SSG R360 Tapping Into TM Healthy Living Movement - 2014 Wellness Brand Awards_Full 8-15-14

2014 © Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com
Tapping Into the Total Market’s
HealthyLiving Movement:
Leveraging Similarities and Nuances
HISPANICRETAIL 360Summit
Thursday, August 14, 2014
2014 Wellness Brand Awards
GfK MRI
SSG WellnessSpectrumis the jointpropertyof GfK US, LLC and Santiago SolutionsGroup, Inc.
©2014 GfK US LLC. All Rights Reserved

2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.com
GfK MRI
Total Market Approach
Consensus Definition
A marketing approach followed by corporations with their
trusted internal and external partners which proactively
integrates diverse segment considerations. This is done from
inception, through the entire strategic process and execution,
with the goal of enhancing value and growth effectiveness.
In marketing communications this could lead to either one fully
integrated cross-cultural approach, individual segment
approaches, or both in many cases, but always aligned under
one overarching strategy.
2

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3
Consistentwith industryfacts,since2011,consumersaremigratingout of
Savvy Indulgents,intothe BusyStrivers or Fit & Holistic.This representsmany
opportunitiesformarketersand brandmanagersthatmay be hesitantto
make healthy"tweaks" totheir productsormessaging.

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Factors Driving “Health” Consciousness &
Higher Discernment for Products & Retailers
The Total Market demands Healthier products
Organic foodsalesgrew 12%in 2013
Gluten-Freesales projectedto jumpfrom $1.3B in 2011to $1.7B by 2015
Consumers’ want fresh, fast and healthy food and are avoiding a growing
number of things which is driving new product & flavor innovation 4
From trans fats to gluten free
Artificial flavors,dyesand additivesincreasingly perceivedasunhealthy
Clean label trend presents a significant fast-growingopportunity segment4
Government is pressuring companies to change at a faster pace
4
1. April 30,2014 warninglabelswereput on hold until California hasa newstatebudget
2. Organic TradeAssociation
3. Euromonitor International
4. "U.S. MarketforFlavors,"July 2014Packaged FactsreportMarketResearch.com

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5
Best-In-Class Are Reaping Rewards
Proactively
Aims to increase sales from
“Good for You” portfolio to
$30B annual sales by 2020
coming from $10B in 2010
Expanding its healthy-eating
commitment by offering fruit
and vegetables options as part
of its meal deals and marketing
healthier alternatives
Reformulating thousands of
packaged food items by 2015 to
lower sodium and added sugars
Gable, Lisa. "Of Waistlines And Bottom Lines." Dairy Foods 115.4 (2014): 90.
Vizard, S. (2013). McDonald's vows to ramp up marketing of healthy options. Marketing Week (Online Edition), 5."Walmart Aims To Make Healthy Food
More Accessible." Mmr 29.1 (2012): 29; Agnese, J. Industry Surveys: Foods & Nonalcoholic Beverages. S&P Capital IQ, McGraw Hill Financial.
Brown, Abram. "All Hail The King: Burger King Quarterly Profit Jumps 60%." Forbes.Com (2012): 5.

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Food & Beverage Pacesetters Have Driven Innovation with
Whole Grains, Natural, Real, & Organic Ingredients
6%
10%
31%
31%
37%
14%
22%
36%
39%
42%
Real vegetables, vegetable health
benefits
Enriched with vitamins/calcium
Real Fruit, fruit health benefits
more natural/organic
Added/high fiber, whole/multi-grian,
good source of fiber
Food and beverage Pacesetters Share of New Foods
with Particular Ingredients
2013 2012
6
FOOD AND BEVERAGE Reapsizable year-one saleswith
healthy ingredients. (2014). MMR, 31(7), 58.
IRI Market Advantage™, new products that completedtheirfirstyear in calendar year 2013
↑5 pts.
↑8 pts.
↑5 pts.
↑12 pts.
↑8 pts.

