Family feeders buy protein for someone who will not change how they eat, often parents who do not take whey. They are the smallest segment of Indian high-protein packaged food consumers, so the findings here are directional. They are one of six segments in our overview of high-protein packaged food consumers in India.
Who are Family feeders?
They buy for a child or a parent, which makes the eater a different person from the buyer. What defines them is who the product is for. Their words are the evidence we have; the base is too small for behaviour ratios.
What do Family feeders say?
- “Good source of protein to give to parents who don’t take whey”
- “This is not primarily for the youth it’s is helpful for Parents as they cannot change their diet which they called Desi Diet”
Both describe a food that fits an existing way of eating, with protein added. Another consumer in this segment said cookies are better for children than cream biscuits, which frames the product as a swap.
What could brands test to win Family feeders?
These are ideas to put in front of the segment, not conclusions.
- Packs and messages that say who the product is for, such as parents or children.
- Familiar formats that fit a traditional diet, such as tea-time snacks and everyday bread.
- Ingredient lists a parent can read quickly.
Test these messages on the Family feeders segment at app.nextbigwhat.com. For consumers who replace junk food for themselves, see Better-snack switchers.
Frequently asked questions
What is a Family feeder?
A consumer who buys protein foods for children or parents rather than for themselves.
Why do people buy protein foods for their parents?
Some parents do not take whey and will not change their diet. Consumers describe protein foods as a way to add protein to what they already eat.
How can a brand appeal to Family feeders?
Worth testing: messages that name the eater, familiar formats and ingredient lists that are easy to read.
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