prepared for: IFMA COEX

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prepared for IFMA COEX 02-27-06
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time above all
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keep it real
Extremely/very important for me to be seen as
someone who can see through exaggeration and hype
TODAY
55
2002
38
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never assume
The brands you buy tell a lot about the kind of
person you are
2000
TODAY
Total 51 41
Echoes 54 51 Xers 52
41 Boomers 50 38 Matures
48 36
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Participatory technology abounds
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Giving consumers control
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Inside-Out Economy
for food and diet
its good...

• people accept responsibility
• people not blaming others
• people open to innovation

• people arent very good at it
• people apply higher standards
• people need much more help

...and its challenging
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A view of food diet in the context of
lifestyles and preventive health care.

• People hold themselves accountable
• But cant really do it very well at all
• So, people need help and support
• The opportunity is thus to focus on the things
  that people regard as helpful
• I.e., the 4 Vital Signs in the Inside-Out Economy

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Yankelovich MONITOR Perspective Food for Life

• 32-minute Internet survey
• Nationally representative
• 2,208 respondents
• Recontact sample drawn from original respondents
  to 2005 preventive health care study
• Directly tied to Yankelovich MONITOR and PULSE
  health care segmentation
• Directly generates lists of names of people
  holding particular attitudes as well as
  attitudinal profiles of trading and geographic
  areas

A forthcoming syndicated study surveying the
connection between lifestyle values, preventive
health care attitudes and decisions about food
diet.
To be launched in a live Webcast on Monday, March
27. Open to all. (Email me to get free access.)
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me, me, me
Top 10 sources about food healthiness
Personal experience/self 61 Nutritional labels
on foods 47 Family and friends 30 Cooking shows
on TV 22 Magazines 20 Medical community 11 Newspap
ers 7 Diet books 7 Government
agencies/resources 7 Restaurant menus 6 Diet
Web sites 5 Diet organizations 5 American
Medical Association 4
1 2 3 4 5 6 7 8 9 10
Yankelovich PERSPECTIVEFood for Life 2006
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diet GPA
68.2
At Home
On a 0-100 scale, how would you rate your diet...
48.5
Away From Home
64.7
At Home
On a 0-100 scale,how would you rate your
childrens diet...
55.0
At School
45.5
Away From Home
Yankelovich PERSPECTIVE Food for Life 2006
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other sources
Sources of nutritional information trust
completely
Medical/health associations 47 Medical
community 42 American Medical Association 40 Gover
nment agencies 27 Family and friends 25 Cooking
shows 13 Diet organizations 12 Diet books
8 Magazines 7 Newspapers 7 Talk shows
7 Diet Web sites 7 Food companies 7 National
Restaurant Association 5 Restaurant Web sites
4 Restaurant menus 4
Yankelovich PERSPECTIVEFood for Life 2006
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scoring a bulls eye information, please
inventing and reinventing me.inc rejecting
compromise confronting dissonance listening
to internal rhythms questioning the comfort
zone pursuing passion valuing authenticity
feeling above par standing firm on family
linking me and we hiving spirituality
iPriority willful disobedience the upside of
obscurity looping it
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• Putting themselves and their needs out in
  front...and thats OK
• Centering themselves in order to enable success
  all-around
• Being ready and able to do for, or give to, others

• Popping in or dropping out when it feels right
  for me
• Redefining connection and interaction

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signs signals
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New opportunities for trading up Means premium
is worth it if it improves my day and more OK
to splurge on a snack/meal out even better if it
makes you a more relaxed friend/spouse/ parent
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its no big deal
Restaurants should be able to offer really big
portions if they want to -- if people want to eat
big portions it should be their choice
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Yankelovich PERSPECTIVEFood for Life 2006
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Seeking to ensure individuality and experience
connection Expect greater desire for products
that satisfy individual tastes within group
situations Opportune time for multi-varieties or
mix n match or design your own or culturally
appropriate offerings Host and facilitate
connection and engagement -- people to people not
people to brand
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Pizza Hut offers something for one and for all
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• A determination to do things differently, to
  smash the box
• May be very public or could be personal, even
  private
• May be serious or could be fun, even frivolous
• An exercise in control Liberating oneself by
  deliberately going against the grain

