Food for thought - How to move towards transformational health marketing in food
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Presentation that was delivered for the food marketing team of Unilever.
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Food for thought - How to move towards transformational health marketing in food
- 1. Food4Thought
- 3. Making customers healthy & happy
- 4. HEALTH MARKETING Helping customers with their decisions to become healthy & happy
- 12. TIME IMPACT on our health 20201960 Medical breakthroughs Fitness craze 1980 +25 years-25 years
- 13. EVOLUTIONS
- 21. THE WEEKND
- 22. Dax Rush Kit Car
- 23. Running apps
- 24. 1 ALL Thanks to technology everybody can really be(come) who or what they want to be(come) TECHNOLOGICAL EVOLUTION
- 28. Disney world
- 29. 89%of companies surveyed by Gartner (2014) said Customer experience is most important field of competition
- 31. Soulcycle
- 33. Rage Rooms
- 34. Rage Rooms
- 35. Burning man
- 36. Burning man
- 37. Burning man
- 38. Burning man
- 39. Burning man
- 40. Burning man
- 41. Personal coach
- 49. 2 ALL To create value for their customers, companies and brands are staging personal experiences and guiding transformations ECONOMICAL EVOLUTION
- 51. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS HIERARCHY OF NEEDS
- 53. 1976 2016 People who completed a Marathon (US only) 25.000 507.000
- 54. “Self-actualization is the future of consumerism” TRENDWATCHING.COM – Dec 2015
- 63. MARKETING 3.0 Minds Hearts Souls Transformation-driven marketing Customer-driven marketing Product-driven marketing
- 64. “Doing well, by doing good” William Lever, Sunlight Soap, 1884
- 67. 3 ALL People aspire to become the best person possible, and they expect brands to help them in achieving this. PSYCHOLOGICAL EVOLUTION
- 69. TIME IMPACT on our health 20201960 Medical breakthroughs Fitness craze 1980 +25 years-25 years
- 70. The aspiration to be(come) healthy & happy
- 71. 35.000 micro-decisions per day “ Who you are today is the result of your past decisions ” Cornell university
- 72. HEALTH MARKETING Helping people with their decisions to become healthy & happy
- 74. #avocadotoast
- 75. #newdrinks
- 76. #smoothies
- 78. #organic
- 79. 52%of people cut down on alcohol to maintain health Club Soda (2018)
- 81. Less sugar
- 82. 0% 5% 10% 15% 20% 25% 30% 35% Celiac Disease Gluten sensitive Gluten-free consumers Intention to buy glutenfree
- 83. 75%of both men & women read nutrition labels or health claims. Because health has become at the forefront of purchasing decisions Nielsen (2018)
- 87. 42%of British consumers are interested in a personalised diet based on their genes/DNA. Mintel (2019)
- 89. Lifestyle Medical Health Well-being Decisions related to Interests, style, taste Attitudes, Possessions, .. Decisions to maintain health & happiness Decisions to prevent one’s health to become worse Decisions to manage one’s (future) medical condition
- 90. Lifestyle Medical Health Well-being Competitive differentiation Customervalue Products Services Experiences Transformations
- 91. Transformation-driven Lifestyle Medical Health Well-being Customervalue Competitive differentiation Products Services Experiences Transformations
- 92. Making customers healthy Making customers happy Making customers healthy & happy Making customers enjoy that momentLifestyle Medical Health Well-being Customervalue Products Services Experiences Transformations Competitive differentiation
- 93. Lifestyle Medical Health Well-being Customervalue Competitive differentiation Products Services Experiences Transformations Organic food (Hyper) local food Food as Medicine Printed Food Nutrition Genomics Experiential ‘new’ channels Digital tools Diet ‘fads’ Functional (super)foodsHealthised products Transparency Look’n feel
- 94. Customer NEEDS EXPECTATIONS EXPERIENCE Customer Customer * =
- 96. From informative to supportive 1.
