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| MP15533 |
| MAPS LOW FAT AND LOW SUGAR FOODS : September 2003 |
| Overview |
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This report covers: ready meals, dairy products,
reduced-sugar jams & marmalades, soups, breakfast cereals, fats, protein,
carbohydrates, fatty acids, chilled and frozen ready meals, milk and cream,
liquid meals, soya milk, cholesterol-lowering plant stanol ester, cream,
alternatives to cream, cheese, cheese spreads, 'light' cheese, yoghurts &
other chilled pot desserts, butter & dairy spreads, butter, dairy &
olive oil spreads, nutraceutical cholesteral-lowering spreads, ice cream,
biscuits & Cakes, sweet biscuits, savoury biscuits, cakes, cake bars, cake
bars, soups, low-fat 'healthy' soups, crisps, cooking sauces, salad cream,
dressings, canned beans, pasta products, canned and packet ambient
desserts,
Companies covered include: Arla Foods, Campbells Grocery
Products, Dairy Crest Group, Danone, Heinz, Johnson & Johnson, Kraft Foods,
Müller Dairy UK, Unilever,United Biscuits,
Table of Contents Executive Summary
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Engine| Executive Summary |
| 1. Introduction |
| Background |
| DEFINITION |
| Low-Fat Foods |
| Low-Sugar Foods |
| 2. Strategic Overview |
| THE NEED FOR low-fat AND LOW-SUGAR FOODS |
| `You Are What You Eat' |
| The Body's Need for Energy |
| Daily Energy Requirements |
| Table 1: Estimated Average Requirements for Energy by Age Group and Sex |
| Guideline and Actual Energy Intakes |
| Table 2: Recommended Intake of Fats, Protein and Carbohydrate for Dietary Energy Needs ( percent of Total Energy) |
| Sources of Energy in the British Diet |
| Table 3: Sources of Energy by Food Group† ( percent) |
| Fatty Acids, Proteins and Carbohydrates |
| Fatty Acids |
| Proteins |
| Carbohydrates |
| Nutritional Requirements and Actual Nutrient Intakes |
| Table 4: Energy Intake per Person per Day by Food Type (kcals and percent), 1990 and 2000 |
| Table 5: Intake of Fats, Protein and Carbohydrate per Person per Day (grams and kcals), 1992-2000 |
| Figure 1: Energy Intake per Person per Day by Food Type (kcals and percent), 2000 |
| Table 6: Total Energy Intake from Fats, Protein and Carbohydrate ( percent), 1992-2000 |
| Figure 2: Total Energy Intake from Fats, Protein and Carbohydrate ( percent), 2000 |
| The `Balance of Good Health' |
| Table 7: `Balance Of Good Health' Guidelines |
| Trends in Consumption of Relevant Foods |
| Table 8: Consumption of and Expenditure on Dairy Products, Cereal Products and Dairy Spreads (grams per person per week), 1980-2000 |
| Table 9: Consumption of and Expenditure on Dairy Products, Cereal Products and Dairy Spreads at Current Prices (pence per person per week), 1980-2000 |
| Market DYNAMICS AND SEGMENTATION |
| Distribution |
| Competitive Structure |
| Advertising Expenditure |
| Market Forecasts |
| Table 10: The Forecast Low-Fat/Low-Sugar Foods Market by Value (£m), 2003-2007 |
| 3. The Market in Detail |
| Introduction |
| THE TOTAL MARKET |
| Table 11: The Low-Fat and Low-Sugar Foods Market by Sector (£m), 1998-2002 |
| Figure 3: Sales of Low-Fat and Low-Sugar Foods (£m), 1998-2002 |
| CHILLED AND FROZEN READY MEALS |
| Chilled Ready Meals |
| Frozen Ready Meals |
| MILK AND CREAM |
| Liquid Milks |
| Soya Milk |
| Cholesterol-Lowering Plant Stanol Ester |
| Cream |
| Alternatives to Cream |
| CHEESE |
| Cheese Spreads |
| `Light' Cheese |
| YOGHURTS AND OTHER CHILLED POT DESSERTS |
| Low-Fat Chilled Yoghurts and Pot Desserts |
| BUTTERS AND DAIRY SPREADS |
| Butter |
| Dairy and Olive Oil Spreads |
| Nutraceutical Cholesterol-Lowering Spreads |
