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COMPARING THE FOUR SEGMENTS

COMPARING THE FOUR SEGMENTS. Healthy Heirs and Food Sensitives are the most rational and progressive, while Transformed Traditionalists and Sweet Compulsives tend to be more emotional eaters. Progressive* * Latest trends. Traditional. Emotional. Rational.

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COMPARING THE FOUR SEGMENTS

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  1. COMPARING THE FOUR SEGMENTS

  2. Healthy Heirs and Food Sensitives are the most rational and progressive, while Transformed Traditionalists and Sweet Compulsives tend to be more emotional eaters Progressive* * Latest trends Traditional Emotional Rational

  3. Prominent Barriers and Drivers

  4. Share of Past 10 Milk Purchases SHARE OF PAST 10 MILK PURCHASES (DAIRY OR NON-DAIRY) Base: Total Purchases For Milk Products In The Household

  5. Healthy Heirs are heavy consumers of all types of milk, including plain DM, and all PBBs. Transformed Traditionalists are overdeveloped in plain dairy milk

  6. Silk penetration is highest among Healthy Heirs & Food Sensitives % Past Month Silk Users % Ever Used Silk

  7. Food Sensitives are most engaged with the PBB category – particularly unsweetened SKUs. Sweet Compulsives are most attracted to flavored, sweetened PBBs % I like PBBs such as soy, almond or coconut milk % I am more likely to use lower cal, unsweetened PBB % I will only drink PBB if it is flavored

  8. Healthy Heirs and Transformed Traditionalists are very positively pre-disposed toward dairy milk. Food Sensitives have the most negative bias toward milk % I love to drink dairy milk % All things considered, dairy milk is good for you % I crave milk sometimes

  9. Healthy Heirs are most willing to spend more for Organic Milk, and Transformed Traditionalists are least. Across all, dairy milk is not widely consumed as a beverage % I am willing to spend more to get organic milk % I mostly drink dairy milk vs other uses

  10. Healthy Heirs and Food Sensitives are most rational and progressive, while Transformed Traditionalists and Sweet Compulsives tend to be more emotional eaters % I am always seeking information to help decide which products to buy % I pay attention to the latest finding about health and adjust my diet % I am willing to sacrifice taste for a healthier food/beverage

  11. Transformed Traditionalists skew to Baby Boomers, whereas the rest skew to Millenials; Healthy Heirs are more likely than the rest to be married with kids % Aged 18-34 % Married % Have Kids

  12. All four segments are well educated. However, household incomes skew higher among Healthy Heirs and Transformed Traditionalists % College Educated % Household Income Over $75,000

  13. Have made significant changes to diet Tend to have food sensitivities Very aware of how food makes them feel physically Generally don’t like or tolerate dairy Somewhat Rational Relationship with food Disciplined eaters Values Organic, Clean, Natural No significant changes Raised with healthy habits Do not tend to have food sensitivities Tend to like dairy and think it is important

  14. Progressive - clean, natural, organic is valued Self critical Is still on journey – would like to do better Struggles with changes, has vices Has sweet tooth Receptive to info Traditional - skeptical of trends such as organic Proud of changes Self accepting – treats okay Implemented desired changes Changes simple –more veggies, more whole wheat… Less receptive to info Emotional Relationship with food Came from unhealthy habits Made changes to eating habits

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