The 2014 Wellness Brand Awards -Tapping Into the Total Market’s Healthy Living Movement

Thirty CPG brands have been nominated for the 2014 Wellness Brand Awards – Breakfast Category, with the winners to be announced August 14, 2014, at the Hispanic Retail 360 Summit in San Antonio, Texas. Nominees are CPG brands competing for a share of stomach in various sub-categories, including Cold & Hot Breakfast Cereals, Bars, Egg Alternatives, Frozen Breakfasts, Instant Breakfasts, RTE Pastries, Mixes, and Yogurt.  Two winners will be recognized per segment: Total Market, Millennials, Hispanic, African American and Non-Hispanic White.

The awards will be presented as part of the session: Tapping Into the Total Market’s Healthy Living Movement.  This session will delve into the mind of the increasingly health conscious shopper through a Total Market insights approach that leverages GfK MRI syndicated data and SSG predictive analytics from a national representative base of 100K consumers surveyed between 2011 and 2014.  SSG will take a typical planning roadmap contrasting two major brands, from share of breakfast category analysis, to determining the cultural & wellness growth sub-segments, to defining the attitudinal and behavioral personas of these growth niches, deriving attitudinal and digital insights to enrich the engagement through the path to purchase culminating at retail.

2014 Wellness Brands Awards Nominees

The top two Wellness Brands will be recognized per segment: Total Market, Millennials, Hispanic, African American and Non-Hispanic White among these nominees based on the methodology* below.

Aunt Jemima Grits
Bisquick Heart Smart
Breyers Light
Curves Chewy Granola Bars
Dannon Activia
Dolly Madison
Egg Beaters
Eggo Nutri-Grain Waffles
Entenmann’s Multi-Grain Cereal Bar
Fage
Fiber One
Kashi GOLEAN Crunch!
Kashi Heart to Heart
Kashi TLC Bars
La Yogurt
MultiGrain Cheerios
Oatmeal Crisp with Raisins
Oikos
Old Fashioned Quaker Oats
Oroweat
Pepperidge Farm
Post Spoon Size Shredded Wheat
Quaker Cereal Bars
Quaker Oat Bran
Stonyfield
Weight Watchers
Wheat Chex
Wonder
Yoplait Light    

*Awards Methodology

We 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.  With that in hand, SSG measured brands’ wellness score applying the SSG’s Wellness Spectrum™ and aggregating the wellness scores of each brand user as measured by GfK MRI’s Survey of the American Consumer® brand incidence 2011-2014. Finally, SSG ranked brands across Total Market, Millennial, Hispanic, and African American segments. To learn more information on SSG’s 2014 Wellness Brand Awards and Tapping Into the Total Market’s Healthy Living Movement click HERE.

Speakers

Carlos Santiago, Chief Strategist – Santiago Solutions Group
Juan Sebastian Ovalle, Director Insights & Predictive Analytics – SSG

Hispanic Retail 360 Summit, San Antonio Marriott Rivercenter
Thursday, August 14, 3:15 – 4:00 PM; Session H

About SSG

SSG guides clients using advanced research, projectable sizing opportunity, innovative modeling and predictive analytics. Yet, integrating and distilling rigorous data is just a 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 and Multicultural roadmaps inclusive of customer journeys. SSG has guided leading food brands and retailers including: Chewy, Campbell’s, Dannon, Hot Pockets, Gatorade, Lactaid, Lean Cuisine, Petsmart, Splenda, Quaker, V8, Target, Teasdale Quality Foods, Walgreen’s, and Walmart among others.