Health and wellbeing is a subject of increasing concern among shoppers, retailers and manufacturers. The pressure is well and truly on - from government, press and consumers - for brands to demonstrate their health credentials. Indeed the number of health related initiatives from FMCGs has snowballed in recent times. But how do shoppers respond to the plethora of different health initiatives aimed in their direction at the point of purchase? Which messages actually work with shoppers and which don’t? These are key questions of our forthcoming project, “Health and Wellbeing: The Shoppers’ Perspective” - and we believe there are a whole number of different dimensions to consider.

1. Health and
Wellbeing: The
Shopper Evolution Insights explains why FMCGs should seek
Perspective to understand how shoppers respond to different
health initiatives at the point of purchase, in
addition to how they behave as consumers.
“The pressure is well and Health and the shopper Clearly gender is a key,
truly on - from although Evolution’s recent
government, press and Health and wellbeing is a research suggests that
younger males in particular
consumers - for brands to subject of increasing
concern among shoppers, are beginning to catch up
demonstrate their health with females in regard to
credentials” retailers and
manufacturers. The health concerns. Indeed
pressure is well and truly age is another dimension,
on - from government, and with generation Y male
“With generation Y male shoppers carrying greater
shoppers carrying greater press and consumers - for
brands to demonstrate concerns over health than
concerns over health than their predecessors,
their health credentials.
their predecessors, Indeed the number of targeting females only with
targeting females only health related initiatives health messages may now
with health messages may from FMCGs has only form part of the
snowballed in recent times. equation.
now only form part of the
equation”
But how do shoppers Granted, males may well be
respond to the plethora of less susceptible to dietary
different health initiatives claims than females, but
aimed in their direction at there are other ways of
the point of purchase? targeting men with health
Which messages actually credentials. Just consider
work with shoppers and for a moment the
which don’t? These are key difference in marketing
questions of our message between Diet
forthcoming project, Coke and Coke Zero.
“Health and Wellbeing: The
Shopper Perspective” - and Shopper missions
we believe there are a
whole number of different Shopper missions are of
dimensions to consider. vital consideration. The
motivations and behaviours
A multi-dimensional of shoppers conducting
problem their weekly supermarket
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2. trolley shop, versus those in their local c-store is for
“The motivations and
while snacking on-the-go example typically driven by
behaviours of shoppers convenience ahead of
for example, are quite
conducting their weekly price, in contrast to a
different.
supermarket trolley shop, weekly supermarket
versus those while shopper. But does their
Consider a shopper who susceptibility to messages
snacking on-the-go carefully ponders over about health differ from
for example, are quite their purchases on the the weekly supermarket
different.” weekly shop. Planning shopper? Is a one size fits
meals for the week ahead, all approach the best
they might adopt a strategy for targeting
disciplined approach at this shoppers with messages
one time of the week about health and
where they know they can wellbeing?
control their consumption
for the whole week ahead.
This shopper may even Don’t forget the category
intentionally avoids ‘sin
aisles’ in the supermarket Of course the other
altogether. And yet obvious dimension here is
consider the same shopper category. While shoppers
picking up a bar of carry underlying values
chocolate or packet of relating to health and
crisps at the checkout, wellbeing as a whole, their
whom rather than paying motivations and
any attention to any health behaviours vary by
messaging on the category as well as mission
packaging, justifies their and channel. Confectionery
indulgence as permissible for example, while often
on the basis of a associated with health
‘debit/credit’ mind-set – concerns, is also
they might simply be considered by many
rewarding themself for the shoppers a permissible
sacrifices made earlier. treat – and one that offers
good value for its calories
Channel strategy is also an in terms of indulgence and
important and related part hunger satisfaction.
of the mix. We know that Perhaps of more relevance
shoppers shop by mission, to many shoppers are the
not by channel, but their less intuitive categories
mission often directly such as dairy or bakery,
influences their choice of where there is less of an
channel. A top-up shopper excuse for indulgence and
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3. more of an opportunity to alternatives is quite
“Our recent on-the-go plan and consider healthier different to targeting a
study highlighted that alternatives. shopper who has healthy
while 38% of shoppers say aspirations but is in reality
they consider calories Attitudes versus action more likely to favour
while shopping on-the-go, indulgence over a
compromise in taste.
