2021
9
UK Attitudes towards Healthy Eating Market Report 2021
2021-03-05T03:02:14+00:00
OX1042437
2195
135260
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Report
en_GB
“Whilst the majority of people state that they try to eat healthily all or most of the time, this is in stark contrast to the true poor state of the…

UK Attitudes towards Healthy Eating Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Attitudes Towards Healthy Eating market including the behaviours, preferences and habits of the consumer.

68% of people state that they try to eat healthily all or most of the time. However, this is in huge disparity to the reality of high levels of obesity, which the COVID-19 has shone a spotlight on. The fact that so many people state that they have good intentions most of the time suggests that people are unaware of their unhealthy habits.

The ongoing worries and stresses of the new January lockdowns aiming to combat the spread of COVID-19 in 2021 will compound some unhealthy eating behaviours as people reach for comfort foods. However, the huge focus placed on the nation’s health due to the pandemic has seen healthy eating take on greater importance for many. The income squeeze will add to already strong demand for ideas on how to eat healthily on a budget. The perception that healthy eating is expensive nevertheless remains strong.

Quickly understand

  • The impact of COVID-19 on healthy eating.
  • Recent launch activity and opportunities for 2021.
  • Healthy eating intentions and uptake of healthy eating behaviours in the last six months.
  • Factors contributing to unhealthy food and drink choices,
  • Consumer behaviours and attitudes related to healthy eating
  • Health food trends in the UK.

Covered in this report

Products featured: Nakd bars, LioBites, Nature Bakes, Adonis, Danone, Muller, Fage, Kellogs, Rude Health, Quaker Oats, Sainsbury’s, My Goodness, Hippeas, Shore, The Happy Snack Company and many more.

Expert analysis from a specialist in the field

Written by Alice Pilkington, 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.

Whilst the majority of people state that they try to eat healthily all or most of the time, this is in stark contrast to the true poor state of the nation’s health, which COVID-19 has shone a light on. This widespread mistaken belief of healthy habits will prove a challenge for the government as it sets out to encourage the nation to lose weight. The focus on healthy eating and other lifestyle changes due to the pandemic will support home cooking long term. Ideas as to how to eat healthily on a budget will win favour during the income squeeze.

Alice Pilkington
Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this report
    • COVID-19: Market context
    • Economic and other assumptions
    • Topics covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on healthy eating
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on healthy eating, 19 February 2021
    • The market
    • 2019 sees little change in the obesity epidemic
    • New government strategy aims to get people eating healthier
    • Progress on sugar and salt reduction is mixed
    • Food industry tasked with 20% calorie reduction by 2024
    • Projected growth of older demographics between 2020-25 points to untapped opportunities
    • Companies and brands
    • Growth in L/N/R sugar claims slows in 2020
    • L/N/R calorie claims lose share of NPD in 2020
    • High/added fibre claims feature on 5% of launches
    • Growth in functional immunity claims can tap into concerns brought about by COVID-19
    • The consumer
    • The COVID-19 pandemic sees nearly a third place higher priority on eating healthily
    • Increase in cooking from scratch during 2020
    • More working from home expected in the long term
    • Small increase in people trying to eat healthily all or most of the time
      • Figure 2: How often people try to eat healthily, November 2017, 2018, 2019 and 2020
    • Eating five-a-day remains the most common healthy eating behaviour
      • Figure 3: Uptake of selected healthy eating behaviours, November 2018 and November 2020
    • A third state money concerns cause them to eat less healthily
      • Figure 4: Behaviours related to healthy eating, November 2020
    • Celebrations are top prompt to push people towards unhealthy food and drink
      • Figure 5: Factors most likely to push consumers towards having unhealthy food/drink, November 2017 and November 2020
    • Healthier home-cooked versions of takeaway food appeal to 72%
      • Figure 6: Attitudes towards healthy eating, November 2020
  3. Issues and Insights

    • Increased focus on health due to COVID-19 holds opportunities, but considerable disconnect remains
    • Perception that eating healthily is expensive likely to be stronger during income squeeze
    • Significant interest in healthier ‘fakeaways’ can be tapped into by many
  4. The Market – Key Takeaways

    • COVID-19 renews urgency of tackling the obesity epidemic
    • 2019 sees little change in the obesity crisis
    • New government strategy aims to get people eating healthier
    • Strong interest in an overall score of healthiness in nutritional labelling
    • Progress on sugar and salt reduction is mixed
    • Money concerns causing people to eat less healthily will increase in income squeeze
  5. Market Drivers

