Webinar 39: Restaurant & Fast Food Behaviors – CLE make Sustainability Trade-offs during COVID.

Presentation Date:   Thursday, August 13,  2 pm ET, (11 am PT)

Presenters
Greg Stucky,  Chief Research Officer, and Julie Quante, Research Director

Most Clean Label Enthusiasts have strong values regarding sustainability and earth friendly practices. Yet they are facing a difficult dilemma when they want to eat out.
"Do I prioritize my passion for sustainability or my concerns about the safety and cleanliness of the dishes and equipment?"
Join Greg Stucky and Julie Quante as we talk about
  • how people are making choices,
  • what motivates those choices and
  • what type of impact that will have on the food service industry.

Please register and join us!

Julie Quante, Research Director

Julie is a Research Director at InsightsNow with experience in the FMCG industry (most recently Tyson Foods).  She is a graduate of the University of Cincinnati (B.S. Industrial Management) as well as UC Davis with a certification in Sensory and Consumer Research.  As a Research Director at InsightsNow, Julie coordinates and facilitates studies for a multitude of CPG companies and leverages her sensory and consumer insights background for these clients as well.  She is heavily immersed in InsightsNow's pioneering Clean Label Enthusiast community.

Webinar 40: Borrowing Playbooks; Developing New Methods for Disruptive Innovation

Learn how blending quantitative techniques into qualitative research helps identify opportunities to disrupt consumers through messaging and positioning.

Presentation Date:   Thursday, August 20       2 pm ET, (11 am PT)

Presenters
Kayte Hamilton, Client Partner Director and Charles Rodriguez, Sr. Research Director, InsightsNow Inc. 

Disrupting consumers is the hallmark of innovation. We discuss new ways to disrupt on an almost daily basis, both internally and with our clients. In this session, join Chuck and Kayte as they share:

  • How adding implicit quantification improves traditional qualitative message testing
  • How integrating social intelligence and social listening with qualitative probes improves your ability to find opportunities to disrupt consumers.
  • Examples for how InsightsNow effectively leverages mixed-method research execution styles and see first-hand case studies from a variety of industries

Hybrid research leaves a big impact on your insight generation. It’s more than just working smarter (not harder)... it’s working better!

Join us as we show how you to get started right away.

Webinar 38: Evolving CLE Shopping Motivations during COVID

Presentation Date:   Thursday, July 9       2 pm ET, (11 am PT)

Presenters
Greg Stucky,  Chief Research Officer, 

Clean Label Enthusiasts are starting to re-prioritize their shopping motivations and product selections.

In this session we will look more deeply into what is motivating Clean Label Enthusiasts to start changing their shopping choices. They are moving away from functional shopping and their new priorities are changing what foods they shop for and why. We will discuss how these changed motivators are the tipping point indicator for introduction of Line Extensions. If you haven’t been getting them ready for launch, now is the time!

Join us as we show how the pattern is changing and what you can expect in the future.

Please register and join us!

Webinar 37: Global Health and Wellness Behavior

Presentation Date:   Thursday, June 18       2 pm ET, (11 am PT)

Presenters
Greg Stucky,  Chief Research Officer,  and Jaclyn LaPoma, Sr. Research Director, InsightsNow Inc.

In this episode we take you international to look at the global influencers of consumer health and wellness choice. We will reveal common insights as well as key differences which make countries unique.  We take a closer look at how COVID is fundamentally changing who and what we trust, why claims are more important now than before, and what type of health halos present new opportunities for brands to support people along their pre- to post-COVID Journeys.

We include information from China, Turkey, India, Germany, France, UK, Mexico, Brazil, Canada, and the US.

Please register and join us!

Webinar36: Immune Support & Health Management: COVID-19 Edition

Presentation Date:   Thursday, June 11       2 pm ET, (11 am PT)

Presenters
Kayte Hamilton,  Client Partner Director  and Mark Stephens, Associate Statistician, InsightsNow Inc.

In this webinar, we continued our coverage of Clean Label Enthusiasts® and the impact of COVID-19. Supplements and vitamins have been an ongoing topic within our CLE community and the coronavirus pandemic has had specific ideas regarding immunity and overall health management. Earlier in the 2020 we established that about 1/3 of CLE made dietary changes in response to COVID-19; what have those changes looked like? What does “immunity” mean during a pandemic, and what else is part of their conscious effort to protect it? Answers below.

Before we dive into those outcomes, let’s recap who Clean Label Enthusiasts® (CLE) are:

  • Classified as a behavioral segment, differentiated by their attitudes and avoidances of products with artificial ingredients and other additives that they believe are unhealthy
  • They tend to read ingredient labels and avoid brands due to these concerns
  • CLE comprise 32% of the US general population

Defining Immunity:

Grounding ourselves in a formal definition, we compared this to how CLEs define immunity and what they feel impacts their immune response:

Merriam-Webster Clean Label Enthusiasts®
A condition of being able to resist a particular disease especially through preventing development of a pathogenic microorganism or by counteracting the effects of its products. ·         The ability of the body to resist and fight off infections and diseases.

