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A Kate Moss Miracle please! Dragon Brands FDIN 28th June 2007
© Dragon 1 Craven Hill London W2 3EN +44 (0) Our Research Objectives Attitudes to weight amongst women over 40 Attitudes to weight management Current perceptions of weight management products The ideal product…
© Dragon 1 Craven Hill London W2 3EN +44 (0) Who did we speak to? Respondents were mothers in their mid 40s with teenage children A large proportion have tried a variety of diets Approximately half are considering using diet products in the near future South East based, circa – 40% moderate eating habits – 50% overweight – 10% obese
© Dragon 1 Craven Hill London W2 3EN +44 (0) How I eat Consumers claim some degree of caution and control over their eating habits, although most struggle Most, even sensible eaters, can succumb to a sweet or savoury tooth: the challenge is how they can control it Respondents dietary habits relate, in part, to a combination of control and education If there’s no control there is always payback time It’s mostly about control
© Dragon 1 Craven Hill London W2 3EN +44 (0) “I have cravings for chocolate. For 3 or 4 days I might eat a bar every day and then I’ll cut back to make up for it”
© Dragon 1 Craven Hill London W2 3EN +44 (0) How the next generation eat Mums claimed to be comfortable with the dietary habits of their daughters, although some were tending towards obsessive Daughters are highly aware of what they eat & seek to control what they eat and worry about their weight - changing shape confused with a weight issue Celebrity lifestyles play an influential role But mothers and teenage daughters can form a bond over weight management Daughters wrest control of food management from their mothers
© Dragon 1 Craven Hill London W2 3EN +44 (0) “My daughter is interested in celebrity lifestyles. She’s a size 10 but she thinks her bum and boobs are too big. She worries all the time..”
© Dragon 1 Craven Hill London W2 3EN +44 (0) Our core profiles
Healthy Cynics, Curious Concerned, Desperate Housewives
© Dragon 1 Craven Hill London W2 3EN +44 (0) How desperate will we get? Healthy (47%) Obese (21%) Healthy CynicsCurious Concerned Desperate Housewives Overweight (32%) Stats source: Division of public healthy & primary health care, medical science div. - Oxford Univ.
© Dragon 1 Craven Hill London W2 3EN +44 (0) The Healthy Cynics Daily intake is healthy: – 3 meals a day “breakfast is the most important meal” – Fruit and vegetables play a major role Strong awareness of what they eat and its impact on weight Focus on moderate and natural eating habits rather than diet programmes Suspicious of diet products, believing the results are not sustainable Exercise, “it’s the key” to a successful routine Patronising towards the unhealthy You are what you eat
© Dragon 1 Craven Hill London W2 3EN +44 (0) But they too suffer from ‘LBD’ syndrome They’re not averse to a short -term fix to fit that little black dress, although to do so they’ll use natural products with known ingredients For long term weight management they’ll use everyday products with a dietary benefit, eg. Green tea, fibre wraps The group least likely to try a chemical product or pill format The LBD: a powerful motivator to take a chance
© Dragon 1 Craven Hill London W2 3EN +44 (0) Curious Concerned Have the desire to eat healthily, but seldom succeed – “I’m so disorganised for me….it’s being a mum that does it” Have already tried a variety of different dieting products for both short- and long-term gain Struggle to maintain any results achieved Open to ideas around what they can do to manage weight effectively “I’ve tried everything Holland & Barrett sells” Eager to Curb the Cravings
© Dragon 1 Craven Hill London W2 3EN +44 (0) Curious Concerned The most potential & most challenging – Mixed feelings about being overweight – Some only think about it at LBD time – Torn between being healthy and acting desperately – Believe in moderation but struggle to keep it Attracted to food items with dietary benefits they can introduce into their daily intake, eg. Benecol, Actimel Pills are only an option as they head towards desperations Make it Easy and Make it Work!
© Dragon 1 Craven Hill London W2 3EN +44 (0) Desperate Housewives: the untidy desk: where do I start? Out of control & I need help; It’s a long way to a tidy desk
© Dragon 1 Craven Hill London W2 3EN +44 (0) Desperate Housewives It’s a long way from the untidy to the tidy desk Desperate to try anything that will help them Locked in a vicious cycle of weight gain and weight loss Pressured by constant imagery of today’s perception of beauty At a loss for where to start & how to keep going when initial results are hard to see “I’ll try anything; I’ve TRIED everything!”
© Dragon 1 Craven Hill London W2 3EN +44 (0) Desperate Housewives Seeking a miracle cure that they can keep up Short sharp solution “it’s a dream, a fantasy” Will try, and have tried, fairly drastic strategies…only to slip back into old habits Suspicious of unknown ingredients and chemical terminology unless medically approved..but will still try it! Lack of nutrition education and in need of advice Rescue Me!