    • 2021 commences with new national lockdowns
    • 2019 sees little change in the obesity epidemic…
      • Figure 7: Trends in BMI, England, 1995-2019
    • …whilst COVID-19 renews urgency of tackling it
    • New government strategy aims to get people eating healthier…
    • …with some proposals already confirmed
    • ‘Better Health new year’ campaign kicks off 2021
    • Interest in an overall score of healthiness suggests openness to change in nutritional labelling
    • Progress on sugar and salt reduction is mixed
    • Food industry tasked with 20% calorie reduction by 2024
    • Categories struggle to meet ‘aspirational’ salt reduction targets
    • Money concerns causing people to eat less healthily will increase in income squeeze
    • Consultation launched over gene-edited food in England
    • Shift to UK-based health claims regulation post Brexit
    • Projected growth of older demographics over 2020-25 points to untapped opportunities
      • Figure 8: Trends in UK population, by age, 2015-20 and 2020-25
  6. Companies and Brands – Key Takeaways

    • Growth in L/N/R sugar claims slows in 2020
    • L/N/R calorie claims lose share of NPD in 2020
    • High/added fibre claims feature on 5% of launches
    • Growth in functional immunity claims can tap into concerns brought about by COVID-19
  7. Launch Activity and Innovation

    • Growth in L/N/R sugar claims slows in 2020
      • Figure 9: Share of new product launches with no added sugar, low/reduced sugar and sugar free claims in the overall UK food market, 2016-20
    • Snacks lead L/N/R sugar claims…
      • Figure 10: Recent examples of fruit-based snacks making no added sugar claims, 2020
      • Figure 11: Adonis calling out low sugar content and sugar in grams, 2020
    • Yogurts see L/N/R sugar claims grow in 2020
      • Figure 12: L/N/R sugar claims in the yogurt category, 2020
    • Breakfast cereals continue to explore L/N/R sugar claims
      • Figure 13: Recent examples of breakfast cereals with L/N/R sugar claims, 2020-1
    • L/N/R sugar activity slows in chocolate and ice cream following high-profile launches in 2018-19…
    • …whilst more high-profile reduced sugar activity in cakes and biscuits
    • L/N/R calorie claims lose share of NPD in 2020
      • Figure 14: Share of new product launches with L/N/R calorie claims in the overall UK food market, 2016-20
      • Figure 15: Sainsbury’s calls out 5-a-day and protein claims more prominently in revamp of My Goodness range, 2021
    • Snacks continue to turn to more unusual ingredients in L/N/R calorie products
      • Figure 16: Recent examples of more unusual ingredients in L/N/R calorie snack products, 2020
    • Permissible indulgence remains a key theme
      • Figure 17: Recent examples of snack and bakery products with L/N/R calorie claims with a permissible indulgence positioning, 2020-1
    • High/added fibre and protein claims remain prevalent
      • Figure 18: Share of new product launches with high/added fibre, high/added protein claims or functional digestive claims in the overall UK food market, 2016-20
    • Inulin begins to be explored by more brands
      • Figure 19: Recent examples of breakfast cereal and bakery brands calling out the amount of fibre per serving, 2020-21
    • Vegetables and seeds boost fibre content of snacks
      • Figure 20: Recent examples of snack products with a high/added fibre claim – 2020-1
    • Chocolate confectionery sees growth in high/added fibre claims
      • Figure 21: Recent examples of chocolate confectionery with a high/added fibre claim, 2020
    • Dairy and breakfast cereals see growth in high/added protein claims in 2020…
      • Figure 22: Recent examples of high/added protein claims in dairy products and breakfast cereals, 2020-1
    • …whilst some meat substitutes start to emphasise the naturalness of their protein source
      • Figure 23: Birds Eye Green Cuisine calls out the naturalness of its protein source, 2021
    • Growth in functional immunity claims can tap into concerns brought about by COVID-19
      • Figure 24: Share of new product launches with functional cardiovascular and immune system claims in the overall food market, 2016-20
      • Figure 25: Recent examples of functional immunity claims in dairy and plant-based dairy products, 2020
    • Immunity central to new variants from Warburtons and Hovis in bakery
      • Figure 26: Warburtons and Hovis calling out immune support, 2020
    • Cardiovascular claims regain after 2019 lull
      • Figure 27: Recent examples of cardiovascular claims in breakfast cereals, 2021
  8. The Consumer – Key Takeaways

