Slide 1: Sector|watch
Focus on Health & Food
Slide 2: Sector/watch – focus on Food & Health → Introduction
Methodology
TNS Media – research panel Possible link with BMM using panel By mail and online Field: 24th of July – 14th of August 2006 1,025 respondents Representative for the Belgian population (12+)
Slide 3: Sector/watch – focus on Food & Health → Contents
Contents
Health & eating habits Four groups of consumers Media behaviour
Slide 4: Sector/watch – focus on Food & Health → Contents
Contents
Health & eating habits 4 groups of consumers Media behaviour
Slide 5: Sector/watch – focus on Food & Health → Health & eating habits
How do people feel?
Most people feel healthy
21,7%
10,3%
68,0% very healthy healthy not very healthy to not healthy at all
Slide 6: Sector/watch – focus on Food & Health → Health & eating habits
How do people feel?
Most people feel healthy On average people give themselves 7.4 on a 10-point health scale
21,7%
9/10 5.7/10
10,3%
7.7/10
68,0% very healthy healthy not very healthy to not healthy at all
Slide 7: Sector/watch – focus on Food & Health → Health & eating habits
Why do they feel healthy or not?
Can we link their health to
Socio demographics Body Mass Index (BMI) Eating habits (healthy food, diet, skip meals) Stress Time for yourself Sport habits
Slide 8: Sector/watch – focus on Food & Health → Health & eating habits
Socio-demographics
The younger, the healthier The more upscale, the healthier
Age
very healthy healthy not very healthy to not healthy at all
Social groups
SG 1-2 SG 3-4
very healthy
healthy
not very healthy to not healthy at all
<35 35-54
SG 5-6 >55 0% 20% 40% 60% 80% 100% SG 7-8 0% 20% 40% 60% 80% 100%
Slide 9: Sector/watch – focus on Food & Health → Health & eating habits
Body Mass Index (BMI)
49.1% is too heavy Weight influences health
too light normal weight 9,1% 49,1% 41,8% Weight vs age
too light normal weight too heavy 0% 20% 40% 60% 80% 100%
<35 35-54 >55
Weight vs health
very healthy
healthy
not very healthy to not healthy at all
too light normal weight
too heavy
too heavy 0% 20% 40% 60% 80% 100%
Slide 10: Sector/watch – focus on Food & Health → Health & eating habits
Eating habits – do you eat healthy food?
The older, the healthier you eat
very healthy normally yes I try rather not not at all
Healthy food vs age
very healthy food normally yes I try rather not not at all 0% 20%
<35
35-54
>55
6,5%
1,0% 8,3% 42,5%
40%
60%
80% 100%
41,6%
Slide 11: Sector/watch – focus on Food & Health → Health & eating habits
Eating habits – Do/did you follow a diet?
No clear relation between diet and feeling healthy
yes with help paid attention yes without help no 54,4% Diet vs health
yes with help yes without help paid attention no 0% 20% 40% 60% 80% 100%
very healthy healthy not very healthy to not healthy at all
32,4%
Diet vs weight 7,5% 5,7%
yes with help yes without help paid attention no 0%
too light
normal weight
too heavy
20%
40%
60%
80%
100%
Slide 12: Sector/watch – focus on Food & Health → Health & eating habits
Eating habits – Do you skip meals?
Skipping meals can influence your health
sometimes skip meals never skip meals Skip meals vs health
very healthy healthy not very healthy to not healthy at all
never skip meals sometimes skip meals 0% 20% 40% 60% 80% 100%
41,9%
58,1% Skip meals vs BMI
never skip meals sometimes skip meals 0% 20% 40% 60% 80% 100%
too light normal weight too heavy
Slide 13: Sector/watch – focus on Food & Health → Health & eating habits
Eating habits – Do you skip meals?
Which meals are skipped? Mostly breakfast
35 31,4
2 main reasons for skipping meals:
Lack of time - 39% No appetite - 36%
%
30 25 20 15 10 5 0
28,6
week weekend 14,9 17,6 7,9
6,6
breakfast
lunch
dinner
Slide 14: Sector/watch – focus on Food & Health → Health & eating habits
Do you suffer from stress?
People without stress are healthier
often or always stressed occasionally stressed
Stress vs health
very healthy
healthy
not very healthy to not healthy at all
no stress occasionally stressed often or always stressed 0% 20% 40% 60% 80% 100 %
no stress 20,8% 48,4% 30,7%
Stress vs enough time for yourself
enough time
not enough time
no stress occasionally stressed often or always stressed 0% 20% 40% 60% 80% 100 %
Slide 15: Sector/watch – focus on Food & Health → Health & eating habits
Do you do sport?
