Helping Your Customers Eat Healthy and Battle Weight

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Helping Your Customers Eat Healthy and
Battle Weight

• 2009 National Grocers Association Annual
  Convention
  and Supermarket Synergy Showcase
• The Paris Las Vegas Hotel

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The Obesity Problem

• The proportion of Americans that are obese
  continues to increase now about a third of US
  Adults

Percent of Obese among American Adults (BMI Over
30)
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Cause of Obesity

• Energy Balance

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Consequences of Obesity

• Resulting medical conditions
• Hypertension (high blood pressure)
• Osteoarthritis (a degeneration of cartilage and
  its underlying bone within a joint)
• Dyslipidemia (for example, high total cholesterol
  or high levels of triglycerides)
• Type 2 diabetes
• Coronary heart disease
• Stroke
• Gallbladder disease
• Sleep apnea and respiratory problems
• Some cancers (endometrial, breast, and colon)

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The Cost of Obesity

• Insurance expense

Note Calculations based on data from the 1998
Medical Expenditure Panel Survey merged with the
1996 and 1997 National Health Interview Surveys,
and health care expenditures data from National
Health Accounts (NHA). MEPS estimates do not
include spending for institutionalized
populations, including nursing home
residents.Source Finkelstein, Fiebelkorn, and
Wang, 2003
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Weight Intervention

• Few studies have show lasting effects in helping
  consumers control their weight - without a
  significant medical factor creating motivation.
• However, results from a study conducted by the
  University of Minnesota, funded by USDA-NRI has
  provided a promising new tool.
• Originally intended for the health care community
  in weight intervention.
• But also highly relevant for anyone in the food
  supply chain in helping consumers maintain/lose
  weight.

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Historical Basis for Dietary Intervention

• Historically, States of Change models have been
  the primary tool used by Nutritionists in
  dietary intervention.

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Need StatesA Promising New Tool

• But not all consumers respond the same using the
  states of change approach
• People are at different starting points
• They may not proceed in a linear fashion
• They frequently regress back
• It is difficult to affect across the board
  behavioral change
• Need States offer an alternative model that is
  based on understanding specific eating occasions
  and tailoring weight intervention strategies to
  their needs.

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Underlying Theory

• Eating behavior is a function of
• The general attitudes and motivations of the
  individual.
• Eating occasions What is going on surrounding a
  particular usage situation.
• Examples
• Family evening dinners
• Lunch on the run
• A break from work/stress
• Therefore to understand and impact behavior we
  need to understand the situations in addition to
  the consumer
• Usage Occasions captured in Need State
  Segmentation

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Need State Definition

• Defined by the needs of consumers in a given
  usage situation

Higher Order Needs
Emotional Connections
Nurture Family
Taste Experience
Consumer Needs
Nutrition
Convenience
Lower Order Needs
Hunger
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Premise

• If we can provide highly relevant help to
  consumers that takes into account situation-based
  consumer needs, the guidance is more likely to be
  acted upon.

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About the Study

• Funded by USDA-NRI
• Target group Mid-life women.
• 3 Years
• Year one Identification of Need States
• Year two three Test vs. control group
  tracking of intervention based on intervention
  developed from the Need States
• Cross disciplinary research team
• Nutrition
• Marketing Research
• Economics
• University Extension

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Findings - Six Need States Identified
Among Mid-Life Women
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Need State Profiles
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Sensible Meals

• Overall description Having a responsible meal.
  Caring for ones self by eating a responsible
  meal to stay to stay in control of weight, and
  feel good about self.
• Defining Needs I want to
• Feel like I am eating responsibly
• Have balanced meal
• Feel good about eating
• Care for self
• Control/limit calorie intake
• Spread calories across day
• Stick to diet/ use will power
• Benefits Sought in Food I want something that
  is
• Healthy
• Low in fat, cholesterol, calories, carbohydrates.
  
• Provides vitamins, minerals, nutrients fiber

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Healthy Express

• Overall description Eating healthy and quickly.
  Control calorie intake, and balance food while
  minimizing time and effort.
• Defining Needs I want to
• Feel like I am eating responsibly
• Control/limit calorie intake
• Spread calories across day
• Eat light
• Minimize effort
• Planning
• Prep
• Eat
• Clean-up
• Eat quickly
• Energize/ re-energize myself
• Care for myself
• Benefits Sought in Food I want something that
  is
• Easy
• Healthy
• Fast
• Is ready to eat

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Comforting Interludes

• Overall description A comforting personal
  moment to myself. Have a little personal time
  while enjoying a light meal or snack that is both
  easy and not bad for you.
• Defining Needs I want to
• Have personal time alone
• Eat light
• Benefits Sought in Food I want something that
  is
• Easy
• Fast
• Healthy
• Satisfies a craving
• Fun to eat
• Not feel sluggish
• Provides vitamins, minerals, nutrients
• Low in salt
• Is ready to eat
• Eat with hands
• Portable
• Rich tasting

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Nurturing Family Meals

• Overall description Providing a meal for ones
  family. Providing for others, and showing love
  for them by making meal time family time.
• Defining Needs I want to
• Have pleasant meal w/others
• Connect with family members
• Show love for others
• Maintain a family tradition
• Serve what is expected
• Feel like good mom
• Make children happy
• Feel appreciated
• Have balanced meal
• Really enjoy eating/the moment
• Have fun/festive time
• Stay on a budget/ save money
• Benefits Sought in Food I want something that
  is
• Looks appetizing
• Everyone will eat w/o complaints
• Serve a favorite of someone in family
• Children will eat