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A New Powerful Tool
Guiding ‘Healthier’ Brand Strategies
‘Bad Behavior’
Diseases
DiabetesII
High Cholesterol
HBP
Obesity
Healthy-
Unhealthy
Lifestyle Choices
Attitudes &
Behaviors
Over50%of all health related diseases/conditions are causedby
diseases/conditionscorrelatedwithpersonal lifestyle choices
SSG modeled hundreds of healthy to unhealthy attitudes,
behaviors that determine lifestyle choices leading to 4
major preventable chronic diseases and how these link
with the key causes of death in America.

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SSG Wellness ScoreTM powered by GfK MRI
An Overlay Segmentation with Turnkey Applications
SSG WellnessSpectrum assignseach individualwith a
Wellness Score.This‘FICO-like’scoreis individuallybased
on specificwellnessattitudes&behaviors.
The individualWellness Spectrumscorescan be
aggregated by brand, class of trade,channel, category,
generational level, ethnicity, race, etc.
The Wellness Scores aidsmarketersto understand their
buyersthrough wellnesspatterns,barriers,and
engagement driversto focus growth strategieson the
appropriatelevel of wellnessreceptivity.
8
300 400 500 600 700 800 850

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Wellness Personas
Consumers Migrating from Savvy Indulgents to Busy
Strivers and Fit & Holistic
9
Fit & Holistic live by the
motto: “Youare whatyou
eat andwear.” They
understandand
incorporate healthy
lifestyle choices.They
shopwith the
environment inmind,
purchasingorganic food
products andlisten to the
doctor.
Busy Strivers make a great
effort to balance theirbusy
lives, yet are more driven
by convenience rather
than health. They might
try to sneak in a Pilates
work out to shed some
excess pounds. They like
to have semi-prepared
foods,that require little
additional work.
Savvy-Indulgents are
cost-conscious individuals
who do not care to cook.
Youprobably won’t find
these individuals at a gym
but may catchthem
playing some soccer with
friends. They are hunters
in games,actions and
mindsets andwill not
compromise tastefor
wellness sakes.

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46
108
208
Always CheckNutritional
Content Before I Buy
9
125
272
Eat a healthy breakfast
every day
73
109
149
Happy with My Weight
56
112
183
Look forNewWays to Live a
Healthier Lifestyle
WellnessMinded Consumers Over-index in
HealthyLifestyle,Attitudes& Decisions
10
.
Source: SSG Wellness SpectrumTMPoweredby GfK MRI 2012 Doublebase Surveyof the
American Consumer.Base: Total 18+ Health Attitudes:Agree Strongly;BuyingStyles:
Agree Mostly.

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75
113
137
Regular Dr. Visits
82
105
133Walking
56
102
200
Yoga
84
106
128
Cycling
. .
..
Healthy Behaviors
11
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 DoublebaseSurvey of the American
Consumer. Base:Total 18+ Sports- How Often Engaged In: Participated in Last12 months; Health
Attitudes : Agree Strongly.

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58
112
179High Fiber
58
113
176Low Sodium
62
116
162
Low Fat
63
113
166
Sugar Free
.
.
Healthy Food Choices
12
Source: SSG Wellness SpectrumTM
Powered by GfK MRI 2012 Doublebase Survey of the American
Consumer. Base: Total18+ Diet control/eating habits: Buy food labeled as:

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108 100
81
Microwavable Dinners
89
104
120
Green Products
79
108
134
Vitamin & Dietary
Supplements
115
94
76
Energy Drinks
.
.
Healthier Segments Over-Index In Healthier
Categories
13
Source: SSG Wellness SpectrumTMPoweredby GfK MRI 2012 Doublebase Surveyof the
American Consumer.Base: Total 18+; Bought in Last 6 months:

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Wellness Scores Allow For GeographicTo Individual-
level Classification For 1-to-1 Personalization
14
Fit & Holistic
Busy Strivers
Savvy Indulgents
Source: SSG Wellness SpectrumTMPoweredby GfK MRI 2012 Market to Market. Survey
of the American Consumer
Wellness Scorescan be identified for any group
of Adults in the U.S.to enrich internal client
databasesor targetableemail/mobile prospect
lists throughBigDatavendors like Axciom, etc.

