Kaizo recently commissioned independent research with OnePoll into consumer attitudes to ever increasing health messaging by brands, showing that many are failing to truly involve consumers or integrate consistent messaging across channels. We shared the research with brands via a series of free breakfast sessions and had some lively debate about the results!
The results are summarised below:
• The number and frequency of products claiming health benefits continues to rise dramatically but rather than help drive consumer awareness and education about the benefits, 25% of consumers have been left feeling confused by the different health messages.
• 21% of consumers feel bombarded with health message information – clearly brands need to be smarter with how they convey their messages in a clear, concise manner, utilising the right channels.
• Many brands are failing to integrate traditional PR with social and ensure messaging is ‘joined up’ on and offline; in fact 40% of people found that messages projected by TV advertising are completely different to the experience found online.
• Consumers, initially attracted to money offers and free products on fan pages, are put off by the lack of good content or opportunities to contribute – a third never go back!
Get in touch if you’d like to discuss the results of the research in more detail or find out how to get the most out of your social media strategy through joined up communications and consumer involvement.
info@kaizo.co.uk
2. Key research insights
• Brands are failing to truly involve consumers and integrate
consistent messaging across channels
• 21% of consumers feel bombarded with health message information
• 25% of consumers feel confused by the different health messages
• 40% found that messages projected by TV advertising are
completely different to the experience found online
• Consumers, initially attracted to money offers and free products on
fan pages, are put off by the lack of good content or opportunities to
contribute – a third never go back!
• So what is the solution?
3. What steps did you take in the past year
to live and eat more healthily?
Over half of us have eaten more
healthily in the last year… less
snacking, less ready meals, less
alcohol
More than 60% of women have
eaten more healthily in the last
year
Only 15% have done nothing
4. What steps did you take in the past year
to live and eat more healthily?
70.00%
60.00%
50.00%
40.00%
Female
30.00%
Male
20.00%
10.00%
0.00%
Ate a Took more exercise veg, less sugar, lower fewer ready meals and cooked at home new diet less alcoholsteps to change my behaviour
healthier diet (more Stopped snackingfat, low
Bought more sleep
Got Quit smoking None Drank take any
Tried a - I didn't
salt)
OnePoll Research for Kaizo, October 2012
5. What are the biggest barriers to
improving your health and wellbeing?
35.00%
30.00%
25.00%
20.00%
15.00%
Female
Male
10.00%
5.00%
0.00%
Lack of Lack of time due Work demands Lack of belief in Not knowing Too much Not knowing Not None of the
disposable to other family it making a what to do information on whose understanding above - there
income/cost of demands difference health and information to what's on food are no barriers
food? wellbeing make trust labels to improving my
it difficult to health and
keep up wellbeing
OnePoll Research for Kaizo, October 2012
6. What are your health & wellbeing
resolutions for 2013?
60.00%
50.00%
40.00%
30.00%
Female
Male
20.00%
10.00%
0.00%
Eat a healthier diet (e.g. more veg, Stop sugar, Get more sleep smoking less Ignore celebrity ORhave any health and wellbeing resolution
Do more exercise less snacking
lower fat, lowStop Drink Cook more at home diets
alcohol
None - I don't Avoid, buy fewer ready meals
salt) 2013
OnePoll Research for Kaizo , October 2012
7. What factors motivated you to live and
eat healthily?
Friends and family the most
likely influence to
motivate, followed by doctors
Traditional media more
influential than social
8. What factors motivated you to live and
eat healthily?
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Likely Not Not at Likely Not Not at Likely Not Not at Likely Not Not at Likely Not Not at Likely Not Not at Likely Not Not at
very all very all very all very all very all very all very all
likely likely likely likely likely likely likely
Newspapers and Celebrity chef Comments on Advertising on TV Friends and family Joining a slimming Advice from doctor
magazines cooking Facebook or Twitter or in the press group or gym or other health
programmes on TV professional
OnePoll Research for Kaizo, October 2012
9. Are you affected by the increased
advertising on health by brands?
Scepticism and confusion
Overwhelmed and unmotivated
10. Are you affected by the increased
advertising on health by brands?
40.00%
35.00%
30.00%
25.00%
20.00%
Female
15.00%
Male
10.00%
5.00%
0.00%
Confused by Overwhelmed by Sceptical about their Better informed More motivated to I haven't noticed an
different messages too much motives about the issues but change increase
information not motivated to
change
OnePoll Research for Kaizo, October 2012
11. Which is mostly advertised for improving
health and wellbeing?
25.00%
20.00%
15.00%
Female
10.00%
Male
5.00%
0.00%
Cooking Exercising Taking vitamin Monitor weight Ensure you Getting Drink enough Lowering your Starting the Don't know
healthy supplements and activity spend quality enough sleep water cholesterol day with
balanced family together breakfast
meals
OnePoll Research for Kaizo, October 2012
12. Why do you 'like' a Facebook page set up
by brand?
Facebook brand page ‘likes’ driven by
involvement and promotions
13. Why do you 'like' a brand’s Facebook
page?
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00% Female
Male
15.00%
10.00%
5.00%
0.00%
Because I love Free products Competitions Great content I Because my Other None of the
it or money off want to learn friends do above - I never
vouchers more about like a Facebook
page from a
brand
OnePoll Research for Kaizo, October 2012
14. Which of the following apply to you?
45.00%
40.00%
35.00%
30.00%
25.00%
20.00% Female
Male
15.00%
10.00%
5.00%
0.00%
I like brand pages to get I will continue to monitor a I really like it when a brand The more I am asked my
free stuff but never go back page in case more free stuff asks me my opinion, this opinion the more I share it
is on offer makes me contribute to a with friends
page more often
OnePoll Research for Kaizo, October 2012
15. Are brand TV adverts reflected in the
experience on Facebook
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Yes No
OnePoll Research for Kaizo, October 2012
16. Some out-takes
• Brands failing to truly involve consumers and in
fact, integrate consistent messaging across
channels
• Brands need to be smarter with how they convey
their messages in a clear, concise manner, using
the right channels
• Brands are failing to integrate traditional PR with
social and ensure messaging is ‘joined up’ on and
offline
• Involving consumers creates long term
engagement