| ICE CREAM |
| The Take-Home Ice Cream Market |
| BISCUITS AND CAKES |
| Biscuits |
| Sweet Biscuits |
| Savoury Biscuits |
| Cakes |
| Cake Bars |
| BREAKFAST CEREALS |
| SOUPS |
| Low-Fat `Healthy' Soups |
| CRISPS AND OTHER BAGGED SAVOURY SNACKS |
| Brands |
| COOKING SAUCES |
| Low-Fat Cooking Sauces |
| SALAD CREAM AND DRESSINGS |
| Mayonnaise |
| Salad Cream |
| Salad Dressings |
| JAMS AND MARMALADES |
| Reduced-Sugar Jams |
| CANNED BEANS AND PASTA PRODUCTS |
| Brands |
| CANNED AND PACKET AMBIENT DESSERTS |
| Brands |
| Own Label |
| OTHER FOODS |
| 4. Advertising Expenditure |
| Introduction |
| Table 12: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Foods by Sector (£000), Years Ending December 1998-2002 |
| Figure 4: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Foods by Sector (£000), Year Ending December 2002 |
| Dairy Spreads |
| Table 13: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Dairy Spreads (£000), Years Ending December 1998-2002 |
| Yoghurts AND Chilled Pot Desserts |
| Table 14: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Yoghurts/Chilled Pot Desserts (£000), Years Ending December 1998-2002 |
| Cheese Products |
| Table 15: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Cheese Products (£000), Years Ending December 1998-2002 |
| Crisps and Bagged Savoury Snacks |
| Table 16: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Crisps and Bagged Savoury Snacks (£000), Years Ending December 1998-2002 |
| Ready Meals |
| Table 17: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Ready Meals/Convenience Foods (£000), Years Ending December 1998-2002 |
| Milk AND Cream |
| Table 18: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Milk and Cream Products (£000), Years Ending December 1998-2002 |
| Biscuits and Cakes |
| Table 19: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Biscuits and Cakes (£000), Years Ending December 1998-2002 |
| Soups |
| Table 20: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Soups (£000), Years Ending December 1998-2002 |
| Salad Creams/Dressings |
| Table 21: Main Media Advertising Expenditure on Low-Fat/Low-Sugar Salad Creams/Dressings (£000), Years Ending December 1998-2002 |
| 5. Distribution |
| SALES BY OUTLET |
| Table 22: Sales of Selected Foods Which Offer Low-Fat or Low-Sugar Variants With Over 80 percent of Sales Through Grocery Multiples by Outlet ( percent), 2001 and 2002 |
| Table 23: Sales of Selected Foods Which Offer Low-Fat or Low-Sugar Variants With Less Than 80 percent of Sales Through Grocery Multiples by Outlet ( percent), 2001 and 2002 |
| 6. An International Perspective |
| European Comparisons |
| Milk |
| Semi-Skimmed and Skimmed Milks |
| Cheese |
| Butter, Margarine And Dairy Spreads |
| Yoghurts and Chilled Desserts |
| THE US |
| 7. PEST Analysis |
| POLITICAL Factors |
| ECONOMIC Factors |
| Social Factors |
| Technological Factors |
| 8. Consumer Dynamics |
| INTRODUCTION |
| OVERALL FINDINGS FROM THE RESEARCH |
| Table 24: Regular, Occasional and Non-Purchasing of Low-Fat/Low-Sugar Foods ( percent of respondents), 2003 |
| low-fat FROZEN MEALS AND low-fat CHILLED READY MEALS |
| Table 25: Characteristics of Regular Buyers of Low-Fat Frozen Meals and Low-Fat Chilled Ready Meals ( percent of respondents), 2003 |
| low-fat MILK AND CREAM, AND low-fat BUTTER, MARGARINE AND OTHER SPREADS |
| Table 26: Characteristics of Regular Buyers of Low-Fat Milk or Cream and Low-Fat Butter, Margarine and Other Spreads ( percent of respondents), 2003 |
| low-fat CHEESES AND low-fat YOGHURTS AND FROMAGE FRAIS |
| Table 27: Characteristics of Regular Buyers of Low-Fat Cheeses and Low-Fat Yoghurts or Fromage Frais ( percent of respondents), 2003 |