© Dragon 1 Craven Hill London W2 3EN +44 (0) Managing curiosity & desperation: the opportunity? Greatest market opportunity Healthy (47%) Obese (21%) Healthy CynicsCurious Concerned Desperate Housewives Overweight (32%)
© Dragon 1 Craven Hill London W2 3EN +44 (0) So what do they think about the market?
© Dragon 1 Craven Hill London W2 3EN +44 (0) Initial reactions to existing products Most effective Least effective Most trusted Least trusted
© Dragon 1 Craven Hill London W2 3EN +44 (0) Who do they trust? The respondents had similar views to brands they would trust to develop food management products Most trusted: – Brands with a history in healthy/weight management foods, eg. Kellogg’s, Jordans – Brands in the health industry, eg. Fitness First Least trusted: – Brands with no existing credibility in the sector Key influencer: word of mouth/ Holland & Barrett
© Dragon 1 Craven Hill London W2 3EN +44 (0) Ideal product?
© Dragon 1 Craven Hill London W2 3EN +44 (0) What they desire Healthy Cynics Curious Concerned Desperate Housewives Attracted to natural products with dietary benefits, would consider food alternatives Happy to try anything that can help Prefer the idea of food alternatives, but happy to try products across the range Desperate apart, great food & taste would be the motivator - ‘ a dream’?
© Dragon 1 Craven Hill London W2 3EN +44 (0) ‘Feel Good Tea’ Improves metabolic rate Start the day to purify the system Herbal extracts Calming, peaceful packaging
© Dragon 1 Craven Hill London W2 3EN +44 (0) Satiating Biscuit Organic, additive free Dietary aid to suppress hunger Ingredients that include low sugar, low fat, high protein, fibre Vibrant packaging Joyful, to enjoy food
© Dragon 1 Craven Hill London W2 3EN +44 (0) Energy Soup Natural ingredient Clinically proven 100% fitness Energy boosting
© Dragon 1 Craven Hill London W2 3EN +44 (0) The happy offer Beautiful You Deliver Results Clinically Proven Supress Hunger Vitality Feel Full Energy Natural Scientifically proven
© Dragon 1 Craven Hill London W2 3EN +44 (0) The Implications for you – Proceeding with caution – Credibility – The positive mix – Word of mouth – Naturally effective – Desperate measures – The immediate challenges
© Dragon 1 Craven Hill London W2 3EN +44 (0) Proceed with caution Be sure where your brand lies if this is new territory for you The affect on your brand for the wrong path can be damaging What role should you play in rescuing versus educating? Give them the map or take them there?
© Dragon 1 Craven Hill London W2 3EN +44 (0) Credibility Don’t damage your trust Ingredient claims are more critical to the healthy and the curious concerned Making up names (it’s been known!) won’t wash with this target But…… the desperate make less challenges “We buy these face creams and we know they aren’t the answer but we buy them - we’re desperate to stay young so we just do!”
© Dragon 1 Craven Hill London W2 3EN +44 (0) The positive mix Overly scientific and you shut them down Try and make this experience joyful and uplifting Don’t take the fun out of food Pack design: foody Format: give her flavour
© Dragon 1 Craven Hill London W2 3EN +44 (0) Word of mouth It’s your most powerful tool “I’ve got this Vt C cream and I’ve visibly seen the difference” – “GIVE ME THE NAME!” “adios, it really works”
© Dragon 1 Craven Hill London W2 3EN +44 (0) Naturally effective Healthy & curious will talk to natural; proven ingredients from nature should lead It feels more reassuring straight away But “what if you take a cocktail of even the natural ones; could it be dangerous?” And if I want efficacy and to satisfy the LBD moment, will I take anything?
© Dragon 1 Craven Hill London W2 3EN +44 (0) Desperate measures: break glass here If I am firefighting my weight then the rules are forgotten Pills are acceptable (especially from reputable retailer) but anything which seems to offer a result The untidy desk is a daunting project Do you exploit it or help in the long term rescue?
© Dragon 1 Craven Hill London W2 3EN +44 (0) Your best offer Make it natural Don’t blind her with science (it’s no fun anyway!) Make it easy to adopt Talk satiety not appetite suppression Offer a true result Be clear and simple; it’s tough enough without you adding to it Be positive; pack imagery, tasty, allay fears Look for guerilla activity & build the word of mouth reputation
© Dragon 1 Craven Hill London W2 3EN +44 (0) “Oh my! Honestly? I’ll take anything that makes me look like Kate Moss!”
Thank you for listening Deirdre Findlay Telephone +44 (0)
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