Attitudes towards Healthy Eating - UK - February 2016
“Working against light/diet foods is a mentality, where the focus is not on cutting out the ’bad’ ingredients (fat/sugar), but on eating highly nutritious food to boost your health. As such, products which place a strong emphasis on their nutritional excellence are likely to chime among many consumers. Drawing attention to the specific benefits can create more tangibility”
– Emma Clifford, Senior Food Analyst
This report looks at the following areas:
- Retailers can provide more guidance on healthy eating, helping to promote store loyalty
- A focus on positive nutrition should resonate
- Stevia offers huge – and still largely untapped – potential
The high-profile war on sugar continues to rage, with the Department of Health’s sugar swap app campaign the latest assault. This has shaped consumers’ opinions on what constitutes healthy eating, with sugar overtaking fat as the number one health foe. While there are many product categories which are naturally low in sugar so would have no need to flag this up on packaging, this still looks to be an area that warrants more attention. Given widespread mistrust towards artificial sweeteners, natural sweeteners such as stevia can play an important role going forward in this respect. Boding well for this, the majority of consumers want to see more products featuring these ingredients.
Efforts to lose weight are commonplace, particularly among women. This is a reflection of the obesity epidemic as well as prolific media coverage on all issues relating to diets, body image and size. However, consumers’ aim looks to be on achieving a balanced diet, within which unhealthy foods have a place. This also leads to widespread question marks over the need for light or diet foods. Meanwhile there is strong demand for highly nutritious food, these seen to offer added value. This is reflected in the trend for superfoods, with these continuing to shape NPD.
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