Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- Market factors
- Six in 10 adults are overweight or obese
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- Figure 1: Trends in body mass index (BMI), England, 1995-2016
- PHE’s 2018 campaign focuses on snacks
- The income squeeze puts pressure on healthy eating
- Companies and brands
- L/N/R sugar claims continue to climb
- Ongoing rise in high fibre and wholegrain claims
- 4% of food launches contribute towards consumers’ five-a-day
- The consumer
- A rise in people eating healthily most of the time
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- Figure 2: How often consumers try to eat healthily, November 2015, 2016 and 2017
- Sugar content is the most important factor for healthy food
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- Figure 3: Factors deemed important when looking for healthy food, November 2017
- A healthy heart and a healthy weight are the key goals
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- Figure 4: Benefits consumers would ideally like from their diet, November 2017
- Colourful eating resonates among women
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- Figure 5: Healthy eating behaviours, November 2017
- The carrot would be more effective than the stick
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- Figure 6: Enticements which would encourage consumers to cut down on unhealthy food/drink, November 2017
- Celebrations are the top reason to treat oneself
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- Figure 7: Factors most likely to push consumers towards having unhealthy food/drink, November 2017
- Young consumers are switched onto the mood-boosting potential of diet
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- Figure 8: Attitudes towards healthy eating, November 2017
- What we think
Issues and Insights
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- The perceived link between food and both energy and mood can be better harnessed in the food industry
- The facts
- The implications
- Guidance on eating healthily on a budget would chime with shoppers
- The facts
- The implications
- More products can harness the compelling appeal of colourful eating
- The facts
- The implications
The Market – What You Need to Know
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- "Ultra-processed" food in the spotlight in latest cancer risk warning
- Six in 10 adults are overweight or obese
- PHE’s 2018 campaign focuses on snacks
- The income squeeze puts pressure on healthy eating
Market Drivers
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- "Ultra-processed" food in the spotlight in latest cancer risk warning
- 61% of adults are overweight or obese
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- Figure 9: Trends in body mass index (BMI), England, 1995-2016
- Weight issues start at a young age
- The obesity crisis is costing the NHS some £16 billion
- Category-specific targets published for sugar reduction
- PHE unveils 2018 campaign, focusing on snacks
- The simple, clear message should resonate among busy parents
- Calories are put centre stage in PHE’s new offensive
- Action on Sugar calls for sugar tax to be extended to confectionery
- Graphic health warnings have even been mooted
- The ban on advertising sugary products to children is extended to online
- Only a fifth of people eat 5-a-day every day
- Industry steps up efforts to boost veg intake
- Dedicated advertising fund called for to increase appeal of vegetables
- The income squeeze puts pressure on healthy eating
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- Figure 10: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2014-November 2017
Companies and Brands – What You Need to Know
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- L/N/R sugar claims continue to climb
- Ongoing rise in high-fibre and wholegrain claims
- 4% of food launches flag up contributing towards consumers’ 5-a-day
Launch Activity and Innovation
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- L/N/R sugar claims continue to climb
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- Figure 11: Share of new product launches with slimming and minus claims in the UK food market, by claim, 2013-17
- High-profile L/N/R sugar activity targeting children
- A new line of Mr Kipling reduced sugar cake slices for kids
- Finsbury reduces sugar in Disney celebration cakes by 40%
- Kellogg’s makes a sugar reduction pledge on children’s cereals
- No-added sugar claims become more prevalent
- More NPD using naturally-sourced sweeteners, but remains niche
- Perfetti Van Melle brings stevia to the mainstream in sugar confectionery
- Breyers Delight and Halo Top enter the UK ice cream market
- Ongoing rise in high-fibre and wholegrain claims
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- Figure 12: Share of new product launches with plus claims in the overall UK food market, by claim, 2013-17
- Yogurts leverage the appeal of wholegrain and fibre
- No slowdown in high-protein NPD
- 4% of food launches reference contributing towards consumers’ 5-a-day
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- Figure 13: Share of new product launches which contribute to consumers’ 5-a-day in the food market, 2013-17
- “Flexitarian” products continue to attract NPD
- Turmeric is still the spice of the moment
The Consumer – What You Need to Know
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- A rise in people eating healthily most of the time
- Sugar content is the most important factor for healthy food
- A healthy heart and a healthy weight are the key goals
- Colourful eating resonates among women
- The carrot would be more effective than the stick for boosting healthy choices
- Celebrations are the top reason to treat oneself
- Young consumers are switched on to the mood-boosting potential of diet
Healthy Eating Intentions
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- A rise in people eating healthily most of the time
- Yet few adhere to strict diets
- Positive news for healthy and unhealthy food alike
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- Figure 14: How often consumers try to eat healthily, November 2015, 2016 and 2017
- Age and income fuel healthy eating
Factors Deemed Important when Looking for Healthy Food
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- Sugar content stands out as the most important factor
- Simply looking to less sweet flavours is a welcome solution
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- Figure 15: Factors deemed important when looking for healthy food, November 2017
- Contributing to consumers’ 5-a-day is a persuasive selling point
- A big generational divide in importance placed on health claims
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- Figure 16: Selected factors deemed important when looking for healthy food, by age group, November 2017
- Only one in three look for a low calorie content
Benefits People Would Want from Their Diet
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- A healthy heart and a healthy weight are the key goals
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- Figure 17: Benefits consumers would ideally like from their diet, November 2017
- Many consumers want an energy boost from their diet
- Ingredients with links to energy provision should hold appeal
- Brain function is high on the agenda for older consumers
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- Figure 18: Selected benefits consumers would ideally like from their diet, by age, November 2017
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- Figure 19: Further selected benefits consumers would ideally like from their diet, by age, November 2017
Healthy Eating Behaviours
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- Colourful eating resonates among women
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- Figure 20: Healthy eating behaviours, November 2017
- ‘Foodie’ credentials can be boosted by bright colours
- Spices can tap into colourful eating
- Good bacteria hold widespread appeal…
- …driving more innovation in this area
- High-protein, low carb is most popular among under-35s
Enticements to Cut Down on Unhealthy Food/Drink
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- The carrot would be more effective than the stick
- More brands and retailers should offer positive incentives
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- Figure 21: Enticements which would encourage consumers to cut down on unhealthy food/drink, November 2017
- People want easier to understand nutritional information
- Supermarkets can provide more advice
- Under-35s would most welcome guidance in-store for making healthy meals
Factors Contributing to Unhealthy Food/Drink Choices
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- Celebrations are seen as time for treating oneself
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- Figure 22: Factors most likely to push consumers towards having unhealthy food/drink, November 2017
- Being in a rush sparks unhealthy choices
- Treats widely consumed to cheer oneself up
Attitudes towards Healthy Eating
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- Young consumers are switched on to the mood-boosting potential of diet
- Mood-oriented messages will fall on fertile ground
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- Figure 23: Attitudes towards healthy eating, November 2017
- Personalised diets attract interest
- Superfoods appeal on a ‘foodie’ level as well as a health one
- Seasonal food is seen to have health merits
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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