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Copyright Notice Any redistribution or reproduction of part or all of the contents of this presentation in any form is prohibited other than the following: You may print or download this presentation in part or in whole for your personal use or you may copy to individual third parties for their personal use, but only if you acknowledge Foodmix Marketing Communications as the source of materials. However, you may not distribute or commercially exploit the content, nor present it as your own, without the express written consent of Foodmix Marketing Communications. © 2016 Foodmix Marketing Communications
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WHYFOODMIX?
WebelieveweareinthemidstofaFood
Renaissanceandourculture’sexpecta:ons
offoodanditsrela:onshipswith
brandshavefundamentallyshi<ed.
WHAT?
Wedrawfromourfullsuiteofresearch,brandstrategy,crea:ve,communica:onsandsalessupportservicestomakelas:ngconnec:ons.
HOW?
Weinterpretchangingconsumerneedsandcreatebrandsand
brandstoriesthatturncustomersintoadvocates.
Why Foodmix
Why Food Renaissance? Arethechangesoccurringinthefoodindustrytodayaseriesoftrends–orsomethingbigger?Foodmixbelievesthattounderstand,andreactto,thenewreali:es,wemustlookbeyondthetrendsandunderstandthatourcultureisrapidlyevolving–andchanging.JustastheRenaissancerepresentedabridgefromoneeratoanother,thefoodindustryisexperiencingaRenaissanceofitsown.Drivenbythechangingrolefoodplaysinourculture.Powerisshi<ingfromafewgatekeeperstoamoreinformed,opinionatedandpassionateconsumer.
WelcometotheRenaissance.
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Evidence That the Food Renaissance is Upon Us
Rankof“Food&Drink”amongmostpinnedcategoriesandmostbrowsedcategoriesonPinterest,amongdailyusers: 1
Rankof“Food”amongfastest-growingYouTubecategories: 1Numberofconsecu:veyearsofinfla:on-adjustedsalesgrowthfortheU.S.
restaurantindustry(2010-15): 6NumberofAmericanswhowatchtheCookingChanneleachweek: 32,000,000
NumberofpeoplewhosubmiZedsugges:onsfornewflavorings,inresponsetoFritoLay’s“DoUsaFlavor”contest: 3,800,000
Combinednetworthoftopfivecelebritychefs: $750,000,000
6
http://www.cision.com/us/2015/01/25-pinterest-facts-and-pr-best-practices/ https://www.thinkwithgoogle.com/articles/millennials-eat-up-youtube-food-videos.html http://www.restaurant.org/News-Research/Research/Forecast-2015 http://www.statista.com/statistics/368164/cable-tv-networks-cooking-channel-watched-within-the-last-7-days-usa/ http://www.fastcocreate.com/1682425/how-lays-got-its-chips-to-taste-like-chicken-and-waffles http://www.celebritynetworth.com/list/top-50-richest-celebrity-chefs/
The signs are everywhere - Are Mega Trends Here to Stay?
BIG FOOD STUMBLES
MILLENIALS CHOOSE WISELY
BABY BOOMERS RETHINK
THE MELTING POT IS HEATING UP
SPECIALTY FOODS SURGE
A NEW BREED OF
INFLUENCES
8
Big Food Stumbles Declineinmarketshareof25largestfoodandbeveragecompanies
from2008to2014: -8.7%Billionsofdollarsthatshi<edfromlargetosmallcompaniesfrom
2009to2014acrossallCPGcategories: $18BPercentageofsupermarketfrozenfoodproductswithflator
decliningsalesin2014: 98%Percentageofthemostimportantfoodcategoriesinwhichlarge
brandslostmarketsharetosmallbrands,2009-14: 75%PercentagechangeinannualorganicfoodsalesintheUS2009-14vs.
