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NAVIGATING
THE BIG FOOD
LABYRINTH
THE IMPETUS
NEEDED RESEARCH WITH
GREATER DEPTH OF FLAVOR
4600
respondents
105
foods and eatingoccasions
74
attributes
100,000
foodsubstitutions
AMUSE BOUCHE
“BIG FOOD”
IS THE BOOGIE MAN
IT’S NOT“BIG FOOD”
IT’S JUST FOOD
IT’S NOT ALL IN
OR ALL OUT
NOT EVERYONE’S
“LEAVING” FOR HEALTH
QUALITY CONVENIENCEHEALTH
ENTREE
SO WHO REALLY IS AT THE
BIG FOOD TABLE?
EMPTY PANTRIES
GOOD ENOUGH SHORTCUTS
FOODIE HEDONISTS
PREFAB FLAVOR SEEKERS
WELLNESS COMMITTED
HEALTHY ENOUGH
WELLNESS COMMITTED
they are = principled eaters
food = nutrients
quality = clean, natural, wholesome
ideal plate = high nutritional value, not processed, fresh
FOODIE HEDONISTS
they are = open experimenters of gourmet
food = multi-sensory pleasure
quality = fresh, natural, how it makes them feel
ideal plate = delicious, fresh, unique flavors, textures andingredients
EMPTY PANTRIES
they are = disengaged and habitualized
food = fuel
quality = basic staple, tasty, good enough
ideal plate = simple, appetizing looking, strive for zero effort
HEALTHY ENOUGH
they are = naïve compromisers
food = trade-offs
quality = incrementally healthier, tasty, fits with life/routines
Ideal Plate = tasty and convenient, with BFY cues and signals, affordable
PREFAB FLAVOR SEEKERS
they are = mainstream novelty seekers
food = comfort and fun
quality = taste, taste, taste, how it makes themfeel
ideal plate = tasty, convenient, popular/exciting flavors and textures
GOOD ENOUGH SHORTCUTS
they are = catch as catch can
food = unavoidable chore
quality = big, convenient, affordable and tasty
ideal plate = quick and filling, known brands, lifts their mood, wedged intoroutines
Convenient and Lighter
Cheese singles/slices
Powdered drink mixes
Instant coffee
Gelatin mix/cups
Granola bars
Cereal bars
Light yogurt
Frozen light entrees for 1
Fruit snack
Diet soft drinks
Packaged white bread
Dried meat/jerky
Baked/popped chips
Pretzels
Pita chips
Organic peanut butter
Reduced fat cheese
Bottled tea
THERE ARE SIX FOOD CLUSTERS, EACH WITH ITS OWN DISTINCT PROFILE
Healthy and Nutritious
Plain cereals
Wholesome cereals
Conv. dairy milk
Plant-based beverages
Conv. chicken
Conv. beef
Frozen vegetarian foods
Oatmeal
Granola/muesli
Probiotic yogurt
Organic cheese
Cottage cheese
Eggs
Fish
Shrimp/shellfish
H/AB free/Organic chicken
H/AB free/Organic beef
Pork
Brown rice
Deli meats
Hummus
Almond, cashew butter
Seeds
Organic corn tortilla chips
Homemade meals, spaghetti
sauce, soups
Convenient and Healthy
Jars/packs of nuts
Regular yogurt
Energy/nutrition bars
Dried fruit
Greek yogurt
Organic yogurt
Refrig. smoothie drinks
Packaged whole grain bread
Bulk nuts
Packaged trail mix
String cheese
Reduced fat peanut butter
Canned tuna
Whole grain crackers
Multigrain tortilla chips
Light and Simple
Ketchup (reg and org)
Yellow mustard
Ground coffee in a can
Fresh produce (reg and org)
Regular bottled water
Instant white rice
Fresh coffee beans
Specialty coffee shop
beverages
Frozen produce
Plain/Flavored sparkling water
Gourmet mustards
Tap water
Tea
Homemade smoothies
Highly Processed
Lunch meats
Lunchables
Hot dogs
Macaroni and cheese
Jarred spaghetti sauce
Sweetened cereals
Chicken nuggets
Canned pasta
Frozen breakfast entrees
Frozen waffles
Frozen entrees for 1
Toaster pastries
Canned soups
Plain crackers
Cheese/flavored crackers
Sandwich crackers
Other fast food breakfast
Chicken sausages
Dry pasta/noodles
Sensory and Indulgent
Regular soft drinks
Potato chips
Corn tortilla chips
Flavored chips
Packaged cookies
Regular peanut butter
Candy bars
Regular cream cheese
Pudding mixes/cups
Mayonnaise/salad dressing
Block cheese
Homemade cookies
Bacon
Sausage
Bratwurst/Italian sausage
Pastries, muffins, etc.
