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1,000 + interviews 38 different questions 5 Customer Focus Groups - Parents

GBS' Approach. 1,000 + interviews 38 different questions 5 Customer Focus Groups - Parents 5 Customer Focus Groups - Children Interviewees from different areas & 4 States. WAVES. W ritten A udio V isual E motional S ensory. TEAM.

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1,000 + interviews 38 different questions 5 Customer Focus Groups - Parents

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  1. GBS' Approach • 1,000 + interviews • 38 different questions • 5 Customer Focus Groups - Parents • 5 Customer Focus Groups - Children • Interviewees from different areas & 4 States

  2. WAVES Written Audio Visual Emotional Sensory

  3. TEAM T Parents are open for discussion, but still in control E Parents agree with children most of the time A Parents have authority and power M Children get what they want if persistent enough

  4. Findings $$$$

  5. Spending On Food • $140 per week • Up 6.5% on last year • Earning or pocket money (80%) - Spending 70% on food

  6. Fast Food Spending Parents Down – 25% High Schoolers Up - 31% Health food Knowledge Static

  7. GBS Study Findings Who’s Involved in Decisions?

  8. Main Person Involved in Various Activities • Mothers are by far the most involved in Cooking main meals during weekdays and weekends 88% & 75% Buying snack food 68% Buying weekly groceries 84% Buying health food 87% Packing the school lunches 75% Choosing where to eat out 45% Buying fast food 42%

  9. Main Person Involved in Various Activities • Fathers are most involved in Buying fast food 41% Choosing where to eat out 38% Cooking on weekends 21%

  10. Children Have Their Say School Lunches 41% Health Food 36% High Schoolers: Fast Food -40% Primary: Breakfast Food - 34%

  11. Snack Choices: Parents • Sweet or savouty doesn’t matter Value for money - 35% Health - 27% Product not messy - 14% Keeps them going - 14%

  12. Types Of Snack Food: Parents • Main choices for children Fruit - 34% Ice cream/ice block - 23% Bread/toast - 17%

  13. The Snackers • Weekly Shopping Bill $140 • Snacks $35 • About $4 per category

  14. The Snackers Order Of Preference • ice cream/ice blocks • salty snacks (eg chips) • cakes/muffins • muesli bars • sweet biscuits • savoury biscuits Kids spend $10.27 per week

  15. Conclusions • Hungry Customers - 1/3 kids skip breakfast • Convenience a Factor in 25% sales • What Sells : • quick/easy to prepare • snack- sized • sharable • fun - play, identity • variable • healthy: able to substitute breakfast

  16. Snacking - Adults • Frequency

  17. Snacking • Reasons could be more prominent

  18. Type of snacks • Most popular • Never would Fruits - 62% Cereal - 24% Cheese - 22% Bread/toast - 19% Flavoured Salmon - 86% Sardines - 81% Flavoured Tuna - 75%

  19. Conclusions - Snacking • Majority of adults snack twice a day (42%) • Most popular snack is fruit (62%) • Canned fish is rarely eaten as a snack • Fortification means healthier snacks

  20. Packaging • Influence over purchase • Features that attract respondents First time purchase - 61% Never influences purchase - 33% Always influences purchase - 6% Colour - 35% Nutritional label - 31% Easy to read - 26% Design - 23%

  21. Retail Marketing • Parents influenced by: • in-store promos/display (50%) • special offers (44%) • Parents never influenced by: • money back/cash-back offers (29%) • Kids influenced by: • give-aways (36%) • money back/cash-back offers (30%)

  22. Marketing Ideas • Sell to TEAM • Asses product for personality differences and multi-sensory perceptions • Pair promo for kids with incentive for Mum • Fliers/recipies beat PR • Educate: kids re breakfast value, parents re snacking habits • Greatest influence of all Family and Friends (24-53%)

  23. Eating out - Research • Choosing where to eat out Mother - 45% Father - 38% Children - 11%

  24. Research • Main factors involved in influencing • Purchasing habits • Choice of food Value for money - 57% Quality - 50% Taste & flavour - 46% Family - 29% TV advertising - 16%

  25. Main reasons for not purchasing pre-packaged foods • Prefer own home-cooked meal 40-60% • Freshness • Taste

  26. Opportunities for pre-packaged meals • Added Natural Ingredients = More Sales • Main Locations For Purchase Are Supermarkets - 43% Shopping Centre Food Court - 26%

  27. Research • Reasons for not purchasing • 30% would buy chilled ready meals if modified Prefer home-cooked meals - 40-60% Price - 16% Taste - 16% Freshness - 15% Weekly - 20% Monthly - 27%

  28. Opportunities for pre-packaged food(cont.) • Sell to females 77% • Preach to males 18% • Make them look fresh especially salads • Package deals by coupling • Create an entire balanced meal for consumers

  29. Price Taste Convenience Saves Time Easy Freshness Conclusions COMMUNICATE Meals ADDRESS

  30. Level and Importance of Nutrition • Level of Nutrition • Importance • Is nutrition very important? Medium - 58% of respondents High - 38% of respondents Very Important - 74% Somewhat Important - 23% Females - 78% Males - 64%

  31. Conclusions - Level and Importance of Nutrition • Beneficial to emphasise nutritional benefits of foods to both males and females. • Opportunity to market benefits of nutritious foods to men • Food manufacturers and retailers can enhance food product appeal by offering consumers nutritional products

  32. Conclusions - Level and Importance of Nutrition (con’t) • Nutrition is not the only factor affecting preference, purchase and consumption. Only 34% consider level of nutrition to be high even though nutrition is considered very important (74%). • Further studies can be conducted into the relationship between importance and level of nutrition

  33. Turning Attitude into Action • Research shows consumers consider nutrition to be very important, but few regard themselves as having a high level of nutrition in their diet

  34. Action • Our ongoing studies seek to understand the attitude behaviour gap • Greater understanding will lead to more effective marketing strategies for food products

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