What will health nuts eat on Super Bowl Sunday? Nuts!

Super Bowl Sunday is generally a write-off day for most diets, as football fans commonly indulge in everything from a few brews to something called a Bacon Explosion.

Given the public discourse on Super Bowl snacks, we at Survata decided the event presented a good opportunity to gauge how people perceive some of the most popular snack food brands. We came up with a list of 39 food items, including popular brands of chips, crackers, cookies, snack bars, and fruit snacks. We showed over 1300 respondents five randomly chosen snacks from our list, and asked them to to rank the snacks in order from what they perceived to be the most healthy to the least healthy (we avoided the debate of what “healthy” actually means; respondents’ definition of “healthy” may of course vary).

We calculated an average ranking for each snack by assigning a numerical value based on each placement it received (1 for healthiest, 2 for second healthiest, etc.). Based on that total, Kashi Go Lean Bars had the highest overall rank, with an average score of just under 2. Planter’s Nuts and Nature Valley Granola Bars were a close second and third respectively. We found that Oreo was the least healthy snack (the snack with the lowest average ranking), followed by Cheetos and Little Debbie snacks. See what consumers chose as the healthiest and least healthy below, and check out the full results here.

Survata_Snacks

There are obviously a number of ways to cut the data, including the percentage of times each snack was ranked healthiest or least healthy, but we found the results to be mostly consistent across all major metrics.

Our Take

While the highest and lowest ranked snacks came as no surprise, some puzzling results were found toward the middle of the list. Popchips, which has an ad campaign posturing the snack as a healthy alternative to potato chips, did not seem to resonate with the public, as the brand was nowhere near the highest ranked option. On the contrary, Welch’s Fruit Snacks ranked surprisingly high, beating out other snacks with relatively healthy reputations like Quaker Chewy Bars and Chex Mix. While we hope this report offered some interesting brand insight, we should add that we personally do not condone bringing health food to a Super Bowl party.

Is your brand sending the right messages? Try Survata and find out.

Footnotes for our fellow data geeks

  1. We interviewed 1,319 online respondents from January 28 to January 30, 2014.
  2. You can download the underlying data here.
  3. You can analyze the underlying data in Statwing here.

SparkPeople uses Survata to discover 2014′s most popular fitness goals

If you had to wait for a treadmill at the gym this morning you’ve probably already realized this fact, but fitness and wellness goals are highly popular this time of year. While the New Year’s Resolution fitness craze is practically a given, the way people enact their goals rapidly evolves with new information and trends. SparkPeople, the web’s largest and most active healthy living destination, ran a Survata survey asking nearly 500 women about their health and fitness goals to put a finger on the pulse of popular wellness topics in 2014.

Among women age 25-54 who have a health-related New Year’s Resolution, “exercise more” was selected as the top goal most often (45%), followed by “eat healthier” (23%), and “reduce stress” (13%). The most popular fitness activities respondents plan to pursue in 2014 include yoga and running, both selected 29% of the time. Many respondents would go to considerable lengths in order to reach their fitness goals, including giving up chocolate (35%) or their vacation time (6%).

Survata_SparkPeople

For SparkPeople, which offers medically-accepted wellness resources to over 15 million registered members, it’s essential to stay in tune with their demographic. Having used other market research tools in the past, SparkPeople said they greatly benefited from Survata’s expertise. “We’ve done surveys on our own with SurveyMonkey, but having a Survata survey analyst was helpful, and ensured we crafted the questions correctly,” said Treenah Kight of SparkPeople.

From there, SparkPeople were able to get hundreds of responses from people who could benefit from their articles, interactive tools, and vibrant community of members and wellness experts. The result? SparkPeople gained a meaningful glimpse into their target customers’ upcoming goals, and gathered proprietary data for a newsworthy press release (which received widespread media pickup).

Want to find out what your target demographic cares about? Try Survata today.