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About this report
This report looks at consumer attitudes towards eating healthily and how manufacturers are helping people to choose healthier options in five key markets that are not necessarily considered to be the most healthy – dairy, bakery, crisps & snacks, confectionery and soft drinks. The report also looks at the development of functional foods.

The diet and health issue remains at the forefront of public debate in the UK – in a nation famous historically for its indifference to good food, there can rarely have been a time when the national diet was under such intense scrutiny. On one level, healthy eating has moved firmly from cranky faddism into the mainstream, with a plethora of low-calorie, low-fat, low-salt, additive-free and ‘better-for-you’ alternatives to standard ranges jostling for space on supermarket shelves. In the current climate, no manufacturer can afford to be off message and many smaller suppliers have found healthy market niches.

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

European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.

They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.

Each report contains comprehensive analysis into:

Market sizes
Market trends
Leading manufacturers
Consumer trends
Sales forecasts
This unique level of coverage ensure that your R&D, category management and marketing teams have both an holistic understanding of the sector and a valuable insight into local sector trends and consumer habits. This research is relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.

Should you wish to order more than one market report, please call the above number to discuss potential multiple-purchase discounts.

Contents

Issues in the Market

Definition
Consumer research
Abbreviations
Market in Brief
You are what you eat
Demographic changes to promote further growth
Accentuate the positive
The healthy imperative reshapes the industry
Benefits, but not at the expense of taste
Keeping it natural
Demographics help the market
The future
Internal Market Environment
Key points
The great health debate
Educating our children to eat more healthily
EU Nutrition and Health Claims Regulation 2007
Organic seen as healthier
Digestive health
Figure 1: Incidence of ailments, by country, 2007
Keen pill poppers
Figure 2: Remedies taken in last 12 months, by country, 2007
Nearly half claim to eat healthily
Figure 3: Lifestyle trends in GB, 2003-07
Europe’s biggest boozers?
Figure 4: Lifestyle factors, by country, 2007
Fat is a fundamental issue
Women more preoccupied with weight
Figure 5: Attitudes towards weight and diet in GB, by gender, 2007
Figure 6: Attitudes towards weight and diet in GB, by age and income group, 2007
Figure 7: Trends in attitudes towards weight and diet in GB, 2003-07
The functions of food
Figure 8: Principal diet and health issues in GB, January 2008
Scepticism rules – pricing is an issue
Figure 9: Attitudes towards functional foods in GB, January 2008
FSA Eating Habits Survey, 2007
Broader Market Environment
Key points
The insouciance of youth
Figure 10: UK population structure, by age and gender, 2003-13
More money for better eating
Figure 11: Forecast adult population trends, by socio-economic group, 2003-13
Demand rising for convenience and healthy eating
Figure 12: UK workforce and employment, by gender, 2003-13
An end to the days of plenty?
Figure 13: Trends in PDI and consumer expenditure, 2003-13
Food expenditure
Who’s Innovating?
Key points
UK in the lead for healthy food NPD
Figure 14: Healthy food* launches, % by country, 2005-07
Up with France for functional
Figure 15: Functional food launches, % by country, 2005-07
Brits shunning the additives
Figure 16: Healthy food* launches, % by Top 10 product positionings, GB, 2005-07
The healthy universe expands
Figure 17: Healthy food* launches, % by top ten sectors in GB, 2005-07
More function in more sectors
Figure 18: Functional food launches, % by top ten sectors in GB, 2005-07
Own-label leads healthy…
Figure 19: Healthy food* launches, % by top ten companies, GB, 2005-07
…brands more crucial to functional NPD
Figure 20: Functional food launches, % by company in GB, 2005-07
Trends in functional NPD – immune system receives attention
New directions
Market Size and Forecast
Key points
From health store to mainstream
Healthy growth
Figure 21: UK retail value sales of selected ‘healthy’ food and drinks, by type, 2003-08
Figure 22: Indexed growth in UK retail value sales of ‘healthy’ food and drinks, by type, 2003-08
Functional foods dominated by dairy
Figure 23: UK retail value sales of functional foods, by type, 2005-08
Functional foods not being bought in quantity
Figure 24: Functional food product purchased, January 2008
The future
Forecast
Healthy but slower growth
Figure 25: Forecast of UK retail value sales of selected ‘healthy’ food and drinks, by type, sterling terms at current prices, 2003-13
Figure 26: Forecast of UK retail value sales of selected ‘healthy’ food and drinks, by type, sterling terms at 2008 prices, 2003-13
Demographic changes to promote further growth
Slower growth predicted
Crisps and snacks to lead growth
Figure 27: Forecast of UK retail value sales of selected ‘healthy’ food and drinks, by type, euro terms at 2008 prices, 2003-13
Factors in the forecast
Market Segmentation
Key points
Figure 28: Healthier products share of market value, UK, 2003, 2008 and 2013
Dairy takes the healthy high road
Bread builds on its assets
Water boosts healthy soft drinks – but carbonates remain the ‘villains’
Snacks suppliers have to counter the negative effects of their foods on children
Sweets and chocolates miss the bandwagon
Market Share
Key points
Leaders of the pack
Figure 29: Leading manufacturers’ value share by sector, 2007
Healthy brands burgeoning
Figure 30: Selected branded food ranges with a healthy positioning, 2008
Functional still the fiefdom of the brand – but watch this space
Figure 31: Leading functional food brands, by principal claim, 2008
Companies and Products
Tesco
Marks & Spencer
Sainsbury’s
Danone
Unilever
Müller Dairy
McNeil Consumer Nutritionals
Nestlé
Yakult
Brand Communication and Promotion
Key points
Keep it general
Keep it light
Play the kiddie card
Dazzle with science
Keep it real
Keep it simple
Assuage guilt
Keep it in the family
Get an endorsement
Push flavour before function
Use the health message
Figure 32: Leading advertisers, dairy, bakery, confectionery and snacks, 2007
Consumer – Pan-European Overview
Key points
What we say and what we do
Figure 33: Attitudes towards food and diet, by country, 2007
The British diet – little room for complacency
Figure 34: Use of selected foods, by country, 2007
The Consumer – Trends in GB
Key points
The word is spreading
Figure 35: Trend in attitudes towards healthy eating in GB, 2003-07
Figure 36: Trends in penetration of selected foods in GB, 2003-07
Attitudes Towards Healthy Eating
Key points
Figure 37: Use of selected foods by lifestyle factors, GB, 2007
Preaching to the converted?
Figure 38: Attitudes to health and diet, by lifestyle factors, GB, 2007
Putting a label on it
The young and least affluent need more dietary education
No pain without pleasure
Figure 39: Positive attitudes towards healthy eating in GB, by gender, age and income, 2007
Figure 40: Negative attitudes towards healthy eating in GB, by gender, age and income group, 2007