USsalesofcountry'sbiggestfoodandbeveragecompanies: +74%
9
http://www.zacks.com/stock/news/164229/kelloggs-misses-q4-earnings-cuts-longterm-sales-target http://adage.com/article/cmo-strategy/big-food-falters-marketers-responding/298747/ http://adage.com/article/cmo-strategy/frozen-food-giants-plot-ads-stop-freezer-case-sales-fall/240878/ http://www.entrepreneur.com/article/243855 http://www.wsj.com/articles/how-can-big-food-compete-against-fresher-rivals-1436757869
Millennials Choose Wisely
PercentageofMillennialmomswhowatchfoodvideoseveryweek: 69%
PercentageofMillennialswhouseorganicfoodandbeverages: 86%PercentageofMillennialswhowouldstopbuyingacertain
productiftheybelievedthebrandwasunethical: 59%Percentageofmillennialswhowishfoodcompaniesofferedmore
informa:ononhowtheymaketheirproducts: 74%
10
http://www.ift.org/food-technology/past-issues/2015/april/features/the-top-ten-food-trends.aspx?page=viewall http://www.chicagotribune.com/business/ct-millennials-big-food-1030-biz-20151029-story.html http://www.chicagotribune.com/business/ct-millennials-big-food-1030-biz-20151029-story.html
Baby Boomers Rethink
Percentageofbabyboomerswhobelieveea:nghealthilyis“extremelyimportant”: 82%
Boomershavebeengrowingmorediscrimina:ngabouttheirdiet,
increasinglyop:ngforfoodsgearedtowardsbolsteringeitherbrain
healthorphysicalac:vity.(NPDGroup/AlixPartners/CSPDailyNews)
11 http://www.alixpartners.com/en/Publications/AllArticles/tabid/635/articleType/ArticleView/articleId/1646/Bringing-Health-to-the-Bottom-Line.aspx#sthash.fZLLfG1R.dpbs
The Melting Pot is Heating Up PercentageofU.S.popula:onthatisHispanic: 17%
PercentageofU.S.popula:onunderage12classifiedasnon-white: 56%
Expectedgrowthinethnicfoodsalesinsupermarkets2012-2017 20%
LikelihoodthatanAmericanin2014wasnotbornintheU.S.: 1in7
Yeares:matedbyCensusBureauwhenU.S.willbecomeamajority-minorityna:onforthefirst:me: 2043
12
http://www.usatoday.com/story/news/nation/2014/06/26/census-asians-demographics-immigration-population/11349699/ http://www.nielsen.com/content/dam/corporate/us/en/conference/Multicultural%20Consumer%20-%20Buy%20Insights.pdf http://nrn.com/consumer-trends/report-consumer-interest-ethnic-cuisines-grows https://www.census.gov/newsroom/releases/archives/population/cb12-243.html
Specialty Foods Surge Percentagechangeinretailspecialtyfoodsales,
2012-14,versus2%increaseoverthesameperiodforallfoods:
19%Percentageofconsumerswhoboughtgourmetspecialty
foodsin2014: 59%Percentageofglobalconsumerswhowanttorecognize
everyingredientonthelabel:68%
Percentageofglobalconsumerswhowantfoodmadewithasfewingredientsaspossible: 40%
13
http://ota.com/sites/default/files/indexed_files/PolicyConference2015_Infographic_8.5x11_1a_0.pdf http://fortune.com/2015/05/21/the-war-on-big-food/
A New Breed of Influences
Rankofwebsites,amongallmedia,assourceofinforma:onaboutrecipesandnutri:on(aheadofbooks,magazinesandtelevision): 1Rankoffoodanddrinkbrands,ofallbrandsmen:onedonTwiZer
(with32%shareofbrand-relatedtweets): 1Percentageofsmartphoneuserswhobelievethatthetechnology
hasimprovedhowwelltheyeat: 82%PercentageofPinterestuserswhointeractwithfood-related
content: 57%NumberofU.S.restaurantvisitsannuallythatareinfluencedby
onlinemarke:ng: 926million
14
Hunter Public Relations 2014 Food News Study https://www.linkedin.com/pulse/social-media-trends-tastes-food-beverage-industry-daren-bach https://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/ http://www.forbes.com/sites/caroltice/2012/07/12/what-puts-diners-in-restaurant-seats-hint-not-social-media-reviews/ http://www.foodnavigator-usa.com/Manufacturers/Smartphone-use-among-5-key-trends-driving-interest-in-healthy-eating
Fight or Flight? Rethink Everything – Mega Reactions
COME CLEAN
ACQUIRE
INNOVATE
REPOSITION
REFORMULATE
REMIX
15
Come Clean
In 2015 Big Food companies began making public statements admitting they have not changed enough and are out-of-step with market trends.