·         Immunity is the system that helps you not get sick. But if you do, your immunity helps you get well. Most of your immune system is tied to your digestive system.

·         A protective defense mechanism to keep you from getting ill. Eating healthy and adding antioxidants to your diet. Fresh vegetables and fruits provide a healthy immune system.

We see clearly that CLEs draw a conclusion between their body’s natural defense system (“immunity”) and their belief that they may be able to influence their body’s response through what they consume. It’s also apparent that immune-impacting decisions fall into two broad categories:

Protection

Some behavior shifts are about protecting that natural defense system; things like:

  • Staying away from others (abiding by 6-feet social distance guidelines)
  • Wearing masks and/or gloves when out in public (to help prevent picking up germs on their person)
  • Exercising more (belief that being in a physically fit condition keeps immunity in check)
  • Sleeping more (sleep is the body’s natural ‘reset’ button)
  • Washing hands (while always a good idea, this has been a particular call of action during common cold/flu seasons and has been even louder due to COVID-19)

Strength

In addition to protecting, CLEs believe there are two key ways to boost an immune response during a specific time period, like this pandemic:

  • Improved diet (eating more fruits (specifically ‘citrus’), vegetables, and whole foods)
  • Adding vitamins and/or supplements

I have been eating more veggies and fruits, and trying to stay away from red meat, as much as possible, and taking various minerals and vitamins, for an added boost.

Focus on Boosting Strength

Dietary Changes:

In early COVID-19 (March 2020), about one-third of CLE mention making dietary changes as a direct action to maintaining their health. In a follow-up survey in present-day COVID-19 (June 2020), that number is consistent; 37% of CLE have continued to monitor what they consume to assert some level of control of their immune response to the coronavirus. (This consistency is one example of the reliability level we see throughout our time spent with this behavioral segment.)

Supplement Consumption:

While not all supplements are valid for an immune response; we polled CLEs to identify specific vitamins or foods they believe to be connected to immunity. Out of the 36 presented options, a snapshot on how some of these performed are below:

6-11 webinar Supplement

We also took a closer look at three different options: Vitamin C, Orange Juice, and Oranges. While it’s well-know that oranges contain Vitamin C – how they performed in the immunity associated test indicates that the whole food itself is not as strong as a Vitamin C supplement.

6-11 webinar foods-immunity

Immunity Association Test Explained:

To gather this intel, we used our Implicit/Explicit Test™ to evaluate how quickly it took CLEs to respond to a binary (yes/no) response for the immunity association. As part of the Modes of Thinking behavioral framework; we calibrate this timed exercise individually to determine the implicit and explicit response. More about InsightNow’s implicit tool may be found here.

Buying Behaviors:

During quarantine, we noticed a shift in buying patterns from an in-store purchasing model to online ordering. Part of this shift is due to those under stay-at-home orders and some lack of availability in stores. We didn’t see CLEs “stock up” or “hoard” these important immune-boosting products. Instead, we saw an uptick in online ordering in present-day versus “before COVID-19” timeframes. In addition to their online buying, Amazon and Walmart were the two leading retailers; however, a sizeable portion of CLEs also choose to buy directly from the source in places like Puritan’s Pride and Vitacost and their direct-to-consumer websites. We also saw other all-natural/better-for-environment companies like Swanson’s get mentions for supplement sourcing.

Trust in the Supplement Category:

CLEs trust in who they look to for supplement information about the supplement category was not impacted by COVID: they truest the supplement companies/manufacturers themselves. Most of this confidence is related to an overall belief that as label readers, the supplement category is regulated in their complete list of ingredients necessary to be printed on all bottles/packaging. This combination makes CLEs feel they are transparent in their manufacturing and testing processes.

Usually [supplement company] information is backed up with research data and professional authorities.”

In Summary:

Some CLE have shifted their dietary behaviors to boost an immune system response to COVID-19. We believe this mindset is likely to continue as re-opening plans vary from state-to-state and the potential risk of a ‘second-wave’ is still on the horizon.

With this in mind, these CLEs are looking for ingredients such as Vitamin C, B12, and Zinc which they believe have a strong implicit association with immunity-boosting properties. In addition to supplements, they may also be looking for specific foods that mention these ingredients as part of their increased intake. Brands should consider highlighting these ingredients, specifically for online product listings, to grab attention of CLEs during this time.

Be sure to download the webinar to find out our final thoughts on the supplement & COVID-19 topic! For ongoing CLE & coronavirus reporting; subscribe to our tracker as we continue the conversation.

