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Health in the UK Food & Drink Market 2011 - Shoppers' Attitudes Towards Nutritional Health and their Understanding of Health Messages.
Evolution Insights Ltd, July 2011, Pages: 85
This report offers a comprehensive look at the current attitudes and behaviours of shoppers when it comes to buying, and understanding health and the multitude of health messages. It explores in detail what are the key words which mean health to shoppers, as well as those that don't. Confusions reigns when it comes to Traffic Lights, GDA's and other nutritional information, so this is a must read whether you deal with a product/category that is perceived as healthy or not. It further explores the health of shoppers, and those suffering from issues relating to diet, whether through a condition or body weight.
This New Research Provides Comprehensive Insights into the UK Food & Drink Market. Highlights of Key findings Include:
- Shoppers find Traffic Light symbols and GDA labels the most useful forms of nutritional information. Even though only 12% of all shoppers say that they do not find it easy to understand the information on packaging, only a third really understood Traffic Light symbols when prompted. Confusion may derive from the divisions in format of nutritional information currently being used. Shoppers would benefit from a single unified approach.
- Healthy eating means so many different things to different people, so trying to apply one overall definition therefore is impossible.
- The terms ‘natural ingredients' and ‘low fat' are the two most recognised terms by shoppers as indicators of a healthy product. Shoppers indicated that they are dubious about some health claims, especially ‘diet'. Saturated fat is considered to be the unhealthiest constituent of a product
- 73% of shoppers say that it is important to know that a product is healthy, increasing in importance with age. Half of all shoppers look at the information on the packaging of individual products (alone, without comparison with other similar products) in order to decide if they are healthy or not.
- 87% of shoppers say they are currently buying healthy products. The proportion dramatically decreases as one goes down the social groups. A higher proportion of women are buying healthy products than men. Avoiding illness is the main reason given for buying healthy products.
- Shoppers are aware of what is unhealthy and should be avoided in general, however this does not translate into a full understanding of which categories are healthy. Shoppers tend to think of the healthiness of individual products (to which they engage) rather than categories as a whole.
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