Insights on Female Shoppers' Path to Consumption

1. 1
TheSocialFoodJourney
InsightsonFemale Shoppers’
Path toConsumption
hello@shespeaks.com
@SheSpeaksInc

2. SheSpeaksFoodSurvey.August 2017
Food Shopper Insights
SheSpeaks Food Research was conductedin
August of 2017 with the SheSpeaks network
of Influencers
Background:
Food is one of the most shared and sought after content on social
media. With this in mind, we set out understand how women
decide what food they will buy, prepare & eat!
The Goal:
Understand What Motivates Women To Buy Foods, As Well
As How They Plan & Socially Share Their Meals
Respondents:
2,000+ Respondents Aged18-55+
What follows are our study findings along with key implications for
food brands.
2

3. SheSpeaksFoodSurvey.July 2017
Key Takeaways
Overall,WomenareoverwhelminglyBOREDwiththeircurrentmeal
options&areseekinginspirationfornewfoodpreparationideas.
1. FOODBOREDOM:
3
•
•
Boredom is the #1 challenge women face related to food/meal choices across age groups.
Implication for Brands: Women crave samples, recipes, and product tips & tricks frombrands
2. PURCHASEINFLUENCE:
•
•
•
Women are most influenced by (#1) Coupons/ Discounts & (#2) Friends & Family “by consumers
like me” when it comes to food purchase decisions
Least Influential: Celebrities, journalists & product advertising
Implication for Brands: Drive product reviews & prompt consumers to share their love foryour
brand/product with friends/family.
3. SOCIALINFLUENCE:
•
•
Facebook & Instagram are the reigning social source for Inspiration/information on mealtime
across generations.
Implication for Brands: Leverage Instagram & Facebook as a Vehicle for Recipe Inspiration.
Engage in Social Listening on Instagram to better understand brand/product usage
Brands Opportunity: Brands should Engage Consumers who are seeking to be inspired with new
food products through sampling & creative recipes & who want to share/post their food choices with their
social community.

4. SheSpeaksFoodSurvey.August 2017
Food Boredom
WhenPreparingDinner-#1ChallengeIsn’t
Cost, It Isn’t Time And It Isn’t Even
Convenience….It’sBoredom!
Boredom IsThe #1 Challenge Women Face
Related To Food/Meal Choices!
Brand Implication:
WomenAre Looking For InspirationAt MealAnd
Snack Time: Try Samples, Recipes, And
Product Tips & Tricks FromBrands
4

5. SheSpeaksFoodSurvey.August 2017
Food Boredom
5
Women are bored with the same old options.
• 51% of women say boredom is one of the challenges
they often face when planning everyday dinners,
and 44% of women say the challenge is finding
meals that will please all family members.
Take- out and frozen meals to the rescue!
• 64% of women rely on take out when they don’t
know what to make or simply don’t have time to
cook, and 50% of women make frozen meals as the
alternative.
Meal Planning Challenges

6. 6SheSpeaksFoodSurvey.August 2017
Meal Consumption is decreasing and snacking is increasing as a solution
- Meal Averages: On average, 60% of women eat 3 meals a day and 33% of women are
only eating one or two meals a day
- Snacking is key: 73% of women are having at least two snacks a day.
- Guilty Pleasures: When they aren’t snacking on healthy foods or eating full meals, 66%
of women indulge in salty snacks like chips as their guilty indulgence while only 39% of
women indulge in pastries, muffins, or donuts.
0%
15%
30%
45%
60%
1 2 3 4 5+
2%
5%
60%
31%
3%
Q: On average, how
many meals do you
eat per day?
Food Boredom
Grocery/Snack Consumption

7. Snack Attack: Taste Trumps All Else for Snackers!
• Top driver for purchase is taste distant 2nd is Cost/price
• 51% of consumers snack most in the mid-afternoon
• Just 43% feel positively about their snacking habits while 23%
feel negatively and the rest are neutral
Food Boredom
0%
23%
45%
68%
90%
Convenience Taste Ingredients/NutriJon Calories Cost/price Other My Criteria Vary
12%
6%
4%
8%
3%
8%
12%
15%
33%
Chips/Pretzels Fruit Cheese/Sticks
Granola/Energy Bar Yougurt Cookies
Veggies Candy Muffins/Cakes
7

8. SheSpeaksFoodSurvey.August 2017
Purchase Influence
What Influences Purchase Decisions?
Women Are Most InfluencedBy:
•
•
(#1) Coupons/ Discounts
(#2) Friends and Family Opinion
Least Influential:
• Celebrities, Journalists & Product Advertising
Implication For Brands:
Drive Product Reviews & Prompt ConsumersTo
Share Their Love For Your Brand/Product With
Friends/Family.
8

