| MP15344 |
| MAPS : Healthy Eating: July 2004 |
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This report covers: healthy eating, organic, vegetarian, reduced fat, reduced sugar, milk and cream, vegetables, fats and oils, fruit, cost of healthy eating, reduced salt, sodium, Food and Drink Federation, Soil Association, The Vegan Society, The Vegetarian Society, organic food, dairy products, multi-ingredient products, cereals and baked goods,baby foods, meat, organic farming,reduced-fat, products, reduced-sugar,
Companies covered include: ASDA, Marks and Spencer, Tesco, Waitrose,
EXECUTIVE SUMMARY
| Executive Summary |
| The healthiness (or otherwise) of the food we eat is very much in the news. The problem of obesity, blamed partly on sedentary lifestyles, and partly on the food we eat, is becoming more acute in the UK, and there are growing concerns about the effects of this. The Third Report — Obesity published in May 2004 by the Health Select Committee made a number of recommendations which affect the food industry, including a voluntary ban on those `junk food' advertisements on television aimed at children, the removal of sweets from supermarket checkouts, the introduction of `healthier options' at fast-food outlets, and a reduction in the cost of healthy foods compared with unhealthy ones. |
| The market for organic food saw a period of rapid growth in the late 1990s as it moved from being a niche to a mainstream sector. This period is now coming to an end, as the number of new organic consumers declines, although the market is still showing steady growth. |
| The vegetarian foods market has also grown from niche to mainstream status, although it did so earlier than organic food. In this case, the sales increase came about through an increase in the number of non-meat-eating consumers and through changing attitudes to meat among non-vegetarians, which have been particularly important to the market over the last 5 years. Recent growth in the market has been led by the chilled vegetarian sector. |
| Low-fat and low-sugar variants of mainstream foods, originally marketed on a slimming platform, have become more general in their appeal, with the marketing focus turning to the overall health benefits of cutting down on fats and sugar. |
| Key Note's original research, conducted in May 2004, showed that a large minority of consumers are confused and/or sceptical about the wide variety of health advice and information available today. Relatively few appreciate the efforts of high-street supermarkets to improve our eating habits by producing `healthy' own-label ranges. Despite this scepticism, 37% consider it worth paying more for healthier food and drink; however, only 11% would sacrifice taste in order to eat healthily. |
| 25% say that they check food and drink labels to ascertain fat content; 24% check that the food does not contain any additives that they may wish to avoid. |
| A comparison of findings on vegetarianism with those from early Key Note surveys reveals that the number of vegetarian respondents has remained constant over the last 5 years, but there has been a decrease in the proportion of meat-eaters with vegetarians living in their household. This could indicate that the number of vegetarian children and young adolescents is falling. |
| The popularity of the Atkins diet may be partly responsible for the fact that 21% of respondents say that they try not to eat too many carbohydrates. However, 46% avoid fat (such as cheese or butter) in their diets. |
TABLE OF CONTENTS
| Executive Summary |
| 1. Introduction |
| REPORT FOCUS |
| DEFINITIONS |
| Organic |
| Vegetarian |
| Low Fat |
| Low Sugar |
| 2. Strategic Overview |
| HEALTHY EATING IN THE SPOTLIGHT |
| THE CONSUMER |