Ice cream or gelato
Microwave popcorn
Veggie and bean chips
Sports drinks
Frozen pizza
The 56 Big Foods in each cluster are in RED
HEALTHIER LESS HEALTHY
Convenient/Simple
Clean, Pure
Healthy
Light
Healthy
Clean, Pure
Hearty, Dense Nutrition
Good On-the-Go
Convenient/Simple
Healthy
Expensive
Hearty, Dense Nutrition
Good On-the-Go
Light
Sensory Eating Experience
Mood Enhancing
NOT Healthy
NOT Light
NOT Clean, Pure
SWITCHING DATA SHOW A COMPLEX PATTERN OF BEHAVIORS
FROM AND TO THE DIFFERENT CLUSTERS.
Healthy and Nutritious
29%
Sensory and Indulgent
15%
Light and Simple
21%
Conv. and Healthy
17%
Highly Processed
8%
Conv. and Lighter
11%
2X SWITCHING TO
2X SWITCHING TO
4X SWITCHING FROM
EVEN EXCHANGE - STABLE
3X SWITCHING TO
2X SWITCHING FROM
% OF ALL SWITCHES TO:
THERE’S A VARYING DEGREE (AND DIRECTION) OF MOMENTUM
ACROSS PRODUCT CATEGORIES
47 47 45 44 44 43
36 35 32 30 30 27 26 25 21 17 17
46 47 49
42
48
42 55 56
51 56 61 61
57
65 70 76 73
7 6 7
14
8
15
9 9
18 13 9 11
17
10 9 7 10
Dry gelatin or
refrig gelatin
cups
Dry pudding
mixes or
pudding cups
Melting
cheese
Instant coffee Meat,
cheese, and
cracker
packs
Powdered
drink mixes
you add to
water
Regular mac
and cheese
Hot dogs Ground
coffee in a
can
Packaged
lunch
meats/cold
cuts
Regular
cream
cheese
Cheese slices
and singles
Jars, cans, or
packs of nuts
Regular
jarred
spaghetti
sauce
Mayonnaise
or salad
dressing
Ketchup (not
organic)
Yellow
mustard
No Longer Eating or Eating Less No Change Started Eating or Eating More
Sample:	Among	current	users	and	users	who	have	left	a	food	category	in	the	past	2	years.
NETWORK ANALYSIS
GOES ONE LEVEL
DEEPER TO REVEAL
FURTHER COMPLEXITY
BEHIND PEOPLE’S
CHANGING BEHAVIORS.
HEALTHY & NUTRITIOUS
LIGHT & SIMPLE
CONVENIENT & HEALTHY
HIGHLY PROCESSED
SENSORY & INDULGENT
CONVENIENT & LIGHTER
A CLOSER
CATEGORY LOOK:
MACARONI
& CHEESE
A CLOSER
CATEGORY
LOOK:
SWEETENED
CEREALS
A CLOSER
CATEGORY LOOK:
NUTS
DIGESTIFS
AS A COMPANY,
PLAY TO THE “SPECTRUM”
THE TALE OF TWO FOODIES
FOODIE HEDONISTS PREFAB FLAVOR SEEKERS
HEALTHY IS IN THE EYE
OF THE BEHOLDER
WELLNESS COMMITTED HEALTHY ENOUGH
IS THERE A PILL FOR THIS?