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signs signals
Once in a while it feels good to do something
naughty
Total 62
16-34 74 35-49 65 50-64 51 65 40
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signs signals
Kids are wearing PJs in public...and to
school What Happens in Vegas stays in
Vegas Parents Behaving Badly
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signs signals
Things you do when you really want to treat
yourself Eat something decadent or sinful
2001
TODAY
Total 20 32 Men 14 25 Women 25 39
Moms 28
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Moms with children
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Aiding abetting a little rule-breaking or
disobedience Expect a welcome response to
abetting some misbehavingor playful
protesting New opportunity for small but extreme
food beverage indulgences Think sensible
eating but with a guilty thrill And, all-out
decadence in small packages Even support
personal counter-culturalism
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what do you want to ban?
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The Recording Industry Association of America
(RIAA) doesnt like it, but the kids at Scottis
Record Shops are just wild about the four-store
chains "Buy It, Burn It, Return It" policy,
reports Jolie Solomon in The Wall Street Journal.
The policy is, customers can buy a used or new
CD, take it home, listen, and, if they want, burn
a copy to a computer. Within 10 days, they can
return the CD for 70 percent store credit.
Scottis- based in New Jersey and run by brothers
Jeff and Gary Scotti decided to introduce the
policy not only because its CD sales were in
decline, but also to make their stores attractive
to younger consumers. A kid could grow up now
and never set foot inside a record store, says
Jeff Scotti. We want them to think record stores
are cool places.
As reported by reveries.com, 9.19.05
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Wanting protection against excess Expect a sense
of betrayal if abetting personal rule-breaking
sets consumer up to fail Requires fine balance
between facilitating willful disobedience and
compromising consumers health/diet/nutrition
goals Keep it safeencouraging reckless
disobedience among kids will sound the alarm!
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not my kids
Foods served in schools contribute to childhood
obesity
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Marketing foods of poor nutritional quality to
young children is unfair
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Yankelovich PERSPECTIVE Food for Life 2006
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Kraft Hitting the sensible sinful chord
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work for me
The government should provide subsidies on fruits
and vegetables so they are more affordable
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If restaurants portions were smaller, I would eat
less and still be satisfied when I eat away from
home
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Yankelovich PERSPECTIVE Food for Life 2006
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its my fault
Who is most responsible for the obesity
epidemic? (Ranked 1 or 2)
Who is responsible for the health of a persons
diet?
Individuals themselves 87 Fast food
restaurants 33 Marketers 32 Schools 18 Food
companies 16 U.S. government 14
Solely food cos./restaurants 2 Mainly food
cos./restaurants, but consumers,too 4 Equally
food cos./restaurants and consumers 11 Mainly
consumers, but food cos./restaurants,
too 39 Solely consumers 44
Yankelovich PERSPECTIVE Food for Life 2006
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• Pursuing implicit satisfaction, putting aside
  showmanship
• Capturing or assembling exclusivity, even
  creating incongruity
• Finding the good and the goods where nobody
  else has

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signs signals
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signs signals
A questing sensibility is prompting bargain
seekers by the thousands, tourists and locals
alike, to visit the colorful street bazaars
popping up like ragweed in urban centers from New
York to Los Angeles. Amid the predictable
detritus of bong pipes, CDs, there are original
and surprisingly stylish clothing, jewelry and
handbags to be unearthed, often the work of
talented fashion young bloods who dream of
becoming the next Zac Posen or Marc Jacobs. That
may be a distant goal, but for buyers with a
hungry eye for style, this is designer shopping
where you dont have to be buzzed inside.
New York Times, 9.01.05
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Going beyond playful to the really quirky Expect
a competitive edge to go to the
unpredictable Support for reaching for unexpected
promotional partnerships Means offbeat in-store
programs, even product touches


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Coke is taking an iPod-inspired approach to
reviving its flagship cola's appeal with an
experimental marketing campaign. The new bottle
collection--dubbed M5 for Magnificent Five--will
roll out over the next year in 50 to 60 select
nightclubs around the world. The icons are
intended to draw attention from trendsetters,
spicing up Coke's image in the minds of cool
hunters and fashionable urban consumers. Don't
expect to see M5s in grocery stores they're
much too hip for that.
TIME 10.14.05
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Desire to be privy to process
Being nosy or meddlesome
A 24/7 proposition
Chasing nitty-gritty whys hows

• Taking the need to know to new places. Curiosity
  killed the catnot the consumer
• Getting in the loop earlier and staying longer
• Equating the understanding of process to making
  real-live progress

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81
58
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TODAY
2004
Researching products before buying is
important to me
Feeling intelligent is important to me
                      
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signs signals
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I know more about the products being sold in
stores than the people who are selling the
products
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signs signals

• Super premium vodkas have increased sales 32 in
  the past 4 years(Los Angeles Times 12/22/04)
• Premium sake sales up 400 in the past year
  (Chicago Tribune, 1/12/05)
• Wine connoisseurship is increasing - wine sales
  in the U.S. are up 32 from 20002003 (6/12/05
  Chicago Tribune)

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Kendall Jackson print ad Many of you enjoy the
taste of my wines but youre not sure why. My
goal is to help you understand with A Taste of
Truth kj.com/truth
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whats your excuse
What prevented you from rating your diet
higher? (selected items)
How many calories should you consume on a daily
basis?
Dont eat enough vegetables 56 Dont eat enough
fruits 56 Eat too much junk food 38 Eat too many
processed foods 34 Eat too much sugar 33 Skip
meals too often 32
Dont know 48
How many calories do you think you consume on a
daily basis?
More than I should 48
Yankelovich PERSPECTIVE Food for Life 2006
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iPriority willful disobedience the upside of
obscurity looping it
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Yankelovich MONITOR Perspective Food for Life

• People feel accountable for themselves even if it
  reflectspoorly on their efforts and discipline
• But this does not let marketers off the hook
• People expect help, support and solutions
• And people favor restrictions in areas where
  self-competency cannot be presumed, e.g.,
  children
• The opportunity Enhance consumer control
• By getting into concurrence with the Inside-Out
  Economy
• And dont forget...
• March 27 Webcast launch of MONITOR Perspective on
  food diet
• Email me for free access to listen and participate

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www.yankelovich.com