The admissions in themselves represent a step toward rebranding.
16
Implications of the Food Renaissance
■ We no longer eat food, we live food
■ Brands are not dead, but they need to offer more/different substance than in the past
■ Marketing truths and making connections will matter more than” out-shouting” the competition
■ The texture of food marketing has forever changed and requires different resources
SOHOWHASTHENATUREOFFOODBRANDINGCHANGED?
21
Research Objectives
27
Examineassump:onsaboutconsumer
brandloveinthefoodandbeveragecategory
Iden:fythevalueofbrandloveand
whetheritshouldmaZertofoodcompanies
Iden:fythequali:esandfeelingsthatdifferen:ateloved
foodbrands
Methodology
28
Ana:onalonlinesurveyof1,002adultsages18-69fieldedin
March2016
Representa:veofUSpopula:onbyage,gender,income,
ethnicityandregion
Thefocusofthesurveywas
consumers’favoritebrandedfoodorbeverageproduct
Questionnaire Flow
29
1 Choosingfavoritefoodbrand
2 ANtudestowardfavoritefoodbrand
3 Loveoffavoritefoodbrand
4 AYributeslovedaboutfavoritefoodbrand
5 Categorizingfavoritefoodbrand
AMERICA’S FAVORITE FOOD BRANDS*
*OR, MORE ACCURATELY, AMERICA’S FAVORITE BRANDED FOOD & BEVERAGE PRODUCTS
Many Brands Take Time to Become Favorites Two-thirds of consumers have been using their favorite food brand for 6+ years. For the large majority of consumers, their favorite has been around a long time.
37%30%
21%6% 6%
91%
9%
10+years Forthepast6to10years
Forthepast2to5years
Forthepastyear Forthepast6months
Beenaroundalong:me
Rela:velynewinmyarea
LengthofTime
Howlonghaveyoubeenusing[INSERTBRAND]?Has[INSERTBRAND]beenaroundalong:me,orisitrela:velynewinyourarea?Base:All(n=1002)
32
LengthofTimeUsingBrand Newvs.OldBrand
67%
*Foodmix 2016 Brand Love Survey
Why We Should Care About Brand Love
33
Posi:veMarketplaceBehaviors
BrandLove
AZributes+FeelingStates
34
Posi:veMarketplaceBehaviors
BrandLove
AZributes+FeelingStates
Why We Should Care About Brand Love
35
People o'en talk about “loving” a brand,meaning they have developed an emo9onala:achment,beyondjust likingorbeingloyaltoit. Using a 10-point scale, where 10 is thehighest, how much would you say you love[INSERTBRAND]?
Defining Brand Love
Brand Love of Food is Pervasive in the U.S. Almost two-thirds of consumers love their favorite food brand.
21%
16%
26%
15%
5% 6%2% 2% 2%
6%
10 9 8 7 6 5 4 3 2 1
BrandLoveRa\ngs
Peopleo<entalkabout“loving”abrand,meaningtheyhavedevelopedanemo:onalaZachment,beyondjustlikingorbeingloyaltoit.Usinga10-pointscale,where10isthehighest,howmuchwouldyousayyoulove[INSERTBRAND]?Base:All(n=1002)
36
I’mtotallyinlovewithit
Ilikeit,butI’mnotinlovewithit
BrandLovers63%
BrandLikers37%
*Foodmix 2016 Brand Love Survey
Brand Love is Consistent Across Demographics
61%
62%
65%
67%
66%
62%
64%
62%
65%
61%
62%
63%
$100K+HH
$50K-$100KHH
Under$50KHH
Hispanic
African-American
White
Women
Men
Babyboomers
GenX'ers
Millennials
Total
%ofBrandLoversRa:ngof8,9or10on10-pointscale
37
Peopleo<entalkabout“loving”abrand,meaningtheyhavedevelopedanemo:onalaZachment,beyondjustlikingorbeingloyaltoit.Usinga10-pointscale,where10isthehighest,howmuchwouldyousayyoulove[INSERTBRAND]?Base:All(n=1002)
*Foodmix 2016 Brand Love Survey
A Look at Attributes of Favorite Food Brands
38
Posi:veMarketplaceBehaviors
BrandLove
AZributes+FeelingStates
We Tested 30 Food-Related Attributes Respondents indicated which ones they like about their favorite brand.
