Millennials and Generation Z: Championing a healthier Food-on-the Go lifestyle TED UTOFT PRS IN VIVO WILLIAM REEVE PRS IN VIVO 1
We know = Photo cred: ZeroCater 2
but there are similarities which enable us to treat them as one, younger cohort The Gen Zs of today will be the Millennials of tomorrow 3
65% of 13-35 year-olds say they spend extra money to buy healthier foods Source: YPulse 4
Is eating healthy important to you? Why or why not? Definitely, I think I try and keep healthy generally through healthy eating rather then exercise, so I try to cook my meals a lot, meal prep is a big way I try stay healthy as well 5
7 Themes: Re-framing health What you see is what you get Saving the world Who is saying what? Convenience is key All about snacking Customise for me 6
Re-framing health Demonstrating health is increasingly linked to authenticity and perception of real food 7
Re-framing health 8
What you see is what you get Transparency of ingredients, provenance, and quality are key 9
What you see is what you get 10
Saving the World Sourcing, sustainability, and environmental or community impact affect choices 11
Saving the World 12
Who is saying what? Influences & endorsements are everywhere 13
Who is saying what? 14
Where do you get information about food? Do you follow any Instagrammers, bloggers, chefs, etc? Instagram I d say, umm just different ones and then occasionally on YouTube as well for meal prep and stuff. I really like the Buzzfeed Tasty videos as well they re really good 15
Convenience is key 16
Convenience is key Busy lives require quick & easy solutions, but a desire to feel like one s cooking 17
Tell me about some healthy foods you consume on the go? On the go... Soup is a big one I d say umm I meal prep a lot of my lunches and dinners so its kind of left overs from the night before. I have a NutriBullet, I know on that hype so I use that a lot to make juices and lets see, sort of like fruit and veg 18
All about snacking Smaller meals and constant grazing are replacing traditional mealtimes 19
All about snacking and fueling the non-stop on-the-go lifestyle 20
Tell me about some times when you re eating on the go? Normally I kind of eat on the go in the morning when I m rushing to uni and kind of in between lectures and classes. I have on Monday I have class from 12 2 so it s kind of an awkward time, so I m kind of eating on the go then. I d say generally I try not to, maybe about three times a week sort of thing 21
Are there any brands you associate particularly to on-the-go eating? Yeah I d say a lot of snack brands like what s the one, they do like energy balls, you know those one, you get at Waitrose and Sainsbury s or Tesco's. They re really good. Umm what other snacky ones, oh the ones you can order online, I ve clearly forgotten what the brand is. The ones you can order online, umm and they came as an order but they do them in Sainsbury's as well, like sort of small like bread sticks and sort of thing they re really good 22
Are there any brands you associate particularly to onthe-go eating? 23
Customise for me Preferences and choices, rather than restrictions, are now the norm 24
Customise for me Vegan Lacto Vegetarian Vegetarian Ovo Vegetarian Pescatarian Halal 25
From this To this 26
Brands need to focus on understanding food shopping & 0 Zero Moment of Truth consumption journey across Moments of Truth 1 First Moment of Truth 2 Second Moment of Truth 27
0 NUDGING DESIRED BEHAVIOURS Zero Moment of Truth Even these conscious consuming Millenials & Gen Zs need some help making the right choices Emotional messaging taps into shoppers System 1 and with relevant and transparent facts their System 2 is satisfied Leverage Behavioural Economics with PRS IN VIVO s The Drivers of Influence to nudge behaviour to healthier choices via products or brands 28
We conduct Ethnographies with Purpose to uncover levers & barriers to behaviour Our purposeful approach leverages heuristics of Behavioural Economics to identify where behaviour can be transformed to help consumers make better decisions We work with brands and retailers to create bespoke nudges to overcome barriers and maximise triggers to better choices 29
1 BREAKTHROUGH IN-STORE First Moment of Truth Shopping missions are even quicker/ more impulsive Integral that packaging and shopper activation strategy is designed to break through the clutter and disrupt auto-pilot shopping Visceral communication of product benefits is essential 30
We recreate the impulse environment in our network of Shopper Labs How can we accurately predict how a product will perform in the context of an impulse or on-thego mission unless we test it in that environment? Our retail labs can be configured to create any shopping environment and the behavioural shopping task fixed to the required mission 31
providing a real store context to evaluate shopper behaviour Packaging development Shopper Marketing (POSM etc) Merchandising & category management Shopper journey understanding Internal/ dynamic ideation Cross category brands Real-life shopping Replication of real-life shopping environments and missions to enhance behavioural evaluation In Store Cameras To observe shopping behaviour within and across categories Mobile Eye-Tracking To establish what shoppers actually see/miss when shopping our fixture 32
1 MOBILE COMMERCE First Moment of Truth This generation are shopping on the move whilst distracted Interface needs to be easy, and navigable so healthy and on-the-go products can be found quickly Use of emotional call-outs to provide competitive advantage on e-commerce platform 33
We use primary shopper research (with Eye-Tracking) Observing & speaking with shoppers to uncover the why 34
to answer these type of questions How do Millennials and Gen Z shop online? The shopper journey (Physical & Digital) Desktop vs. Mobile Search processes & screen navigation Different shopper missions The role of reviews Delivery options (Click and Collect) How can the product presentation and shopping interface be optimised to meet the needs of the on-the-go lifestyle Optimising packaging thumbnails & product pages Facilitating shopping Encouraging browsing & impulse purchases Introducing new products online 35
2 PROOF IS IN THE PUDDING! Second Moment of Truth To encourage repeat purchase and drive loyalty the products themselves need to hit the taste and health sweet-spot to deliver emotional pay-off and deliver on portability 36
EMO LIVE is our connected bracelet for physiological measuring of emotions in Product Testing The first emotional behavioural measurement via analysis of physiological signs Body temperature Sweat reaction Heart beat Body movements EMOTIONAL POWER EMOTIONAL DENSITY COGNITIVE LOAD 37
MANY THANKS William Reeve Senior Quantitative Research Director T: +44 207 842 4934 William.Reeve@prs-invivo.com Ted Utoft Senior Qualitative Business Director T: +44 207 842 4940 Ted.Utoft@prs-invivo.com London www.prs-invivo.com 38