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ATTITUDES TOWARDS HEALTHY EATING-UK-FEBRUARY 2018

Published By :

Mintel

Published Date : Feb 2018

Category :

Food

No. of Pages : N/A

The income squeeze coupled with the perceived expense of healthy food has the potential to curb the overarching healthy eating trend. However, it also opens ripe opportunities for retailers to provide more support for shoppers in making choices which are both healthy and price savvy – doing so should promote customer loyalty.

Table of contents
OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Market factors
Six in 10 adults are overweight or obese
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
Figure 2: How often consumers try to eat healthily, November 2015, 2016 and 2017
Sugar content is the most important factor for healthy food
Figure 3: Factors deemed important when looking for healthy food, November 2017
A healthy heart and a healthy weight are the key goals
Figure 4: Benefits consumers would ideally like from their diet, November 2017
Colourful eating resonates among women
Figure 5: Healthy eating behaviours, November 2017
The carrot would be more effective than the stick
Figure 6: Enticements which would encourage consumers to cut down on unhealthy food/drink, November 2017
Celebrations are the top reason to treat oneself
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
Figure 8: Attitudes towards healthy eating, November 2017
What we think
ISSUES AND INSIGHTS
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
"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
"Ultra-processed" food in the spotlight in latest cancer risk warning
61% of adults are overweight or obese
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
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
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
L/N/R sugar claims continue to climb
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
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
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
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
A rise in people eating healthily most of the time
Yet few adhere to strict diets
Positive news for healthy and unhealthy food alike
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
Sugar content stands out as the most important factor
Simply looking to less sweet flavours is a welcome solution
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
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
A healthy heart and a healthy weight are the key goals
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
Figure 18: Selected benefits consumers would ideally like from their diet, by age, November 2017
Figure 19: Further selected benefits consumers would ideally like from their diet, by age, November 2017
HEALTHY EATING BEHAVIOURS
Colourful eating resonates among women
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
The carrot would be more effective than the stick
More brands and retailers should offer positive incentives
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
Celebrations are seen as time for treating oneself
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
Young consumers are switched on to the mood-boosting potential of diet
Mood-oriented messages will fall on fertile ground
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
Abbreviations
Consumer research methodology

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