Table of Contents
Executive Summary
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- The market
- Overweight and obesity levels remain high among UK adults and children
- Government initiatives to support healthy eating
- The rise in real incomes should be positive for healthy eating
- Ageing population heightens role of diet in preventative health
- Companies and brands
- L/N/R sugar claims rise over 2015-19
- Plus claims see a rise in NPD; functional NPD remains rare
- The consumer
- 65% try to eat healthily all or most of the time
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- Figure 1: How often people try to eat healthily, 2017-19
- 62% welcome greater reformulation
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- Figure 2: Interest in healthy eating concepts, November 2019
- 48% would like to see rewards for healthier choices
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- Figure 3: Interest in retail concepts to encourage healthy eating, November 2019
- A healthy heart and weight management are top goals
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- Figure 4: Benefits consumers would ideally like from their diet, November 2019
- 67% prefer natural over fortified food
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- Figure 5: Behaviours related to healthy eating, November 2019
- The feelgood factor is an incentive for healthy eating
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- Figure 6: Attitudes towards healthy eating, November 2019
- What we think
Issues and Insights
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- Opportunity to harness the feelgood factor as an incentive for healthy eating
- The facts
- The implications
- DNA diets appeal as consumers look for personalisation and guidance
- The facts
- The implications
- Heart health is underexplored
- The facts
- The implications
The Market – What You Need to Know
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- Overweight and obesity levels remain high among UK adults and children
- Government initiatives to tackle obesity
- The rise in real incomes should be positive for healthy eating
- Ageing population heightens role of diet in preventative health
Market Drivers
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- Overweight and obesity levels remain high among UK adults…
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- Figure 7: Trends in BMI, England, 1995-2018
- …while almost three in 10 children are overweight or obese
- Government initiatives to support healthy eating
- Food industry tasked with 20% calorie reduction by 2024
- Sugar remains under the spotlight
- Salt reduction targets
- 9pm watershed for junk food advertising mooted
- Calls for a public transport snacking ban
- PHE calls off January blitz
- Peas Please initiative results in 90 million veg portions being eaten, according to report
- The rise in real incomes should be positive for healthy eating
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- Figure 8: Annual change in CPI and average weekly earnings, January 2012-December 2019
- Ageing population heightens role of diet in preventative health
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- Figure 9: Trends in the age structure of the UK population, 2014-19 and 2019-24
Companies and Brands – What You Need to Know
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- L/N/R sugar claims rise over 2015-19
- Plus claims see a rise in NPD; protein takes the lead
- Functional NPD remains rare despite consumer interest
Launch Activity and Innovation
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- L/N/R sugar claims rise over 2015-19
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- Figure 10: Share of new product launches with slimming and minus claims in the UK food market, by claim, 2015-19
- Cadbury unveils low-sugar Dairy Milk bar
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- Figure 11: Cadbury launches Dairy Milk with 30% less sugar, 2019
- Plus claims see a rise in NPD; protein takes the lead
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- Figure 12: Share of new product launches with plus claims in the UK food market, by claim, 2015-19
- Figure 13: NPD in snack bars with a high/added-protein claim, 2019
- Protein continues to be explored as a way to cut down on sugar
- Functional NPD remains rare
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- Figure 14: Share of new product launches with functional claims in the UK food market, by claim, 2015-19
- Cardiovascular health claim seen across cereals, yogurt and fish
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- Figure 15: NPD featuring the cardiovascular claim in cereals and yogurt, 2019
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- Figure 16: M&S salmon calls out omega 3 for heart health, 2020
- Brain health claim is rare
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- Figure 17: NPD featuring the brain (& nervous) functional claim, 2018-19
- Gut health rises in prominence
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- Figure 18: Kellogg’s pushes healthy gut messaging linked to fibre content, 2019
- Sainsbury’s focuses on gut health in new fixture
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- Figure 19: Biotiful Dairy products, 2019-20
- Fermented trend continues
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- Figure 20: NPD that focuses on gut health and fermentation, 2018