7%8%9%
12%13%13%14%14%
17%18%18%18%
20%23%
25%28%29%
33%34%
36%39%
41%50%50%50%
52%57%58%
85%87%
ExtravagantEthical
Eco-friendlyIntenseSincereSmart
Natural/OrganicLowsugar
HighproteinCrea:veLowfat
LowcalorieExci:ng
EnergizingFriendlyHealthy
OneofakindEstablishedRefreshing
FunTrustworthy
Authen:cEasy
ReliableFresh
Premium/HighqualityConvenientConsistentFlavorful
Great-tas:ng
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)39 *Foodmix 2016 Brand Love Survey
At the Top of the List are Table Stakes Most consumers expect these qualities in a food brand.
57%
58%
85%
87%
ConvenientConsistentFlavorful
Great-tas:ng
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)
40
1
*Foodmix 2016 Brand Love Survey
There’s Opportunity in the Middle. . . Fresh, high-quality foods that are fun and easy and have other personality traits such as authenticity.
20%23%
25%28%29%
33%34%
36%39%
41%50%50%50%52%
Exci:ngEnergizingFriendlyHealthy
OneofakindEstablishedRefreshing
FunTrustworthyAuthen:c
EasyReliableFresh
Premium/Highquality
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)
41
2
*Foodmix 2016 Brand Love Survey
At the Bottom are Health-Related Claims There’s obviously demand for foods with health-related claims that are eco-friendly and ethical. But the passion that elevates foods to favorites is not coming from these attributes.
7%
8%
9%
12%
13%
13%
14%
14%
17%
18%
18%
18%
Extravagant
Ethical
Eco-friendly
Intense
Sincere
Smart
Natural/Organic
Lowsugar
Highprotein
Crea:ve
Lowfat
Lowcalorie
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)
42
3
*Foodmix 2016 Brand Love Survey
Liked Attributes That Skew Younger
43
12%
15%
14%
25%
30%
37%
10%
17%
20%
30%
38%
40%
19%
21%
25%
32%
39%
47%
Smart
Crea:ve
Exci:ng
Oneofakind
Fun
Authen:c
Millennials GenX'ers BabyBoomers
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7
Millennials, and to some extent Gen X’ers, are more likely to like the values and personality attributes below in their favorite food brand compared to boomers.
*Foodmix 2016 Brand Love Survey
Liked Attributes That Skew Older
44
39%
45%
58%
62%
63%
34%
36%
49%
48%
58%
26%
37%
43%
45%
53%
Established
Trustworthy
Reliable
Premium/Highquality
Consistent
Millennials GenX'ers BabyBoomers
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7
Functional attributes of a favorite food brand are more likely to resonate with older consumers.
*Foodmix 2016 Brand Love Survey
Attributes Associated with Brand Love Food brands that are loved are more likely to be associated with high quality and freshness – plus values like authenticity and trustworthiness, and personality traits.
5%
11%
9%
15%
18%
16%
25%
22%
29%
28%
42%
41%
16%
21%
26%
27%
30%
37%
39%
43%
45%
49%
55%
58%
Intense
Crea:ve
Exci:ng
Energizing
Friendly
Oneofakind
Refreshing
Fun
Trustworthy
Authen:c
Fresh
Premium/Highquality
%ofRespondentsWhoLikeAYributeforFavoriteBrand
BrandLovers BrandLikers
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 45 *Foodmix 2016 Brand Love Survey
Brand Love Attributes – A Summary Generally, loved food brands differ from other brands in that consumers are more likely to associated them with values and personality attributes.
