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The Impact of the Changing Food Conversation Winning for Tea & Health

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The Impact of the Changing Food Conversation Winning for Tea & Health The Impact of the Changing Food Conversation Winning for Tea & Health Louise Pollock Pollock Communications September 21, 2016 Today we are Talking About Navigating the Capitalizing on The Changing Disruption of the the New Food Food Conversation New Consumer Conversation for Tea Activist 2 The Changing Food Conversation 3 The discussion about food is intensifying! Food is in the news, in social discussions – driven by the media -- inspired by the comments from activists and driven by changes in government dietary recommendations What is different this time…. Media is driving changes in consumer behavior and beliefs For the first time, American consumers are changing their opinions and behaviors about food and nutrition issues 4 Food Conversation Hits Mainstream Media You’d Be Surprised at How Many Foods Contain Added Sugar Media was listed at or near the top of the sources that altered consumer opinions Consumers are searching for information about healthier diets Wine, coffee and tea ARE good for your health: Drinks are 'linked to healthier and For the majority of consumers, media drives more diverse gut bacteria' beliefs and changes in their attitudes However, topics that receive a lot of media attention, but appeared to be of less concern in New Nutrition Labels Are Coming to Remind terms of purchasing behavior include: You That Sugar Is the Root of All Evil Probiotics, cage free, organic and Fair Trade A cup of tea a day could keep heart disease at bay IFIC Health & Nutrition Survey 2016 C+R Research Survey Conducted for IFT 5 Media Impact on the Consumer Mindset HEADLINES ARE CHANGING AMERICANS ARE HUNGRY FOR MORE INFO PUBLIC PERCEPTION ABOUT NUTRITION AND THE FOOD SYSTEM Nearly half of Americans have read an article or book, or watched a documentary about the food system in the past year… Nearly a third of Americans have changed their mind about nutrition … and about half of those Americans have issues in the past year. News articles changed their food purchases as a result. are a top driver of this change. 6 Media Impact on the Consumer Mindset Areas where consumers changed their minds about at least one dietary component last year. Foods perceived as: Less Healthful: added sugars and low-calorie sweeteners, refined grains and saturated fat More Healthful: Natural sugars, plant proteins, whole grains 7 International Food Information Council Foundation 2016 Food & Health Survey Bottom Line: Consumers Are Trying to Get Healthier 76% report making small changes to achieve a healthier diet WHY: to lose weight or protect long term health 8 More Consumers are also Reading Food Labels say they look at ingredients on the list when deciding 47% what to purchase 9 More Consumers are Reading Food Labels What ISN’T in the food defines what makes it healthy Doesn’t contain fat or sugar Limited artificial ingredients or preservatives 10 Food Landscape: What Influences Consumer Purchasing Decisions How much of an impact do the following have on your decision to Taste, price and healthfulness buy foods and beverages? continue to be the biggest drivers of food purchasing decisions for three fourths of Taste the population Price The number of Americans citing “sustainability” as a top Healthfulness factor influencing food Convenience purchases increased significantly since last year Sustainability Healthfulness (64%) is on the rebound from a recent drop across all categories 11 International Food Information Council Foundation 2015 Food & Health Survey Sustainability is Growing in Importance It is not longer nice to have — it is a must have 73% say it is important that food products be produced But only 38% are in a sustainable way willing to pay for it The majority of consumers believe that modern agriculture produces nutritious foods 12 Most Trusted Sources of Information about Types of Food to Eat and Food safety Registered Dietitian Nutritionists (70%) and Health Professionals (57%) are the top sources of trust for the American public 13 International Food Information Council Foundation 2014 Food & Health Survey Navigating the Disruption of the New Consumer Activist 14 The Challenge: The New “Activist Consumer” Consumers are concerned, vocal and empowered through social media Social media makes everyone an influencer News travels in seconds It is unfiltered and not based on science There is a shift from the functional to the emotional Expectations for food are high and evolving 15 Update: Leader of the Food Babe Army Who is Food Babe? Blogger with celebrity status-- started in 2011 Gained media attention by exposing “what’s really going on with our food, how it is grown and what chemicals are used in its production” Uses scare tactics rather than science to make food companies change their