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Healthier Consumers Choose Different
Retailers Depending On Ethnicity
AFRICAN AMERICAN MILLENNIAL
HISPANICWHITE NH
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+
15

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Healthier Segments Have Exponential
Influencer Value
Healthier segments are more likely to be
Early Adopters & Trendsetters
Highly Influential among peers
Willing to experiment new products
16
-16
8
22
Savvy Indulgents
Busy Strivers
Fit & Holistic
-15
5
26
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Total18+

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Among Breakfast Sub-Categories
Incidence is Inversely Related To Growth
Wellness is Directly Correlated With Growth
18
Source: SSG WellnessSpectrum™ PoweredbyGfK MRI 2012 Doublebase Base: BreakfastCPG
Buyers18+

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Breakfast Brands Cover the Spectrum of
Wellness
19
Buyers18+
WellnessScoreofBrandBuyers
BreakfastBrandsRanking
 Lo to Hi 
Each Circle represents
a BreakfastBrand

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20
18% of BreakfastCPG Brands Have >-2% Growth& >110
WellnessScore Among Hispanics,Yet Only 6% Among WNH
-40%
-20%
0%
20%
40%
60%
80%
50 70 90 110 130 150
Hispanics:Wellnessvs. Growth
In BreakfastCategory
-40%
-20%
0%
20%
40%
60%
80%
50 70 90 110 130 150
WNH: Wellnessvs. Growth
In BreakfastCategory
Buyers18+

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50% 46% 41%
59% 64%
70%
Savvy
Indulgents
Busy Strivers Fit & Holistic
WNH
Frozen Breakfast Yogurt
49% 51% 46%
61% 66% 70%
Savvy
Indulgents
HISP
Frozen Breakfast Yogurt
53% 52% 47%
58% 62% 67%
Savvy
Indulgents
Millennial
56% 56%
49%
40%
47% 47%
Savvy
Indulgents
AA
Yogurt Purchase Incidence Driven by Fit & Holistic
Frozen BreakfastsDriven by Savvy Indulgents
x x
x x x x
21

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1%
18%
-17%
-5%
2%
-2%
-7%
-4%
-10%
0%
16%
8%
-35%
-2%
-62%
MILL Fit & Holistic
MILL Busy Strive
MILL S&I
A/O Fit & Holistic
A/O Busy Strive
A/O S&I
BNHFit & Holistic
BNHBusy Strive
BNHS&I
H Fit & Holistic
H Busy Strive
H S&I
WNH Fit & Holistic
WNH Busy Strive
WNH S&I
Dannon Activia:Share of Volumized
Growth 2012-2013
Busy W Strivers Consistently Driving Growth in
2 Brands Facing Growth Challenges
24%
20%
18%
0%
2%
5%
10%
16%
-8%
-6%
34%
-6%
39%
-12%
25%
MILL Fit & Holistic
MILL Busy Strive
MILL S&I
A/O Fit & Holistic
A/O Busy Strive
A/O S&I
BNHFit & Holistic
BNHBusy Strive
BNHS&I
H Fit & Holistic
H Busy Strive
H S&I
WNH Fit & Holistic
WNH Busy Strive
WNH S&I
OatmealCrisp w/raisins:Share of
VolumizedGrowth2012-2013
22