| low-fat CRISPS AND SAVOURY SNACKS, AND low-fat BREAD, CAKES AND BISCUITS |
| Table 28: Characteristics of Regular Buyers of Low-Fat Crisps or Savoury Snacks and Low-Fat Bread, Cakes or Biscuits ( percent of respondents), 2003 |
| low-fat/low-sugar BREAKFAST CEREALS AND low-fat SOUPS |
| Table 29: Characteristics of Regular Buyers of Low-Fat/Low-Sugar Breakfast Cereals and Low-Fat Soups ( percent of respondents), 2003 |
| low-fat SAUCES AND DRESSINGS, AND low-sugar JAMS AND MARMALADES |
| Table 30: Characteristics of Regular Buyers of Low-Fat/Sauces or Dressings and Low-Sugar Jams or Marmalades ( percent of respondents), 2003 |
| low-fat/low-sugar PACKET DESSERTS ANd low-fat MEAT PRODUCTS |
| Table 31: Characteristics of Regular Buyers of Low-Fat/Low-Sugar Packet Desserts and Low-Fat Meat Products ( percent of respondents), 2003 |
| low-fat Frozen Chips AND low-sugar Confectionery |
| Table 32: Characteristics of Regular Buyers of Low-Fat Frozen Chips and Low-Sugar Confectionery ( percent of respondents), 2003 |
| PREFERENCES REGARDING EATING STANDARD OR low-fat/low-sugar FOODS |
| Table 33: Preferences for Eating Standard Versions of Foods to Low-Fat or Low-Sugar Versions and Disagreement With This ( percent of respondents), 2003 |
| AGREEMENT ON FUTURE EFFORTS TO EAT MORE low-fat/low-sugar FOODS |
| Table 34: Intention to Make More Effort to Eat Low-Fat or Low-Sugar Foods in Future and Disagreement With This ( percent of respondents), 2003 |
| 9. Major Manufacturers and Suppliers |
| Company Profiles |
| Arla Foods PLC |
| Corporate Strategy |
| Profitability |
| Table 35: Financial Results for Arla Foods PLC (£m), Years Ending 30th September 2000-2002 |
| Campbells Grocery Products Ltd |
| Corporate Strategy |
| Profitability |
| Dairy Crest Group PLC |
| Corporate Strategy |
| Profitability |
| Table 36: Financial Results for Dairy Crest Group PLC (£m), Years Ending 31st March 2000-2002 |
| Danone Ltd |
| Corporate Strategy |
| Profitability |
| Table 37: Financial Results for Danone Ltd (£m), Years Ending 31st December 1999-2001 |
| H.J. Heinz Company Ltd |
| Corporate Strategy |
| Profitability |
| Table 38: Financial Results for Heinz Europe Ltd (£m), Years Ending 28th April 1999, 29th April 2000 and 28th April 2001 |
| Johnson & Johnson |
| Corporate Strategy |
| Profitability |
| Table 39: Financial Results for McNeil Consumer Nutritionals Ltd (£m and £000), Years Ending 2nd January 2000 and 31st December 2000-2001 |
| Kraft Foods UK Ltd |
| Corporate Strategy |
| Profitability |
| Table 40: Financial Results for Kraft Foods UK Ltd (£m), Years Ending 14th December 1999, 16th December 2000 and 15th December 2001 |
| Müller Dairy UK Ltd |
| Corporate Strategy |
| Profitability |
| Table 41: Financial Results for Müller Dairy UK Ltd (£m), Years Ending 31st December 1999-2001 |
| Unilever PLC |
| Corporate Strategy |
| Profitability |
| Table 42: Financial Results for Unilever Bestfoods UK Ltd (£m), Years Ending 31st December 1999-2001 |
| United Biscuits (UK) Ltd |
| Corporate Strategy |
| Profitability |
| Table 43: Financial Results for United Biscuits (UK) Ltd (£m), Years Ending 30th December 2000, 29th December 2001 and 30th December 2002 |
| Other Manufacturers |
| Ready Meals |
| Dairy Products |
| Low-Fat Biscuits, Crisps and Savoury Snacks |
| Reduced-Sugar Jams and Marmalades |
| Soups |
| Breakfast Cereals |
| 10. The Future |
| WIDENING RANGE OF low-fat/low-sugar VARIANTS |
| TREND TOWARDS HEALTHier EATING AND LIFESTYLES |
| Market Forecasts |
| Table 44: Forecast Sales for Low-Fat and Low-Sugar Foods by Sector (£m), 2003-2007 |
| Figure 5: Forecast Sales for Low-Fat and Low-Sugar Foods (£m), 2003-2007 |