ingredients and business practices Uses Change.org, the world's largest petition platform, to help garner more signatures for her petitions What’s her reach? Her web site averages nearly 300,000 monthly visits 1.1MM followers on Facebook, 113K on Instagram, and 100K Twitter followers, her “Food Babe Army” continues to grow 16 Update: Battling the Food Babe Army with Science SciBabe: Yvette d’Entremont -- Started blogging in 2014 Influential presence on social media: 191K Facebook followers, 16.5K Twitter followers Holds a B.A. in theatre, a B.S. in chemistry, an MSc in forensic science, a concentration in biological criminalistics Began getting recognition after Gawker article (Apr 2015) about Food Babe New book SciBabe's Ten Rules for BS Detection to be released in 2016 She took the name "SciBabe" in reaction to Vani Hari's moniker of "Food Babe“ Writers like d'Entremont play an important role educating the public with engaging scientific information. 17 Scientists hit back at Food Babe Uses scare tactics rather than science to make food companies change their ingredients and business practices Authors: Kavin Senapathy, Mark Alsip, Marc Draco 18 Scientists hit back at Food Babe The Science and Medical Community Speaks Out Kevin M. Folta Ph.D. Dr. Folta wrote on his blog: “I cannot think of someone so clueless that thinks she’s so clue- full. The bravado to manufacture completely wacky statements is beyond arrogance, and to criticize students who approach her from a scholarly evidence-based point shows she’s fully subscribed to her own deception.” Professor and chairman of the horticultural sciences department at the University of Florida 19 Sustainability Activists & Advocates Sustainability Activist Green Peace • Creates sensationalist stories around food and labor in order to obtain funding Support environmental, social and economic sustainability Fairtrade Rainforest Alliance UTZ Certified Managing Disruptions Crisis Communications Crisis Management 2015 Dietary Guidelines for Americans Green Tea & Acute Hepatitis CNN Investigation: Human Trafficking in Assam Consumer Reports Supplement Investigation: Green Tea Extract Proposition 65: Naphthalene, Lead Carcinogenicity of drinking coffee, mate, and very hot beverages; on behalf of International Agency for Research on Cancer (IRAC) Monograph Working Group Crisis Communications Process The Process we follow Science and other resources are reviewed by Peter Goggi and the technical team PCI tracks media coverage of potential issues Statement is drafted, reviewed and edited Statement is placed on Tea Association’s website or held for later use with the industry or media if necessary CALL TO ACTION Re-engage Industry Experts and create a more pro-active Technical Committee to respond to any industry crisis Communication is a two-way process Capitalizing on the New Food Conversation How to Win on Tea & Health 23 Opportunities for the Tea Industry We know many Americans drink tea because of the health advantages 43% of consumers appreciate tea because it does something good for their body a Perk them up when they’re feeling tired Boosting their immune system Calm them down Maintain a healthy weight Make them look less physically stressed Source: Tea Council of the USA 24 Media is Embracing Tea Tea & Coffee Companies Offer Deals for National Iced Tea Day 2016 25 The New Normal: What Millennials Expect MILLENNIALS WEIGH IN ON WHAT MAKES A FOOD BRAND AUTHENTIC Clean Ingredients Quality Product/ True to Mission Culturally Accurate Transparency Great Tasting Real. All Natural. Fresh. Know your brand’s true Millennials have been No fine print, please. Organic. It’s expected Authentic food and north and stick to it. exposed to global flavors Food and beverage and demanded. beverages must still be Brands must stay true to since birth. packaging should quality products. their claims and their They appreciate brands expressly state what is in own slogans. that genuinely honor the product and why. cultural heritage. 1 2 3 26 4 WWW.WATERSHEDCOM.COM/RESEARCH5 Summary: The Changing Food Conversation Media is driving beliefs and changes in consumer attitudes Consumers are demanding Healthcare professionals foods with far fewer and consumers need ingredients and natural reasons to believe in the components with health foods they select and benefits and transparent recommend –reasons manufacturing processes must be based on scientific evidence Consumers feel a sense of responsibility to purchase products that are good for the environment and society 27 Talk about Tea Capture attention of the media by joining the conversation Speak directly to the consumer via social media Be authentic Be true to your heritage Be transparent Build brand loyalty Consider creating a cleaner label Include sustainability messages 28 Questions? 29 205 East 42nd Street, Floor 20 New York, NY 10017 lpollockpr.com Louise Pollock Email: [email protected] Phone: 212-941-1414 30.
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