CEREAL GRAIN BASED FOOD ATTRIBUTESWHAT CONSUMERS WANT CANADIAN
CEREAL GRAIN BASED FOOD ATTRIBUTESWHAT CONSUMERS WANT CANADIAN NATIONAL MILLERS ASSOCIATION SEPTEMBER 14, 2016 WINNIPEG MANITOBA
Healthy Grains Institute • Not For Profit Organization formed in 2012 • Science based authority on the health and nutritional benefits of wheat and other grains • Goal: 1. Promote the consumption of wheat and other grain based foods, 2. Address consumer misconceptions resulting in unnecessary reductions in consumption, 3. Provide a national, unified voice for the wheat and grain industry to consumers and stakeholders
UNDERSTANDING THE CURRENT CONSUMER LANDSCAPE
Top 5 Food Information Sources 2016 Canadian Public Trust Research, Canadian Centre for Food Integrity
Canadian Sources of Nutrition Knowledge • Younger Canadians rely more on the internet and social media whereas older Canadians rely more on food product labels • Internet, Social Media and Blogs are now the #2 source of nutrition information 49%, with Food Labels being #1 at 60% (multiple source mentions) • Government, family physicians and dietitians are rated the most credible sources of nutrition information • Mobile apps are increasing as credible sources of information • Celebrities are rated lowest credible source Tracking Nutrition Trends, Dietitians of Canada 2016
MEDIA ANALYSIS SHOWS A SHIFTING CONVERSATION
Tracking Influential Conversation • HGI conducted a media audit, based on an analysis of traditional media coverage, from Canadian top-tier outlets over a six month period, surrounding key issues including: • • The Gluten-Free Diet Carbohydrates and Weight Loss Whole Grains Refined/Enriched Grains Foods
Media Influencers • 90% (44 of 49) of all coverage included a quote from an “expert” spokesperson • Researchers (33%) and Registered Dietitians (29%) were quoted most frequently • Doctors were quoted in 6 of 49 (12%) stories • Fitness Professionals were quoted in only 2 of the 49 (4%) pieces of coverage • The “Other” category included government officials (quoted in 5 of 49 stories), environmental group spokespeople (3 of 49 stories), biologists, nutritionists/holistic nutritionists, a celebrity and an archaeologist
Whole Grains vs. Refined Grains • There is a near universal belief in the positives of whole grains, but the perception of refined grains is negative and needs to be addressed • 100% of coverage discussing whole grains was positive in tone • 91% of coverage discussing refined grains was negative in tone
Gluten-Free to Carbs • Gluten-free coverage has slowed significantly from previous years, with coverage balanced between positive and negative. • Coverage of carbohydrates’ relationship with weight coverage has become much more dominant and remains fairly balanced, but negative perspectives on carbs’ role in diets are common
OUR RESEARCH SHOWS: MORE CONSUMER CONCERNS FOR CARBS vs GLUTEN POSITIVE HEALTH HALO FOR WHOLE GRAINS
Impressions of Wheat and Grain • Over half of Canadians have either a positive (33%) or somewhat positive (22%) impression of foods containing wheat or other grain- based products. • Since it was last asked (2014), the proportion who are outright positive has declined from 49% to 33% with most of the movement to somewhat positive or neutral. • Those who are positive about wheat and grain products point to the fact that the are part of a healthy diet (24%) and they enjoy eating them (12%). The relatively small number who are negative are concerned with GMO/ processing (20%), obesity and other health issues (18%), or have someone in their household with allergies/ intolerance (14%). Nanos Research 2015
Gluten-Free Diets Gluten-free diets – a small percentage of Canadians are on a gluten-free diet (4%) or were once on such a diet (3%). Overall, only few think that gluten-free diets are healthier (2%) or somewhat healthier (8%) while 17% think they are somewhat unhealthier and 9% that they are unhealthier. Gluten-free as unhealthy choice – Thirty percent agree and 22% somewhat agree that gluten-free diets are not a healthy choice for a vast majority of people. Those under 30 years of age and women more likely to have been on or tried a gluten free than older Canadian. Compared with 2014, fewer people are unsure and more are of the neither view. Influencers on trying gluten-free – A doctor (51%) is the most likely to be influential in encouraging people to try or not try a gluten-free diet followed by a registered dietician (26%). When asked without a prompt, 28% would consult a doctor for advice on eating and dieting decisions and 18% a dietitian/ nutritionist. Notably, 38% are unsure or did not offer who they would consult Nanos Research 2015
Wheat and Grain Based Diet 57% agree and 30% somewhat agree that grain-based products provide essential vitamins and minerals for a healthy diet. This is up from 2014 when only 50% agreed and 33% somewhat agreed. Grains as nutrient rich foods – 42% agree and 29% somewhat agree that grains and in particular whole grains are nutrient-rich foods that can help combat cancer, obesity, and heart disease. More people than in 2014 (37%) agree completely. Benefits of whole grains – The most important benefit from a list of 7 benefits of whole grains for Canadians is helping with regularity (23% rank it first) followed by feeling full or satisfied (15%), reducing the risk of heart disease (17%) and better weight maintenance (14%). Nanos Research 2015
