Create healthier alternatives
A COMBINATION OF 2 RESEARCH ASSETS
NUTRITIONAL MONITORING FACISED ON PRODUCTS
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)
THE DYNAMIC OF SUBSTITUTION BETWEEN CATEGORIES
pilots based on international data
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
Public health context:
Anemia 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.
- 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
- 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
- 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.
- And a food sociology approach is now included in the training of healthcare professionals.
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.