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 46
Differen:a:ng Non-Differen:a:ng
Health • Fresh • Healthy• Lowcalorie• Lowfat• Lowsugar• Highprotein• Natural/Organic
Flavor/Taste • Refreshing • Greattas:ng• Flavorful
Func:onal • Premium/highquality • Convenient• Consistent• Reliable• Easy• Established
Personality • Authen:c• Trustworthy• Fun• Oneofakind• Friendly• Energizing• Exci:ng• Crea:ve• Intense
• Smart• Sincere
*Foodmix 2016 Brand Love Survey
Feeling States
48
Emo:onalin:macy
Long-termcommitmentandsecurity
SenseofBelonging
Posi:veself-Image
Pleasure
• There’salmostsomething“magical”aboutmyrela:onshipwithit
• Iidealizeit• IfpeopleknewhowmuchI
reallylikeit,theymightthinkI’maliZlecrazy
• Ifeelemo:onallyclosetoit• I’dbeupsetifIcouldn’tgetitor
iftheystoppedmakingit• OK,maybeI’maliZleobsessed
withit• IfeellikeIwaswai:ngmy
wholelifeforit
• It’sbeenpartofmylifeforalong:me
• It’sgoingtobepartofmylifeforalong:metocome
• Itfeelslikeanoldfriendtome• Itevokesmemoriesofgood
:mes• I’mveryloyaltoit• Ifiteverdisappointedme,I
thinkIcouldforgive
• It’sawayofconnec:ngwithotherpeople
• Ienjoytalkingaboutit
• Itmatcheswellwithmypersonaliden:fyorself-image
• Itmakesmefeelspecial,likeamemberofaclub
• Itisaperfectfitforme• Thecompanythatmakesthis
brandhasahistoryor"story"thatfeelsauthen:candthatspeakstome
• Itmakesmehappy• HowgreatwoulditbeifIcould
bringitintoamovietheater?
Any form of love is created by strong positive feelings – feelings about oneself, the desired object (food) or person, and the relationship itself.
*Categoriesbasedinpartofareviewofacademicresearchaboutbrandlove.*Foodmix 2016 Brand Love Survey
Favorite Foods Elicit Intense Feelings
Consumers are highly loyal to their favorites, many of which have been a “perfect fit” for them for a long time.
68%
69%
69%
76%
80%
81%
82%
84%
87%
Itevokesmemoriesofgood:mes
Ifiteverdisappointedme,IthinkIcouldforgive
Itfeelslikeanoldfriendtome
It’sbeenpartofmylifeforalong:me
Itisaperfectfitforme
It’sgoingtobepartofmylifeforalong:metocome
I’mveryloyaltoit
I’dbeupsetifIcouldn’tgetitoriftheystoppedmakingit
Itmakesmehappy
TopANtudes/FeelingStates%whoStronglyAgreeorAgreeon5-pointagreementscale
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)
49 *Foodmix 2016 Brand Love Survey
Favorites Link with Positive Self-Image
Favorite foods often reflect personal identity. Many favorite brands have authentic stories that speak to consumers.
32%
35%
36%
39%
39%
40%
44%
45%
54%
54%
57%
59%
There’salmostsomething“magical”aboutmyrela:onshipwithit
IfeellikeIwaswai:ngmywholelifeforit
Iidealizeit
It’sawayofconnec:ngwithotherpeople
Itmakesmefeelspecial,likeamemberofaclub
IfpeopleknewhowmuchIreallylikeit,theymightthinkI’maliZlecrazy
Ifeelemo:onallycloseit
OK,maybeI’maliZleobsessedwithit
HowgreatwoulditbeifIcouldbringitintoamovietheater?
