2023
9
UK Attitudes towards Healthy Eating Market Report 2023
2023-03-31T04:06:47+01:00
OX1156829
2995
161950
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Report
en_GB
“With the cost-of-living crisis hampering healthy eating, helping consumers to eat healthily on a budget will resonate widely, with the grocers in a strong position to offer meaningful support here.

UK Attitudes towards Healthy Eating Market Report 2023

$ 2,995 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK Attitudes towards Healthy Eating Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The latest NPD trends and opportunities in the healthy eating market UK, with a focus on non-HFSS innovation.
  • Consumer behaviours and attitudes related to healthy eating, such as soil health, GM food and the interplay between enjoyment and healthy eating.
  • The impact of squeezed incomes on consumers’ intentions to eat healthily.
  • Consumers’ interest in functional benefits from food and drink, such as supporting sleep and relaxation.

Healthy Eating Market UK: Current Outlook

Despite the COVID-19 outbreak having increased many consumers’ emphasis on healthy eating, healthy eating intentions fell back in 2022. For many consumers, healthy diets are being compromised as money-saving takes centre stage during the cost of living crisis. Helping consumers to eat healthily on a budget offers ripe opportunities for brands and retailers to build meaningful engagement.

  • Healthy eating statistics in the UK: 49% of UK adults try to eat healthy most of the time.
  • Healthy eating statistics in the UK: 38% of UK consumers agree that having less money to spend causes them to consume less snacks.

Healthy Eating Market UK: Trends

Focus on Soil Health

An increasing number of consumers believe that growing food in a way that promotes good soil health, such as organically or through regenerative farming, makes it more nutritious. This indicates that soil health warrants more attention from food brands, not just for its role in food sustainability but also for its scope to drive consumer engagement.

  • Healthy eating market opportunity: 51% of UK adults agree that growing food in a way that promotes good soil health makes it more nutritious.

Battle between pleasure and health

Enjoyment tends to supersede healthiness for many consumers. While this is very positive news for more indulgent food and drink categories, it presents a significant barrier for better-for-you NPD, given that taste is often seen to be compromised for such products. Health campaigns need to reverse the pleasure-over-health mentality, for example, by bringing tangibility to the long-term impacts of their diets by encouraging younger people to visualise their future selves.

  • Healthy eating market challenge: 52% of UK adults don’t feel guilty after eating unhealthy food.

To learn how to connect with your audience, purchase our full UK Attitudes towards Healthy Eating Market Report 2023.  Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Leading Brands in the Healthy Eating Market

Mars, Bounty, Galaxy, Eat Natural, Nature Valley, Go Ahead, Rowntree, Mr Kipling, Proper Crisps, Kettle, Walkers, Nestlé, Quaker.

Additional Features Included with Your Purchase

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Expert Insights from a Food Industry Analyst

This report, written by Emma Clifford, a leading Food industry analyst, delivers in-depth commentary and analysis to highlight current trends in the healthy eating market and add expert context to the numbers.

With the cost-of-living crisis hampering healthy eating, helping consumers to eat healthily on a budget will resonate widely, with the grocers in a strong position to offer meaningful support here. Strong nutritional credentials can boost foods’ good value for money perceptions, especially if linked to long-lasting satiety. Meanwhile, forging links to relaxation is timely during this stressful period.”

Emma Clifford

Emma Clifford
Associate Director – Food & Drink

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for healthy eating
      • Figure 1: Category outlook, 2023-27
    • The market
    • Inflation is the key concern for consumers and brands
    • Overall overweight and obesity levels plateaued in 2021
    • More research into health risks of ultra-processed foods and artificial sweeteners
    • HFSS food and drink store location restrictions came into place in October 2022
    • Companies and brands
    • A surge of non-HFSS launches
      • Figure 2: Share of product launches in the UK retail food and non-alcoholic drinks market making a L/N/R sugar claim^, by category, 2017-22
    • The consumer
    • A fall back in trying to eat healthily all or most of the time
      • Figure 3: How often people try to eat healthily, 2017-22
    • Snacks and meals are in the firing line; satiety warrants more attention
      • Figure 4: Responses to having less money to spend on food/drink, 2022
    • Provide more support on healthy eating on a budget; openness to GM produce among under-35s
      • Figure 5: Behaviours related to healthy eating, 2022
    • Strong interest in improving sleep through diet; hormonal health warrants more attention
      • Figure 6: Interest in functional benefits from food/drink, 2022
    • Pleasure trumps health for two fifths of adults; soil health should not be overlooked
      • Figure 7: Attitudes towards healthy eating, 2022
  3. Issues and Insights