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22%
20%
13%
7%
8%
5%
7%
7%
5%
2%2%2%
19%
29%
26%
12%
8%
4% 2%
23
Activia’s New Growth is coming from Busy Strivers and OCR’s
Growth Is Coming Equally from Busy Strivers & Fit & Holistic
26%
23%
16%
7%
9%
5%
3%
4%
2%
2%2% 1%
31%
61%
8%
Share of Base
Share of Growth
Segments
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of theAmerican
Consumer. Base: Total18+; Household Products- Used in Last 6 months
Millennials make up
30% of Dannon buyer
base and 27% of
Oatmeal Crisp
Millennialsmake up100% of
Dannon growth segments
and 58% of Oatmeal Crisp w/
Raisins
Busy Strivers & Savvy Indulgents Generate about 3 in 4 of Both Brands Base Volume

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‘New Growth’ Personas vs. ‘Base Personas’
for Activia and Oatmeal Raisin Crisp
Current Base
NewGrowth
• Driven byconvenience
• Enjoyunwindingactivities
like yoga & cycling
• Busyconsumers
• MostlyHispanic consumers:
evenlysplitb/w English &
Spanish dominance
• Hyper-connected & 100%
Millennial
• Health driven consumer
• Environmentallyconsiderate
• Majorityof Hispanic
consumers exhibit Spanish
dominance
• 6 in 10 are Millennial
• PhysicallyFit and Confident
• Loves Organic andGreen
Products
• Loves Adventure
• Not securein physical
appearance
• Busy, but seek balance
• Semi-preparedfoods often
preferred

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Consumer Decision Journey
25
LoyaltyLoop
INITIAL
CONSIDERATION
SET
MOMENT
OF
PURCHASE
ActiveEvaluation,adding &
eliminatingbrands
Post-purchaseExperience
1
2
3
4
Trigger
Source: McKinsey DecisionJourney
Google’s
Zero Momentof Truth
P&G’s
1st Moment
of Truth
P&G’s
2nd Moment
of Truth

2014 © SantiagoSolutionsGroup,Inc. SantiagoSolutionsGroup.comGfK MRI
26
TV PrintMagInternetRadio
107
117
52
117
137
80
104
109
67
129

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27
Activia Growth Segments Consistently
More Digitally-Inclinedvs Oatmeal Crisp
Awareness &
Consideration
Trial & Action Loyalty & Advocacy
Objectives
PathtoPurchase
SM Deals 157 112
Nav/Map 155 63
Shop/Retail App 161 48
QR/Tag 147 101
Mobile Coupon 161 101
SM VIP 157 112
SM Fave Prods 168 130
Activia OCR
Search 152 67
Text Ad 157 121
SM Res Prod 143 99
Cell Ad 149 101
App 167 68
Res Prod 152 79
Activia OCR Activia OCR

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1-to-1 Marketing Promos Can Be Properly Aligned with
Best Fit Retailers Via Mobile & In-Store Solutions
28
Lo-Mid Tier SuperMkt
Health/Natural Stores
Householder
Fit & Holistic
Busy Strivers
Savvy Indulgents
-1%
9% Health/Natural
6% Membership W/H
5% Mass/Discount
3% Hispanic Grocery
2% Convenience
MID-TIER
SUPERMARKETS
12% LOW-TIER
SUPERMARKETS
RETAILER’SSHOPPERBASE
‘11-’13CAGRRANKING
BY FORMAT
*CAGR = Compound Annual Growth Rate
Source: SSG Longitudinal Analysis of ScarboroughUSA+ 2011 & 2013 R1

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29
Take-Aways
Macro Trends Tools Deep Dive
TM Insights
Approach:
Wellness Predictability
Planning-to-Action
Model
Hungerfor
Healthier
↑ Growth &
Profits
Breakfast
CPG Sub-
Categories,Brands
& Retailers
Share of Stomach
Wellness Base Segments
Growth Wellness Segments
Base & Growth Personas
Channel Selection
PersonalizedMarketing
Path To Purchase
IndividualWellness Score
Lifestyle Choices
Behaviors
Food Choices
Geography
Retailers
Key Products Influencers