| ADVERTISING AND MARKETING |
| ORGANISATIONS AND PRESSURE GROUPS |
| The Food Commission |
| The Food and Drink Federation |
| The Food Standards Agency |
| The Soil Association |
| The Vegetarian Society |
| 3. Organic Food |
| BACKGROUND |
| MARKET SIZE |
| Table 1: The UK Organic Foods Market by Value (£m at rsp), Years Ending April 1999-2003 |
| Figure 1: The UK Organic Foods Market by Value (£m at rsp), Years Ending April 1999-2003 |
| SEGMENTATION |
| Table 2: The UK Organic Foods Market by Retail Value by Sector (£m at rsp), Years Ending April 2002 and 2003 |
| Table 3: The UK Organic Foods Market by Market Share by Sector (%), Years Ending April 2002 and 2003 |
| Figure 2: The UK Organic Foods Market by Market Share by Sector (%), Year Ending April 2003 |
| Fruit and Vegetables |
| Dairy Products |
| Cereals and Baked Goods |
| Hot and Cold Beverages (including Wine) |
| Multi-Ingredient Items |
| Meat, Meat Products and Fish |
| Baby Foods |
| ORGANIC FARMING |
| Table 4: Number of Registered Organic Food Producers in the UK, Years Ending April 1995-2003 |
| Figure 3: Number of Registered Organic Food Producers in the UK, Years Ending April 1995-2003 |
| DISTRIBUTION |
| Table 5: UK Organic Foods Retail Sales by Type of Outlet by Market Share (%), Years Ending April 2001-2003 |
| CONSUMER TRENDS |
| Table 6: Comparison of Attitudes Towards Organic Foods (% of respondents), June 2002 and August 2003 |
| MARKETING ACTIVITY |
| ADVERTISING |
| Table 7: Main Media Advertising Expenditure on Selected Organic Products (£000), Years Ending March 2003 and 2004 |
| 4. Vegetarian Food |
| BACKGROUND |
| MARKET SIZE |
| Table 8: The UK Market for Vegetarian Foods by Sector by Value (£m at rsp), Years Ending February/March 1999-2003 |
| Figure 4: The UK Market for Vegetarian Foods by Sector by Value (£m at rsp), Years Ending February/March 1999-2003 |
| SEGMENTATION |
| Table 9: The UK Market for Chilled Vegetarian Foods by Sector by Value (£m at rsp), Years Ending February/March 2002 and 2003 |
| Table 10: The UK Market for Frozen Vegetarian Foods by Sector by Value (£m at rsp), Years Ending February/March 2002 and 2003 |
| CONSUMER TRENDS |
| Table 11: Summary of Purchasing of Vegetarian Products (% of respondents), 2003 |
| Table 12: Vegetarians and Vegetarian Households (% of respondents), 1998, 2001, 2002 and 2004 |
| MARKETING ACTIVITY |
| ADVERTISING |
| Table 13: Main Media Advertising Expenditure on Selected Vegetarian Range (£000), Years Ending March 2003 and 2004 |
| 5. Low-Fat & Low-Sugar Foods |
| BACKGROUND |
| MARKET SIZE |
| Table 14: The Total UK Market for Low-Fat and Low-Sugar Products by Value (£m at rsp), 1999-2003 |
| Figure 5: The Total UK Market for Low-Fat and Low-Sugar Products by Value (£m at rsp), 1999-2003 |
| SEGMENTATION |
| Table 15: The UK Market for Low-Fat and Low-Sugar Products by Sector by Value and Market Share (£m at rsp and %), 2002 and 2003 |
| Table 16: Growth in the UK Market for Low-Fat and Low-Sugar Products by Sector (£m at rsp and %), 2002-2003 |
| Table 17: The Low-Fat and Low-Sugar Foods Market by Subsector (£m), 2003 |
| Dairy and Alternatives |
| Snacks, Biscuits, Cakes and Cereals |
| Ready Meals |
| Grocery Items |
| DISTRIBUTION |
| CONSUMER TRENDS |
| Table 18: Regular, Occasional and Non-Purchasers of Low-Fat and Low-Sugar Foods (% of respondents), 2003 |
| MARKETING ACTIVITY |
| ADVERTISING |
| Table 19: Main Media Advertising Expenditure on Selected Low-Fat and Low-Sugar Products (£000), Years Ending March 2003 and 2004 |
| 6. An International Perspective |
| OBESITY AND DIET |
| FRUIT AND VEGETABLE PROMOTION |
| The US |
| Europe |
| 7. PEST Analysis |
| POLITICAL FACTORS |
| ECONOMIC FACTORS |
| SOCIAL FACTORS |
| TECHNOLOGICAL FACTORS |