EMPTY PANTRIES GOOD ENOUGH SHORTCUTS
AS BRANDS,
RESOLVE THE TENSION
BETWEEN THE FOOD AND
ITS ROLE
LIFT THEIR MOOD AS A
COMFORTING, QUICK
ANYTIME MEAL
KEEP THEM IN THE FAMILY
WITH TASTE, VARIETY AND
CLEANER FOOD
SATISFY A CRAVING WITH A
BALANCED EATING
EXPERIENCE
BECOME A MODERN RITUAL
= PERMISSIBLE DELIGHT
THANK YOU

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Navigating the Big Food Labyrinth

  • 8. IT’S NOT ALL IN OR ALL OUT
  • 12. SO WHO REALLY IS AT THE BIG FOOD TABLE?
  • 13. EMPTY PANTRIES GOOD ENOUGH SHORTCUTS FOODIE HEDONISTS PREFAB FLAVOR SEEKERS WELLNESS COMMITTED HEALTHY ENOUGH
  • 14. WELLNESS COMMITTED they are = principled eaters food = nutrients quality = clean, natural, wholesome ideal plate = high nutritional value, not processed, fresh
  • 15. FOODIE HEDONISTS they are = open experimenters of gourmet food = multi-sensory pleasure quality = fresh, natural, how it makes them feel ideal plate = delicious, fresh, unique flavors, textures andingredients
  • 16. EMPTY PANTRIES they are = disengaged and habitualized food = fuel quality = basic staple, tasty, good enough ideal plate = simple, appetizing looking, strive for zero effort
  • 17. HEALTHY ENOUGH they are = naïve compromisers food = trade-offs quality = incrementally healthier, tasty, fits with life/routines Ideal Plate = tasty and convenient, with BFY cues and signals, affordable
  • 18. PREFAB FLAVOR SEEKERS they are = mainstream novelty seekers food = comfort and fun quality = taste, taste, taste, how it makes themfeel ideal plate = tasty, convenient, popular/exciting flavors and textures
  • 19. GOOD ENOUGH SHORTCUTS they are = catch as catch can food = unavoidable chore quality = big, convenient, affordable and tasty ideal plate = quick and filling, known brands, lifts their mood, wedged intoroutines
  • 20. Convenient and Lighter Cheese singles/slices Powdered drink mixes Instant coffee Gelatin mix/cups Granola bars Cereal bars Light yogurt Frozen light entrees for 1 Fruit snack Diet soft drinks Packaged white bread Dried meat/jerky Baked/popped chips Pretzels Pita chips Organic peanut butter Reduced fat cheese Bottled tea THERE ARE SIX FOOD CLUSTERS, EACH WITH ITS OWN DISTINCT PROFILE Healthy and Nutritious Plain cereals Wholesome cereals Conv. dairy milk Plant-based beverages Conv. chicken Conv. beef Frozen vegetarian foods Oatmeal Granola/muesli Probiotic yogurt Organic cheese Cottage cheese Eggs Fish Shrimp/shellfish H/AB free/Organic chicken H/AB free/Organic beef Pork Brown rice Deli meats Hummus Almond, cashew butter Seeds Organic corn tortilla chips Homemade meals, spaghetti sauce, soups Convenient and Healthy Jars/packs of nuts Regular yogurt Energy/nutrition bars Dried fruit Greek yogurt Organic yogurt Refrig. smoothie drinks Packaged whole grain bread Bulk nuts Packaged trail mix String cheese Reduced fat peanut butter Canned tuna Whole grain crackers Multigrain tortilla chips Light and Simple Ketchup (reg and org) Yellow mustard Ground coffee in a can Fresh produce (reg and org) Regular bottled water Instant white rice Fresh coffee beans Specialty coffee shop beverages Frozen produce