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About this report

The central theme of this report is the rapid expansion of the healthy eating market in the UK and its growing sophistication – in a very real sense, healthy eating has moved from niche to mainstream.

Growth has undoubtedly been driven by high-profile campaigns to lower obesity levels and radically improve eating habits, particularly amongst children. The UK, literally, has been eating itself ill – while there are indications that the situation is improving a little, there remains much to be done.

The food industry is now dominated by global multinationals, most of which have been in the firing line of the health lobby, accused at best of inertia and indifference and at worst of cynicism and a relentless dedication to profit. The food giants have been obliged to assert their healthy credentials and this has helped healthy eating move into the mainstream – many companies are lowering fat, salt and sugar levels across the board, not merely in their ‘healthier’ ranges.

Food retailers, too, have not escaped censure. The major UK multiples dominate food distribution and have been at the forefront of developments in healthy eating, offering extensive own-label ranges and plethora of product advice, both instore and through their websites.

The healthy eating concept loses power through an inconsistency of definition and the ongoing lack of common standards. What exactly constitutes a ‘healthy’ food option remains open to debate – a low-fat product may well be high in sugar and consumers continue to experience great difficulty not only in deciphering food labelling, but in applying the deciphered information to their own situation.

UK consumers are the keenest in Europe on reading food labels, but continue to feel that the entire area lacks clarity. Whilst food manufacturers have embraced the healthy eating concept, much more needs to be done to communicate it effectively to the consumer.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

Contents

Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
Healthy options outperform overall food sales
Dairy market in the forefront
Mainstream and more sophisticated
The government takes action
Healthy eating – reality or just good intentions?
Here to stay
Internal Market Environment
Key points
The social climate
Five-a-day and down with salt
What's on a label?
Increasing health consciousness
Improved diet
Figure 1: Trends in lifestyle choices, 2002-06
Search for slimness
Figure 2: Adults trying to slim, by gender, 1998-2005
Figure 3: Preferred methods of losing weight, 2005-06
Obesity rules
We are what we eat
Figure 4: Percentage of energy intake from fat and added sugars, from all food and drink, UK, 1996-2005/06
Food Standards Agency Consumer Attitudes 2006
Broader Market Environment
Key points
Expenditure on food
Figure 5: Total UK household expenditure, at current prices, 2001-06
Figure 6: UK household expenditure on food and non-alcoholic drinks, at current and constant prices, 2001-06
Figure 7: Detailed average weekly expenditure on food, 2002/03-2005/06, pence per person per week
Population trends
Figure 8: Trends in UK population, by age, 2002-12
Household size
Figure 9: Trends in UK household size, by number of persons, 2000-10
Economy
Figure 10: Trends in UK PDI, consumer expenditure and GDP, at current prices, 2001-11
Employment
Figure 11: UK workforce, by gender and employment status, 2000-10
Who’s Innovating?
Key points
Active new product development
Figure 12: Principal product claims in all food and drink launches, 2002-07
Market-specific product claims
Figure 13: New product launches in healthier option food and drinks, by market, 12 months to June 2007
Figure 14: Principal product claims in healthier baked goods, by sector, 12 months to June 2007
Figure 15: Principal product claims in healthier soft drinks, by sector, 12 months to June 2007
Figure 16: Principal product claims in healthier confectionery, by sector, 12 months to June 2007
Figure 17: Principal product claims in healthier dairy products, by sector, 12 months to June 2007
Figure 18: Principal product claims in healthier crisps and snacks, 12 months to June 2007
Market Size and Forecast
Key points
Healthy growth
Figure 19: UK retail value sales of selected food markets, all products vs healthy options, in sterling terms, 2002-07
Figure 20: Growth in UK value sales of healthy-option food and drinks, 2002-07
Figure 21: UK retail value sales of selected food markets, all products vs healthy options, in euro terms, 2002-07
Figure 22: UK retail value sales of reduced-fat and reduced-calorie foods in other markets, 2006
Healthy eating no longer a niche
Forecast
Figure 23: Forecast of UK retail value sales of selected ‘healthy’ foods, by type, sterling terms at current prices, 2002-12
Figure 24: Forecast of UK retail value sales of selected ‘healthy’ foods, by type, euro terms at current prices, 2002-12
Figure 25: Forecast of UK retail value sales of selected ‘healthy’ foods, by type, sterling terms at constant 2007 prices, 2002-12*
From niche to mainstream
Growth in share for dairy, snacks and bakery
Healthy dairy products predicted to grow to 47% of total dairy market
Figure 26: Healthier products’ share of market value, UK, 2002, 2007 and 2012
UK market increase only behind Spain – ahead of Germany, Italy and France
Communication needed
Factors used in the forecast
Segment Performance
Key points
Dairy
Figure 27: UK retail value sales of healthier options within the dairy market, by type, 2005-07
Soft drinks
Figure 28: UK retail value sales of healthier options within the soft drinks market, by type, 2005-07
Baked goods
Figure 29: UK retail value sales of healthier options within the baked goods market, by type, 2005-07
Confectionery
Figure 30: UK retail value sales of healthier options within the confectionery market, by type, 2005-07
Crisps and snacks
Market Share
Key points
Key multinationals lead, but own-label is of great importance
Figure 31: Leading manufacturers' value shares of healthy-option food and drinks, by sector, 2006
Figure 32: Major branded food ranges with a healthy positioning, 2007
Companies and Products
Arla Foods
Burton’s Foods
Cadbury Trebor Bassett
Dairy Crest
Danone
Kraft Foods
McNeil Consumer Nutritionals/Johnson & Johnson
Müller Dairy
Nestlé
PepsiCo
Unilever Bestfoods
United Biscuits
Weight Watchers
Wrigley
Other
Own-label
Channels to Market
Key points
Distribution dominated by grocery multiples
The Consumer – Pan-European Overview
Key points
Room for improvement in the British diet
Figure 33: Use of selected foods, by country, 2006
Figure 34: Lifestyle index, by country, 2006
Organic has appeal among British consumers, but so do treats
Figure 35: Attitudes towards food and diet, by country, 2006
Figure 36: Healthy eating index, by country, 2006
The Consumer – Trends in Great Britain
Key points
Figure 37: Selected foods with highest and lowest penetration, 2006
Margarine, chocolate bars and savoury snacks see biggest decline
Figure 38: Trends in penetration of selected foods 2002-06
Good intentions
Figure 39: Trends in attitudes towards food and diet, 2002-06
The Consumer – Attitudes towards Food and Diet
Key points
Eating habits reflect lifestyle choices
Figure 40: Use of selected foods, by lifestyle choices, 2006
Figure 41: Attitudes towards health and diet, by lifestyle factors, 2006
Age and gender most important in diet attitudes
Figure 42: Attitudes towards food and diet, by key demographic sub-group, 2006
Figure 43: Positive attitudes towards food and diet, by demographic sub-group, 2006
Figure 44: Negative attitudes towards food and diet, by demographic sub-group, 2006
Figure 45: Attitudes towards weight control, by demographic sub-group, 2006