Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Market factors
- Obesity remains high on government agenda
- Sugar hits the media spotlight in 2014
- Nutrition details on packaging confuse two in five
- Fortified foods remain under scrutiny
- New product trends
- Minus claims dominate new launches with health claims
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- Figure 1: Share of launches with health* claims of all new products in the UK food market, 2010-14
- Free-from leads in minus claims, low sugar leaps ahead in 2014
- Plus claims are growing, though still small
- Functional claims gain share in 2014
- The consumer
- More than a quarter of people worry about weight
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- Figure 2: Consumers’ health concerns, November 2014
- Healthiness of food is more important than cost but behind taste
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- Figure 3: Factors deemed important* when purchasing food for home, November 2014
- Three in five look for foods which count towards your 5-a-day
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- Figure 4: Factors influencing purchase of food for use at home, November 2014
- Friends and family are relied on most for healthy eating advice
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- Figure 5: Resources used for advice/help on healthy eating, November 2014
- Nutritional information still unclear to many
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- Figure 6: Attitudes towards healthy eating, November 2014
- Many believe health claims are made without scientific proof
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- Figure 7: Attitudes towards products with health claims/benefits, November 2014
- What we think
Issues and Insights
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- Scope for food industry to benefit from dispelling lack of trust in health claims
- The facts
- The implications
- Confusion around nutritional labelling impedes healthy choices
- The facts
- The implications
- Doubts about taste still burden light foods
- The facts
- The implications
Trend Application
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- Trend: Prove It
- Trend: Help Me Help Myself
- Mintel Future: Brand Intervention
Market Drivers
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- Key points
- The Public Health Responsibility Deal
- 250kCal cap on single-serve confectionery
- New salt targets
- Obesity remains high on government agenda
- Prevalence
- Cost
- Initiatives
- NHS 2014 five-year plan
- Sugar hits the media spotlight in 2014
- Sweeteners continue to face scepticism
- Nutrition details on packaging confuse two in five
- Front of Pack Nutrition Labelling scheme
- Two in five people find nutrition information confusing
- Fortified foods remain under scrutiny
New Product Trends
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- Key points
- Methodology
- Minus claims dominate new launches with health claims
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- Figure 8: Share of launches with health** claims of all new products in the UK food market, 2010-14
- Low/no/reduced allergen claims form the largest part of the minus claims category
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- Figure 9: Share of new product launches with minus claims in the overall UK food market, by claim, 2010-14
- Low/no/reduced sugar claims leaped ahead in 2014
- Three years of growth in the share of products making plus claims
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- Figure 10: Share of new product launches with plus claims in the overall UK food market, by claim, 2010-14
- The share of products making high-fibre claims grew in 2014
- An increase in high-protein claims contributed to the growth in plus claims in 2014
- Vitamin/mineral fortification moves to new realms
- The share of launches with functional claims increased in 2014
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- Figure 11: Share of new product launches with functional claims in the overall UK food market, 2010-14
- Energy claims centre around ‘fuel for the day’
- Bone health claims move to more indulgent categories
- Selected products look to konjac for satiety proposition
- Operators look to ‘superfoods’ for natural fortification
- Branded NPD increases its share of launches with health claims
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- Figure 12: New product launches with health* claims in the food market, branded vs own-label, 2010-14
- Coconut drives flavour and function in 2014
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- Figure 13: top 10 flavours (inc. blends) among new product launches featuring minus, functional or plus claims, 2014
Brand Research
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- Key points
- Methodology
- Activia leads as caring, Weetabix as healthy
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- Figure 14: Top 10* food brands, by association with “A brand that cares about my health/ wellbeing”, 2013 and 2014
- Figure 15: Top 10* food brands, by association with “Healthy”, 2013 and 2014
- The ‘actively healthy’ proposition
- Brands look to reassure shoppers of their taste credentials
- The ‘naturally good for you’ brands
Healthy Eating Topics Online
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- What you need to know
- Online topics
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- Figure 16: Online mentions of selected topics, October 2011-January 2015
- Research on obesity ensures its presence in online discussions
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- Figure 17: Topic cloud around obesity, October 2011-January 2015
- Eating healthily represents a lifestyle change
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- Figure 18: Topic cloud around healthy eating, October 2011-January 2015
- Discussion around healthy eating tends to be somewhat seasonal
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- Figure 19: Conversation around healthy eating, by month, October 2011-January 2015
- Consumer interest in healthy eating peaks in January…
- …with a little encouragement required to keep interest sustained past February
- Five-a-day could be more encouraging towards including children
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- Figure 20: Topic cloud around five-a-day mentions, October 2011-January 2015
- Sugar content topic cloud reveals diabetes as a main concern
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- Figure 21: Topic cloud around sugar content, October 2011-January 2015
- Superfoods make up parts of different healthy eating aims
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- Figure 22: Topic cloud around superfoods, October 2011-January 2015
- Figure 23: Mentions of selected superfoods, October 2011-January 2015
- Versatility influences online mentions context
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- Figure 24: Correlation between mentions referencing superfood status, and mentions referencing health benefits, October 2011-January 2015
- Red meat links to discussion of health concerns, while research may drive increase in topic mentions
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- Figure 25: Topic cloud around red meat mentions, October 2011-January 2015
- Salt content topics similar to sugar but fewer mentions may indicate lower concern
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- Figure 26: Topic cloud around salt content mentions, October 2011-January 2015
The Consumer – Health Concerns
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- Key points
- More than a quarter of people worry about weight
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- Figure 27: Consumers’ health concerns, November 2014
- A quarter of people are concerned about tiredness
- Joint health concerns are far more prevalent than bone health
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- Figure 28: Most common consumer health concerns, by gender and generation, November 2014
The Consumer – Factors Influencing Purchase of Food for Home
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- Key points
- Healthiness of food is more important than cost but behind taste
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- Figure 29: Factors deemed important* when purchasing food for home, November 2014
- Food must deliver on taste, though low price remains front of mind
- Three in five think about the healthiness of food
- Fuller for longer is an important choice factor for half of people
- Three in 10 look to food for an energy boost
The Consumer – Nutritional Attributes Sought from Food
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- Key points
- Three in five look for foods which count towards your 5-a-day
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- Figure 30: Factors influencing purchase of food for use at home, November 2014
- The nation is falling short of its 5-a-day target
- Opportunity for more ‘low in’ launches
- Many people avoid sweeteners
- Discrepancies between health concerns and products sought
The Consumer – Resources Used for Advice/Help on Healthy Eating
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- Key points
- Friends and family are relied on most for healthy eating advice
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- Figure 31: Resources used for advice/help on healthy eating, November 2014
- Use of healthy eating apps remains low
- Younger cohorts seek out advice the most
- Only one in four people have used traffic light labelling
The Consumer – Attitudes towards Healthy Eating
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- Key points
- Nutritional information still unclear to many
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- Figure 32: Attitudes towards healthy eating, November 2014
- Half of people find it hard to keep track of their dietary intake
- Messages centred on speed and taste should boost healthy products
The Consumer – Attitudes towards Products with Health Claims/Benefits
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- Key points
- Many believe health claims are made without scientific proof
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- Figure 33: Attitudes towards products with health claims/benefits, November 2014
- Functional labelling seen to lack clarity
- A third of consumers prefer products naturally high in nutrients
- Natural fortification
- Three in 10 associate protein with satiety
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