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Attitudes towards Healthy Eating - UK - February 2017

“Social media carries the pulse on which the digital generation keep their fingers to keep one step ahead with emerging health trends and ingredients. As such, it is an ideal platform for food companies to identify innovation opportunities – although with a need to cut through all the noise in doing so. Companies which are able to quickly react and translate these into NPD – and get out before the trend fizzles – have a notable edge.”
– Emma Clifford, Senior Food and Drink Analyst

This Report discusses the following key topics:

  • In the crowded ‘superfood’ space, innovation has to deliver on all-round healthiness
  • The natural and health-boosting credentials of plant proteins makes these a winning formula for NPD
  • Companies that are able to quickly react to health trends on social media have a distinct advantage

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Obesity continues to edge upwards
              • Sugar intake remains far too high
                • Government outlines its plan to tackle childhood obesity
                  • Companies and brands
                    • Brands look to relevant ambassadors to drive links with strength
                      • The upward trend in L/N/R sugar NPD continues
                        • The rise of the humble vegetable
                          • Emotional empowerment replaces weight loss messages
                            • The consumer
                              • Healthy eating is becoming more widespread
                                • Figure 1: How often consumers try to eat healthily, November 2015 and November 2016
                              • Health trumps weight management as a reason to eat healthily
                                • The “feel-good factor” is also a major incentive
                                  • Figure 2: Reasons for eating healthily, November 2016
                                • Sugar is top concern
                                  • Figure 3: Perceptions of personal intake of foods and macronutrients, November 2016
                                • A balanced diet is the holy grail of healthy eating
                                  • Figure 4: Uptake of and interest in selected health-related eating habits, November 2016
                                • High demand for superfoods continues
                                  • Powerful influence of social media on healthy eating trends
                                    • Figure 5: Attitudes towards healthy eating, November 2016
                                  • What we think
                                  • Issues and Insights

                                    • In the crowded ‘superfood’ space, innovation has to deliver on all-round healthiness
                                      • The facts
                                        • The implications
                                          • The natural and health-boosting credentials of plant proteins makes these a winning formula for NPD
                                            • The facts
                                              • The implications
                                                • Companies that are able to quickly react to health trends on social media have a distinct advantage
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Obesity continues to edge upwards
                                                        • Sugar intake remains far too high
                                                          • Government outlines its plan to tackle childhood obesity
                                                            • Mixed messages on carbohydrates and fat
                                                            • Market Drivers

                                                              • Obesity continues to edge upwards…
                                                                • …putting mounting pressure on the already stretched NHS
                                                                  • Figure 6: Trends in body mass index (BMI), England, 1996-2015
                                                                • Childhood obesity still creeping up
                                                                  • Despite a reduction among children, sugar intake remains far too high
                                                                    • Figure 7: Average daily intake of (non-milk extrinsic) sugars as a proportion of total food energy, by age group, with recommendations shown, 2012-14
                                                                  • Government outlines its plan to tackle childhood obesity…
                                                                    • …but is criticised as watered down and not tough enough
                                                                      • New Change4Life app targets parents’ health concerns
                                                                        • The five-a-day target is not coming to fruition
                                                                          • Figure 8: Average daily intake of fruit and vegetables and proportion of people achieving five-a-day, 2012-14
                                                                        • …with cost a barrier
                                                                          • Carbohydrates and fat are the subjects of a high-profile health debate
                                                                            • Carbs in the firing line in controversial report
                                                                              • Updated Eatwell Guide includes more fruit, veg and starchy carbohydrates
                                                                                • Sainsbury’s aims to boost vegetable consumption
                                                                                • Companies and Brands – What You Need to Know

                                                                                  • The upward trend in L/N/R sugar NPD continues
                                                                                    • The rise of the humble vegetable
                                                                                      • Emotional empowerment replaces weight loss messages
                                                                                        • Brands look to relevant ambassadors to drive links with strength
                                                                                        • Launch Activity and Innovation

                                                                                          • The upward trend in L/N/R sugar NPD continues…
                                                                                            • …but L/N/R fat and slimming claims slump
                                                                                                • Figure 9: Share of new product launches with slimming and minus claims in the overall UK food market, by claim, 2012-16
                                                                                              • Ongoing rise in high-fibre and -protein claims
                                                                                                • Figure 10: Share of new product launches with plus claims in the overall UK food market, by claim, 2012-16
                                                                                              • Warburtons unveils four-strong range of added-protein products
                                                                                                • Premier Foods taps into protein
                                                                                                  • The rise of the humble vegetable
                                                                                                    • Making vegetables the stars of the show
                                                                                                      • Faux carbs take off in a big way
                                                                                                        • Vegetables moving into meat products to tap flexitarianism
                                                                                                          • Veg appearing in sweet categories
                                                                                                            • Products harnessing the positive associations of plants
                                                                                                              • Mars Food rolls out ‘occasional’ and ‘everyday’ labels
                                                                                                              • Advertising and Marketing Activity

