Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- Lifestage and Special Groups
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Diet versus fat avoidance
- Men need a ‘healthy’ signpost
- Ready meals have some convincing to do
- Young and irresponsible
Executive Summary
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- The problem in focus
- What are we eating?
- The dieting issue
- What about exercise?
- Our spending power
- A new era emerges
- Chemical-free claims emerge
- Usage shifts in our favourite ‘indulgence’ foods
- Attitudes show that healthy eating is favourable to dieting
- Consumer profiles
- Stereotypes hold true
- Crystal Ball predictions
- In summary: why are we not losing weight?
- In summary: wellbeing emerges as a clear trend
Market Drivers
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- What is all the fuss about?
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- Figure 1: Incidence of being overweight or obese among men and women, by age group, 1994 and 2003
- The general picture
- Three in four men have a weight problem
- Women are not much better
- What about children?
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- Figure 2: Incidence of children aged 2-10 with a valid BMI, by gender, 1995 and 2003
- Boys are fatter than girls
- The population problem
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- Figure 3: UK population breakdown, by age, 2000 and 2005
- An ageing population
- Working is bad for our health!
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- Figure 4: Trends in workforce, by gender, 2000-05
- More money coming home
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- Figure 5: PDI and consumer expenditure, at constant 2000 prices, 2000-09
- What are we eating?
- The role of recipe and manufacturers
- What about salt?
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- Figure 6: Average daily household* sodium and fat intake per person, per day, 1993-2003
- Evidence for the Health Movement
- Eating out trends
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- Figure 7: Frequency of eating out, 2001-05
- More eating out, but less frequently
- Market sizes and market movements
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- Figure 8: Index of the eating out and health-related food markets, 2000-05
- Healthy take-home markets beats eating out
- Taking back control
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- Figure 9: Adults who are trying to slim, by gender, 2001-05
- Women bite the bullet
- Membership of health and fitness clubs
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- Figure 10: Key health and fitness club member statistics, 2000-05
- Exercise is increasingly popular
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- Figure 11: Agreement with attitudinal statements on food, diet and health, September 2005
- A question of maturity
- The holistic movement
- The rise of organics
- Beauty and the beast – what about the taste?
- Other environmental concerns
- Fair trade
- Regulatory developments
- Healthy Living Blueprint for Schools
- Convenience food under scrutiny
- Advertising restrictions lurk in the background
- FSA food labelling
Market Dynamics
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- Food and drink expenditure
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- Figure 12: UK household expenditure on food and non-alcoholic drink, at current and constant prices, 1999-2004
- Healthy variants perform differently from market to market
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- Figure 13: UK retail value sales of selected ‘healthier’ foods, by type, 2000-05
- The winners
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- Figure 14: Reduced fat and reduced-calorie foods in other markets, 2004
- Room for growth
- Laggards
- Fresh benefits as well
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- Figure 15: UK retail sales of fruit and veg 2000-05
The Supply Structure
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- Retailer activities
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- Figure 16: Audit of retailer healthy eating ranges, 2005
- Retailer-led new product activity
- Asda Good For You
- Kids Great Stuff
- Co-op Healthy Living
- Iceland Good Choice
- Marks & Spencer Count on Us
- Marks & Spencer Eat Well
- Marks & Spencer & More
- M&S Kids Stuff
- Morrisons Eat Smart
- Sainsbury’s Be Good To Yourself
- Sainsbury’s Kids
- Somerfield Good Intentions
- Tesco Healthy Living
- Tesco Naturally Good
- Waitrose Perfectly Balanced
- Ready to cook
- Retailer responsibility
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- Figure 17: Retailer activities and policies towards health responsibility – product offering 2005
- FSA targets make an impact
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- Figure 18: Retailer response to government GDA targets
- Traffic light confusion
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- Figure 19: Promotional support following government GDA targets 2005
- Widespread support for 5-a-day
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- Figure 20: Customer care advice developments following government GDA targets 2005
- Information everywhere
- Industry associations
- Biscuit, Cake, Chocolate and Confectionery Association (BCCCA)
- British Heart Foundation
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- Figure 21: Above-the-line advertising spend by the British Heart Foundation, 2001-05
- Consistent support
- British Nutrition Foundation (BNF)
- Food & Drink Federation (FDF)
- Food Standards Agency (FSA)
- Support steadily rising
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- Figure 22: Above-the-line advertising spend by the Food Standards Agency, 2001-05
- Ready meals close up
- Companies and Brands
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- Figure 23: Selected healthy eating foods from manufacturers Q3 2005
- Danone Group
- Geest plc
- Golden Wonder
- Greencore
- Heinz
- Kellogg’s
- Kerry Foods
- Kraft Foods
- Müller Dairy (UK) Ltd
- Nestlé
- Northern Foods
- Premier Foods
- PepsiCo Group
- Procter & Gamble
- The Ryvita Company Limited
- Unilever
- United Biscuits (UB)
- Weetabix
- Weight Watchers International
New Products
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- Comparison of new product introductions, by product claim
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- Figure 24: Product claims %, by type September 2005
- Fat and calories dominate – as the baseline
- Chemical avoidance is clear and strong
- A new wave established
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- Figure 25: Number of product introductions in UK, by product claim and by sector, 12 months to December 2005
- Snack survival
- Stick or carrot?