Plain/Flavored sparkling water Gourmet mustards Tap water Tea Homemade smoothies Highly Processed Lunch meats Lunchables Hot dogs Macaroni and cheese Jarred spaghetti sauce Sweetened cereals Chicken nuggets Canned pasta Frozen breakfast entrees Frozen waffles Frozen entrees for 1 Toaster pastries Canned soups Plain crackers Cheese/flavored crackers Sandwich crackers Other fast food breakfast Chicken sausages Dry pasta/noodles Sensory and Indulgent Regular soft drinks Potato chips Corn tortilla chips Flavored chips Packaged cookies Regular peanut butter Candy bars Regular cream cheese Pudding mixes/cups Mayonnaise/salad dressing Block cheese Homemade cookies Bacon Sausage Bratwurst/Italian sausage Pastries, muffins, etc. Ice cream or gelato Microwave popcorn Veggie and bean chips Sports drinks Frozen pizza The 56 Big Foods in each cluster are in RED HEALTHIER LESS HEALTHY Convenient/Simple Clean, Pure Healthy Light Healthy Clean, Pure Hearty, Dense Nutrition Good On-the-Go Convenient/Simple Healthy Expensive Hearty, Dense Nutrition Good On-the-Go Light Sensory Eating Experience Mood Enhancing NOT Healthy NOT Light NOT Clean, Pure
  • 21. SWITCHING DATA SHOW A COMPLEX PATTERN OF BEHAVIORS FROM AND TO THE DIFFERENT CLUSTERS. Healthy and Nutritious 29% Sensory and Indulgent 15% Light and Simple 21% Conv. and Healthy 17% Highly Processed 8% Conv. and Lighter 11% 2X SWITCHING TO 2X SWITCHING TO 4X SWITCHING FROM EVEN EXCHANGE - STABLE 3X SWITCHING TO 2X SWITCHING FROM % OF ALL SWITCHES TO:
  • 22. THERE’S A VARYING DEGREE (AND DIRECTION) OF MOMENTUM ACROSS PRODUCT CATEGORIES 47 47 45 44 44 43 36 35 32 30 30 27 26 25 21 17 17 46 47 49 42 48 42 55 56 51 56 61 61 57 65 70 76 73 7 6 7 14 8 15 9 9 18 13 9 11 17 10 9 7 10 Dry gelatin or refrig gelatin cups Dry pudding mixes or pudding cups Melting cheese Instant coffee Meat, cheese, and cracker packs Powdered drink mixes you add to water Regular mac and cheese Hot dogs Ground coffee in a can Packaged lunch meats/cold cuts Regular cream cheese Cheese slices and singles Jars, cans, or packs of nuts Regular jarred spaghetti sauce Mayonnaise or salad dressing Ketchup (not organic) Yellow mustard No Longer Eating or Eating Less No Change Started Eating or Eating More Sample: Among current users and users who have left a food category in the past 2 years.
  • 23. NETWORK ANALYSIS GOES ONE LEVEL DEEPER TO REVEAL FURTHER COMPLEXITY BEHIND PEOPLE’S CHANGING BEHAVIORS. HEALTHY & NUTRITIOUS LIGHT & SIMPLE CONVENIENT & HEALTHY HIGHLY PROCESSED SENSORY & INDULGENT CONVENIENT & LIGHTER
  • 28. AS A COMPANY, PLAY TO THE “SPECTRUM”
  • 29. THE TALE OF TWO FOODIES FOODIE HEDONISTS PREFAB FLAVOR SEEKERS
  • 30. HEALTHY IS IN THE EYE OF THE BEHOLDER WELLNESS COMMITTED HEALTHY ENOUGH
  • 31. IS THERE A PILL FOR THIS? EMPTY PANTRIES GOOD ENOUGH SHORTCUTS
  • 32. AS BRANDS, RESOLVE THE TENSION BETWEEN THE FOOD AND ITS ROLE
  • 33. LIFT THEIR MOOD AS A COMFORTING, QUICK ANYTIME MEAL
  • 34. KEEP THEM IN THE FAMILY WITH TASTE, VARIETY AND CLEANER FOOD
  • 35. SATISFY A CRAVING WITH A BALANCED EATING EXPERIENCE
  • 36. BECOME A MODERN RITUAL = PERMISSIBLE DELIGHT