- 98. 75%of both men & women read nutrition labels or health claims. Because health has become at the forefront of purchasing decisions Nielsen (2018)
- 99. From informative to supportive Kraft heinz Letting go of brand assets to highlight transparency
- 100. From informative to supportive UK The equivalent movement needed to burn this food
- 101. From informative to supportive Australia Australian food labelling
- 102. From informative to supportive EU 5+ The Nutri-score is a nutrition label that was selected by the French government in March 2017 to be displayed on food products
- 104. From informative to supportive Nestlé Only from the cacao fruit and contains no refined sugar. It is sweetened with white cacao pulp
- 105. From informative to supportive Unilever More taste, less salt
- 106. 65%of consumers seek functional benefits from their food and drink. The top five ingredients were omega-3s, green tea, honey, coffee and probiotics.
- 107. Unilever By 2022, Unilever aim to provide more than 200 billion servings with at least one of the five key micronutrients vitamin A, D, iodine, iron and zinc From informative to supportive
- 108. Huel Nutritionally complete, convenient, affordable food with minimal impact on animals and the environment. From informative to supportive
- 109. Treevida Smoothie boll with extra protein for energy during sports From informative to supportive
- 110. Beauty Collagen is being touted as the next beauty superfood for your skin. From informative to supportive
- 111. Since Google has democratised information, everybody today demands to be in the know. When knowing better, people want to do better. Are you a partner for your consumer in his quest for betterment?
- 112. From convenient to impactful 2.
- 115. Yuka Waking up the food industry as an independent food evaluator From convenient to impactful
- 116. Colruyt A retailer offering food transparency. From convenient to impactful
- 117. P.H.E. Governmental body, Public Health of England, as a food service supplier From convenient to impactful
- 118. Cal. mama A smart camera app that uses deep learning to track nutrition from food images From convenient to impactful
- 119. Nima A technology driven portable gluten tester From convenient to impactful
- 120. Tellspec A hand-held scanner that offers real- time food testing, food-safety and food-authenticity From convenient to impactful
- 121. Lumen Lumen knows if your body is using fats or carbs for fuel From convenient to impactful
- 122. Tuft univ. A miniaturized sensor mounted on a tooth, wirelessly monitors in real-time to link between diet and health From convenient to impactful
- 123. Foodini Real, fresh ingredients makes Foodini the first 3D food printer kitchen appliance to contribute to healthy eating. From convenient to impactful
- 124. KFC Smile to pay booths at KFC From convenient to impactful
- 126. Abu Ghosh – JerusalemHotel Bellora – Gotherburg
- 127. Geisinger With healthy food and continuous diabetes education, we’re providing patients with a special kind of medicine that simply can’t come from a pill bottle From convenient to impactful
- 128. Dr. John No sugar lollipops with added superfoods, specifically designed for children battling cancer From convenient to impactful
- 129. For a long time, adding convenience was generating an impact for your consumer. In a world that has become submerged with digital experiences because of it, your consumers now also increasingly long for impact by going back to basics in some situations. Think thoroughly about what convenience and impact means for your consumer in each situation.
- 130. From near-by to real-time 2. From near-by 3.
- 131. From near-by to real-time 3.
- 132. Packaged food
- 133. 8%the annual growth of organic food. It has replaced “sugar free” and “low carb” as healthy options
- 134. Kraft heinz Non-organic products, like Capri Sun, have declined in recent years and will therefore undergo a health update From near-by to real-time
- 135. Lego Mia’s Organic Food market. From near-by to real-time
- 138. 1 weekThe time needed from when vegetables are picked until they reaches grocery stores.
- 139. 30%of the fruit & vegetable consumption in Brussel should come from local production by 2035.
- 140. Delhaize The Boondael Delhaize supermarket launched the urban farm project in response to growing customer concern about where food is sourced From near-by to real-time
- 141. Infarm The Boondael Delhaize supermarket launched the urban farm project in response to growing customer concern about where food is sourced From near-by to real-time
- 142. Inno-3B Vertical farming robotic platforms in closed environments for crops of high- density plants From near-by to real-time
- 143. Google trends (2020)
- 144. 2.500private label SKU’s by Colruyt. (Retailers are investing more heavily in private labels)
- 145. From near-by to real-time Unilever Diversify clients: Discounters, Kruidvat, OOH, Etnische markt) @ store
- 146. From near-by to real-time Coca Cola Insiders club is a subscription box with the latest new products to test first. @ home
- 147. From near-by to real-time Nike Build a real-time connection with your customer. @ the gym
- 148. From near-by to real-time Gaviscom A pH neutral foodtruck is super relevant at festivals. It is the right location for their value proposition @ location
- 149. From near-by to real-time Lipton Be there when they could benefit from what you are offering while shopping
- 150. From near-by to real-time Magnum Pop-up combats seasonal doldrums and becomes a B2C channel for brands. Seasonal
- 151. For your consumers, globalisation has reached a peak. Local products, near-me services and real-time experiences are becoming the standard across all businesses. How can you be near your consumer to offer them a real-time experience?