Distribution
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- A close look at grocery sales
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- Figure 26: Retailer share of total grocery, 2004 and 2005
- Asda; food versus non food
- Sainsbury’s re covers
- Morrisons completes Safeway conversion
- Marks & Spencer focus is working
- A question of basket size
- Convenience booms
- Premium lines are significant
The Consumer – Trends in Food Consumption
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- Desserts and sweet treats
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- Figure 27: Consumption of desserts and sweet treats – all users, 2002-05
- Cakes suffer
- Desserts less often?
- Confectionery
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- Figure 28: Consumption of confectionery – all users, 2002-05
- Chocolate remains steady
- Sugar-free options in chewing gum and mints
- Savoury snacks
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- Figure 29: Consumption of savoury snacks – all users, 2002-05
- A nation of crisp lovers
- Prepared meals and cooking aids
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- Figure 30: Usage of prepared meals – all users, 2002-05
- Fruit and vegetables
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- Figure 31: Usage of fruit and vegetable products – all users, 2002-05
Penetration of Grocery – Categories Detailed Data
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- Low-fat spreads/dairy spreads
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- Figure 32: Consumption of low-fat spreads/dairy spreads, 2002-05
- Yogurt
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- Figure 33: Consumption of yogurt, 2002-05
- Desserts and sweet treats
- Ice cream in tubs and blocks
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- Figure 34: Consumption of ice cream in tubs and blocks, 2002-05
- Ice cream bars and sticks
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- Figure 35: Consumption of ice cream bars and sticks, 2002-05
- Ready-to-eat desserts; chilled and frozen
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- Figure 36: Consumption of ready-to-eat desserts, chilled or frozen, 2002-05
- Cakes including frozen gateaux
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- Figure 37: Consumption of cakes including frozen cakes and gateaux, 2002-05
- Sweet biscuits
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- Figure 38: Consumption of sweet biscuits, 2002-05
- Cereal bars
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- Figure 39: Consumption of cereal bars, 2002-05
- Confectionery
- Chocolate bars
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- Figure 40: Consumption of bars of chocolate, 2002-05
- Other chocolate items
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- Figure 41: Consumption of other chocolate items, 2002-05
- Chewing gum
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- Figure 42: Penetration of chewing gum, 2002-05
- Mints
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- Figure 43: Penetration of mints, 2002-05
- Other sugar confectionery
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- Figure 44: Penetration of other sweets (including sweets for children), 2002-05
- Savoury snacks
- Nuts; packet and tinned
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- Figure 45: Consumption of packeted and tinned nuts, 2002-05
- Potato crisps and snacks
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- Figure 46: Consumption of potato crisps and snacks, 2002-05
- Other savoury snacks
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- Figure 47: Consumption of other savoury snacks, 2002-05
- Savoury biscuits
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- Figure 48: Consumption of savoury biscuits, 2002-05
- Prepared meals and cooking aids
- Chilled and frozen ready meals
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- Figure 49: Usage of packeted/chilled/frozen ready meals, 2002-05
- Pizza
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- Figure 50: Usage of pizza, 2002-05
- Frozen chips and potato products
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- Figure 51: Usage of frozen chips and other potato products, 2002-05
- Fruit and vegetables
- Frozen peas/vegetables
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- Figure 52: Usage of frozen peas/vegetables (excluding potatoes), 2002-05
- Expenditure
- Fresh fruit and vegetables
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- Figure 53: Expenditure on fresh vegetables, 2002-05
- Figure 54: Expenditure on fresh fruit, 2002-05
The Consumer – Healthy Eating?
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- Eating in the right direction!
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- Figure 55: Agreement with attitudinal statements on eating habits, 2001-05
- Snacking curtailed
- Is guilt becoming an issue?
- Positive lifestyle changes
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- Figure 56: Agreement with attitudinal statements on food, diet and health, 2001-05
- A long way to go?
- Get on your bike!
- Ethical paranoia?
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- Figure 57: Agreement with attitudinal statements on food, diet and health, 2001-05
- Irony revealed
- Where does it come from?
- Supersize fallout?
- Nutritional content
- ‘Lighter’ options as a signpost
- Is ignorance bliss?