| 8. Consumer Dynamics |
| SUMMARY AND COMPaRISON OF CONSUMER RESEARCH |
| Table 20: Comparison of Consumer Attitudes Towards Healthy Eating (% of respondents), 2002 and 2004 |
| ATTITUDES TOWARDS HEALTH CLAIMS |
| I Don't Always Believe What Food Manufacturers And Supermarkets Say About How Healthy Different Foods Are (S1) |
| High-Street Supermarkets With A Healthy Own-Label Range Of Foods Mean It Is Easy To Be Sure The Food You Are Buying Is Good For You (S2) |
| Table 21: Attitudes Towards Supermarket Healthy Own-Label Ranges, and Manufacturers'/Retailers' Claims (% of respondents), 2004 |
| There Is So Much Conflicting Advice About Which Types Of Food And Drink Are Healthy And Unhealthy For You That You May As Well Just Eat What You Like (S3) |
| I Think Nowadays People Make Too Much Fuss About Whether Food And Drink Is Healthy Or Not (S4) |
| Table 22: Confusion Over and Scepticism About Health Claims (% of respondents), 2004 |
| DO CONSUMERS READ FOOD LABELS? |
| When I Buy Food And Drink I Usually Check The Labels To Find Out The Fat Content (S5)/When I Buy Food And Drink I Usually Check The Labels In Case There Are Any Ingredients I Wish To Avoid, e.g. Additives, Colourings, etc. (S6) |
| Table 23: Those Who Check Food Labels for Fat Content, and for Ingredients to Avoid (% of respondents), 2004 |
| When I Buy Food And Drink I Never Check The Ingredients On The Label (S7) |
| Table 24: Those Who Do Not Check Food Labels (% of respondents), 2004 |
| WHAT WILL CONSUMERS SACRIFICE? |
| I Think It Is Worth Purchasing Food And Drink Which Is Healthy Even Though It May Cost A Bit More (S8) |
| I Think It Is Worth Purchasing Food And Drink Which Is Healthy Even If It Doesn't Taste As Good (S9) |
| Table 25: Those Who Think Healthy Food is Worth Purchasing if it Tastes Less Good, and Those Who Would Pay a Premium for Healthy Food (% of respondents), 2004 |
| MEAT-FREE EATING |
| I Eat Meat, But Have At Least Four Meat-Free Main Meals Each Week (S10) |
| I Eat Meat, But There Is At Least One Other Person In My Household Who Does Not (S11) |
| Table 26: Non-Vegetarians Who Eat a High Proportion of Meat-Free Meals, and Non-Vegetarians With at Least One Vegetarian in Their Household (% of respondents), 2004 |
| I Do Not Eat Meat But There Is At Least One Other Person In My Household Who Does (S12)/I Do Not Eat Meat, Nor Does Anyone Else In My Household (S13) |
| Table 27: Vegetarians in Vegetarian and Meat-Eating Households (% of respondents), 2004 |
| FOOD AVOIDANCE |
| I Try Not To Eat Too Many Carbohydrates (e.g. Bread, Potatoes, Cereals) (S14) |
| I Try Not To Each Too Much Fat (e.g. Butter, Cheese) (S15) |
| Table 28: Those Who Avoid Carbohydrates, and Those Who Avoid Fat (% of respondents), 2004 |
| 9. Company Profiles |
| OVERVIEW |
| COMPETITIVE STRUCTURE |
| Organic Food |
| Vegetarian Foods |
| Low-Fat and Low-Sugar Foods |
| RETAILER ACTIVITY |
| ASDA Group Ltd |
| Financial Results |
| Marks & Spencer PLC |
| Financial Results |
| J Sainsbury PLC |
| Financial Results |
| Tesco PLC |
| Financial Results |
| Waitrose Ltd |
| Financial Results |
| 10. The Future |
| HELPING CONSUMERS TO EAT A HEALTHY DIET |
| ORGANIC FOOD |
| Table 29: The Forecast UK Organic Foods Market by Value (£m at rsp), 2004-2008 |
| VEGETARIAN FOODS |
| Table 30: The Forecast UK Vegetarian Foods Market (£m at rsp), 2004-2008 |
| LOW-FAT AND LOW-SUGAR PRODUCTS |
| Table 31: The Forecast Total UK Market for Low-Fat and Low-Sugar Foods (£m at rsp), 2004-2008 |
| 11. Further Sources |
| Associations |
| Publications |
| General Sources |
| Government Sources |
| Other Sources |
| Bonnier Information Sources |
Text © 2004 Key Note
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Last updated by Amanda Porteous September
2004