    • Provide more support on healthy eating on a budget
    • Help consumers replace meat with plant-based ingredients
    • Provide guidance on other healthy and low-cost ingredient swaps
    • Potential to use self-scanning technology and loyalty card data
    • Satiety warrants more attention
    • Slow-release carbs, fibre and protein can tap this interest
    • Strong interest in improving sleep and relaxation through diet
    • Leverage ingredients with links to relaxation
    • Promote practices that help people unwind
    • Harness the power of aroma within the relaxation space
  4. Market Drivers

    • Inflation is the key concern for consumers and brands
    • Food and drink inflation outpaces CPI
      • Figure 8: CPI index, food and all items, 2019-22
    • Despite government support, energy prices are still a major concern
    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
    • High inflation and rising interest rates will compound the impact of the slowing recovery
    • Consumer spending power will be curbed
    • Unemployment is at a near-50-year low
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 9: Household financial wellbeing index, 2016-23
    • …and most people are feeling the effects of price rises
    • Overall overweight and obesity levels plateaued in 2021
      • Figure 10: Prevalence of overweight and obesity in England, by gender, 1993-2021
    • The NHS crisis adds urgency to tackling the nation’s weight problem
    • Childhood obesity exacerbated by the pandemic
      • Figure 11: Prevalence of overweight and obesity among children in Reception and Year 6 in England, 2019/20-2021/22
    • Strong correlation between obesity and deprivation
    • More emphasis put on vitamin/mineral, protein and fibre content
      • Figure 12: Most important factors when looking for healthy foods, 2019-23
    • More research into health risks of ultra-processed foods
    • Widespread reported efforts to avoid UPFs bely high consumption of these
    • Mounting research into dangers of artificial sweeteners
    • Almost half of adults believe these are bad for health
    • The ‘healthy ageing’ trend to become more important
      • Figure 13: Trends in the age structure of the UK population, 2016-26
  5. Market Drivers – Healthy Eating Initiatives

    • Government measures on HFSS food and drink slow to roll out
    • HFSS food and drink face restrictions
    • HFSS food and drink store location restrictions came into place in October 2022
    • New rules on the advertising of HFSS food and drink delayed
    • Government sets up new food strategy in 2022
    • Food Data Transparency Partnership launches
    • FSA launches educational “Check the Label” campaign in NI
    • Criticism for government’s healthy eating measures
    • Dimbleby quits as government adviser over ‘rowbacks’ on obesity
    • A dismal failure for the 20% reduction in sugar by 2020 programme
    • Action of Salt calls for mandatory measures on salt reduction
    • NHS Food Scanner app draws criticism for recommending ultra-processed foods
    • National obesity campaign accused of fat shaming
    • Leading players’ portfolios found to feature high share of HFSS in 2022
  6. Launch Activity and Innovation