only 6% actually chose Then there’s the question
individual items because of what people say versus
of their calorie content” what they actually do in- Another dimension to
store. Our recent on-the-go consider here is the
study highlighted that consumer shopper
while 38% of shoppers say relationship. While the
“Notable examples of importance here certainly
they consider calories
shopper marketing while shopping on-the-go, varies by category, there
initiatives to date that only 6% actually chose are clearly occasions
seek to tackle the health individual items because of where careful
their calorie content. This consideration of this
issue include calorie dynamic is necessary. And
marked packaging, has important implications
for brands considering how again, channel plays a key
product re-engineering, role. Consider the
to balance health claims
traffic light labelling and with any potential trade off difference in motivations
nutritional information on in taste or brand. Indeed a between the mother on a
pack” recent study* suggests that weekly shop buying snacks
making a health claim on a for her children, and her
product can lead children themselves buying
consumers to think it is snacks at the local
less tasty and therefore independent or c-store on
less desirable. their way home from
school or college.
Segmenting shoppers
Shopper marketing
initiatives
Underpinning all of this is
the broader set of values
different shoppers carry Some notable examples of
when it comes to health shopper marketing
and wellbeing. Classic initiatives to date that seek
segmentation of shoppers to tackle the health issue
according to their attitudes include calorie marked
regarding health goes a packaging, product re-
long way - the approach to engineering, traffic light
targeting a shopper who labelling, nutritional
proactively seeks healthier information on pack, and
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4. indeed broader claims And a study** into traffic
“With only 6% of on-the- relating to ‘5 a day’. light labelling on
go shoppers purchasing convenience food last year
items because of calorie Others have chosen to showed consumers
content, Evolution believes focus more specifically on actually bought fewer
shoppers buying snacks healthy ready meals after
more scientific claims traffic-light labels were
may not be as receptive to relating to pro-biotic’s, added.
information on packaging omega 3s and heart
as perhaps was first healthy ingredients, and
some even look to leverage In summary
thought”
the connection many
shoppers make (rightly or At Evolution, we believe
wrongly) between that shopper insight is
“To truly understand the premium, organic and central to a successful
health. strategy for communicating
shopper, manufacturers health credentials. To truly
and retailers should seek understand the shopper,
But while all these
to understand how manufacturers and
different initiatives may
shoppers respond to well be successful, retailers should seek to
different health initiatives marketers should be understand how shoppers
at the point of purchase, in careful to consider the respond to different health
different dimensions of the initiatives at the point of
addition to how they purchase, in addition to
behave as consumers.” shopper before jumping on
the bandwagon. how they behave as
” consumers.
For example, with only 6%
of on-the-go shoppers Communicating with
purchasing items because shoppers, finding out
of calorie content, which messages actually
Evolution believes work and which don’t - in
shoppers buying snacks the context of the different
may not be as receptive to dimensions presented
information on packaging above – are key steps to
as perhaps was first success.
thought.
For further information
regarding Evolution’s
Claims that seek to dazzle forthcoming project,
shoppers with science may “Health and Wellbeing: The
well be treated with Shopper Perspective”,
caution rather than trust please do not hesitate to
by shoppers. contact us.
www.evolution-insights.com 4

5. Evolution Insights Ltd * ‘Health claims could
impact natural perception’,
About Evolution Insights Food & Drink Europe,
Evolution Insights is a research led 10/03/10
consultancy specialising in shopper
marketing. We deliver original
research, analysis and insight into ** Red? Go ahead, say
shopper motivations and behaviour indifferent shoppers, The
for manufacturers, retailers and
agencies.
Grocer, 09/11/09
For more information please visit
http://www.evolution-insights.com
E-mail:
enquiries@evolution-insights.com
Tel: 0113 389 1038
Evolution Insights Ltd is a private
limited company registered in the UK
with registered number 07006001.
Evolution Insights Ltd, Prospect
House, 32 Sovereign Street, Leeds,
West Yorkshire, LS1 4BJ.
© Evolution Insights Ltd. All rights
reserved.
www.evolution-insights.com 5