1. What do consumers really think about omega- 3? Claire Nuttall 19 October 2005

2. What will we cover? Knowledge and awareness Omega in the bigger nutrition equation Spontaneous brand knowledge and omega Knowledge and awareness Omega benefits & needs Plant versus fish Consumer belief in omega moving forward Top 10 ‘Omega’ insights

3. Methodology Dragon undertook two qualitative research groups to explore consumer awareness and knowledge of Omega –2 x 1.5 hour groups 1 x London (BC1C2) 1 x Southampton (C1C2) –All respondents took an active interest in their health and wellbeing –All respondents were aged between 25 - 45 years

4. Knowledge and awareness Huge spontaneous awareness of omega sources and benefits fish oilprevents heart disease ADHD brain development good for cholesterol 1 tsp IQ black currant fish Cod liver oil sardines salmon seeds virgin oil raw tuna flax Greece Japanese

5. Knowledge and awareness Seen as the current big health theme we are supposed to listen to “it’s good for the skin” “I get confused with the whole thing…” “seems the thing at the moment” “can improve allergies”

6. Omega in the bigger nutrition equation Omega is one of consumers Top 5 nutrients important to sustain a balanced diet Vitamins: C, E, multivits Iron Evening Primrose oil Cod liver oil Omega Top 5 nutrients:

7. Spontaneous brand knowledge and omega Retailers had most directly associated links with Omega Eye Q (Boots) Holland and Barrett Efalex (Tesco)

8. Benefits of omega Omega is believed to deliver many benefits, not just one good for cholesterol prevents heart disease brain development optimising nice skin improves memory good for circulation prevents blockages keeps you young good hair improves concentration supple joints

9. Needs and omega Four consumer clusters - each with their own Omega priorities adultselderly Pregnant mums children Needs immune system skin hair flexibility memory Needs circulation joints heart disease memory Needs concentration memory brain development Needs nutrition for the development of the baby

10. Benefits of omega Important: Benefits should be the focus of communication, not just the needs Benefits boosts immune system radiant skin and hair flexibility improved memory Benefits improves circulation flexibility prevents blockages memory retention Benefits help concentrate at school learn more easily remember lessons better Benefits help the baby’s brain develop adultselderly Pregnant mums children

11. Awareness of omega linked benefits DHA/EPA “Heard of them” “No real understanding “Makes you think it’s better, but I don’t know what it is” “Know it’s a good thing” Complicated and confusing? Limited & random knowledge what DHA/EPA means

12. Awareness of omega linked benefits Omega 3, 6 & 9 Heard of 3 and 6, but not of 9 “A balanced diet has naturally more of 6; need to get more of 3 from supplements” 9: “one that’s bad for you” “You are supposed to have 3 and 6 in certain proportions for them to work together” “I thought 3 did everything” “6 is not as beneficial as 3” The difference between 3,6 and 9 is not clear and causes confusion not clarification

13. Plant versus fish Both are perfectly natural and equally good for you plant nuts seeds: flax, sunflower, pumpkin blackcurrant primrose oil mackerel salmon tuna - not tinned! fish liver oil plantsfish

14. Acceptable and credible sources “natural” foods are more trusted to contain omega   muesli, cereal bars dairy: milk, yoghurt. “Sainsbury’s milk” “oily things” fruit juice “I add linseed to my cereal” bread water (water + oil = bad mix) cakes fizzy drinks alcohol bread

15. Consumer belief in omega moving forward We stimulated knowledge by showing a series of available examples of omega products available in the supermarket

16. Consumer belief in omega moving forward The sectors we explored included: Dairy foods General foods Fish based products Vitamin supplements

17. Consumer belief in omega moving forward We explored a range of omega stimulus with consumers within different product sectors We also introduced on pack communication & written descriptions and positionings currently on the market for omega

18. Consumer belief in omega moving forward Other sector stimulus included:

19. Consumer belief in omega moving forward Other sector stimulus included:

20. Consumer belief in omega moving forward Other sector stimulus included:

21. Brands people believe in inspiring liked important trusted

22. Brands people believe in Dairy: -St Ivel Advance milk -Yoghurt -Fromage frais -Columbus healthier eggs Supplements -Vitamin supplements -Tesco omega 3 pure fish oils Spreads -Flora margarine -Fortune salmon spread with crackers -Peanut butter “Like the idea of using omega as a supplement…I use almost daily” “It wouldn’t have occurred to me that omega-3 was in (peanut butter)!” Liked: Product formats

23. Brands people believe in Wording: “health is your wealth” (Alpro slogan) Mother Hemp Oil: “Naturally rich in fatty acids” St Ivel Advance: “May enhance learning and concentration” Flora’s “heart healthy” Dixie Diner’s Club’s Beanut Butter: “fresh, roasted soybeans” “Anything that is kept short” “Natural appeals; like to think that you are being healthy” Liked: Language