9. SheSpeaksFoodSurvey.August 2017
Purchase Influence
AgreeReviewswrittenbylike-minded
consumersareVeryinfluential
Agree coupons, discounts,
and sales are Very
influential
Agree friend/family opinions
areVeryinfluential
9
86% 85% 83%

10. SheSpeaksFoodSurvey.August 2017
•
Product Sampling is the #1
way to increase consumer
conversion
10
• Coupons are also very
influential when women are
choosing to buy a new food
product
Q: Which of the following is most likely to
prompt you to purchase a new food product?
Purchase Influence
0
0.125
0.25
0.375
0.5
PosJve Experience w/ Sample Coupon for 30% Off
Prompting Product
Purchase

11. SheSpeaksFoodSurvey.August 2017
Social Influence
Social Influence:
• Facebook & Pinterest =Inspiration
• Facebook & Instagram = Illustration
Implication For Brands:
•
•
Drive Content On Pinterest & FacebookAsAVehicle
For Recipe Inspiration
Engage In Social Listening On InstagramToBetter
Understand Brand/Product Usage
11
Inspiration
Illustration
Social Media plays a significant role in how
women choose & share meals

12. SheSpeaksFoodSurvey.August 2017
EveryoneHasanInnerMartha!
Where do women go for recipe and
food ideas?
• The majority of women visit
Facebook and Pinterest to search
for information/ opinions on meals,
snacks, and recipes.
12
0%
18%
35%
53%
70%
Facebook TwiXer Pinterest Instagram YouTube Tumblr Snapchat Other or N/a
Q: Which of the following social media platforms do you visit for
info/opinions on meals, snacks, and recipes?
Social Influence
Food Content is Inherently Social

13. SheSpeaksFoodSurvey.August 2017
While women look to Facebook
& Pinterest for recipe and food
ideas, they share what they are
eating on more platforms.
13
0%
18%
35%
53%
70%
Facebook TwiXer Pinterest Instagram YouTube Tumblr Snapchat Other or N/a
Q: Where do you post/share food and recipe content?
Women share what they are eating
on Facebook, Pinterest & Instagram
Social Influence
Food Content is Inherently Social

14. SheSpeaksFoodSurvey.August 2017 14
• A large majority of women (78%) post/share food-related content on social media
• The most popular content to post includes recipes, photos or videos of food they’ve
prepared, or photos or videos of food they’ve eaten at a restaurant
0%
18%
35%
53%
70%
Food I made Food I ate resturaunt My food reviews Food posted by people I follow Food hints/Jps/ideas Food posted by food brands Recipes I like
Q: What type of food-related content do you like
to post/share?
Social Influence
Food Content is Shared

15. SheSpeaksFoodSurvey.August 2017 15
Q: If you are following
more than one food-
related brand on social
media, is there a
particular brand that is
doing a better job
engaging you than
others? (check one)0%
15%
30%
45%
60%
Yes No/ Not sure N/a I don't follow more than one
Social Influence
Brands have an opportunity to take the lead and engage female
shoppers with social food content as shoppers don’t currently see
any brand a leading role in the space
Inspiration on Social

16. SheSpeaksFoodSurvey.August 2017
1.“I’m happy with the product and want the company to
know” (51%)
1.“I have a problem with or a question about the product” (31%)
2.“I’m hoping my content will get noticed and/or I’ll get a special
offer” (22%)
3.“I’ll get something from the company in exchange for
posting” (22%)
4.“I have a suggestion to improve the product” (21%)
Why Women Engage
With Brands on Social

17. SheSpeaksFoodSurvey.August 2017
Women SeekContent
From Brandson Social
17
Top 5 Types of Content Women
Want to See from Brands:
• Coupons or Discounts to
Purchase Products (78%)
• Recipes (75%)
• Information about New/
Upcoming Products (62%)
• Hints, Tips, and Ideas Related
to the Brand’s Products (61%)
• Fun Facts and Stories (33%)
Fun facts and stories
InformaJon about new products
Photos, etc. from other consumers
Hints, Jps, and ideas realted to the brand's products
QuesJons that start conversaJons among consumers
Recipes
Coupons or discounts to purchase the products
N/a
0% 20% 40% 60% 80%
Q: What types of content do you like to see from your
favorite brands on their websites or social media?

18. SheSpeaksFoodSurvey.August2017
Opportunities for Brands
Based on the Food
Study findings, we
have developed some
ideas for how
marketers can get
their products into
her basket at specific
retail stores
20

19. “Where I bought the product”
Influencing the Shopping Journey
“How I used &
shared the product”
“What I thought
about the
product”
5
Stars!
The Path-to-Purchase has evolved with the advent of digital and social. Brands can use
compelling influencer generated content to convince and convert shoppers along the path.

