what do consumers really think about omega- 3? claire nuttall 19 october 2005
TRANSCRIPT
What do consumers really think about omega-3?
Claire Nuttall 19 October 2005
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
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
Knowledge and awareness
Huge spontaneous awareness of omega sources and
benefits
fish oil prevents heart disease
ADHDbrain development
good for cholesterol
1 tsp IQblack currantfish
Cod liver oil
sardines
salmon
seeds
virgin oil
raw tuna
flax
Greece
Japanese
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”
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:
Spontaneous brand knowledge and omega
Retailers had most directly associated links with
Omega
• Eye Q (Boots)
• Holland and Barrett
• Efalex (Tesco)
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
Needs and omega
Four consumer clusters - each with their own Omega
priorities
adults elderly Pregnant mumschildren
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
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
adults elderly Pregnant mumschildren
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
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
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
plants fish
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
Consumer belief in omega moving forward
We stimulated knowledge by showing a series of available examples of omega products available in the supermarket
Consumer belief in omega moving forwardThe sectors we explored included:• Dairy foods• General foods• Fish based products• Vitamin supplements
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
Consumer belief in omega moving forward• Other sector stimulus included:
Consumer belief in omega moving forward• Other sector stimulus included:
Consumer belief in omega moving forward• Other sector stimulus included:
Brands people believe in
inspiring
liked
important
trusted
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 ofusing omega as a
supplement…I use almost daily”
“It wouldn’t haveoccurred to me that
omega-3 was in (peanut butter)!”
Liked: Product formats
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 thatyou are being
healthy”
Liked: Language
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
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
• 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 inDis-Liked: packaging
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
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
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
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
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
Brands people believe in
•Efalex•St Ivel milk•Nestlé•Alpro•Haliborange
because it explains DHA
Easy to integrate, everyday formats
Important: Brands
Brands people believe in
•Clear labelling•“Large font size for
omega 3”
Be simple and bold
Important: Packaging
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 formatswith inherent extra benefits
“(Inspired) by how many products have
omega ingredients in them”
Inspiring: Product format
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 pastthe children’s notice”
Inspiring: Packaging
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
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
Recommended marketing conclusions
10 Key ‘Omega’ marketing insights1. 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.
10 Key Omega insights6. 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.