- 152. From personal to predictive 4. For you About you
- 154. 1-6%of the population is vegan. The demand for for vegan has grown 600-900% in the past 3 years. Vegan Society (2017)
- 155. From personal to predictive Impossible Impossible Foods meatless meat
- 156. Unilever Vegan everything From personal to predictive
- 157. Heinz Campaign aims to promote Heinz's vegan-friendly baked beans. From personal to predictive
- 158. NotCo NotCo is a food science company using artificial intelligence to create novel plant-based meat and dairy alternatives. From personal to predictive
- 159. 88%of companies have launched products that were formulated or reformulated to support healthier diets Deloitte (2018)
- 160. Unilever New low carb options to comply with the Atkins and ketogenic diets From personal to predictive
- 161. Unilever Delicious vegetarian options for the increased amount of flexitarians From personal to predictive
- 162. 12%of people are older than 60 years today. While only 1% of the global innovation is for the 50+ generation. United Nations’ world population prospects (2015)
- 163. Perennial A more clean and modern approach to global adult nutrition by harnessing the power of plants, crafted for body and brain over 50 From personal to predictive
- 164. 13%of the global population suffer from some kind of mental disorder with 1/3 of them suffering from anxiety. Institute for Health Metrics Evaluation (2017),
- 165. Moody’s Mood-boosting ice cream, infused with essential oils and ingredients that have specific sensory benefits #moodelevatingfood From personal to predictive
- 166. Nucaria Mood-boosting supplements based on DNA analysis #moodelevatingfood From personal to predictive
- 170. 42%of British consumers are interested in a personalised diet based on their genes/DNA. Mintel (2019)
- 171. Nestlé “Wellness Ambassador” program uses AI, DNA and Instagram to recommend lifestyle changes and specially formulated supplements From personal to predictive
- 172. Campbells DNA & microbiome based personalized nutrition solutions and food management From personal to predictive
- 173. Singularity DNA designed sushi at the Singularity sushi restaurant in Tokyo From personal to predictive
- 174. We live in a world where people are used to get what they want. More and more they are even offered what they need, without even knowing they actually need it. Do you allow your consumer to know and want what they need?
- 175. From popular to relevant 5.
- 176. 373.000.000#food hashtags on instagram 15.000.000.000food posts on Pinterest
- 177. From popular to relevant B&J’s Products need to be ‘instagrammable’
- 178. From popular to relevant Skin aqua Packaging printed backwards for selfies.
- 179. Much of the same for the quantity of it, is never good. What is the relevancy you can offer that would increase the quality, even if that might mean letting go of the (focus on) quantity?
- 181. TIME IMPACT on our health 20201960 Medical breakthroughs Fitness craze 1980 +25 years-25 years
- 182. 35.000micro-decisions per day Cornell university Lifestyle Medical Health Well-being
- 183. HEALTH MARKETING Helping customers with their decisions to become healthy & happy Lifestyle Medical Health Well-being
- 184. Making customers healthy Making customers happy Making customers healthy & happy Making customers enjoy that momentLifestyle Medical Health Well-being Customervalue Products Services Experiences Transformations Competitive differentiation
- 185. Are you a partner for your consumer in his quest for betterment? Reflect on what convenience and impact means for your consumer in each situation. How can you be near your consumer to offer them a real-time experience? Do you allow your consumer to want and know what they need? What is the relevancy that would increase the quality, even perhaps at risk of the quantity From informative to supportive From convenient to impactful From popular to relevant From personal to predictive From near-by to real-time 5. 4. 3. 2. 1.
- 190. “ Companies & brands are expected to make the world a healthy & happy place. ”