                                                                                                                • Emotional empowerment replaces weight loss messages
                                                                                                                  • Special K’s #StrengthIs campaign
                                                                                                                    • A cautionary tale from Diet Chef
                                                                                                                      • New ‘strong not skinny’ adage harnessed in advertising
                                                                                                                        • New Olympians take over from Mo in Quorn advertising
                                                                                                                          • Activia reveals new “Live InSync” tagline
                                                                                                                            • Arla aims to open up protein to everyone
                                                                                                                              • Social media star Joe Wicks backs brands
                                                                                                                                • Guilt-free messages still going strong for some brands
                                                                                                                                  • Debut TV advert for Fibre One
                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                    • Healthy eating is becoming more widespread
                                                                                                                                      • Health trumps weight management as a reason to eat healthily
                                                                                                                                        • The “feel-good factor” is also a major incentive
                                                                                                                                          • Sugar is top concern
                                                                                                                                            • A balanced diet is the holy grail of healthy eating
                                                                                                                                              • High demand for superfoods continues
                                                                                                                                                • Powerful influence of social media on healthy eating trends
                                                                                                                                                • Healthy Eating Intentions

                                                                                                                                                  • Healthy eating is becoming more widespread
                                                                                                                                                      • Figure 11: How often consumers try to eat healthily, November 2015 and November 2016
                                                                                                                                                    • Healthy eating intentions peak among women, over-55s and ABs
                                                                                                                                                      • Consumers’ finances play a role in healthy eating habits
                                                                                                                                                        • Figure 12: Consumers trying to eat healthily all/most of the time, by gender, age and socio-economic group, November 2016
                                                                                                                                                    • Reasons for Eating Healthily

                                                                                                                                                      • Health trumps weight management as a reason to eat healthily
                                                                                                                                                          • Figure 13: Reasons for eating healthily, November 2016
                                                                                                                                                        • The “feel-good factor” is a major incentive
                                                                                                                                                          • The link to energy provision is a big plus for healthy eating
                                                                                                                                                            • Links between healthy diet and appearance also chime most among 16-24s
                                                                                                                                                            • Perceptions of Personal Intake of Foods and Macronutrients

                                                                                                                                                              • Sugar is top concern
                                                                                                                                                                  • Figure 14: Perceptions of personal intake of foods and macronutrients, November 2016
                                                                                                                                                                • A sizeable minority of adults not getting enough fruit and veg
                                                                                                                                                                  • Concerns over a lack of ‘good’ fats and fibre
                                                                                                                                                                  • Uptake of and Interest in Selected Health-Related Eating Habits

                                                                                                                                                                    • A balanced diet is the holy grail of healthy eating
                                                                                                                                                                      • Figure 15: Uptake of and interest in selected health-related eating habits, November 2016
                                                                                                                                                                    • Less of the ‘real thing’ preferred by many to ‘diet’ versions
                                                                                                                                                                      • Do people need more help in achieving the right balance?
                                                                                                                                                                        • Widespread appeal of plant proteins
                                                                                                                                                                          • Scope for plant proteins to inject goodness to carb-heavy categories
                                                                                                                                                                            • Demand for naturalness evolves
                                                                                                                                                                              • Raw food
                                                                                                                                                                                • ‘Clean eating’
                                                                                                                                                                                • Attitudes towards Healthy Eating

                                                                                                                                                                                  • High demand for superfoods continues…
                                                                                                                                                                                    • Figure 16: Attitudes towards healthy eating, November 2016
                                                                                                                                                                                  • ….but these ingredients are not a guaranteed win for manufacturers
                                                                                                                                                                                    • Consumers are switched onto the potential for spices to boost health
                                                                                                                                                                                      • Powerful influence of social media on healthy eating trends…
                                                                                                                                                                                        • Social media forges a role as source of information…
                                                                                                                                                                                          • …as source of inspiration…
                                                                                                                                                                                            • …and of controversy
                                                                                                                                                                                              • Social media has heralded a new wave of influencers
                                                                                                                                                                                                • Figure 17: Selected attitudes towards healthy eating, by age, November 2016
                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                  • Consumer research methodology

                                                                                                                                                                                                  Attitudes towards Healthy Eating - UK - February 2017

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