1 / 17

Ladies Who Want To Be Lighter Some Consumers Insights

Ladies Who Want To Be Lighter Some Consumers Insights. Understanding Atkins Seminar The Food and Drink Innovation Network Staverton Park Susan Holder 7 th April 2004. Purpose of the Research. A snapshot from the real world of the consumer What do they understand about Atkins

dewey
Télécharger la présentation

Ladies Who Want To Be Lighter Some Consumers Insights

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Ladies Who Want To Be LighterSome Consumers Insights Understanding Atkins SeminarThe Food and Drink Innovation NetworkStaverton ParkSusan Holder 7th April 2004

  2. Purpose of the Research • A snapshot from the real world of the consumer • What do they understand about Atkins • To collect some insights • Add the consumer voice to the debate

  3. Research Method and Sample • 2 focus group discussions with women • A spread of ages 30 – 55 years and • Social class B, C1, C2 • Pre children, children and post children life stages • All claimed they would like to be much lighter • Divided between the avid Atkins and avid anti - Atkins • Conducted in 2 locations on evenings of 24th and 25th March 2004 • Richmond, Surrey • High Wycombe, Bucks

  4. BACKGROUND

  5. An Introduction to Ladies Who Want to be Lighter • Diet is an increasingly complex issue and presents women with real life dilemmas and conflicting attitudes and emotions • They are obsessed with being slimmer/lighter but do not want to be obsessed with or dominated by their shape/weight • They love the huge variety, range and choice of food that is available to them in the stores but worry about their lack of time to select wisely and their self – discipline to say no • They work hard, continually multi – tasking, complaining about insufficient time for themselves and their level of stress but feel guilty about taking treats and rewards • They are hyper conscious of the need to develop a healthy lifestyle (both for themselves and their household) and to eat more sensibly but lack sufficient knowledge to do it or else life just gets in the way………….

  6. Dieting – A Fact of Life • They know they need to when their clothes won’t fit – distress purchase • They’ve tried lots of different diets before • It is difficult to stick to diets and maintain the weight loss afterwards • Problems with boredom/appetite appeal, sweet tooth/cravings and cooking for others at home who do not want to diet • Diets are often started for a reason/specific purpose i.e. holiday, post – binge, special event and/or for health reasons. • They know exercise is efficacious/helps weight loss but ….. • Diets are only undertaken for a period of time – usually until the goal weight is achieved • They are frequently dieting on their own but working in a group and/or following a formula/system is more motivating and aids success for example Weight Watchers, Slimming World, Slim - Fast, Special K, Rosemary Conley and Atkins

  7. Dieting – Some of the Underlying Issues • While everyone does it, dieting is not a positive concept/construct today, it has a lot of negative baggage • There was much discussion about moving forwards from dieting towards the ideal of a healthy eating regime or the maintenance of a healthier lifestyle • From sacrifice to balance • From torture to contentment • A few managed it, but acknowledged it took time and willpower • Others were still thinking and talking about it, not sure how to move on – looking for someone to tell them how. Who is and what are the triggers? • Supermarkets are about taste, choice, convenience, temptation and seduction and dieting is about deprivation, shame and failure • If food is the new sex where is the Joy of Sex manual for weight loss and healthy eating?

  8. THE ATKINS (LOW CARB) DIET TODAY

  9. Atkins Diet - Advocates • All those who followed the diet had been successful • They lost weight • Dropped 1 or 2 dress sizes • Lost 1 – 2 stone “I looked better and people commented” • A notable benefit was a lack of cravings/hunger • This made it easier to stick to • It is similar to diets/regimes recommended by nutritionist • But despite their success and repeat usage they still had reservations • Is it safe? • Will it harm me in the long term? • Is it healthy? “Didn't Atkins, the man, die young and obese!”

  10. Atkins - Doubters • Not sure what it is all about, don’t know enough details except ….. • Doesn't it involve eating steak and eggs • I don’t eat red meat • What about mad cow disease “ I don’t want to stuff my face full of all that greasy bacon, fat and cream, and fried foods…….uugh” • You eat lots of fat ….and cream • Can that be healthy, what about the calories • That’s what we have been told to avoid all these years “Eating lots of fat can’t be good for you …it goes against everything you’ve been told” • Is it safe, is it healthy? • Especially in the longer term • Don’t think its normal • I’m confused with all the other health messages • On the TV programmes they said ….. • can’t really remember, but think it was negative

  11. CONSUMER CREATED POSSIBILITIES FOR RE – LAUNCHING THE ATKINS (LOW CARB) DIET

  12. How to Communicate the Low Carb Message? • Translate it into English and re name it • No jargon please • Show how everyone looses weight – fast • With minimal hunger and cravings • Tell us what we can and can’t eat • Give it a friendly English advocate /presenter/champion • Jamie or Delia, who know about tasty food and recipes • Have less emphasis on the fat • Leave out the greasiness • Emphasise chicken and fish not steak and eggs • Think about balance and relationship with other systems “What about low salt, low fat and 5 a day …and the calories” • Make it female • Get rid of the frying pan and big fat steaks

  13. How to Communicate the Low Carb Message/2 • Make it simple and understandable • Educate us • No thick books please • Make it sound normal and natural • Involve someone/authority who is trustworthy and credible • Give us reasons why • Reassure about health and safety, especially long term • Nutritionist /doctor endorsed • Highlight it is the scientific angle that makes it work • Discuss the role of exercise • Suggest how to adapt it to your lifestyle • How it can help you change to and maintain a healthy regime • How to integrate it into the household/family

  14. How to Communicate the Low Carb Message/3 • Show ways to save time and effort • A wider range of tasty foods and snacks available • Make it easy to select and count carbs in store • Fast to recognise/symbols and signs • Better, clear pack designs • Overall, it should be easy and simple to follow and to stay healthy “I don’t want to worry about food, I want to get on with my life and wear the clothes I want to wear, have more time in the day… “ • And don’t forget about building in treats and rewards • “I want to enjoy my life …to relax with a glass of wine”

  15. CONSUMER INSIGHTS FOR FURTHER CONSIDERATION

  16. Insights from Ladies Who Want to be Lighter • They want to be lighter in mind as well as body • Diets are limiting, restrictive, complex, temporary • Atkins is perceived as masculine, heavy and a diet • Plus it has baggage • In the marketplace women are bombarded by choice • And they love it • ‘Low carb’ is currently limited by being a diet rather than food • Calling it a diet restricts choice • See the bigger picture • The opportunity is in creating relationships with ‘low carb’ food • Making it simple, easy even fun

  17. Sadek Wynberg Millward BrownOffices From the London officeOlympia MewsQueenswayLondon W2 3SATelephone +44 (0)20 7243 2228Facsimile +44 (0)20 7243 3828research @sadekwynbergmb.comwww.sadekwynbergmb.com Olympus AvenueTachbrook ParkWarwick CV34 6RJTelephone +44 (0)19 2682 6878Facsimile +44 (0)19 2682 6341research @sadekwynbergmb.comwww.sadekwynbergmb.com

More Related