Ienjoytalkingaboutit
Thecompanyhasahistoryor"story"thatfeelsauthen:c
Itmatcheswellwithmypersonaliden:fyorself-image
SecondaryANtudes/FeelingStates%whoStronglyAgreeorAgreeon5-pointagreementscale
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002) 50 *Foodmix 2016 Brand Love Survey
Feelings About Favorites That Skew Younger
51
31%
31%
35%
48%
42%
32%
34%
38%
56%
60%
43%
44%
44%
58%
60%
IfeellikeIwaswai:ngmywholelifeforit
Iidealizeit
It’sawayofconnec:ngwithotherpeople
Ienjoytalkingaboutit
HowgreatwoulditbeifIcouldbringitintoamovietheater?
Millennials GenX'ers BabyBoomers
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7
Feelings related to pleasure, connecting with others, and emotional intimacy are more likely to be seen among younger consumers.
*Foodmix 2016 Brand Love Survey
Feelings About Favorites That Skew Older These long-term-commitment feelings are more associated with Baby Boomers compared to Millennials when considering their favorite food brand.
52
76%
85%
85%
70%
79%
81%
60%
65%
77%
Itfeelslikeanoldfriendtome
It’sbeenpartofmylifeforalong:me
It’sgoingtobepartofmylifeforalong:metocome
Millennials GenX'ers BabyBoomers
WhataZributesorquali:esdoyoulikeabout[INSERTBRAND]?Checkallthatapply.Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7
*Foodmix 2016 Brand Love Survey
Brand Love and Emotional Intimacy
Consumers who love food brands are a little crazy about them.
11%
19%
23%
20%
22%
72%
44%
47%
50%
58%
59%
91%
There’salmostsomething“magical”aboutmyrela:onshipwithit
Iidealizeit
IfpeopleknewhowmuchIreallylikeit,theymightthinkI’maliZlecrazy
Ifeelemo:onallycloseit
OK,maybeI’maliZleobsessedwithit
I’dbeupsetifIcouldn’tgetitoriftheystoppedmakingit
MeasuresofBrandInvolvement%whoStronglyAgreeorAgreeon5-pointagreementscale
BrandLovers BrandLikers
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7
53 *Foodmix 2016 Brand Love Survey
Brand Love and Long-Term Commitment For many consumers, loved food brands are associated with good times. Loved brands feel like old friends.
17%
52%
53%
65%
69%
72%
46%
77%
78%
83%
88%
91%
IfeellikeIwaswai:ngmywholelifeforit
Itevokesmemoriesofgood:mes
Itfeelslikeanoldfriendtome
It’sbeenpartofmylifeforalong:me
It’sgoingtobepartofmylifeforalong:metocome
I’dbeupsetifIcouldn’tgetitoriftheystoppedmakingit
MeasuresofBrandInvolvement%whoStronglyAgreeorAgreeon5-pointagreementscale
BrandLovers BrandLikers
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 54 *Foodmix 2016 Brand Love Survey
Brand Love and Trust, Self-Image, Pleasure Loved food brands are more likely to offer a history or “story” that feels authentic to consumers and speaks to them.
40%
77%
21%
42%
39%
66%
59%
66%
62%
93%
50%
65%
70%
88%
75%
90%
HowgreatwoulditbeifIcouldbringitintoamovietheater?
Itmakesmehappy
Itmakesmefeelspecial,likeamemberofaclub
Thecompanythatmakesthisbrandhasahistoryor"story"thatfeelsauthen:candthatspeakstome
Itmatcheswellwithmypersonaliden:fyorself-image
Itisaperfectfitforme
Ifiteverdisappointedme,IthinkIcouldforgive
I’mveryloyaltoit
MeasuresofBrandInvolvement%whoStronglyAgreeorAgreeon5-pointagreementscale
BrandLovers BrandLikers
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 55
Trust/Loyalty
Self-Image
Pleasure
*Foodmix 2016 Brand Love Survey
Why We Should Care About Brand Love
56
Posi:veMarketplaceBehaviors
BrandLove
AZributes+FeelingStates
Favorite Brands Elicit Positive Behaviors They make consumers into advocates for your brand, for example, and more open to cross-selling.