| 11. Further Sources |
| Trade Associations |
| Publications |
| General Sources |
| Bonnier Information Sources |
| Government Sources |
| Other Sources |
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| The emphasis within the low-fat and low-sugar market has moved away from concentrating on dieting, weight loss and calorie counting and towards general low-fat and low-sugar content foods. The sector has moved towards being regarded as an important part of a healthy lifestyle, and away from the more limiting and contentious area of slimming. |
| Although such foods are still bought in greater quantities by women than men, with women three times more likely to be watching their weight, this change in emphasis has enabled food manufacturers to address men and women more equally with their offerings. |
| For many years, the Government has been making recommendations to professionals and to the general public concerning healthy eating in several well-promoted reports, including the recommendation to eat five portions of fruit or vegetables per day. However, it is now stepping up these activities in the light of rapidly growing levels of obesity — 23 percent of women and 21 percent of men in the population were reported to be obese in 2002, posing a significant danger to health. |
| The National Food Survey appears to show that, although the proportion of the nation's population that are overweight and obese is increasing, people in general are eating less fat and carbohydrate and more protein in their diet, and in consequence approaching the levels of 35 percent fat, 15 percent protein and 50 percent carbohydrate recommended by the Department of Health. This anomaly is in part explained by the fact that, as people get older, they need to take increasing exercise (as well as eating healthily) in order to maintain their correct body weight. Lack of exercise is accompanying increasingly sedentary lifestyles. |
| The total value of the low-fat/low-sugar foods market, based on a detailed look at 15 selected major sectors and consideration of selected smaller segments within those areas, has increased by an estimated 5.3 percent in 2002, although this figure was lower than the 8.6 percent estimated growth in 2001. Total main media advertising expenditure, largely in support of brands and with only a small element of expenditure on retailer own label, fell by 21.4 percent in the year ending 2002. Expenditure peaked in 1999, falling substantially in 2000 but stabilising in 2001. Much of advertising expenditure was on butters, margarines and dairy spreads, and on yoghurts and other chilled pot desserts. |
| The major sectors in value terms within the low-fat/low-sugar foods market are identified as semi-skimmed, skimmed and soya milks, with over 50 percent of the market by value; yoghurts and other chilled pot desserts; butter, margarine and dairy spreads; and ready meals. |
| Many of the major international food manufacturers are involved in the market, particularly Heinz, Unilever Bestfoods, Dairy Crest, Arla Foods Fonterra, McNeil, Kraft, Müller, Danone, Nestlé and McVitie's with brands, and Northern Foods and Hazlewood Foods with own label. |
| In future, market growth is forecast to be slow, as low-fat and low-sugar variants of many foods have already become mainstream items. However, growth may pick up if the market receives a boost from the launch of a new product, as happened in 1999 and 2000 with McNeil's Benecol and Unilever Bestfoods' Flora pro.activ cholesterol-lowering |
Text © 2003MAPS
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Last updated by Amanda Porteous September 2003