Reasons for not doing sport
no tim e do not like it too old
34.1% 24.4% 14.4% 14.0% 2.3% 5% 10% 15% 20% 25% 30% 35% 40%
Sport
No sport
bad health no facilities
47,1%
52,9%
0%
Reasons for doing sport
fit health fun social slim m edical
27.2% 21.8% 16.2% 10.5% 6.5% 2.3% 5% 10% 15% 20% 25% 30%
0%
Slide 16: Sector/watch – focus on Food & Health → Health & eating habits
Why do they feel healthy or not?
Various factors influence the health level
Age & social groups Weight Living habits (skipping meals, stress, sport) Healthy food
Slide 17: Sector/watch – focus on Food & Health → Health & eating habits
Which products do you eat?
fruit&vegetables meat specific (health) sugar vitamines light milk drinks probiotic soya
0%
53 23 12 10 8 8 8 7 6 4 5 9 14 445 7 5 8 7 11 7 8
20%
26 45 22 15 19 22
14
42 53
10
8 27 19
15 10
11 24 22 21
40%
20
60%
80%
100%
every day
4-6/week
2-3/week
1/week
less
never
Slide 18: Sector/watch – focus on Food & Health → Health & eating habits
Which products do you eat?
soya bio&natural aromatised water
6 6 5 7 5 7 11 15 29 9 6 6 28 7 14
20%
8 11
21 26
33 5 7
frozen 2 artisanal products 2 3 juices 2 3 fish 1 4
33 41
23
17 17
39 19 39
40% 60% 80%
22
protein 12 4
1 oriental 0 4
0%
100%
every day
4-6/week
2-3/week
1/week
less
never
Slide 19: Sector/watch – focus on Food & Health → Health & eating habits
Between meals
fruit yoghurt biscuits slice of bread chocolate sweets candybar (grain) salty snacks 13 9 9 8 6 6
0% 20%
46 24 46 63 30 51 48 32 48
40% 60%
43 25 20 55 34 37 54 40
80%
8
100%
regulary
occasionally
never
DNK
Slide 20: Sector/watch – focus on Food & Health → Health & eating habits
Who cooks?
♂
According to women
Me Partner 15,5% Others
♀
According to men
Me Partner Others
8,6%
9,8%
38,1%
73,3%
50,0%
Slide 21: Sector/watch – focus on Food & Health → Health & eating habits
fo o d
totaly agree
a good meal is with the whole family if you pay no attention to food you will suffer in the long term food is important to me
17,2
agree
neutral
44,4
not agree
not agree at all
25,2 10,9
15,8
51,0
23,7
8,3
15,5
54,5
22,2
6,7
I eat what I like
12,1
56,0
22,3
8,0
cooking is fun the healthy caracter of food is more important than its taste
12,3
33,6
26,8
17,6
9,6
4,9
21,9
34,0
34,2
4,6
I want to impress by cooking 4,0 prepared food is just as good as home made
20,1
30,5
29,6
15,6
3,2
9,3
50,6
35,7
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
Slide 22: Sector/watch – focus on Food & Health → Health & eating habits
fo o d
totaly agree
since the euro food is more expensive I do not want to pay more for bio best quality food for my children pay more for healthy food
15 41,1
agree
neutral
not agree
39
not agree at all
13,7 5,1
38,6
27
15,4
11,5
43,5
37,5
3,7
6
46,2
33,1
12,7
buy fair trade products
4,8
39,6
39,1
13
3,4
pay more for artisanal products ads in magazines is a good source of info distributor's labels are not as good
4,4
32,9
37,3
20,9
4
4,3
40,3
35,6
15,5
4
14,4
38,4
35,9
8
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
Slide 23: Sector/watch – focus on Food & Health → Health & eating habits
health
totaly agree
my health is the most important thing in my life I can only be healthy when I am mentally balanced I can influence my own health
17,2
agree
neutral
35,5
not agree
not agree at all
32,6 12,2
16,5
55,3
21,3
6,3
13,3
57,8
22,6
5,5
sport is for fun not for health
10,9
34,7
32,1
19,2
when sick I read about it I have more confidence in traditional doctors a healthy body is pure nature
13,3
40,8
24,4
16,7
4,9
11,4
46,3
29,3
11,5
9,3
37,1
39,9
12,2
illness is physical only
17,7
20,6
43,1
14,3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
Slide 24: Sector/watch – focus on Food & Health → Contents
Contents
Health & eating habits Four groups of consumers Media behaviour
Slide 25: Sector/watch – focus on Food & Health → 4 groups of consumers
Pleasure
Good health Healthy decisions & good intentions
Carpe diem
Good health Don’t care about healthy decisions
Well-balanced
Openness
Traditional
Conventional Committed
Less good health Some healthy decisions Bad or declining health A lot of healthy decisions
Control
Slide 26: Sector/watch – focus on Food & Health → 4 groups of consumers
Pleasure
