Table of Contents
Issues in the Market
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- Definitions
- Nutrition and health claims
- Mandatory vs. voluntary labelling
- Key themes
Insights and Opportunities
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- Electronic space
- Ready to recycle
- Mr Motivator
- Legibility is a key issue
Fast Forward Trends
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- Consumer As Detective
- What’s it about?
- What we’ve seen
- Specifics
- Implications
- Rule of Thumb
- What’s it about?
- What we’ve seen
- Implications
Market in Brief
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- Empowering consumers
- Changing state of the food market…
- …is overloading the consumer with information
- Looking forward
Mandatory and Voluntary Food Labelling
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- Most food labelling is voluntary, only basic food labelling is mandatory
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- Figure 1: Mandatory and voluntary packaged food labelling, 2007
- Basic labelling
- Name
- Heinz causes a stir with its soup
- Consumer confusion over best-before/use-by date
- Driving labelling innovation
Nutrition and Health Labelling
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- Health labelling has become one of the hot issues in FMCG labelling
- Back-of-pack nutritional labelling
- Nutrition claims
- Front-of-pack nutrition labelling – traffic light vs. GDA labelling
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- Figure 2: Nutrition signposting labelling, GDA vs traffic light, 2007
- Traffic light system
- Guideline Daily Amounts (GDA)
- Hybrid systems
- The future
- Health claims and added health benefits (functional foods)
- Legislative developments
- Consumer concern
- The future
- Allergens and free-from labelling
- Allergens
- More extensive and stringent legislation
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- Figure 3: Major allergenic foods for which there is mandatory labelling in the EU Directive*
- The future
- Free-from foods
- Legislation
- The future
- Gluten-free
- Nuts and milk
Environmental Labelling
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- Recycling/compostable and organic logos
- Organic
- What is organic?
- The Soil Association
- The future
- Packaging recycling
- The Mobius loop
- Material identification codes
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- Figure 4: EC material identification codes
- Other recycling symbols
- Recycled content
- The future
- Compostable/biodegradable
- The future
- Carbon footprints
Ethical Production Labelling
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- Fair trade, vegetarian, animal welfare, sustainable fish stocks and provenance
- Fair trade
- Use of the FAIRTRADE Mark
- Awareness and promotion
- The Future
- Marine Stewardship Council
- Use of the logo
- The future
- Freedom Food
- Use of the logo
- Awareness and promotion
- The future
- Vegetarian and vegan foods
- FSA guidance
- The Vegan Society
- The Vegetarian Society
- Awareness and promotion
- The future
- Provenance
- Legislation
- Regulation and legislation
- Protected Food Names Scheme (PFN)
- The future
- Red Tractor
- Use of the logo
- Promotion and awareness
- The future
- Other provenance labelling
- Other common labels
Other Market Factors
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- Key points
- Health eating
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- Figure 5: Agreement with selected lifestyle statements, 2003-07
- You are what you eat
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- Figure 6: Agreement with selected lifestyle statements, 2003-07
- Broadening horizons
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- Figure 7: Agreement with selected lifestyle statements, 2003-07
- Time to recycle
- The ethicalness of products
- Free-range products
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- Figure 8: Agreement with selected lifestyle statements, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- More product claims
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- Figure 9: New product launches, by claim, all food, UK, January 2004-December 2007
- Vegetarian tops new product claims
- A bid for freedom
- Cutting down on fat
- Going organic
The Consumer – Attitudes Towards Labelling
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- Key points
- Running out of space
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- Figure 10: Attitudes towards buying packaged food in supermarkets or other shops, November 2007
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- Figure 11: Attitudes towards food labelling, by age, November 2007
- Wealthy women compare
- Men can’t trust this
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- Figure 12: Attitudes towards food labelling, by gender (%), November 2007
- Trust is an issue going forward
The Consumer – Labelling Awareness and Importance
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- Key points
- Information on packaging
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- Figure 13: Importance of information printed on food and drink labelling, November 2007
- Back to basics
- Cynical about health
- Production values
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- Figure 14: Importance of logos looked for on food and drink packaging, November 2007
- Recycling revolution
- Fair trade wins ethical vote
- Allergens or free-from
The Consumer – Repertoire Cluster Analysis
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- Key points
- Importance of labelling on food and drink packaging
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- Figure 15: How important consumers consider information on food and drink packaging labels to be, 2007
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- Figure 16: Average number of labelling aspects consumers consider to be important/not important/have never seen, November 2007
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- Figure 17: Outline of consumer typologies, November 2007
- Men consider labelling to be of low importance
- High and medium have similar attitudes
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- Figure 18: Consumers clusters, by attitudes towards labelling, November 2007
Appendix
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- Advertising data
- Abbreviations
Appendix: Market Background
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- Weight and volume
- Ingredient listing
- Special storage conditions and conditions of, and instructions for, use
- Organic
- Alternative organic certifiers, other than the Soil Association
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- Figure 19: Organic certifying bodies in the UK
Appendix: Consumer Trends – Detailed Demographics
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- Figure 20: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
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- Figure 21: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
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- Figure 22: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
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- Figure 23: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
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- Figure 24: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
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- Figure 25: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
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Appendix: The Consumer – Attitudes to Labelling – Detailed Demographics
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- Figure 26: Attitudes towards food and drink labelling, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
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Appendix: The Consumer – Labels Looked for on Food and Drink Packaging – Detailed Demographics
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- Important
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- Figure 27: Important food labels, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
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- Figure 28: Important food labels, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
- Not important
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- Figure 29: Not important food labels, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
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- Figure 30: Not important food labels, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
- Production values
- Important
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- Figure 31: Important food logos, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
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- Figure 32: Important food logos, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
- Not important
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- Figure 33: Not important food logos, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
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- Figure 34: Not important food logos, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
- Never seen
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- Figure 35: Food logos never seen, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
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- Figure 36: Food logos never seen, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
Appendix: The Consumer – Repertoire Cluster Analysis
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- Figure 37: How important consumers consider information on food and drink packaging labels to be, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage and TV reception,, November 2007
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- Figure 38: How important consumers consider information on food and drink packaging labels to be, by agreement with attitudinal statements about labels on packaged foods, November 2007
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