24. Brands people believe in The heart shape (Flora and Tesco) Flora margarine Fish shapes on the box Simple graphic aids = good understanding and communication “I like the red heart (Flora) more than the Tesco heart” Liked: images

25. Brands people believe in Mother Hemp Oil: the explanation on the side of the pack People want to know what omega is and does Liked: packaging

26. The Tesco Sunflower tub compared to “No Salt” Flora Tesco enriched spread: “don’t and won’t buy trans-fatty acids” “Do not like ‘no trans fatty acid’ as don’t understand it” “Don’t like may help” It is important not to raise questions in peoples minds Brands people believe in Dis-Liked: packaging

27. Brands people believe in Simple wording and clear labeling Easy to understand “Naturally rich in omega 3” Columbus eggs: “Omega 3 fats help to maintain a healthy heart and keep joints supple” Columbus do it simply and well “I trust the idea of ‘healthy’ products” (e.g.Columbus eggs) “I’m more likely to buy (Columbus Eggs) because of the statement on the package” Trust: Language

28. Brands people believe in Fish based products Supplements with omega Sunflower spread Simple and natural products Oils and Dairy are the most believable product category to make Omega claims Trust: Product format

29. Brands people believe in Columbus healthier eggs logo An Informal style of communication on pack helps overcome fears “The ‘healthier eggs’ logo feels right” Trust: Packaging

30. Brands people believe in Milk and eggs Added omega 3 Semi-skimmed milk as “omega 3 healthy alternative” Dairy sector rules for natural Omega fit Important: Product format

31. Brands people believe in Natural Kids and brain development Concentration at school “Explain” omega 3 Ensure Omega fits consumers real needs “(that it isn’t) pumped full of rubbish” Important: Language

32. Brands people believe in Efalex St Ivel milk Nestlé Alpro Haliborange because it explains DHA Easy to integrate, everyday formats Important: Brands

33. Brands people believe in Clear labelling “Large font size for omega 3” Be simple and bold Important: Packaging

34. Brands people believe in Twistie fish Salmon burgers Peanut butter Healthier eggs “Chocolate chunk” (bread) Omega enriched fresh milk, skimmed and semi- skimmed Organic Everyday enjoyable formats with inherent extra benefits “(Inspired) by how many products have omega ingredients in them” Inspiring: Product format

35. Brands people believe in Columbus healthier eggs logo Flora’s red heart Low-key labeling of St Ivel’s milk Haliborange: bright and cheerful Look like normal foods in normal packs “The (St Ivel’s) label: fairly low-key so that it sneaks past the children’s notice” Inspiring: Packaging

36. Brands people believe in Marks&Spencer Naturally More peanut butter Chocolate chunk Columbus Eggs Great realisation that you can get Omega from delicious products Inspiring: Brands

37. Brands people believe in Haliborange: “May help maintain concentration levels and healthy brain development” Easy for mums and kids (easy health benefit) “Good way of getting kids to take fish oils” Inspiring: Language

38. Recommended marketing conclusions

39. 10 Key ‘Omega’ marketing insights 1. Omega has a firm place in peoples minds already, no ‘super’ new marketing approaches are needed. Consumers are just looking for familiar and great tasting products which are rich in the benefits 2 Keep messages direct and simple. Use of omega benefit icons helps to get the nutritional benefits across eg: Twistie Fish - people readily associate fish with fish oils and omega, & Flora heart 3 Focus on the benefits of Omega in communication rather than the needs eg:helps kids concentrate for longer, rather than ‘for school kids’. 4.As with all health messages, try not to overcomplicate the benefits. Talk Omega, not DHA and EFA unless you explain them simply or in a fun way. Omega can be a bold, positive front of pack message, you don’t have to hide it away. eg: St Ivel Advance 5. Omega is naturally occurring and perceived to be untampered with, don’t mess with it and create doubt or raise questions in people minds. Plant or fish based omega sources are equally good.

40. 10 Key Omega insights 6. Omega does not have a negative link with inferior taste. Taste is not a barrier because of neutral/normal tasting products currently available are overcoming any pre-conceptions. eg:St Ivel Advance 7. If you have a great tasting product which happens to be naturally rich in omega, this is a bonus not a barrier. You could highlight it without affecting taste perceptions and gain nutrition credentials eg:peanut butter 8. Omega is seen as a positive way to nutritionally boost your diet, not as a negative supplement. It is purchase of choice for self optimisation, rather than necessity. eg:Mums with kids particularly seek out Omega benefits to enhance their children’s brain development and school performance as an extra activity, they do it because they like to, it is not an essential. 9. There are four key target audiences who can benefit from Omega, currently this feel under exploited. 10. Don’t over complicate the opportunity. For once, it feels that a simple and positive area of health has come to the fore. People understand ‘omega’ and appreciate it, so over marketing could only have a negative impact on general perceptions.

41. Thank you Claire Nuttall claire.nuttall@dragonbrands.com claire.nuttall@dragonbrands.com Telephone +44 (0)20 7262 4488 www.dragonbrands.com