Presentation on theme: "1 YOUNGER MALE SEGMENTS AWARENESS, TRIAL AND USAGE Segment M3 contributed to the decline in OAD performance over the past year – and Centrum Men’s was."— Presentation transcript:
1 YOUNGER MALE SEGMENTS AWARENESS, TRIAL AND USAGE Segment M3 contributed to the decline in OAD performance over the past year – and Centrum Men’s was the primary beneficiary. Of note, their awareness of Centrum Silver increased dramatically over the past year suggesting that Centrums continued support of Silver Men’s might have impacted these consumers. M5 is showing some softness as well, but in their case it directional increases in Centrum AND VitaCraves usage – although they DID respond to Men’s Health efforts.
2 YOUNGER MALE SEGMENTS IMAGERY, COMPLIANCE AND GUMMY EXPERIENCE As noted. there was some softness in both OAD AND Centrum imagery among younger men. M3 men followed the same pattern, but the declines were not significant. M3 men, however have switched to gummies since 2012, and their compliance had declined significantly. M5 men share their declines in OAD perceptions with younger men generally, and they seem to be resisting the move to gummies.
3 Segment M1 is somewhat more committed to Centrum than they were last year, but, overall Centrum has not shown the strength among this group than they did among all men 50+. OLDER MALE SEGMENT AWARENESS, TRIAL AND USAGE
4 There was no change among these men in their perceptions of Centrum, but their perceptions of the OAD brand have strengthened since last year, as they did among the larger group of men 50+ OLDER MALE SEGMENT OAD IMAGERY
5 Awareness and trial of Alive is up across all three segments.. OAD key measures are virtually unchanged in F2, while competitive gummies have done well. In F4 OAD is unchanged and gummies have not moved meaningfully. F7 has proven receptive to FlavorBurst AND they are most likely to be using prenatal mvs. YOUNGER FEMALE SEGMENTS AWARENESS, TRIAL AND USAGE
6 As OAD imagery declined on a few attributes overall, there were similar changes in brand perceptions among women in the three target segments. And, as gummy usage grew overall, segments F2 and F4 share this growth. Fully four of ten F2 women claim to be using Gummies “currently”/ YOUNGER FEMALE SEGMENTS OAD IMAGERY, AND GUMMY EXPERIENCE
7 Generally, the segment selected for the Women’s 50+ target was less volatile during 2013 than were other womens. Awareness, trial and usage of OAD generally changed little since lat year. Centrum “regular” has lost traction among F4 women in the past year, and there is no evidence that either Centrum Women’s OR 50+ has taken up that slack. Awareness of Alive more than doubled, but there is little evidence that it is converting to trial. OLDER FEMALE SEGMENTS AWARENESS, TRIAL AND USAGE
8 While OAD showed some strength among women 50 or over generally, there was little evidence that the improvement in perceptions was shared by f4 women – and there has been a significant decline in f4 women’s perceptions that OAD is the brand recommended by healthcare professionals. Gummies are even less likely to be adopted by F4 women than they are by 50+ women overall. OLDER FEMALE SEGMENTS OAD IMAGERY AND COMPLIANCE