19%
29%
41%
51%
52%
63%
64%
68%
73%
77%
Iwanttopostphotosofitonsocialmedia
Iwanttofollowitonsocialmedia
IfIheardsomethingbadaboutit,I’dques:onitinmyownmind
I’mabitofa“hoarder”whenitcomestohavingenoughonhand
IwouldtryanewrestaurantifIknewtheyservedit
Idon’tintendoneverswitchingtoanotherbrand
Iwillgooutofmywaytogetit
SoitcostsaliZlemore.Asmallpriceforperfec:on,right?
Ilookforwardtotryingnewproductsintroducedbyit
IrecommendittofriendsandfamilywheneverIcan
ANtudesthatDrivePosi\veBehaviors%whoStronglyAgreeorAgreeon5-pointagreementscale
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)
57 *Foodmix 2016 Brand Love Survey
Behaviors Skew by Generation
58
10%
19%
48%
75%
75%
18%
33%
50%
64%
74%
30%
37%
58%
64%
83%
Iwanttopostphotosofitonsocialmedia
Iwanttofollowitonsocialmedia
IwouldtryanewrestaurantifIknewtheyservedit
SoitcostsaliZlemore.Asmallpriceforperfec:on,right?
IrecommendittofriendsandfamilywheneverIcan
ANtudesthatDrivePosi\veBehaviors%whostronglyagreeoragreeon5-pointagreementscale
Millennials GenX'ers BabyBoomers
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)
Millennials are more likely to recommend a favorite food brand. Boomers are more likely to pay more for it.
*Foodmix 2016 Brand Love Survey
Brand Love Super-Charges Behaviors Brand love substantially boosts what consumers will do for their favorite food products.
9%
15%
33%
38%
37%
49%
44%
52%
64%
63%
25%
38%
46%
58%
61%
72%
75%
77%
79%
86%
Iwanttopostphotosofitonsocialmedia
Iwanttofollowitonsocialmedia
IfIheardsomethingbadaboutit,I’dques:onitinmyownmind
I’mabitofa“hoarder”whenitcomestohavingenoughonhand
IwouldtryanewrestaurantifIknewtheyservedit
Idon’tintendoneverswitchingtoanotherbrand
Iwillgooutofmywaytogetit
SoitcostsaliZlemore.Asmallpriceforperfec:on,right?
Ilookforwardtotryingnewproductsintroducedbyit
IrecommendittofriendsandfamilywheneverIcan
ANtudesthatDrivePosi\veBehaviors%whoStronglyAgreeorAgreeon5-pointagreementscale
BrandLovers BrandLikers
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 59 *Foodmix 2016 Brand Love Survey
Why Food Companies Love Consumers Who Love Their Brand Brand love impacts companies’ most critical sales KPIs.
38%
49%
64% 63%58%
72%79%
86%
I’mabitofa“hoarder”whenitcomestohavingenoughonhand
Idon’tintendoneverswitchingtoanotherbrand
Ilookforwardtotryingnewproductsintroducedbyit
IrecommendittofriendsandfamilywheneverIcan
ANtudesthatDrivePosi\veBehaviors%whoStronglyAgreeorAgreeon5-pointagreementscale
BrandLikers
BrandLovers
Howmuchdoyouagreeordisagreewitheachstatementaboutyouandyourfavoritefoodbrand,[INSERTBRAND]?Base:All(n=1,002)On10-pointbrandlovescale,BrandLovers=8-10;BrandLikers=1-7 60
RESISTCOMPETITIVEOFFERS/LOYALTY
REPEATPURCHASES
WILLINGTORECOMMENDRECEPTIVETOCROSS-SELLING
*Foodmix 2016 Brand Love Survey
Implications: The Produce Industry is in a Winning Position
■ High Quality ■ Fresh ■ Reliable ■ Easy ■ Authentic
61
Loved brand attributes are your attributes
■ Trustworthy ■ Fun ■ Refreshing ■ Real ■ Energizing
*Foodmix 2016 Brand Love Survey
62
For more information, contact: Dan O’Connell, CEO [email protected] 630.366.7500 www.foodmix.net https://www.youtube.com/watch?v=aIUVqoiUNCk