    • L/N/R sugar activity grows in non-alcoholic drinks, but drops in food
    • L/N/R sugar claims fall to 6% of launches in food…
    • …but feature on 16% of non-alcoholic drinks launches
      • Figure 14: Share of product launches in the UK retail food and non-alcoholic drinks market making a L/N/R sugar claim^, by category, 2017-22
    • A surge of non-HFSS launches
    • Sweet treats
    • Chocolate brands move into snacks bars
      • Figure 15: Triple Treat launches, UK, 2022
    • Snack bar and breakfast biscuits launch non-HFSS variants
      • Figure 16: Launches of non-HFSS snack bars, UK, 2022
    • Mondelēz announces non-HFSS technology breakthrough
    • Leading sweets and ice creams brands launch non-HFSS variants
      • Figure 17: Launches of non-HFSS sugar confectionery and ice cream, UK, 2022-23
    • High-profile launches in cakes and biscuits
      • Figure 18: Mr Kipling Deliciously Good launches, UK, 2022-23
      • Figure 19: McVitie’s Rich Tea Delights Biscuits, UK, 2022
    • Savouries and cereals
    • Major healthier launch push in savoury snacks
      • Figure 20: Launches of non-HFSS crisps/crisp-style snacks, 2022
      • Figure 21: Kettle Bread Bites, UK, 2022
    • L/N/R sugar, salt and far claims pick up in breakfast cereals
      • Figure 22: Launches of non-HFSS breakfast cereals, 2021-23
    • Non-HFSS NPD also extends to prepared meals
      • Figure 23: Launches of non-HFSS pizzas, 2022
    • Functional claims slip back
      • Figure 24: Share of new product launches with functional claims in the overall UK food and non-alcoholic drinks market, 2017-22
    • Digestive health claims rise in non-alcoholic drinks
      • Figure 25: Fentimans Good & Fruity launch, 2022
    • Sainsbury’s unveils new healthy eating range
      • Figure 26: Products in Sainsbury’s Flourish range, 2023
  7. Healthy Eating Intentions

    • A fall back in trying to eat healthily all or most of the time…
      • Figure 27: How often people try to eat healthily, 2017-22
    • …but most consumers continue to do this
    • Financial health plays a key role in healthy eating habits
      • Figure 28: How often people try to eat healthily, by financial health, 2021-22
  8. Responses to Having Less Money to Spend on Food/Drink

    • Snacks are in the firing line…
      • Figure 29: Responses to having less money to spend on food/drink, 2022
      • Figure 30: Perkier Salted Caramel & Dark Chocolate Gluten Free Vegan Bars, 2021
    • …as are meals
      • Figure 31: Flahavan’s Immunity Boost Raspberry Fortified Porridge Oats
    • Satiety warrants more attention
    • Slow-release carbs, fibre and protein can tap this interest
      • Figure 32: Brave Super Hoops, UK, 2022
    • Leverage recipes and marketing to align with satiety
      • Figure 33: Responses to having less money to spend on food/drinks, by perceptions of financial health, 2022
  9. Behaviours Related to Healthy Eating

    • Provide more support on healthy eating on a budget
      • Figure 34: Behaviours related to healthy eating, 2022
    • Help consumers replace meat with plant-based ingredients
    • Provide guidance on other healthy and low-cost ingredient swaps
    • An opportunity for the grocers to shine
    • Advice on cooking methods can also play in this space
    • Openness to GM products among the younger generation
    • New bill on genetic technology may open up opportunities for UK producers
  10. Interest in Functional Benefits from Food/Drink

    • Strong interest in improving sleep through diet
      • Figure 35: Interest in functional benefits from food/drink, 2022
    • Leverage ingredients with links to relaxation
      • Figure 36: Soft drink launches with a relaxing proposition, UK, 2022
    • Opportunities around being free from ingredients perceived to hinder sleep and relaxation
    • Promote practices that help people unwind
    • Harness the power of aroma within the relaxation space
    • Hormonal health warrants more attention
      • Figure 37: Launches targeting menopause, UK, 2022
  11. Attitudes towards Healthy Eating

    • Pleasure trumps health for two fifths of adults
      • Figure 38: Attitudes towards healthy eating, 2022
    • However, guilt continues to be associated with unhealthy choices
      • Figure 39: ‘Bites’ ice cream product launches, 2022
    • Scope to change the narrative around indulgent treats…
    • …and to tap into nostalgia and aroma
    • Health campaigns need to reverse the pleasure-over-health mentality
    • Soil health should not be overlooked
  12. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  13. Appendix – Market Drivers – Healthy Eating Initiatives

  14. Appendix – Launch Activity and Innovation

      • Figure 40: Share of product launches in the UK retail food market making a L/N/R sugar claim, by claim, 2017-22
      • Figure 41: Share of product launches in the UK retail non-alcoholic market making a L/N/R sugar claim, by claim, 2017-22
      • Figure 42: Share of product launches in the UK retail food market making a vitamin/mineral fortified or immune health claim, 2017-22

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