Coronavirus Impact on Food Behavior: Clean Label Eating on the Rise

As the novel coronavirus has made its way across the globe, we have watched the statistics mount describing its toll on human life and consumer markets. Much speculation is centering on what might become the new normal to help consumer product companies effectively pivot. As a behavioral research company, we are tracking not only coronavirus-impacted behaviors, but the whys underlying those behaviors. This disruption has led to two different research initiatives which are helping companies make those pivots.

First, we tracked a segment of U.S. primary shoppers called Clean Label Enthusiasts® throughout this initial period of the current crisis (and had been tracking prior to this disruption). These consumers are known to be lead indicators of broader shopping behavior change.

 

Secondly, we also took a November 2019 read of global primary shopper behavior as a baseline and compared it to a read in April 2020. This study compared the buying trends among primary shoppers in ten countries including the U.S., Canada, Mexico, Brazil, China, India, Turkey, France, Germany and the U.K.

Clean Label Enthusiasts

What did we find?

Around the world, interest in clean label products is on the rise. More than half of all primary shoppers in China, Turkey and Mexico are Clean Label Enthusiasts®—consumers who preferentially buy products that are free of artificial ingredients and that support ingredients from natural sources...

For the rest of the story, please add your email here.

There's more information:

  • What countries are seeing change in Clean Label eating and how much?
  • How is trust in news sources for food information different across different countries?
  • How has trust changed due to the pandemic?

What Will be the Post-Coronavirus New Normal? The Emotions Insights Wheel™ May Provide Answers

In this time of great disruption, consumers may seem like a moving target. If you are charged with innovation or marketing for your company, you need information to know how to respond to not only the disruptions of the moment, but to prepare your brands for the future. For this reason, we are applying a behavioral framework to not only provide insights into how and why consumers are changing now, but also to provide accurate foresights into what will become the post-coronavirus new normal.

The Emotions Insight Wheel™ was developed in 2011 by InsightsNow Founder and CEO Dave Lundahl.  It provides a framework to understand the motivators of behavioral change.  A simplified version of this framework in shown here.   This framework separates motivators into four quadrants: functional, social, sensorial and psychological.

Motivators can be product cues that signal benefits (or rewards) that products will provide in the context of moments.

  • Functional motivators are cues that signal a product will be safe, healthy or convenient. 
  • Social motivators signal a product will provide social connectedness or reinforce self-social identities. 
  • Sensory motivators signal products will be enjoyed and fit within sensory expectations (e.g. ethnic food).  
  • Psychological motivators signal a product will yield comfortthe promise of surprise or an opportunity for mood change (e.g. relaxing). 

Motivators can also be environmental cues that trigger routines for how we shop, prepare to use products and use them. In times of disruption, old motivators become obsolete and new motivators are formed.  

This framework of motivators can be applied to not only form insights about how to design products to signal benefits and rewards as promised through market communications, they also can be applied to forecast behavioral change. 

We broke up the time of behavioral change into four periods of adjustment. We then applied the Emotions Insight Wheel™ to create timelines of our forecasted functional, social, sensorial and psychological motivators.

Emotions and motivators during disruption

Guided by the framework, we were able to form some initial forecasts for how we believe new motivators, cues and their respective emotions might shape future consumer behavior. Our current tracking research into the novel coronavirus change is applying this framework to design qualitative and quantitative research. Further, as we learn more through this research, we are using this framework to update, validate and shape our future forecasts into how this "Time of Disruption" will lead to new behaviors during the "Period of Adjustment" and beyond.   

Motivators and Emotions

Motivators drive future behaviors by eliciting emotions during product or shopping experiences. This can be disappointment or relief against hopes or fears, (dis)satisfaction against expectations, sense of pride or shame, or feelings of boredom or surprise against expectations. They also elicit feelings of liking or product love. The greater these emotions, the stronger the memory of past experiences and desire to take new actions to avoid, mitigate or repeat. As people consider their options for how to change their behaviors, anticipation emotions such as hope, fear, intrigue, desire or disgust come into play to motivate how they will act.

Our recommendations for companies:

Address New Motivators During “Time of Adjustment”

  • Prioritize communications and marketing innovations which address new functional and social motivators.
  • Use an innovation idea starter, such as: how can you better deliver a shared social experience when the people are only sharing the experience virtually?

Prepare for “Time of Recovery”

  • Monitor change in motivations to align brands and products for "Time of Recovery" growth.
  • Re-contextualize your product messaging to align with the new situations people are currently experiencing.
  • Prioritize short-term innovations and communications which address emerging changes in functional (e.g. dissatisfactions), psychological (e.g. boredoms), social (e.g. new prides) and sensorial (e.g. new enjoyments) motivators.