20. Social Influenceat Scale
Influencer Inspiration Consumer
Demonstration
Mass Exposure

21. SheSpeaksFoodSurvey.August 2017
Sampling Successfully
Hyper-TargetConsumer
toSample Product
Include Recipe/MealPrep
Inspiration
Drive To Retail &
Create Reviews
Offer Incentive to Social
PosttheirMealCreations
SamplingExperience Drive Content & Awareness
21
Our research shows that a positive experience with a sample (49%) is likely to
prompt purchase. Brands should consider creating engaging experiences that get their
products in to the hands of target shoppers.

22. Influencers Receive
Product& Createa Seriesof
BrandInspiredContent:Photos,
Videos, BlogPosts
TargetInfluencers& Product
Sampling (1,000’sBoxes)
Content /Recipe
Inspiration
Content Lives on Brands
OwnedChannel& CanDrive
DirecttoPurchase
SheSpeaksFoodSurvey.August 2017
Sampling Food Influencers
How it Works
Guaranteed
Content &
Views

23. SheSpeaksFoodSurvey.August 2017
ReviewsToPurchase |BrandandRetail-Specific
23
73% of food shoppers will refer to product reviews pre-shop or in-store before making
purchase decisions. Utilize influencers to create reviews for retail & brand sites.

24. SheSpeaksFoodSurvey.July 2017
Pinterest is for INSPIRATION &PLANNING!
Brands can partner with Influencers who have
developed the Pinterest following & know-howto
create curated boards of authentic, high-quality,
product-integrated Pinterest Recipes with
thematic alignment to inspire consumers, and
drive directly to brand’s owned channel for
customer acquisition
Pinterest Inspirations
Hyper-TargetInfluencertoCreate
Thematicrecipes/boards
1. Pin to relevant categories & detail pin
descriptions
3. Use high qualityImages
4. Set goals for pinningconsistently
24

25. SheSpeaksFoodSurvey.July 2017
Consumers are looking to Facebook for Recipe Inspiration as well as using Facebook as the platform
to Demonstration their recipe creation.
Brands can partner with hyper-targeted influencers that align with their core consumer to create
authentic content that drives to brand channels and incentivize consumers for posting UGC recipes
in social.
Facebook Activations
Facebook Live! DifferentiateContentFormats to Engage
25

26. SheSpeaksFoodSurvey.July 2017
Women see Instagram as the #1
destination when posting food related
content.
Brands should leverage Instagram as a
destination to host Sweepstakes &
offer incentives to encourage social
posting using brand’sproduct.
This allows consumers to flex
their creative mussels when
developing recipes &creates
positive brand engagement.
Instagram Posting
26

27. SheSpeaksFoodSurvey.July 2017
Twitter has over 313 million active users each
month.
Twitter thrives off communication. It’s a way
not to broadcast your content but engage in
conversation about it.
Brands can leverage Twitter Activations/
Parties in an engaging way to build
momentum, surprise & delight consumers, all
while generating excitement fornew product
lines. Influencers tweeting out questions or
interesting facts will keep the conversation
going!
Twitter Activations
27

28. SheSpeaksFoodSurvey.July 2017
• The average user spends 15 - 25 minutes on
YouTube per visit
• The average YouTube user accesses the
site 14 times per month
Brands can partner with YouTube influencers
to create custom social video content with
product integration and communicate with an
engaged audience through the YouTube
comments feature.
Branded Video Content can also be featured
on blogs, pre-roll ads, commercials, and
YouTube ads.
YouTube Videos
28

29. SheSpeaksFoodSurvey.July 2017
InfluencerGiveaways
29
Each SheSpeaks Giveaways
reaches 30,000 Influencers.
Food and Drink are of our
most well loved Giveaways!
Brands can not only drive
interest and engagement
but trial!
Coffee Case Study
• Facebook Shares:1,400
• Tweets:1,100
• Entries:~2,700
• Impressions:10MM

30. • Sentiment (5 point scale)
• Purchase intent
• mROI based on:
• POS data through Test and Control
markets by store
• Value of each metric based on
industry research from multiple
sources
• Recommendation Intent
• Product Knowledge
• Brand Favorability
• Engagement rate (likes, clicks,
comments, shares, views etc.)
• Pixel tracking on blog posts content
• Affiliate link application
• Listening Tools (ie: SOV)
• Impressions, People Reached,
Pieces of Content
• Other Survey questions related to
product, retailer or category
• CTR, CPM
Ensure Measurement
Full Measurement Suite:

31. Questions? We’d love to answer them
for you and discuss specific implications
of the research for your brand.
To learn more contact: hello@shespeaks.com