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Fast Fueling

• Overall description Catching a quick bite.
  Grabbing something on the run, and eating as
  quickly as possible
• Defining Needs I want to
• Minimize effort
• Planning
• Prep
• Eat
• Clean-up
• Eat quickly
• Eat immediately
• Do other things
• Take food along to other places
• Benefits Sought in Food I want something that
  is
• Not time consuming
• Easy to eat
• Is ready to eat
• Eat with hands
• Portable

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Indulgent Escapes

• Overall description An indulgent treat/reward.
  Really enjoying something rich tasting, focusing
  almost entirely on the taste experience.
• Defining Needs I want to
• Satisfy craving
• Take break
• Treat self
• Refresh/ reward self
• Really enjoy eating/ the moment
• Do own thing
• Have brief escape
• Eat immediately
• Benefits Sought in Food I want something that
  is
• Satisfies craving
• Is ready to eat
• Fun
• Easy
• Rich/ indulgent
• Not boring
• Eat with hands
• Portable/eat in car

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Meal Occasion Tendencies

• Each Need State can occur at any meal occasion,
  however each has tendencies to skew to certain
  meal occasions.

• Healthy Express
• Focus on self
• Breakfast/lunch
• Control calories
• Quick easy
• Light

• Comforting Interludes
• Focused on self/ spouse
• Breakfast/snack
• Comfort self
• Personal/ quality time
• Enjoyment
• Healthful not bad for you

• Family Nurturing Meals
• Focused family
• Dinner
• Show love
• Provide for family
• Balance preference price
• Personal Enjoyment

Breakfast
Lunch
Snack
Dinner

• Fast Fueling
• Focus on self
• Lunch
• Very easy
• Immediate
• Quick to eat
• Take along/ do other things

• Indulgent Escape
• Focused - self/ social
• Snack
• Brief escape
• Indulgent
• Immediate

• Sensible Meals
• Focus on self/ spouse
• Dinner
• Have balanced meal
• Care for self
• Control calories
• Stick to diet

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General Process

• Focus on specific eating situations or Need
  States that are most common.
• Identify ways to help the consumer in those
  specific occasions thru tailored
  education/communication.
• Provide the consumer with relevant ways to
  improve each occasion based on the needs she/he
  experiences.

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Intervention Guidance Indulgent Escape

• Recognize eating to satisfy feelings rather than
  physical hunger
• Track hunger and fullness, consider feelings
  before and after indulging, identify triggers for
  overindulging and find ways to avoid them
• Eat healthier foods for snacks or breaks
• Control snack food portion sizes, identify
  healthier substitutes to satisfy cravings, plan
  to compensate for eating less healthy foods,
  identify strategies to avoid overindulging when
  with others, change environment to have healthier
  foods available

Occasions

• Focused - self/social
• Snack
• Brief escape
• Indulgent
• Immediate

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Intervention Guidance Fast Fueling

• Understand how changing what is consumed affects
  diet quality when eating something quick, easy or
  portable
• Identify healthy foods easy to take with or buy
  on the road, recognize consequences of buying
  supersized or value meals and beverage type,
  determine whether some convenience foods are
  healthy
• Choose healthy on-the-go foods and beverages at
  fast food restaurants, convenience stores, gas
  stations, and from vending machines
• Have healthy, quick foods on hand at home or at
  work, plan healthy foods to carry along, choose
  healthier convenience products.

Occasions

• Focus on self
• Lunch
• Very easy
• Immediate
• Quick to eat
• Take along/ do other things

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Intervention GuidanceNurturing Family Meals

• Understand how personal nutrition goals are
  affected by nurturing others during family dinner
  meals
• Recognize benefits/expectations for family dinner
  meals for self and family, barriers to meeting
  nutrition goals
• Choose healthy alternative foods for family
  dinner meals to improve overall diet quality
• Modify menus or recipes, plan easy, economical,
  healthy family dinners that family likes, use
  basic strategies to shop for healthy and
  convenient foods or ingredients

Occasions

• Focused family
• Dinner
• Show love
• Provide for family
• Balance preference price
• Personal Enjoyment

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Intervention GuidanceComforting Interludes

• Understand how food is used for comfort and
  relaxation in these occasions
• Which foods are eaten, triggers for these needs,
  how availability affects what is eaten
• Choose healthier options to substitute for less
  healthy foods used for comfort and relaxation
• Use food labels to identify, planning to have
  available for breakfast and snacks, track hunger
  and fullness, control portion size, really enjoy
  healthier options

Occasions

• Focused on self/ spouse
• Breakfast/snack
• Comfort self
• Personal/ quality time
• Enjoyment
• Healthful not bad for you

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Intervention GuidanceHealthy Express

• Understand what to eat to have healthier,
  balanced meals when eating quickly at home and
  away from home
• Review recommendations and check against what is
  eaten
• Consider how beverages and convenience products
  affect intake
• Change the current choices made for foods on the
  go to have healthier, balanced meals
• Plan menus or components for convenient, balanced
  and healthy breakfast and lunch meals
• Make and use a recipe or menu file of healthy
  foods or meals that can be prepared and eaten
  quickly.

Occasions

• Focus on self
• Breakfast/lunch
• Control calories
• Quick easy
• Light

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Intervention GuidanceSensible Meals

• Understand recommendations for healthy eating and
  assess if meeting them
• Learn about foods considered healthy, use label
  and portion size information
• Make healthy choices for weekday meals
• Purchasing, planning, preparing healthy meals -
  recipe makeovers, cooking methods, shopping
  strategies

Occasions

• Focus on self/ spouse
• Dinner
• Have balanced meal
• Care for self
• Control calories
• Stick to diet

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Retailer Opportunities

• Marketing initiatives
• Occasion based targeting
• Frequent shopper programs
• Promotional events
• Cross promotions
• Consumer Services
• Themed store sections
• Recipes
• Signage
• Easy to get inventory convenience items
• Affiliations with health care organizations
  minute clinic.

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Summary