No diet but paid attention 114 Sport 103
for fun to stay in shape 19% (118) 30% (110)
Carpe diem
Sport 110
for fun to stay in shape/ lose weight for social reasons 21% (129) 8% (115) 16% (150)
Well-balanced
Openness
Traditional
Conventional
No diet 106 No stress 133 Me time 104 No sport 104
Committed
No diet but paid attention 112 No sport 109
doctor’s orders 4% (152)
to stay healthy 26% (118) doctor’s orders 3% (136)
Control
Slide 27: Sector/watch – focus on Food & Health → 4 groups of consumers
27% Carpe diem
lipos uct ion is ok ● Pleasure
31% Well-balanced
e xot ic or ien ta saun ingr ed ient s ● ● salty a ● l● c ooking pa y mor e for cookie ssnacks I like ● ha ppi ne ss > I eat what ≠obligat ti me●● ion for h● pr e pab io ● r ed food ● ● sugar e d ● too muchealt h ● c and yba r ● hygiene ●fr e sh only ea ting ● de licious mea ls pr od uct s ma ssa g ● bor ing swe ets (c er e al ) schocolate = ba d por t is mainly hea lthy is fr ozen impr e ss wit h e fla vour ed for fun ● pr od ucts ● ● fi sh wa ter ● p r efer na tur a l cooking ● bio & met hods Openness ● ● vita min s & Traditional ●a l ● na tur supp leme nts mor e confide nce p r ob io tic homemad food is so e in t r ad itional ● e cologic alja ● h ea lt hy b od y imp or ta nt ● = ● ts ● de ter genno● pa y mor e for na tur a l doctor s ● ● ● alter nativ e best to judge genet ic modific at io ns = env ir on a nima l ● homema d e p ote d anger ous r● in s me nt me dicine he alt h Committed t est s no meat ● fa ir ● ● pa y mor e for ● doe s not wor k myhdis a or ● = healt oct spe cific hea lt h t r ad e thin p matt erar e luck ● eop le of hea lthy food p r od uct s ● ● hea lth = most he althy ● ● ill ⇒ b ea ut y & fa shion imp or ta nt d iffer e nt tr end s ●
25% Conventional
Control
15% Commited
d oct or s
Slide 28: Sector/watch – focus on Food & Health → 4 groups of consumers
Pleasure
Carpe diem
- 44 years old 139 With children 136 Professionally active 116 Middle social groups 115 Higher education 112
-34 years 133 With children 118 Professionally active 118 Higher social groups 125 Women 113
Well-balanced
Openness
Traditional
Conventional
+45 years old 132 Men 126 Dutch-speaking 113 Average education 110
Committed
+45 years old 137 French-speaking 134 Lower social groups 122 Women 109 MRP 108
Control
Slide 29: Sector/watch – focus on Food & Health → 4 groups of consumers
Pleasure
Carpe diem
They are (feel) healthy
Well-balanced
Openness
Traditional
They eat healthy food
Conventional Committed
Control
Slide 30: Sector/watch – focus on Food & Health → Media behaviour
Contents
Health & eating habits 4 groups of consumers Media behaviour
Slide 31: Sector/watch – focus on Food & Health → Media behaviour
Pleasure
Magazines++
Internet ++ TV+
Magazines+
Traditional
Openness
Magazines+
Internet TV++
Magazines++
Control
Slide 32: Sector/watch – focus on Food & Health → Media behaviour
Carpe diem
Pleasure
Well-balanced
Traditional
Openness
Conventional
Control
Committed
Slide 33: Sector/watch – focus on Food & Health → Media behaviour
Information - where do you find it?
books magazines internet WOM packaging television folders point of sales newspapers other radio
3 3 6 4 11 10 15 15 15 21 21 23 38 22 28 62 28 34 37 36 35 73
recipes information
Slide 34: Sector/watch – focus on Food & Health → Media behaviour
Coupons - where do you find them?
folders packaging point of sales magazines loyalty cards newspapers meal tickets internet contests 10.1 8.8 17.3 34.5 41.8 38.1 55.7 74.2 70.9
Slide 35: Sector/watch – focus on Food & Health → Media behaviour
Coupons in magazines
42% use coupons in magazines frequently 37% sometimes use coupons in magazines 14% rarely use coupons in magazines Only 2% never use coupons in magazines
(1.3% don’t know)
Slide 36: Sector/watch – focus on Food & Health → Media behaviour
Coupons espescially for food?
59% use coupons for food frequently 25% sometimes use coupons in magazines 11% rarely use coupons in magazines Only 1% never use coupons in magazines
(0.6% don’t know)
Slide 37: Sector|watch
More information about Food & Health? If you want to know more about stores, brand usage and preference, contact us by email . marketing@medialogue.be