- Digestive health claims appear in sweet treats also
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- Figure 21: Treats that reference digestive health, 2019
- ‘Mood foods’ remain rare
- References to adaptogens remain niche in the UK
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- Figure 22: Raw Press launches adaptogenic range, 2019
- CBD attracts buzz and regulation…
- …as well as launches
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- Figure 23: Foods featuring cannabidiol, 2019
Brand Research
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- Brand map
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- Figure 24: Attitudes towards and usage of selected brands, 2019
- Key brand metrics
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- Figure 25: Key metrics for selected brands, 2019
- Brand attitudes: Ryvita scores the highest on caring for health/wellbeing
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- Figure 26: Attitudes, by brand, 2019
- Brand personality: Most brands are seen as accessible
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- Figure 27: Brand personality – macro image, 2019
- Quaker and Weetabix are seen as family brands, as well as healthy
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- Figure 28: Brand personality – micro image, 2019
The Consumer – What You Need to Know
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- 65% try to eat healthily all or most of the time
- 56% eat healthily all/most of the time
- 62% welcome greater reformulation
- 48% would like to see rewards for healthier choices
- Healthy aisles appeal to 39%
- Heart health is top benefit wanted from diets
- 67% prefer natural over fortified food
- DNA diets appeal to almost half
- The feelgood factor is an incentive for healthy eating
- Plant-based diets are seen as healthy by 45%
Healthy Eating Intentions
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- 65% try to eat healthily all or most of the time
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- Figure 29: How often people try to eat healthily, 2017-19
- Women, the over-65s and the affluent are more inclined to eat healthily
- 56% eat healthily all/most of the time
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- Figure 30: How often people actually eat healthily, November 2019
Interest in Healthy Eating Concepts
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- 62% welcome greater reformulation
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- Figure 31: Interest in healthy eating concepts, November 2019
- 39% are open to smaller portions at restaurants
- Punitive measures such as a sugar tax and public transport ban appeal to a sizeable minority
- The young less open to a ban on eating on public transport
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- Figure 32: Those who would like to see a ban on eating on public transport, by age, November 2019
Interest in Healthy Eating Retail Concepts
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- 48% would like to see rewards for healthier choices
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- Figure 33: Interest in retail concepts to encourage healthy eating, November 2019
- Healthy aisles appeal to 39%
- 31% would like greater guidance on healthy eating
- Nutritional details on receipts appeal to one in four
- Low interest in in-store nutritionists; rising to 21% among 16-34s
Benefits People Would Want from Their Diet
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- A healthy heart and weight management are top benefits sought from diets
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- Figure 34: Benefits consumers would ideally like from their diet, November 2019
- Older generation look to support brain function
- Opportunities for food to improve people’s mood
Behaviours Related to Healthy Eating
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- 67% prefer natural over fortified food
- Nutrient-dense food should call out its credentials
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- Figure 35: Behaviours related to healthy eating, November 2019
- DNA diets appeal to almost half
- Foodservice explores DNA-tailored meals, NHS offers DNA testing
- Smart Diets is a trend to 2030
- Current initiatives range from online operators to tailored supplements
- Consumers look for inspiration from social media, especially 16-34s
Attitudes towards Healthy Eating
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- The feelgood factor is an incentive for healthy eating
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- Figure 36: Attitudes towards healthy eating, November 2019
- Plant-based diets are seen as healthy by 45%
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Purchase Intelligence
- Consumer research methodology
Appendix – Market Drivers
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- Figure 37: Prevalence of overweight and obesity among children, by gender, 2018/19
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Appendix – Launch Activity and Innovation
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- Figure 38: Share of NPD in the UK food market, by top claims, 2015-19
- Figure 39: Share of NPD in the UK food market with a high/added-protein claim, by sub-category, 2015-19
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