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Create healthier alternatives

CREATE HEALTHIER ALTERNATIVES

Nowadays, consumers and public health authorities alike are increasingly vocal in their concerns and desire for responsible behaviours from the food industry players. And as the leader of the market, Danone believes that it is its responsibility to provide healthier alternatives in order to drive consumer change. We do so by marketing relevant and nutritionally superior products & categories.

So as to achieve that goal, our R&D teams developed a complete approach to enhance the nutritional superiority of Danone’s products. We combine the nutritional monitoring of our projects compared with those of the local market, with the study of the dynamics at play when consumers substitute one product for another.

A COMBINATION OF 2 RESEARCH ASSETS
A COMBINATION OF 2 RESEARCH ASSETS
NUTRITIONAL MONITORING FACISED ON PRODUCTS
32 countries covered

NUTRIPROGRESS

A nutritional profile comparison of products

Based on criteria defined for each product category (i.e. key nutrients, nutritional needs
of the target-consumer, public health issues…)

To monitor, improve and enhance the value of Danone products not only as standalone products but also regarding how they are integrated into local markets

To monitor the evolution of Danone products & competition on nutrition and trends within the market (yearly reviews)

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THE DYNAMIC OF SUBSTITUTION BETWEEN CATEGORIES
5 pilots based on international data

NUTRICHOICES

A new approach focusing on diet

Targeting the category & product positioning and innovation

To understand food dynamics, associations, alternatives between food or drinks in the consumers’ diet

To identify relevant solutions for our categories to be healthier alternatives

To quantify the nutritional balance of switching from one product to another taking into account the realities of food dynamics

Create Healthier
Solutions with
Phosphatine

Public health context:

Anaemia is a serious concern in Africa.
If the illness is culturally known, the lack of awareness regarding the importance of diet to prevent it, and the use of non appropriate "traditional" treatments as a cure, represent real obstacles towards solving the problem

Danone’s Purpose :

Contribute to prevent iron deficiency in the middle-class by offering relevant & accessible complementary food: Phosphatine instant cereals enriched in iron.

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OUR APPROACH

  • 2 FoodStyles and NutriPlanet studies were conducted in Cameroon and Cote d'Ivoire with external experts. They showed that:
  • The underweight prevalence has been decreasing in Sub-Saharan Africa from 23% in 1990 to 16% in 2014.
  • Children are more prone to malnutrition during the diversification period due to bad complementary feeding practices. The most severely affected children are 6-9 month-olds.
  • Rural populations are still more affected than urban ones, even if malnutrition prevalence is increasing in urban areas due to slums.
  • 100 mums were interviewed in each country by local teams of sociologists in order to get close to them, understand their attitudes & codes and the reasons behind them
  • 150 healthcare professionals were trained in 2014 in nutrition & food sociology, a key tool to address health issues
business impact
  • Phosphatine represents 50% of cereal business in 2015 in Cameroon and Cote d’Ivoire.
  • The Blédina® Phosphatine product (infant cereals) has been reformulated for it to provide 70% of infant iron needs
  • Its price has been reduced by 30% to become more affordable for a broader range of households, thus giving access to new consumers
public health impact
  • In 2014, Blédina® renovated Phosphatine range for it to become a key iron provider for babies during the diversification period : 1 portion brings 70% of the recommended daily allowance
  • 3 educational guides for mothers on pregnancy, breastfeeding and diversification have been published.
  • A food sociology approach is now included in the training of healthcare professionals.
stakeholder engagement

  • The project was presented at the 2014 RANI Congress (African Meetings on Infant Nutrition), which reached 400 paediatricians and scientists from 20 countries.

  • Healthcare professionals, nutritionists, sociologists, authorities are involved.