THE MEDITERRANEAN DIET – THE CONSUMER PERSPECTIVE 1

2 In Great Britain 23 adults in 100 are obese

3 In the US 34 adults in 100 are obese

4 Globally, more people die of obesity than malnutrition

Half of people globally think governments SHOULD NOT get involved in what people choose to eat Source: Ipsos November

6 BUT 88% think governments should make companies PROMOTE healthy choices Source: Ipsos November 2011

APPROACH 7

THE MED DIET 8

Had not heard of the Med Diet? 42 %

Yet they recognize some of the of healthy eating

11 ‘Eating a broad variety of foods is important for our health’ ‘People who live in the UK don’t eat enough fruit and vegetables’ ‘Olive oil is the healthiest oil’ ‘Mediterranean people live longer because they have a healthy diet’ ‘Naturally colourful food is usually healthy’ ‘Eating red meat every day is essential to good health’

relate those concepts to the Med Diet But they

Diets aren’t for me, I’m more about a healthy lifestyle A diet rich in fruit and veg is best Olive oil is actually good for you

There’s no disputing the science behind the Med Diet, there’s just little recognition of

15 Med Diet Password: ipsosmori PLAY FILM

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CHALLENGES OF THE MED DIET 17

So WHY isn’t everyone doing the Med Diet?

CHALLENGES 19 TIME TimeExpense Access to ingredients Know how to cook

This mirrors broader food and nutrition trends...

Driven by time pressures and increasingly fragmented lifestyles, a marked difference between is emerging in the approach consumers are taking. “cooking” and “preparation”

In saying this, there was a sense of appreciation for the pragmatism and simplicity of the Med diet

23 Sometimes life is so busy its nice to be told what to do, the Med Diet doesn't enforce points and regimes, more guidelines and that is why it works for me, its not rigid. - Andrew

HOW TO PROMOTE THE MED DIET? 24

25 FOR THOSE THAT HAVE HEARD OF THE MED DIET, THERE ARE A NUMBER OF KEY FOOD GROUPS THAT RESONATE

MED DIET ASSOCIATIONS 26

27 And evidence shows that if consumers ‘know’ about the diet they are more likely to the benefits

AWARENESS OF THE MEDITERRANEAN DIET BUILDS ON HEALTH PERCEPTIONS ASSOCIATED WITH THESE TYPES OF FOOD. 28 Mediterranean people live longer because they have a healthy diet Red wine is better for your health than white wine Drinking wine with food is better for your health than drinking wine on its own Naturally colourful food is usually healthy Olive oil is the healthiest oil People who live in the UK don’t eat enough fruit and vegetables The British Government should encourage food manufacturers to sell more healthy foods The British Government should encourage the public to eat foods that are healthy Eating a broad variety of foods is important for our health % difference in agreement between recognisers and non recognisers

29 How do we overcome the challenges ? How can we guide manufacturers in leveraging the Med Diet?

RELATE IT TO PEOPLE’S LIVES 30 BarrierNeedFeatures Understanding the barriers to engaging in the Med Diet tells you what barriers exist to people are buying health related products Key product features should relate to specific triggers/ challenges Relating a barrier to a particular need allows you to think about how to delight consumers

Long Term Benefit – Short Term Delight Challenges Consumer Delight Features, benefits, products Time Consumers feel like they’re cooking a ‘proper’ meal, without it taking too long or without a large investment of time Quick, convenient and accessible Expense Consumers want to use products/ produce that are high quality, but without feeling like it costs more than other average household goods Affordable but high quality, in smaller quantities, value for money, relate to secondary benefits (e.g.time saving) Access to ingredients Consumers want to use fresh, local and natural ingredients that allow them to bring together recipes Local, fresh, natural, home delivery, bundling Know how to cook Consumers want to cook from scratch and learn about new recipes and new types of food Easy to prepare yet interesting and exciting ; assembly vs design vs creation

Emerging trend “assembly cooking” – preparation of basic convenience food enhanced by added personalised ingredients to elevate it above a basic level – closer to the consumers perception of proper cooked food

MED DIET FOOD KITS 33 Home delivery of local fresh produce – tailored to the Med Diet & supported by other activities – e.g. recipes, menu planning, on-line communities Co-sponsored events – health clubs, local sporting teams, local restaurants, on-pack offers Med Diet App – link this to shopping lists and home delivery In store – e.g. Stir Fry aisle, Olive oil near exotic breads, fresh produce layout, bundling, events Product labelling – med diet specific

34 The Med Diet Majority usage Increase awareness of usage situations In excess of 30mls per day One portion every 3-7 days Suggest cheaper more sustainable alternatives and promote ease of cooking 1 portion every 1-3 days One portion per week Opportunity 2 portions /day One portion every two to three days Suggest more Mediterranean recipes with these ingredients? OPPORTUNITIES ABOUND...

35 Victoria Guyatt Deputy Head of Ethnography Richard Boyko Senior Director, Innovation and Forecasting Thank-you