Good Business Sense 1

1,000 + interviews– 38 different questions

5 Customer Focus Groups - Parents 5 Customer Focus Groups -

Children Interviewees from different areas &

4 States

Good Business Sense 2

WAVESWAVES

Written

Audio

Visual

Emotional

Sensory

Good Business Sense 3

TEAMTEAM

T Parents are open for discussion, but still in control

E Parents agree with children most of the time

A Parents have authority and power

M Children get what they want if persistent enough

Good Business Sense 4

FindingsFindings

$$$$$$$$

Good Business Sense 5

$140 per week

– Up 6.5% on last year

Earning or pocket money (80%)

- Spending 70% on food

Good Business Sense 6

Parents Down – 25%

High Schoolers Up - 31%

Health food Knowledge Static

Good Business Sense 7

GBS Study GBS Study FindingsFindings

Who’s Involved

in Decisions?

Good Business Sense 8

Buying weekly groceries

84%

Mothers are by far the most involved in

Cooking main meals during weekdays and

weekends

88% & 75%

Packing the school lunches

75%Buying fast food

42%

Choosing where to eat out

45%

Buying snack food

68%Buying health food

87%

Good Business Sense 9

Fathers are most involved in

Cooking on weekends

21%

Choosing where to eat out

38%

Buying fast food

41%

Good Business Sense 10

Children Have Children Have Their SayTheir Say

School Lunches

41%

Health Food

36%

High Schoolers:

Fast Food - 40%

Primary:

Breakfast Food - 34%

Good Business Sense 11

Sweet or savouty doesn’t matter

Value for money - 35%Health - 27%

Product not messy - 14%Keeps them going - 14%

Good Business Sense 12

Main choices for children

Fruit - 34%Ice cream/ice block - 23%

Bread/toast - 17%

Good Business Sense 13

Weekly Shopping Bill $140Snacks $35About $4 per category

Good Business Sense 14

The SnackersThe Snackers

Order Of PreferenceOrder Of Preference ice cream/ice blocks salty snacks (eg chips) cakes/muffins muesli bars sweet biscuits savoury biscuits

Kids spend $10.27 per week

Good Business Sense 15

Hungry Customers - 1/3 kids skip breakfast Convenience a Factor in 25% sales What Sells :

quick/easy to prepare snack- sized sharable fun - play, identity variable healthy: able to substitute breakfast

Good Business Sense 16

Snacking - AdultsSnacking - Adults

53%

42%

5%

0%

10%

20%

30%

40%

50%

60%

Twice a day Once a day Never

Frequency

Good Business Sense 17

SnackingSnacking Reasons could be more prominent

Hunger

Taste

Craving Convenience

Nutrition

0%

10%

20%

30%

40%

50%

60%

Good Business Sense 18

Type of snacksType of snacks Most popular

Never would

Fruits - 62%

Cereal - 24%

Cheese - 22%Bread/toast -

19%

Flavoured Salmon - 86%

Sardines - 81%

Flavoured Tuna - 75%

Good Business Sense 19

Conclusions - SnackingConclusions - Snacking

Majority of adults snack twice a day (42%) Most popular snack is fruit (62%) Canned fish is rarely eaten as a snack Fortification means healthier snacks

Good Business Sense 20

PackagingPackaging Influence over purchase

Features that attract respondentsColour - 35%

Nutritional label - 31%

Easy to read - 26%

Design - 23%

First time purchase - 61%

Never influences purchase - 33%

Always influences purchase - 6%

Good Business Sense 21

Parents influenced by: – in-store promos/display (50%)– special offers (44%)

Parents never influenced by:– money back/cash-back offers (29%)

Kids influenced by: – give-aways (36%)– money back/cash-back offers (30%)

Good Business Sense 22

Sell to TEAMSell to TEAM– Asses product for personality differences and multi-Asses product for personality differences and multi-

sensory perceptionssensory perceptions Pair promo for kids with incentive for MumPair promo for kids with incentive for Mum Fliers/recipies beat PRFliers/recipies beat PR Educate: kids re breakfast value, parents re snacking Educate: kids re breakfast value, parents re snacking habitshabits Greatest influence of all Family and Friends (24-Greatest influence of all Family and Friends (24-53%)53%)

Good Business Sense 23

Eating out - ResearchEating out - Research

Choosing where to eat out

Mother - 45%

Father - 38%

Children - 11%

Good Business Sense 24

ResearchResearch

Main factors involved in influencing Purchasing habits

Choice of food

Value for money - 57%

Quality - 50%

Taste & flavour - 46%

Family - 29%

TV advertising - 16%

Good Business Sense 25

Main reasons for not Main reasons for not purchasing purchasing

pre-packaged foodspre-packaged foods

Prefer own home-cooked meal 40-60%

Freshness

Taste

Good Business Sense 26

Opportunities for pre-packaged mealsOpportunities for pre-packaged meals

Added Natural Ingredients = More Sales Main Locations For Purchase Are

Supermarkets - 43%

Shopping Centre Food Court - 26%

Good Business Sense 27

Research Research Reasons for not purchasing

30% would buy chilled ready meals if modified

Prefer home-cooked meals - 40-60%

Price - 16%

Taste - 16%

Freshness - 15%

Weekly - 20%

Monthly - 27%

Good Business Sense 28

Opportunities for pre-packaged foodOpportunities for pre-packaged food(cont.)(cont.)

Sell to females 77% Preach to males 18% Make them look fresh especially salads Package deals by coupling Create an entire balanced meal for consumers

Good Business Sense 29

ConclusionsConclusionsCOMMUNICATE

Meals

ADDRESS

Convenience

Saves Time

Easy

Price

Taste

Freshness

Good Business Sense 30

Level and Importance of Level and Importance of NutritionNutrition

Level of Nutrition

Importance

Is nutrition very important?

Medium - 58% of respondents

High - 38% of respondents

Very Important - 74%

Somewhat Important - 23%

Females - 78%

Males - 64%

Good Business Sense 31

Conclusions - Level and Conclusions - Level and Importance of NutritionImportance of Nutrition

Beneficial to emphasise nutritional benefits of foods to both males and females.

Opportunity to market benefits of nutritious foods to men

Food manufacturers and retailers can enhance food product appeal by offering consumers nutritional products

Good Business Sense 32

Conclusions - Level and Conclusions - Level and Importance of Nutrition (con’t)Importance of Nutrition (con’t)

Nutrition is not the only factor affecting preference, purchase and consumption. Only 34% consider level of nutrition to be high even though nutrition is considered very important (74%).

Further studies can be conducted into the relationship between importance and level of nutrition

Good Business Sense 33

Turning Attitude into ActionTurning Attitude into Action

Research shows consumers consider nutrition to be very important, but few regard themselves as having a high level of nutrition in their diet

Good Business Sense 34

ActionAction

Our ongoing studies seek to understand the attitude behaviour gap

Greater understanding will lead to more effective marketing strategies for food products