to be driven by weight loss goals, where men seek fitness goals.

AHl Women And men reAsons for HeAltHy diet

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Men Age 18-24

Men Age 25-34

Men Age 35-44

Men Age 45-54

Men Age 55-64

Men Age 65+

Women Age 18-24

Women Age 25-34

Women Age 35-44

Women Age 45-54

Women Age 55-64

Women Age 65+

Fitness

AH

Ls

Health Condition Weight Loss

Percent of AHLs


P. 5 • 7/8/2011

sunrise soya

Percent of AHl's & soy consumers vs. gender


P. 6 • 7/8/2011

sunrise soya

gender vs. AHl's & soy consumers


P. 7 • 7/8/2011

sunrise soya

AHl's & soy consumers vs. rAce


P. 8 • 7/8/2011

sunrise soya

AHl's & soy consumers vs. rAce


P. 9 • 7/8/2011

sunrise soya

index of AHl's WHo drink soyAgAinst HouseHold incomne


P. 10 • 7/8/2011

sunrise soya

vegetAriAns And soy milk drinkers


P. 11 • 7/8/2011

■ Being active and healthy are not just things that ahls do, they’re things that ahls are. a deeper look into the activities of ahls shows that these behaviors transcend health and fitness and expand across all areas of ahls’ lives.

AHL vs Non-AHL Index for Social Event Participation (Chart 1.2.1)

Ind

ex

AHL 137 124 123 139 131 133 121 129 127 122 124 122 133 138 112 119 122

Non-AHL 43 63 64 40 52 49 67 55 59 67 64 67 49 42 82 71 67

CountryMusic

Perform.

RockMusic

Perform.

ClassicalMusic

Perform.

OtherMusic

Perform.

DancePerform.

Bar/Night Club

Beach DancingDining

OutKaraoke Live

TheaterMuseum Movie Club/

OrganizationSporting

Event

EntertainFriends or Relatives at Home

ArtGallery

30

50

70

90

110

130

150

AHl vs non-AHl index for sociAl event PArticiPAtion


P. 12 • 7/8/2011

■ Brands marketing to ahls should seek to provide them with information that allows them to make their own informed decisions about products. ahls are willing to pay more to buy the best, but they won’t take your word that your product is the best, they want you to prove it.

AHL Buying Style Index (Chart 1.4.1)

80

90

100

110

120

130

Penny

Pin

cher

s

Consc

ient

ious

Consu

mer

s

Buyer

s of

the

Best

Habitu

alize

d Hav

ers

Swayab

le

Shopa

holic

s

Buying Style

Ind

exAHl buying style index


P. 13 • 7/8/2011

sunrise soya

index of buying styles


P. 14 • 7/8/2011

sunrise soya


P. 15 • 7/8/2011

media consumption

■ AHLs index significantly higher for consuming active media like the internet and magazines, as well as outdoor, compared to non-ahls that index higher for passive media like TV.

ahls are 104% more likely to be

heavy internet users than non-ahls

AHL vs. Non-AHL Media Usage Index (Chart 2.1)

80

85

90

95

100

105

110

115

AHL Non-AHL

Ind

ex

Magazine

Newspaper

Radio

TV

Outdoor

Primetime TV

Internet

AHl vs non-AHl mediA usAge index


P. 16 • 7/8/2011

sunrise soya

AHl And soy mediA consumPtion index


P. 17 • 7/8/2011

AHl attitudes towards advertising & brands

■ ahls’ attitudes towards advertising and brands are consistent with the notion that they like to do their own product research as opposed to being influenced by third parties.

AHLs Are Looking for informAtion, not for someone

to teLL tHem wHAt to tHink.

AHl Attitudes toWArds Advertising


AHL Attitudes Towards Advertising (Chart 2.3)

45.00

50.00

55.00

60.00

65.00

70.00

Completelydisagree

Completelyagree

Attitude

Per

cen

t of A

HL

s

Advertising helps keep me up-to-date about products and services that I need or would like to have

Too many products do not perform as well as the ads claim

Advertising is more manipulative than it is informative

Much of advertising is way too annoying

I like to look at advertising

On average, brands that are advertised are better in quality than brands that are not advertised




A lot of advertising is way too annoying


On average, brands that are advertised are betterin quality than brands that are not advertised




A lot of advertising is way too annoying


On average, brands that are advertised are betterin quality than brands that are not advertised

P. 18 • 7/8/2011

AHL audience profiles


P. 19 • 7/8/2011

young movers

■ young Movers are highly active, but less healthy. Men are more active than women and women are more healthy than men. they are tech savvy and adopters of new media.


Age range 18–35income Low–Moderatemarital status single, engaged, or recently Marriedchildren nokey Activities Competitive Sports (football, basketball, soccer), Extreme Sports

(backpacking, rock climbing, snowboarding), yoga

Ac

tiv

itie

s Overall Activity

Health Conscious Diet

Socially Active

infl

uen

ce

Influenced by Advertising

Super Influencer

med

iA

co

nsu

mPt

ion

TV

Radio

Print

Online

Outdoor

buy

ing

sty

les

Penny Pinchers

Conscientious Consumers

Buyers of the Best

Habitual Havers

Swayable Shopaholics

P. 20 • 7/8/2011

Active Parents

■ active parents’ lives and activities are highly affected by their children. With less leisure time, Active Parents physical activities become paired with their social activities. typically the primary caretaker of the children, women’s activity levels tend to be more affected by the age of their children than men’s.


Age range 25–55income Moderatemarital status Married or divorcedchildren yeskey Activities social & recreational (basketball, soccer, softball,

bicycling, jogging)

Ac

tiv

itie

s Overall Activity


Socially Active

infl

uen

ce


Super Influencer

med

iA

co

nsu

mPt

ion

TV

Radio

Print

Online

Outdoor

buy

ing

sty

les

Penny Pinchers


Buyers of the Best

Habitual Havers


P. 21 • 7/8/2011

booming boomers

■ After many years with kids in the household, Booming Boomers finally have some “me time.” they put some of their newfound leisure time into their own well-being, focusing on aerobic and recreational physical activities. health becomes an increasing concern and motivation for both exercise and healthy eating. They have a moderate to high level of disposable income, yet are very conscientious shoppers.


Age range 45–65income Moderate–Highmarital status Married or divorcedchildren yes; out of the homekey Activities aerobic & recreational (bicycling, basketball, canoeing, skiing,

golfing, hiking, target shooting)

Ac

tiv

itie

s Overall Activity


Socially Active

infl

uen

ce


Super Influencer

med

iA

co

nsu

mPt

ion

TV

Radio

Print

Online

Outdoor

buy

ing

sty

les

Penny Pinchers


Buyers of the Best

Habitual Havers


P. 22 • 7/8/2011

senior Jocks

■ senior Jocks have reached an age where health conditions play a role in their everyday lives. Many of their activities and diet decisions revolve around their healthy lifestyles.


Age range 65+income Moderatemarital status Married, Divorced, or Widowedchildren yes; out of the home; grandchildrenkey Activities Leisure (walking, bicycling, golfing, cross-country skiing)

Ac

tiv

itie

s Overall Activity


Socially Active

infl

uen

ce


Super Influencer

med

iA

co

nsu

mPt

ion

TV

Radio

Print

Online

Outdoor

buy

ing

sty

les

Penny Pinchers


Buyers of the Best

Habitual Havers


P. 23 • 7/8/2011

Questions?


P. 24 • 7/8/2011

active healthy lifestyle marketing for alternative food

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nonahls ahl

age index ahl active

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ahl vs nonahl index

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style index ahl

sunrise soya index of