    • Pandemic sees nearly a third place higher priority on eating healthily
    • Majority say they try to eat healthily all or most of the time in stark contrast to obesity epidemic
    • Eating five-a-day remains the most common healthy eating behaviour
    • A third state money concerns cause them to eat less healthily
    • Celebrations and low mood push people towards unhealthy food and drink
    • Healthier home-cooked versions of takeaway food appeal to 72%
  9. Impact of COVID-19 on Consumer Behaviour

    • Pandemic sees nearly a third place higher priority on eating healthily…
      • Figure 28: Healthy eating as a priority since the COVID-19 outbreak, 7-14 May and 2-11 November 2020
    • …but also sees many turn to treats
      • Figure 29: Changes to how often consumers have been eating treats since the start of the COVID-19 outbreak, by age and gender, 23 April-7 May 2020
    • Increase in cooking from scratch during 2020
      • Figure 30: Changes to cooking from scratch and trying new recipes compared to before the COVID-19 outbreak, September 2020
    • More working from home expected in the long term
    • Income squeeze will put pressure on people’s ability to eat healthily
  10. Healthy Eating Intentions

    • Small increase in people trying to eat healthily all or most of the time
      • Figure 31: How often people try to eat healthily, November 2017, 2018, 2019 and 2020
  11. Uptake of Healthy Eating Behaviours

    • Eating five-a-day remains the most common healthy eating behaviour
      • Figure 32: Uptake of selected healthy eating behaviours, November 2018 and November 2020
    • Older and better-off groups are most likely to meet their five-a-day
    • Five-a-day claims remain relevant
    • Convenient formats and ‘hidden’ fruit and veg can appeal by helping people achieve five-a-day easily…
      • Figure 33: Examples of prominent five-a-day claims and a cooking sauce with hidden vegetables, 2019-20
    • …whilst highlighting cost per portion to improve value for money image
    • New government obesity strategy faces uphill battle
    • Low uptake of NHS guidelines
    • People show considerable confusion about what constitutes healthy eating
    • Change4life snack endorsement could provide inspiration for NHS Better Health
  12. Behaviours Related to Healthy Eating

    • A third state money concerns cause them to eat less healthily
      • Figure 34: Behaviours related to healthy eating, November 2020
    • Supermarkets are already well-placed to give budget meal ideas
    • Publicising ‘healthy baskets’ can provide starting point
      • Figure 35: Aldi’s healthy shopping basket, 2020
      • Figure 36: Marks and Spencer shares ideas for five breakfasts and five lunches for 2 children for £20, 15 January 2021
    • Making ‘eat well for less’ tips more accessible and emphasising savings should help the NHS connect
    • 43% would find personalised nutrition advice appealing
    • Supermarkets can tap into interest in nutritional digital tools
  13. Factors Contributing to Unhealthy Food/Drink Choices

    • Celebrations are top prompt to push people towards unhealthy food and drink
      • Figure 37: Factors most likely to push consumers towards having unhealthy food/drink, November 2017 and November 2020
    • Mood-boost connotations of unhealthy food and drink remain widely held
    • ‘Me-time’ messaging and reward positioning remains warranted for less healthy food/drink…
    • …whilst healthy brands can use positive language and offer ideas for mood boost activities
      • Figure 38: Danone providing a link to a Spotify playlist, 2019
  14. Attitudes towards Healthy Eating

    • Healthier home-cooked versions of takeaway food appeal to 72%
      • Figure 39: Attitudes towards healthy eating, November 2020
    • Takeaway ‘language’ helps to foster associations
      • Figure 40: Recent examples of the use of takeaway language in ready meals and meal products, 2020
    • Untapped opportunities in retail ‘takeaway’ products with a healthier proposition
      • Figure 41: Asda takeaway-style meals with healthier propositions, 2020
    • Scope for further restaurant brands to explore retail
      • Figure 42: Recent examples of meal kits from restaurant brands, 2020
    • Helping people with portion sizing will be crucial for scratch-made takeaway versions
    • 63% agree it’s difficult to know whether products with health benefits make a difference
    • Gut health and cholesterol levels are easier to monitor…
    • …whilst brands offering less tangible health benefits can provide print-out diaries
  15. Appendix – Launch Activity and Innovation

      • Figure 43: Healthy food factors, November 2020
      • Figure 44: Share of new product launches with minus claims in the overall UK food market, 2016-20
      • Figure 45: Share of new product launches with plus claims in the overall UK food market, 2016-20
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

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.

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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

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*databooks not available with UK B2B Industry reports.

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