An important new independent study on the attitudes of Irish women reveals that 77% believe that ad campaigns selling diet and weight loss foods portray women having an unhealthy relationship with food. In reality the Irish female is more pragmatic in her approach. Food is not just a necessity – an overwhelming 81% believe that food is something to be savoured and enjoyed.
Worryingly, key statistics indicated that 78% of survey respondents view the models featured in stereotypical ads as having unrealistic, unattainable body shapes. In addition 51% felt the portrayal of women in these ads is clichéd. However it is clear this only serves to alienate Irish women because 74% say it would make them less likely to purchase the product being advertised.
According to the survey results, there is strong consensus amongst Irish women about what constitutes a healthy lifestyle -74% agree that eating a balanced diet with the occasional treat equals a healthy lifestyle. It’s clear however that consumers are always looking for new ideas and help to fit this healthy diet around their busy lifestyles because 63% admit to feeling guilty when their food choices aren’t what they consider to be healthy.
LowLow Brand Manager, Maeve Judge says:
“Food is an integral part of a healthy lifestyle and we have a responsibility to promote and portray a more positive, realistic relationship with it. Consumers want more engaging, relevant and helpful communications and that’s what LowLow wants to do. We have spoken to our consumers and are acting on their feedback.”
LowLow’s study of the Irish female consumer shows just how disciplined and pragmatic she is in her approach to food. 57% say that tasty, healthy food is more important than being able to eat what they want (37%) proving that a ‘YesYes’ attitude to eating is the way forward!
About LowLow’s Survey by iReach
The survey was carried out by iReach Consumer Research Panel in March 2013 and delivered 300 completed and unique survey responses from females aged 25-55 creating a statistically robust and nationally representative sample of Irish women.
LowLow offers Irish consumers the delicious taste of cheese and spreads with the added value of at least 1/3 less fat* in every product. LowLow’s range is versatile and convenient with Original spreads, cheese blocks, slices, grated and triangles; a product for every meal occasion. Our Mature Cheddar Spreads recently won a prestigious consumer voted Product of the Year Award for innovation and quality. LowLow is perfect for those who seek a healthy and balanced diet but don’t want to compromise on taste.
*than full fat competitors
The LowLow Campaign
LowLow is launching it’s “Food to Feel Good About” campaign on April 8th. The initial stages of the campaign will feature an engaging video on their Facebook page which takes a humorous spin on the clichéd depiction of women in historical diet food ads. The campaign will quickly move to promote a healthy relationship with food by showing women eating in a social environment with friends and the tagline “For people who count friends not calories”.