Consumer Insights April 13 th 2016 Host Institution Introduction - - PowerPoint PPT Presentation

Host Institution

Consumer Insights

April 13th 2016

Introduction

• Team: Roger Harker, Sara Jaeger, Denise

Conroy, Phil Bremer, Bill Kaye-Blake

• Project 1: Background literature and existing

insights within NZ business and research

• rganisations provide early guidance.
• HVN aligned projects

– Example: Plant & Food Research project on consumer insights from China.

The New Zealand Institute for Plant & Food Research Limited

Conversations with Chinese consumers about the role of eating and drinking in their lives

The New Zealand Institute for Plant & Food Research Limited

Interview setting in participants’ home with video and audio recording and simultaneous translation

The New Zealand Institute for Plant & Food Research Limited

Interview setting in participants’ home with video and audio recording and simultaneous translation

The New Zealand Institute for Plant & Food Research Limited

A typical day in the life of a Chinese consumer

The New Zealand Institute for Plant & Food Research Limited

A typical day in the life of a Chinese consumer

The New Zealand Institute for Plant & Food Research Limited

A typical day in the life of a Chinese consumer

The New Zealand Institute for Plant & Food Research Limited

A typical day in the life of a Chinese consumer

The New Zealand Institute for Plant & Food Research Limited

“Nobody buys Chinese milk. We don’t trust it”

The New Zealand Institute for Plant & Food Research Limited

“At hypermarket I trust meat to not be

• injected. At wet

market, I’m not so sure and it is unhygienic.”

The New Zealand Institute for Plant & Food Research Limited

“Bread in shops are full of preservatives. I bake my own. It is easy and good for my health.”

The New Zealand Institute for Plant & Food Research Limited

“It is more expensive, but I only buy GM-free cooking oil. It is safer. I saw that on TV.”

The New Zealand Institute for Plant & Food Research Limited

“I do eat well, but my friends started with multi-vitamins. They made me try. I use them now.”

The New Zealand Institute for Plant & Food Research Limited

SOCIETAL VALUES

CONSUMER FOOD CHOICE

Government Business Culture Food Environment Food Culture

The New Zealand Institute for Plant & Food Research Limited

Chinese consumers share many similarities with consumers elsewhere, and express differences embedded in local context (past and present)

The New Zealand Institute for Plant & Food Research Limited

Health and wellness beliefs in food

» Chinese people often classify food into heaty (yang) and cooling (yin) categories » A balanced diet of “yin” and “yang” is believed to help stabilize and promote healthy function of the body » The intake of heaty and cooling foods are important for both prevention and cure of disease. “The bitter vegetables are good in summer to kill your inner fire.” “Lamb is too heaty for summer; your ulcer will get worse.” “Don’t eat more than three crabs; it’s too cooling, you’ll get diarrhoea.”

The New Zealand Institute for Plant & Food Research Limited

Health and wellness beliefs in food

Heaty (yang) food examples Cooling (yin) food examples

The New Zealand Institute for Plant & Food Research Limited

Health and wellness beliefs in food

Heaty (yang) food examples Cooling (yin) food examples

Too much heaty foods may result in feelings of irritability, short temper, fever, constipation, sore throat, nose bleed,

• utbreak of pimples and

acne, mouth ulcers and indigestion. Excessive “cold” energy in the body may result in feeling weak, lethargic, tired and restless.

The New Zealand Institute for Plant & Food Research Limited

“Too much inner heat can last for

• days. My throat is

sore and I drink TCM tea to feel better.”

The New Zealand Institute for Plant & Food Research Limited

Health tea menu in domestic airport terminal

Conclusions for HVN

• Health is one of the most

important factors when choosing foods.

• Rich traditional wisdom

combined with new trends are shaping / reshaping consumers’ views on health.

• We need appropriate

communication strategies.

• We need to be aware of the
• verall food environment

“People seek longevity now. If you are not healthy, you need to pay a lot of money to go see doctors and it is not affordable for a normal family (and that’s why health is the most important thing when it comes to food).”