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30
Drivers • Consumers are becoming more discerning aboutwellness, demanding
more natural,recognizable ingredients
• Best-in-class proactively leading andgaining share and growth
momentum from healthyinnovation
A data-rich wellness propensity tool can help food manufacturers
& retailers to:
• Identify growth opportunities andinform high-value wellness shopper
segments in a Total Market approach
• Enhance ROI by better creating promo solutionsthatwork bestatright
wellness targetconsumers
• Leverage digital platformsin path to purchase to increase pre-store
relevancymotivators to drive traffic up to 1st &2nd moments of truth
• Build a more dynamic test&learn’ capability
Conclusions

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Wellness Attitudes & Behaviors Can Be A
Valuable Growth Tool
The SSGWellness SpectrumTM powered byGfK MRI
sheds light on key planning issues:
Which wellness segments to pursue in TMA
discovercustomers whose behaviorhave changed or
needs are notbeing met
strengthen brand identitiesand develop messages
thatspeak to differenthealthyoutlook consumers
What kind of products to offer
refine a product’s formulation or fine-tune the
positioning ordevelop a new product
How to go-to market effectively
predictwhatproducts will consumers of different
health outlooks be more persuadedto consider& buy
inform channel selection to optimize the path to
purchase forselected targets
Properly designing andexecuting1-to-1wellness-prone
promos and experiences in a specific trade areas that
respond to specific wellnessattitudes &interests
31
Respond to the powerful
wellness forces changing how
people are increasingly
shopping for healthier choices
At an individual level, higher
wellness attitudinal &
behavioral scores are
associated with the purchase
of healthier sub-categories and
brands experiencing higher
growth

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32
TIME FOR YOUR
QUESTIONS

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33
Wellness Spectrum Brands Awards
Breakfast Category 2014
GfK MRI2014 © SantiagoSolutions Group,Inc. www.SantiagoSolutionsGroup.com

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34
Hispanic Wellness Brands’ Nominees
Doughnuts
Source: SSG Wellness Spectrum™ Powered by GfK MRI 2012 Doublebase Base: Breakfast Buyers 18+GfK MRI
2014 © SantiagoSolutionsGroup,Inc. www.SantiagoSolutionsGroup.com

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White NH Wellness Brands’ Nominees

37
WhiteNH Wellness Brands Awards
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38
African American Wellness Brands’ Nominees

39
AA Wellness Brands Awards
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40
Millennial Wellness Brands’ Nominees

41
Millennial Wellness Brands Awards
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42
Total Market Wellness Brands’ Nominees

43
Total Market Wellness Brands Awards
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About
Santiago Solutions Group
We guide clients using advanced
research, projectable opportunity
sizings, innovative modeling and
predictive analytics. Yet, integrating
and distilling rigorous data is just the
base to reduce your financial risk.
Leveraging client-side experience and
consulting, we arm you with
intelligence, ownable insights to
purchase, strategic pathways aligned
with the highest impact priorities, and
effective Total Market roadmaps
inclusive of customer journeys.
GrowthInsightsNewsletter
Santiago Solutions Group
SantiagoSolutionsGroup.com
@Santiago_Group
@Carlos_SSG
santiagosolutionsgroup.com/subscribe/
Carlos@SantiagoSolutionsGroup.com
To Learn More, a subscription to SSG’s
newsletter provides you with access to this
and other SSG’s full Reports…
SSG: 818.736.5661

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About
GfK MRI
GfK MRI providesA deeper
understandingof the American
Consumer:whothey are, what they
think, and how bestto reach them.
GfK MRI data are culled fromits Survey
of the AmericanConsumer™, the most
comprehensivesingle-sourcedatabase
in the UnitedStates.Updatedeach year
frommore than 25,000in-person
interviewswithadults, the Survey
contains unparalleled insights into
consumerdemographics,media
choices,attitudes and lifestyles,along
with consumptionof approximately
6,000productsin 550 categories.
GfK
GfKMRI.com
@GfK_en
Susan.Nunez@gfk.com
212.884.9217
To learn more about the power of
GfK MRI data please feel free
to reach out to us in any of
the following ways…

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