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Similaire à Does health matter developing a new health positioning - the risks of research avoiding snake oil and how to manage the process - c joyce (20)
2. The Nut Health Message
Regular nut consumption
• Reduces the risk of cardiovascular
disease
• Reduces the risk of diabetes II
• Does not increase body weight
5. Nut = Fat = Bad
• Q9: If you don’t eat a handful of nuts daily – what stops
you?
Of the 98% who indicated that they did not eat a handful of
nuts everyday, 86% answered this open ended question.
Within this cohort, 63% mentioned ‘fat’ as a key reason.
This was by far the most frequently mentioned single issue.
The single biggest issue was the issue of fat. Nuts were
perceived by the respondents as being very high in fat
which would either result in weight gain or failure to lose
weight.
9. Macadamia Health Research
Very limited number of studies
< than 10, cf >100 for each almonds, walnuts,
> 50 for pistachios and hazels.
Supportive of the general nut health benefits
Macadamias have similar nutrient profiles to the
other nuts
Insufficient macadamia research on its own to
be convincing for health regulators
10. Macadamia Health Research
What next ?
Macadamias do not have the resources of almonds,
walnuts or pistachios.
Significant clinic research is expensive
• ~ $100,000 to $ 200,000 ++ per study
• Involve leading researchers
• Target a novel aspect to gain publication in leading
journals
• Avoid snake oil
• Do it properly or do not do it at all.
11. Macadamia Health Research
What next ?
Do macadamias need to prove that our nut is
better than your nut ?
Can macadamias continue to ride on the general
nut research ?
Invest the funds in spreading the health
message ?
