August 14, 2014. San Antonio, Texas.- Eight major breakfast brands received top honors when the 2014 Wellness Brand Awards were announced today at the Hispanic Retail 360 Summit in San Antonio hosted by Stagnito. The winners were chosen from among 240 CPG brands competing for a “share of stomach” in various breakfast sub-categories. The top two Wellness Brands by segment include:
- Hispanic: Quaker Oat Bran, La Yogurt
- Millennials: Oatmeal Crisp Raisin Cereal, Kashi Go Lean Crunch!
- African American: Entenmann Multi-Grain Cereal Bar, Breyers Light Yogurt
- Non-Hispanic White: Fage Yogurt, Stonyfield Yogurt
- Total Market: Stonyfield Yogurt, Kashi Go Lean Crunch!
The awards were presented at the Tapping Into the Total Market’s Healthy Living Movement session, presented by Santiago Solutions Group (SSG), a research and growth consulting firm based in Los Angeles. The session revealed how easy it is to apply predictive analytics, such as the new SSG Wellness Spectrum™ powered by GfK MRI, to discern consumer patterns that may enhance growth for marketers and what Total Market approach is best for the Brand.
The methodology of the Wellness Brands began by looking at individuals’ wellness mindsets and behaviors – the personal values and lifestyle that guide healthy brand choices, to create a personal wellness score akin to an individual’s FICO credit score. The brands’ wellness score were then measured by aggregating the wellness scores of its specific purchasers and ranked across Total Market, Millennial, Hispanic, African American, and White Non-Hispanic segments.
Carlos Santiago, Chief Strategist of Santiago Solutions Group, shared why he believes that there are no brands in common among the top 2 healthiest brands of Hispanics, Millennials, African Americans, and White Non-Hispanics breakfast shoppers. In fact, among the top five wellness brands across these four segments, there were only three common brands. “Because healthy outlooks, weight perceptions, palate preferences and health drivers are so distinct among various cultural segments, the utilization of data-analytics tools is critical for more tailored and effective path to purchase efforts that respond to the barriers of whatever the major growth segments happen to be.”
The presentation contrasted the healthy-outlook users bases and sources of growth of two leading wellness brands –Activia and General Mills’ Oatmeal Crisp with Raisins cereal as examples of delving into the mind, purchase propensity of increasingly health conscious shoppers to guide what Total Market approach, cross-cultural or segmented or both, makes most sense based on the insights from the data.
Santiago observed that shoppers are progressively trying to make healthier lifestyle and food choices, resulting in consumers becoming more discerning about wellness, and demanding more natural, recognizable ingredients and healthier products. “With turnkey marketing tools that help to align brand strategies with healthy-driven purchase motivators, companies can fit the right product to the right individuals, and marketers will understand where and how to optimize their product efforts.” SSG’s analysis showed that greater growth comes to breakfast brands and sub-categories who lead with healthy-driven innovation.
2014 Wellness Brands Awards Nominees
Top 30 Wellness Brands among 240 breakfast Brands
Aunt Jemima Grits
Bisquick Heart Smart
Curves Chewy Granola Bars
Eggo Nutri-Grain Waffles
Entenmann’s Multi-Grain Cereal Bar
Kashi GOLEAN Crunch!
Kashi Heart to Heart
Kashi TLC Bars
Oatmeal Crisp with Raisins
Old Fashioned Quaker Oats
Post Spoon Size Shredded Wheat
Quaker Cereal Bars
Quaker Oat Bran
The SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc., to learn more click HERE.
To learn more information on SSG’s 2014 Wellness Brand Awards and Tapping Into the Total Market’s Healthy Living Movement click HERE.
We guide clients using advanced research, projectable opportunity sizings, innovative modeling and predictive analytics. Yet, integrating and distilling rigorous data is just the base to reduce your financial risk. Leveraging client-side experience and consulting, we arm you with intelligence, ownable insights to purchase, strategic pathways aligned with the highest impact priorities, and effective Total Market roadmaps inclusive of customer journeys.