Health and Wellbeing: The Shopper Perspective by Evolution Insights

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Health and Wellbeing: The Shopper Perspective

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Health and wellbeing is a subject of increasing concern among shoppers, retailers and manufacturers. The pressure is well and truly on - from government, press and consumers - for brands to demonstrate their health credentials.

But how do shoppers respond to the plethora of different health initiatives aimed in their direction at the point of purchase? Which messages actually work with shoppers and which don’t? These are key questions of our forthcoming report, “Health and Wellbeing: The Shoppers’ Perspective”.

Indicative* scope of report

What words do shoppers associate with health? – what do they seek to include in their diet across all food groups
What words do shoppers associate with being the most unhealthy – which words/cues/characteristics do they particularly avoid, e.g. salt, sugar, fat.
What do shoppers understand by keywords such as light, low fat, organic, diet, fat free, probiotic, active. Which do they identify with the most with regards to health?
What role does ‘debit credit’ play in shoppers minds? For example, food-to-go versus main shop. Which products/categories offset each other?
What do shoppers think about treating/indulgence? When is a product permissible and when isn’t it?
What do shoppers think about calorie marked packaging?
What do shoppers think about product information concerning health, e.g. nutritional information, traffic light labelling?
What is the role of colour on packaging in communicating health credentials?
What opportunities are there for retailers to improve merchandising to reflect health segmentations/credentials?
Which categories do shoppers believe health credentials are particularly important for? Why?
Why do shoppers seek healthy products in some categories more than others in the UK? For example, why do shoppers not attach as much importance to health in lager?
What is the role of private label goods in communicating health? How can brands counteract cross category own label brands such as ‘Be Good To Yourself’?
What is the relationship between perceptions of quality and health among shoppers?
What is the relationship between perceptions of price and quality among shoppers?
What is the role of missions/occasions in driving shopper perspectives on health?
What are the drivers of purchase among parents buying healthy products for their children?.

* Scope subject to change

Methodologies

Sources of primary data are expected to include a survey of over 1,000 UK grocery shoppers, accompanied shops and in-depth focus group interviews. Secondary desk research includes government statistics, company and broker reports, news articles, trade and academic journals and in-house proprietary databases.