This document discusses leveraging the healthy living movement in a total market approach. It introduces the SSG Wellness Spectrum, which assigns consumers a wellness score based on attitudes and behaviors related to preventable diseases. Higher wellness scores correlate with growth in healthier categories and brands. A total market approach must consider nuances between segments to maximize growth opportunities from healthy innovation. Wellness scores can identify receptive consumers for personalizing marketing across geographic and individual levels.
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TMA and Definitions:
How long has your company begun to pay attention to the concept of TMA?
How well do you feel that the definition of TMA is understood in your industry and with your company?
Who is the lead supporter of the TMA concept at your company?
What were some of the factors (external or internal) that drove your company to direct its efforts toward a TMA?
U.S. Organic beverage sales rose 7.4% in 2012
SSG Wellness SpectrumTM breakthrough methodology was engineered with a clinical approach, incorporating an assessment of disease states, health situations and controllable mindsets to predict wellness behaviors and market preferences.
93% of all deaths in the U.S. are caused by health related diseases/ conditions
Of those, over 50% are caused by diseases/conditions correlated with lifestyle choices
The SSG Wellness Score is like the FICO score, but instead of measuring credit-worthiness it measures how much is each individual wellness-attuned, if you will.
The Score is aggregated by averaging the score of the individuals. So if I say Activia’s Wellness Score, what I am really saying is “The average wellness score of Activia users is such and such”.
This is subtle but important, because implies that the score can change as a brand’s consumer base changes.
The score itself is indexed to the average American Adult, so if someone’s score was 120, it would mean that that person is 20% more wellness-attuned than the average American adult.
That covers the Score. The SSG Wellness Personas is a segmentation scheme that assigns each consumer to a wellness segment. There are actually six segments in total, but for today’s purposes we have chosen to group them into 3: Savvy & Indulgents, Busy Strivers, and lastly, Fit & Holistic.
Consistent with industry facts, since 2011, consumers are migrating out of Savvy Indulgents, into the Busy Strivers or Fit & Holistic. This represents many opportunities for marketers and brand managers that may be hesitant to make healthy "tweaks" to their products or messaging.
Well, now let’s see how these segments behave. Here we have some examples of wellness attitudes and behaviors that these different segments have.
On the upper left wwe see that both Busy Strivers and Fit & Holisitic over-index relative to total pop, on looking for new ways to live a healthier lifestyle. As a matter of fact, the Fit & Trendy are 83% more likely to be looking for new ways to live a healthier life. Contrast that with Savvy indulgents that under-index by 44%.
Similarly, we see that the Fit & Trendy are the most likely to be happy with their weight, check nutritional labels, and eat a Healthy Breakfast every day. Busy Strivers as we can see, tend to over index in these attitudes, but not close to Fit & Trendy. Savvy Indulgents, are on the other end of the Spectrum.
OCR Evenly Split Between Busy Strivers and Fit & Holistic
Dannon Wellness Share of Growth: 31% Savvy Indulgents ; 69% Busy Strivers
Oatmeal Crisp w/ Raisins Share of Growth: 23% Savvy Indulgents; 40% Busy Strivers; 37% Fit & Holistic
MILL make up 27% of Oatmeal Crisp Buyer base and 30% of Dannon
MILL make up 58% of Oatmeal Crisp Growth segments & 100% of Dannon Growth Segments
Retailers and brand manufactures that can shorten ingredient lists and substitute artificial and unrecognizable ingredients with natural /real or recognizable ingredients will continue to edge up in market share and growth –riding Hispanic and Millennial segments expansion