Prepare for “New Normal”

  • Monitor change in motivators to predict long-term change in motivators among category users.
  • Focus long-term innovation plans on how "Time of Recovery" leads to new desires driven by change in functional, social, psychological and sensorial motivations.

As we move through these four periods of change, you can gain access to our weekly updates into how shopping and consumer behavior is changing (click here). We will also notify you of relevant new behavioral research reports when they become available into novel coronavirus behavioral impact on topics such as consumer trust, clean living and trends in changing motivators impacting food, beverage, supplement, pet food and non-food products.  

Emotions Insights Wheel™ is one of several frameworks in InsightsNow's BehaviorLens Approach®.

For a business strategy to succeed, it must shake up the status quo and disrupt consumer behavior habits.

CPGMatters Virtual LEAD Conference

Join us on Wednesday, May 20th at 2:30PM ET for the CPGMatters Spring 2020 Virtual LEAD Conference where we will be giving a presentation of “The Future of Clean Living; a Peak into Changes in Purchases and Behaviors in the face of COVID-19 ”.

Register so you can hear more about how the COVID-19 pandemic has disrupted consumers, companies and the markets they serve.

Pre-pandemic clean living has been a key driver of consumer behavior across the spectrum of fast-moving consumer goods.  Will this trend continue into a post pandemic new normal?  This presentation will provide actionable insights into this question.

Insights will be provided from a unique tracker into the behaviors and motives of primary shoppers from a community of Clean Label Enthusiasts®.  The talk will also offer some foresight into what might be the future of clean living. This session will be led by our Chief Research Officer, Greg Stucky.

Bring your questions!

The Spring 2020 Virtual LEAD Marketing Conference is produced and hosted by CPGMatters. Sessions covering all aspects of LEAD (Loyalty, Engagement, Analytics, and Digital Applications) will be presented between 9:30 a.m. and 4:00 p.m. ET on Wednesday, May 20th.

As a virtual conference, attendees can enjoy the live, interactive presentations from the comfort of their own office or home. You have the option of attending the entire day-long event, or simply log in for our session. Additionally, all sessions will be recorded and made available to conference registrants for on-demand playback at a later date.

We hope you can join us!

Webinar: Part 2 – How Clean Label Enthusiasts® are Changing Behaviors in Response to COVID-19

Presentation Date:   Thursday, May 21       2 pm ET, (11 am PT)

Presenters
:  
Greg Stucky, Chief Research Officer InsightsNow Inc.  and Amy Mahony, Sr. Researcher, Qualitative Insights

We're continuing to track Clean Label Enthusiasts® (CLE) through the extended time of social distancing disruption  due to Covid-19.

Taking advantage of the opportunity as behavioral researchers to study how people change, we're looking for indicators of what this means for companies doing well now and those trying to come back when "normality" resumes. We rarely see such a major behavioral disruption. Change will occur, the question is what changes will happen more quickly and which will take longer to materialize. Which behavior shifts are just short term and which will become long term change?

When we see large behavioral disruptors, people change their mindset, their motivations change, and their priorities change. Clean Label Enthusiast® behaviors provide lead indicators into the behaviors which are changing now and are indicators of future change.

This webinar looks more closely at how mindsets and behaviors are changing:

  • Changes in the Mindset of Consumers
  • Shopping Behavior Changes
  • Tradeoffs/Product switches and why
  • Key motivators for behaviors

Please register and join us!

Webinar: How Clean Living Enthusiasts® are Changing Behaviors in Response to COVID-19

Stay-in, Save Lives: couple cooking at home

Presentation Date:   Thursday, April 16       2 pm ET, (11 am PT)

Presenters
:  
Greg Stucky, Chief Research Officer InsightsNow Inc.  and Amy Mahony, Sr. Researcher, Qualitative Insights

As consumers progress through stages of adjustment to the social distancing disruption, a silver lining here is the opportunity for behavioral researchers to study how people change in response to this situation. We rarely see such a major behavioral disruption.  Everyone is asking when and now we'll reach a new "normal."  It is a time where behavioral researchers have an extremely important role to help companies and people cope with the impact of COVID-19.

Change will occur, the question is what changes will happen more quickly and which will take longer to materialize. Which behavior shifts are just short term and which will become long term change? And how will they affect my company?

Fear drives significant change. When we see large behavioral disruptors, people change their mindset, their motivations change, and their priorities change. Clean Living Enthusiast behaviors provide lead indicator into the behaviors which are changing now and are indicators of future change.

This webinar looks more closely at how mindsets and behaviors are changing:

  • Changes in the Mindset of Consumers
  • Shopping Behavior Changes
  • Tradeoffs/Product switches and why
  • Key motivators for behaviors

Please register and join us!