14. WELLNESS COMMITTED
they are = principled eaters
food = nutrients
quality = clean, natural, wholesome
ideal plate = high nutritional value, not processed, fresh
15. FOODIE HEDONISTS
they are = open experimenters of gourmet
food = multi-sensory pleasure
quality = fresh, natural, how it makes them feel
ideal plate = delicious, fresh, unique flavors, textures andingredients
16. EMPTY PANTRIES
they are = disengaged and habitualized
food = fuel
quality = basic staple, tasty, good enough
ideal plate = simple, appetizing looking, strive for zero effort
17. HEALTHY ENOUGH
they are = naïve compromisers
food = trade-offs
quality = incrementally healthier, tasty, fits with life/routines
Ideal Plate = tasty and convenient, with BFY cues and signals, affordable
18. PREFAB FLAVOR SEEKERS
they are = mainstream novelty seekers
food = comfort and fun
quality = taste, taste, taste, how it makes themfeel
ideal plate = tasty, convenient, popular/exciting flavors and textures
19. GOOD ENOUGH SHORTCUTS
they are = catch as catch can
food = unavoidable chore
quality = big, convenient, affordable and tasty
ideal plate = quick and filling, known brands, lifts their mood, wedged intoroutines
20. Convenient and Lighter
Cheese singles/slices
Powdered drink mixes
Instant coffee
Gelatin mix/cups
Granola bars
Cereal bars
Light yogurt
Frozen light entrees for 1
Fruit snack
Diet soft drinks
Packaged white bread
Dried meat/jerky
Baked/popped chips
Pretzels
Pita chips
Organic peanut butter
Reduced fat cheese
Bottled tea
THERE ARE SIX FOOD CLUSTERS, EACH WITH ITS OWN DISTINCT PROFILE
Healthy and Nutritious
Plain cereals
Wholesome cereals
Conv. dairy milk
Plant-based beverages
Conv. chicken
Conv. beef
Frozen vegetarian foods
Oatmeal
Granola/muesli
Probiotic yogurt
Organic cheese
Cottage cheese
Eggs
Fish
Shrimp/shellfish
H/AB free/Organic chicken
H/AB free/Organic beef
Pork
Brown rice
Deli meats
Hummus
Almond, cashew butter
Seeds
Organic corn tortilla chips
Homemade meals, spaghetti
sauce, soups
Convenient and Healthy
Jars/packs of nuts
Regular yogurt
Energy/nutrition bars
Dried fruit
Greek yogurt
Organic yogurt
Refrig. smoothie drinks
Packaged whole grain bread
Bulk nuts
Packaged trail mix
String cheese
Reduced fat peanut butter
Canned tuna
Whole grain crackers
Multigrain tortilla chips
Light and Simple
Ketchup (reg and org)
Yellow mustard
Ground coffee in a can
Fresh produce (reg and org)
Regular bottled water
Instant white rice
Fresh coffee beans
Specialty coffee shop
beverages
Frozen produce
Plain/Flavored sparkling water
Gourmet mustards
Tap water
Tea
Homemade smoothies
Highly Processed
Lunch meats
Lunchables
Hot dogs
Macaroni and cheese
Jarred spaghetti sauce
Sweetened cereals
Chicken nuggets
Canned pasta
Frozen breakfast entrees
Frozen waffles
Frozen entrees for 1
Toaster pastries
Canned soups
Plain crackers
Cheese/flavored crackers
Sandwich crackers
Other fast food breakfast
Chicken sausages
Dry pasta/noodles
Sensory and Indulgent
Regular soft drinks
Potato chips
Corn tortilla chips
Flavored chips
Packaged cookies
Regular peanut butter
Candy bars
Regular cream cheese
Pudding mixes/cups
Mayonnaise/salad dressing
Block cheese
Homemade cookies
Bacon
Sausage
Bratwurst/Italian sausage
Pastries, muffins, etc.
Ice cream or gelato
Microwave popcorn
Veggie and bean chips
Sports drinks
Frozen pizza
The 56 Big Foods in each cluster are in RED
HEALTHIER LESS HEALTHY
Convenient/Simple
Clean, Pure
Healthy
Light
Healthy
Clean, Pure
Hearty, Dense Nutrition
Good On-the-Go
Convenient/Simple
Healthy
Expensive
Hearty, Dense Nutrition
Good On-the-Go
Light
Sensory Eating Experience
Mood Enhancing
NOT Healthy
NOT Light
NOT Clean, Pure
21. SWITCHING DATA SHOW A COMPLEX PATTERN OF BEHAVIORS
FROM AND TO THE DIFFERENT CLUSTERS.
Healthy and Nutritious
29%
Sensory and Indulgent
15%
Light and Simple
21%
Conv. and Healthy
17%
Highly Processed
8%
Conv. and Lighter
11%
2X SWITCHING TO
2X SWITCHING TO
4X SWITCHING FROM
EVEN EXCHANGE - STABLE
3X SWITCHING TO
2X SWITCHING FROM
% OF ALL SWITCHES TO:
22. THERE’S A VARYING DEGREE (AND DIRECTION) OF MOMENTUM
ACROSS PRODUCT CATEGORIES
47 47 45 44 44 43
36 35 32 30 30 27 26 25 21 17 17
46 47 49
42
48
42 55 56
51 56 61 61
57
65 70 76 73
7 6 7
14
8
15
9 9
18 13 9 11
17
10 9 7 10
Dry gelatin or
refrig gelatin
cups
Dry pudding
mixes or
pudding cups
Melting
cheese
Instant coffee Meat,
cheese, and
cracker
packs
Powdered
drink mixes
you add to
water
Regular mac
and cheese
Hot dogs Ground
coffee in a
can
Packaged
lunch
meats/cold
cuts
Regular
cream
cheese
Cheese slices
and singles
Jars, cans, or
packs of nuts
Regular
jarred
spaghetti
sauce
Mayonnaise
or salad
dressing
Ketchup (not
organic)
Yellow
mustard
No Longer Eating or Eating Less No Change Started Eating or Eating More
Sample: Among current users and users who have left a food category in the past 2 years.