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 and close

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Healthy Eating - Salt, Sugar and Fat - Ireland market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

A heavy spotlight on sugar and the dangers of overconsumption continues to shape Irish consumers’ eating behaviours and diet. However, there also appears to be some disparity between how consumers view themselves and their eating habits, with official statistics revealing obesity rates are on the rise in Ireland.


This represents an ongoing threat to the health of consumers hence why many consumers are calling for the sugar tax levied on soft drinks to be extended to other food and drink categories. However, sugar is not the only ingredient under scrutiny as other harmful ingredients such as salt and fat could be the next products to have a tax applied to them.

Expert analysis from a specialist in the field

Written by Emma McGeown, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

For the most part, Irish consumers consider themselves to adhere to healthy eating habits with a good understanding of what constitutes a healthy diet. However, some consumers are finding it more difficult when it comes to nutrition – offering an opportunity for food producers to simplify on-pack claims and ingredient lists Emma McGeown
Food & Drink Analyst

mintelcontainerpage
82211
1095.0000
593
2020-02-13T00:00:00+0000
213
581
621

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • Market factors
            • Food prices decreasing in RoI
              • Obesity rates set to continue
                • More than half consider their diets as ‘healthy’
                  • Irish consumers call for an unhealthy food tax
                    • Who’s innovating?
                      • The consumer
                        • Over a third of Irish consumers describe themselves as ‘average build’
                          • Figure 1: How consumers describe their current body type/weight, NI and RoI, November 2019
                        • Sugar remains top concern in food and drink
                          • Figure 2: Ingredients in food and drink products consumers are concerned about, NI and RoI, November 2019
                        • Doctors seen as being a good source for healthy eating advice
                          • Figure 3: Channels consumers have used to get advice on for healthy eating, NI and RoI, November 2019
                        • Nutrition is important for Irish consumers
                          • Figure 4: Agreement with statements related to nutrition, NI and RoI, November 2019
                        • Eight in 10 think there is conflicting information on healthy eating
                          • Figure 5: Agreement with statements related to healthy eating, NI and RoI, November 2019
                        • Clean eating perceived as being ‘good for you’
                          • Figure 6: Qualities associated with select diets, NI and RoI, November 2019
                      • The Market – What You Need to Know

                        • Food prices on the rise in the UK but dropping in RoI
                          • Obesity rates forecast to reach record-breaking highs
                            • Six in 10 consumers consider their diet as ‘healthy’
                              • Irish consumers call for an unhealthy food tax
                              • Market Drivers

                                • Food prices rising in the UK, falling in RoI
                                  • Figure 7: Consumer Price Index for food and drink (excluding alcoholic beverages), UK, May 2017-Nov 2019
                                  • Figure 8: Consumer Price Index for food, RoI, May 2017-Nov 2019
                                  • Figure 9: How consumers rate their current financial situation, NI and RoI, November 2019
                                • Obesity levels rising in the UK
                                  • Figure 10: Overweight and obesity levels in adults aged 16+, NI, 2010/11-2017/18
                                  • Figure 11: Overweight and obesity levels in adults aged 15+, RoI, 2015/16 and 2016/17
                                • Over half of Irish consumers think their diet is healthy
                                  • Figure 12: How consumers rate their eating habits and diet, NI and RoI, November 2019
                                  • Figure 13: Consumers who said their eating habits and diet were ‘somewhat healthy’, by social class, NI and RoI, November 2019
                                • Canada launches updated food guidelines plate which the UK/ Ireland could follow
                                  • Figure 14: Canada’s Official Food Guide Plate, Canada, 2019
                                  • Figure 15: Department of Health Eatwell Guide, UK, 2016
                                  • Figure 16: Department of Health Food Pyramid, RoI, 2016
                                • Irish consumers call for an unhealthy food tax
                                  • Figure 17: Consumer agreement with the statement ‘I think there should be a tax on all unhealthy foods (eg high fat, high salt)’, NI and RoI, November 2019
                                • Children’s diets and marketing
                                  • Figure 18: New food and drinks products launched positioned for children (aged 5-12), by average sugar, fat and sodium content (grams/ml per 100g/ml)
                              • Who’s Innovating? - What You Need to Know

                                • Increase NPD in reduced sugar claims – low fat claims slow
                                  • Innovation tapping into the ‘clean eating’ trend
                                    • Technology intertwines with health
                                    • Who’s Innovating?

                                        • Low/no/reduced fat continues to see stronger product activity
                                          • Figure 19: Food and drink product launches claiming to be low/ no/ reduced fat, sugar and salt, UK and Ireland, 2015-19
                                        • Yogurts and prepared meals key categories for low fat products
                                          • Figure 20: Food and drink product launches claiming to be low/ no/ reduced fat, sugar and salt, UK and Ireland, 2015-19
                                        • Increase in reduced sugar launches
                                          • Figure 21: Food and drink product launches claiming to be low/ reduced sugar or sugar free, UK and Ireland, 2015-19
                                          • Figure 22: Consumer response to the question ‘April 2018 saw a levy applied to some fizzy drinks with high levels of sugar. Since then, how has it affected you when buying soft drinks?’, NI and RoI, September 2018
                                        • Salt reduction claims decline between 2017-19
                                          • Figure 23: Food and drink product launches claiming to be low/ reduced sugar or sugar free, UK and Ireland, 2015-19
                                        • Clean labelling continues to gather momentum
                                          • Figure 24: Food and drink product launches with natural/ clean label claims, UK and Ireland, 2015-19
                                        • Using apps to track diet and eat ‘clean’
                                          • Highlighting the suspect ingredients
                                            • Wearable tech could monitor intake
                                              • Gut health set to see more developments in 2020
                                                • Figure 25: Food and drink product launches with digestive health and probiotic claims, UK and Ireland, 2015-19
                                            • The Consumer – What You Need to Know