- Are consumers more switched on than evidence suggests?
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- Figure 58: Positive agreement with attitudinal statements on food, diet and health, September 2005
- Ready meals have some convincing to do
- Evidence of confusion
- Functional foods
- Taking responsibility
Healthy Eating Attitudes – Detailed Demographics
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- Figure 59: Agreement with the statements ‘I consider my diet to be very healthy’ and ‘I always check the nutritional content of food’, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, September 2005
- Figure 60: Agreement with the statements ‘I always look for the light/diet versions of food and drink’ and ‘I don’t pay sufficient attention to what I eat’, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, September 2005
- Agreement with statements
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- Figure 61: Agreement with ‘You are what you eat’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 62: Agreement with ‘It’s hard to know which foods are healthy as advice from the experts keeps changing’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 63: Agreement with statement ‘It's difficult to work out if foods are healthy from the labels or information on the pack’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
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- Figure 64: Agreement with ‘A balanced diet is the only way to be healthy’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 65: Agreement with ‘A little bit of what you fancy does you good’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
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- Figure 66: Agreement with ‘I eat what I want because I exercise regularly’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 67: Agreement with ‘Low-fat ready meals are not very healthy’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
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- Figure 68: Agreement with ‘Chilled ready meals are better for you than frozen’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 69: Agreement with ‘I love my food and live to eat’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage September 2005
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- Figure 70: Agreement with ‘I look for foods with positive healthy benefits (eg nuts, oily fish etc)’, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
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The Consumer – Healthy Eating Behaviour
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- Figure 71: Agreement with statements on food, September 2005
- Benefiting from lifestyle
- Working is bad for your health (or your diet)!
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- Figure 72: Agreement with statements on food, September 2005
- Gender differences emerge
- Men get savoury
- Girls are sweet
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- Figure 73: Agreement with statements on food, September 2005
- The age issue
- Education, education, education
- The influence of media
- Lifestage influences
- The party child?
- Awareness exists but is knowledge lacking?
- Are culinary skills an issue?
- Some confusion evident
- The time-strapped parent
- Confused, is this because of lack of time?
- Scare stories add to confusion
- Time pressures dictate behaviour
- The problem is passed down
- Eating habits alter
- The freedom of retirement
- A diverse group
- The balance concept is understood, but is it being undermined?
- Proof that weight is a separate issue
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Eating Habit Behaviour – Detailed Demographics
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- Figure 74: Eating habits, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 75: Eating habits, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
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- Figure 76: Eating habits, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 77: Weaknesses, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
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- Figure 78: Weaknesses, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 79: Weaknesses, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Cutting down on foods
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- Figure 80: Cutting down on foods, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, September 2005
- Figure 81: Cutting down on foods, by age, gender, socio-economic group, lifestage, Mintel’s Special Groups, media usage, working status, tenure, household size, ACORN category, commercial TV viewing and supermarket usage, 2005
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Consumer Groups
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- Cluster groups:
- Unhealthy (36%)
- Key demographics
- Media Targeting
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- Figure 82: Media behaviour of ‘unhealthy cluster’ group
- Targeting Unhealthy
- Health conscious (19%)
- Key demographics
- Media Targeting
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- Figure 83: Media behaviour of ‘health conscious’ cluster group
- Targeting Health conscious
- Dieters (26%)
- Key demographics
- Media Targeting
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- Figure 84: Media behaviour of ‘dieters’ cluster group
- Targeting Dieters
- Sensible Eaters (19%)
- Key demographics
- Media Targeting
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- Figure 85: Media behaviour of ‘sensible eaters’ cluster group
- Targeting Sensible Eaters
Consumer Typologies – Detailed Demographics
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- Figure 86: Cluster groups, by gender, age, socio-economic group, presence of children, marital status, working status, region and lifestage, 2005
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- Figure 87: Cluster groups, by agreement with the lifestyle statements, 2005
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The Future
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- When does the carrot become a stick?
- Wholesome retailing
- Emphasising goodness
- Body beautiful
- Functional health moves forward
- A focus on activity rather than sport
- Confusion looming?
- Lifespan shortens
- Physical improvements will show
- Are we busy fools?
- What about the retailers?
- Data release is delayed
- A divide opens up
- Weight loss must be a separate activity
Forecast
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- Scenario 1: Static
- The general attitude towards healthy eating is a healthy one.
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- Figure 88: Static forecast for the changes in population for each consumer group, 2005-10
- Scenario 2: Optimistic
- A healthy future for healthy eating
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- Figure 89: Optimistic forecast for the changes in population for each consumer group, 2005-10
- Scenario 3: Pessimistic
- Healthy turns Unhealthy
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- Figure 90: Pessimistic forecast for the changes in population for each consumer group, 2005-10
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