Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Attitudes towards Healthy Eating - UK - February 2018

“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.”
– Emma Clifford, Associate Director – Food and Drink

This Report looks at the following areas:

  • The perceived link between food and both energy and mood can be better harnessed in the food industry 
  • Guidance on eating healthily on a budget would chime with shoppers
  • More products can harness the compelling appeal of colourful eating

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. 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

                                                                                                                                                                                Attitudes towards Healthy Eating - UK - February 2018

                                                                                                                                                                                US $2,552.20 (Excl.Tax)