                                              • Over a third of Irish consumers describe themselves as ‘average build’
                                                • Sugar remains top concern in food and drink
                                                  • A doctor is the most used healthy eating advice source
                                                    • Nutrition is important for Irish consumers
                                                      • Diet more important than exercise
                                                        • Clean eating perceived as being ‘good for you’
                                                        • Body Type and Weight

                                                            • RoI consumers more likely to see themselves as ‘average build’
                                                              • Figure 26: How consumers describe their current body type/weight, NI and RoI, November 2019
                                                            • Fewer consumers classifying themselves as overweight/obese compared to 2016
                                                              • Figure 27: How consumers describe their current body type/weight, NI and RoI, August 2016-November 2019
                                                            • Younger consumers more likely to view their build as average
                                                              • Figure 28: Consumers who describe themselves as ‘average build’, by age, NI an RoI, November 2019
                                                              • Figure 29: Consumers who describe themselves as ‘overweight’, by age, NI an RoI, November 2019
                                                          • Concerns in Food and Drink

                                                              • Sugar is the biggest concern in food and drink
                                                                • Figure 30: Ingredients in food and drink products consumers are concerned about, NI and RoI, November 2019
                                                              • Sugar is an important concern for older consumers
                                                                • Figure 31: Consumers who are concerned about sugar in food and drink products, by age, NI and RoI, November 2019
                                                              • Fat content remains a concern
                                                                • Figure 32: Consumers who are concerned about saturated fat and overall fat content in food and drink products, NI and RoI, November 2019
                                                              • Calories and carbs are a concern for full-timers
                                                                • Figure 33: Consumers who are concerned about sugar in food and drink products, by age, NI and RoI, November 2019
                                                            • Health Advice Channels

                                                                • Irish consumers use the doctor for healthy eating advice
                                                                  • Figure 34: Channels consumers have used to get advice on for healthy eating, NI and RoI, November 2019
                                                                • Men more inclined to see a doctor
                                                                  • Figure 35: Consumers who sought health advice from a doctor, by gender, NI and RoI, November 2019
                                                                • Online forums are the second most popular health advice channel
                                                                  • Figure 36: Consumers who sought health advice from an online forum (Eg UK Health Forum), by residence, NI and RoI, November 2019
                                                                • Younger consumers seek out fitness professionals for advice
                                                                  • Figure 37: Consumers who sought health advice from a fitness professional (eg personal trainer), by age, NI and RoI, November 2019
                                                              • Attitudes towards Nutrition

                                                                  • Nutrition is confusing to half of Irish consumers
                                                                    • Figure 38: Agreement with statements related to nutrition, NI and RoI, November 2019
                                                                    • Figure 39: Proposed Nutri-Score system, Europe, 2019
                                                                  • Nutrition is more important to affluent consumers
                                                                    • Figure 40: Consumer agreement with the statement ‘I am more concerned with the nutritional benefits of food than the calorie content’, by social class, NI and RoI, November 2019
                                                                    • Figure 41: Consumer agreement with the statement ‘I would pay more for highly nutritious food’, NI and RoI, November 2019
                                                                  • Gut health positioning shows potential
                                                                    • Figure 42: Consumer agreement with the statement ‘I actively take steps to look after my gut health’, by age, NI and RoI, November 2019
                                                                    • Figure 43: New products launched in food and non-alcoholic drinks with gut health* claims, UK and Ireland, 2015-19
                                                                • Attitudes towards Healthy Eating

                                                                    • Too much conflicting information on what constitutes a healthy diet
                                                                      • Figure 44: Agreement with statements related to healthy eating, NI and RoI, November 2019
                                                                    • Nine in 10 over-55s know what a healthy diet is
                                                                      • Figure 45: Consumer agreement with the statement ‘I think I have a good idea of what a healthy diet is’ by age, NI and RoI, November 2019
                                                                      • Figure 46: Percentage of population obese and overweight, RoI, 2019
                                                                    • Full-time consumers more likely to not have time to meal prep
                                                                      • Figure 47: Consumer disagreement with the statement ‘I prepare healthy meals every day’, by work status, NI and RoI, November 2019
                                                                  • Qualities Associated with Diets

                                                                      • Plant-based diets viewed as ‘green’ and ‘trendy’
                                                                        • Figure 48: Associations with plant-based (ie vegan) diets, NI and RoI, NI and RoI, November 2019
                                                                      • Clean eating associated with being ‘good for you’
                                                                        • Figure 49: Associations with ‘clean eating’ (ie unprocessed, natural foods, no additives or preservatives), NI and RoI, November 2019
                                                                      • Gluten-free diets perceived as expensive
                                                                        • Figure 50: Associations with gluten-free diets, NI and RoI, November 2019
                                                                      • Calorie-controlled ideal for weight management
                                                                        • Figure 51: Associations with calorie-controlled diets, NI and RoI, November 2019
                                                                      • High protein diet seen as energy boosting
                                                                        • Figure 52: Associations with high protein diets, NI and RoI, November 2019
                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                      • Data sources
                                                                        • Generational cohort definitions
                                                                          • Abbreviations

                                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                          • Market

                                                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                          • Consumer

                                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                          • Brand/Company

                                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                          • Data

                                                                            Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                          Description