Reduction of Grain-Based Product One third of Canadians (33%) have reduced their consumption of wheat and other grain-based products they eat, such as bread, pasta, bagels and muffins. This is virtually the same as in 2014 (36%). Most of those who are reducing their consumption are doing so to lose or manage weight (64%). Nanos Research 2015
ADDRESSING CONSUMERS AND PREDICTING TRENDS IN THE FUTURE
Top Trends Food and Beverage Trends to 2020 Aging Population -More seniors, fewer children Evolving Society -shrinking households, brands seen as expression of individuality Changing Meal Patterns -snacks becomes meals, meal prep is shortened Shifting Expenditures -shift in prepared meals and take-out Food for Health -most significant driver is obesity Educated Consumer; Fad or Trends -generation of label readers has resulted in more nutrition conscious consumer Canadian Food Trends to 2020, AAFC 2005 New Face of Canada -visible minorities make up to 50% of population, resulting in new few trends No Trade off for Convenience -Consumers will demand the right balance of nutrition, taste, quality and convenience Veggies Anyone? -Meatless meals vs true vegetarianism will grow Organic Foods -Organic at a modest price premium will grow, as quality and availability improves Small Indulgences -represent small indulgence and affordable luxury Food Safety and Production issues -Consumer confidence in food is shifting, will lead to lack of avoidance of offending food
Cereal and Cereal Products Cereals are also forecast to continue to grow in per- capita consumption. It is anticipated that whole grains, higher fibre and acceptance of wheat alternatives such as barley, flax, wild rice, buckwheat, kasha, will help to fuel this growth, particularly as comparative functional health benefits are recognized. Organic grains are also entering the market. Fresh, artisan, variety breads, cereal bars, and healthier snack products are some of the more popular forms. Canadian Food Trends to 2020, AAFC 2005
Reduced Interest in Low Carb Diets • A reduced interest in low carb diets was observed in the United States by NPD Group. . . the percentage of American adults on any low-carb diet dropped in half throughout 2004. • Certainly, the impact of the low carb “Atkins” diet and others such as the “South Beach” diet were not anticipated, in regard to the reduction in consumption of refined carbohydrates , and the accelerated trend to whole grains and high fibre. • If any sustained trend is realized from the low-carb diet fad, it is likely an improved awareness of the role refined carbohydrates play in weight management, and a continuing focus of food manufacturers to offer reduced carb or healthier carb alternatives. • This opens the door for products made from Canadian- grown grains and revival of artisan bakeries Canadian Food Trends to 2020, AAFC 2005
Key Takeaways 1. Consumer perceptions are driven by both health concerns and emotion 2. Health conscious consumers remain skeptical about many grain products, especially refined grains, but negative perceptions have shifted from gluten to carbs, particularly in relation to weight 3. Whole grains face a much less challenging perspective from both media and consumers
How The HGI is Leveraging This Learning?
Consumer Trust Model Of the three primary drivers of trust — confidence (shared values and ethics), competence (skills and ability) and influential others (family, friends and credentialed individuals) — confidence is most important in building trust. Canadian Public Trust Research 2016, Canadian Centre for Food Integrity
Connect with shared values first • Don’t just give them more science, demonstrate that you share their values Focus on key influencers of the millennials, moms and foodies • Where do they go for information and what are their values and concerns Go where the conversations are • Websites, social media, search, local media Canadian Public Trust Research 2016, Canadian Centre for Food Integrity
DIGITAL RESULTS 12, 067 Followers including several influential R. D. s Over 1, 180, 000 people reached through our digital channels 360% increase in Facebook fans from Y 3 to present. Total digital reach has increased by 175% as compared to Y 3. Healthygrains. ca has seen a 35% increase in monthly web traffic as compared to Y 3. 325, 000 + visits 2, 618 Followers and growing* 67% increase in Twitter followers from Y 3 to present. *By way of comparison, GFF’s US-based handle has 2, 972 followers so this is very strong for Canada 24
Who We’re Reaching: “Swing Segment” • Have a neutral opinion of grains and gluten-free, but have reduced grain consumption, based on confusion about the benefits and worry about weight gain. • They’re not in-depth researchers on this topic. • Without a strong position, they are open to influence. • Comprised of disparate demographics, but: • Those that have reduced grain/carb consumption skew ON/BC, Female, 40+
What’s We’re Doing • Our core approach: we need to appeal to the “Swing” segment’s emotional desire to feel good about the food decisions they make first, and support those decisions with engaging, evidence-based scientific information second. • “Engagement” content and “educational” content should not be mutually exclusive. • Bread as primary driver for consumer push program based on the fact that more than half of Canadians have cut down on their bread consumption.
CONCLUSION • The Medium is the Message • Transparency and Trust are imperative • Emotional messages underpinned by rationale support are key • Always be Engaging
THANK YOU www. healthygrains. ca @Healthy. Grain
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