THE MEDITERRANEAN DIET

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THE MEDITERRANEAN DIET THE CONSUMER
PERSPECTIVE
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In Great Britain 23 adults in 100 are obese
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In the US 34 adults in 100 are obese
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Globally, more people die of obesity than
malnutrition
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Half of people globally think governments SHOULD
NOT get involved in what people choose to eat
Source Ipsos Global _at_dvisor, November 2011
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BUT 88 think governments should make companies
PROMOTE healthy choices
Source Ipsos Global _at_dvisor, November 2011
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APPROACH
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The med diet
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42
Had not heard of the Med Diet?
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• Yet they recognize some of the

• of healthy eating

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92
81
73
72
61
14
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But they
relate those concepts to the Med Diet
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Diets arent for me, Im more about a healthy
lifestyle
A diet rich in fruit and veg is best
Olive oil is actually good for you
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• Theres no disputing the science behind the Med
  Diet, theres just little recognition of

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PLAY FILM
Med Diet http//vimeo.com/43849633 Password ipsosmori
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(No Transcript)
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Challenges of the med diet
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• So WHY
• isnt everyone doing
• the Med Diet?

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Challenges
Time
Expense
Access to ingredients
Know how to cook

• TIME

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• This mirrors broader food and nutrition trends...
  

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• Driven by time pressures and increasingly
  fragmented lifestyles, a marked difference between

cooking
and
preparation
is emerging in the approach consumers are taking.
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• In saying this, there was a sense of appreciation
  for the pragmatism and simplicity of the Med diet
  

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• Sometimes life is so busy its nice to
  be told what to do, the Med Diet doesn't enforce
  points and regimes, more guidelines and that is
  why it works for me, its not rigid.
• - Andrew

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HOW TO PROMOTE THE MED DIET?
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• FOR THOSE THAT HAVE HEARD OF THE MED DIET, THERE
  ARE A NUMBER OF KEY FOOD GROUPS THAT RESONATE

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Med diet associations
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And evidence shows that if consumers know about
the diet they are more likely to the benefits

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Awareness of the Mediterranean Diet builds on
health perceptions associated with these types of
food.
difference in agreement between recognisers and
non recognisers
0
10
20
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Mediterranean people live longer because they have a healthy diet
Red wine is better for your health than white wine
Drinking wine with food is better for your health than drinking wine on its own
Naturally colourful food is usually healthy
Olive oil is the healthiest oil
People who live in the UK dont eat enough fruit and vegetables
The British Government should encourage food manufacturers to sell more healthy foods
The British Government should encourage the public to eat foods that are healthy
Eating a broad variety of foods is important for our health
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• How do we overcome the challenges? How can we
  guide manufacturers in leveraging the Med Diet?

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RELATE IT TO PEOPLES LIVES
Barrier Need Features






Understanding the barriers to engaging in the Med
Diet tells you what barriers exist to people are
buying health related products
Relating a barrier to a particular need allows
you to think about how to delight consumers
Key product features should relate to specific
triggers/ challenges
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Long Term Benefit Short Term Delight
Challenges Consumer Delight Features , benefits, products
Time Consumers feel like theyre cooking a proper meal, without it taking too long or without a large investment of time Quick, convenient and accessible
Expense Consumers want to use products/ produce that are high quality, but without feeling like it costs more than other average household goods Affordable but high quality, in smaller quantities, value for money, relate to secondary benefits (e.g.time saving)
Access to ingredients Consumers want to use fresh, local and natural ingredients that allow them to bring together recipes Local, fresh, natural, home delivery, bundling
Know how to cook Consumers want to cook from scratch and learn about new recipes and new types of food Easy to prepare yet interesting and exciting assembly vs design vs creation
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• Emerging trend assembly cooking preparation
  of basic convenience food enhanced by added
  personalised ingredients to elevate it above a
  basic level closer to the consumers perception
  of proper cooked food

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Med diet food kits
Home delivery of local fresh produce tailored
to the Med Diet supported by other activities
e.g. recipes, menu planning, on-line
communities Co-sponsored events health clubs,
local sporting teams, local restaurants, on-pack
offers Med Diet App link this to shopping lists
and home delivery In store e.g. Stir Fry aisle,
Olive oil near exotic breads, fresh produce
layout, bundling, events Product labelling med
diet specific
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Opportunities abound...
Opportunity
The Med Diet
Majority usage
Increase awareness of usage situations
In excess of 30mls per day
One portion every 3-7 days
Suggest cheaper more sustainable alternatives and
promote ease of cooking
1 portion every 1-3 days
One portion per week
Suggest more Mediterranean recipes with these
ingredients?
One portion every two to three days
2 portions /day
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Thank-you
Richard Boyko Senior Director, Innovation and
Forecasting Richard.boyko_at_ipsos.com 44 20 8080
6145
Victoria Guyatt Deputy Head of Ethnography victori
a.guyatt_at_ipsos.com 44 20 3059 5365