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The recent flurry of press activity over the obesity 'epidemic' has once again thrust the food and drink industry into the spotlight.
The Foresight report, written by 250 leading scientists, says Britain's obesity crisis is so severe that it would take at least 30 years to reverse the problem.
Currently, around a quarter of adults are obese. While the report doesn't point the finger of blame at any one factor, it says a combination of cheap, unhealthy foods, sedentary lifestyles and a lack of understanding about what constitutes a healthy diet are all to blame.
As Rimi Obra-Ratwatte, a senior nutritionist at cereal giant Kellogg's, told MB&R: "Obesity is a phenomenally big issue. We are closing the gap between ourselves and America and it's quite frightening to see the rates of obesity in the UK increasing. But a lot of this has to do with leading sedentary lives and the lack of an outdoors culture."
While its efforts may go unsung in the popular press, the food industry is certainly playing its part in tackling obesity. "There is no silver bullet that can be fired at this complex issue," says Julian Hunt, director of communications at the Food and Drink Federation. "Our industry is now widely recognised as leading the world when it comes to reformulating products, extending consumer choice and improving nutrition labelling."
The word 'health' is a catch-all for a wide number of products, but as Michael Cowan, marketing director, Kallo Foods, points out: "There's no absolute definition of a healthy food: one man's healthy is certainly not the next man's." The company has conducted some consumer segmentation research using TNS Worldpanel data, which has helped Kallo better understand healthy eating within the UK.
"We found there was no such thing as a healthy consumer, but people have specific requirements from their food shopping and their brands," says Cowan. He believes brands need to become ever-more specialist and understand what consumers are looking for.
While this research might be shaping the future face of health within the multiples, the present is all about improving health credentials. A recent FDF survey confirms that the recipes used for at least £15bn worth of foods have less fat, sugar and salt now than in 2004. In addition, a further £11.5bn worth of products have been launched as 'lower in' versions.
Kellogg's, together with the Association of Cereal Food Manufacturers, has been committed to reducing the sodium levels within cereals annually. "We make sure we address reductions where appropriate, subject to consumer preference," says Obra-Ratwatte. "We've been involved in an active salt reduction programme since 1998 and have reduced salt content in 21 of our brands since 2005."
Meanwhile, in March this year some of UBUK's biggest-selling snacks changed their nutrient profiles and now contain up to 55% less saturated fat. "We've never been more focused on health," says Jessica Wylie, UBUK's trade PR and communications manager. She says consumers are "health concerned" or "health-conscious", meaning that some are vaguely aware of what is healthy while others actively lead a healthier lifestyle.
"The health-conscious consumer is aware of what constitutes a healthy diet and is interested in anything from the traceability of a product to if a food product has functional benefits or is simply made from wholesome natural ingredients," explains Wylie.
Hayley Roth Senior, brand manager, WeightWatchers, agrees that many manufacturers are now looking at reducing negative health elements such as salt and fat content where they possibly can. But, she still thinks there's a lot of confusion about what constitutes a healthy diet. "While the government has focused on specific initiatives, such as salt reduction, it hasn't gone very far in helping consumers understand what makes up a healthy, balanced diet," she says.
This issue was tackled in a recent 'wellbeing debate' held by Sainsbury's where chief executive Justin King and Children, School and Families Minister Kevin Brennan examined some of the key issues around diet, exercise and food.
In a stark, but no less worrying, contrast to the obesity issue, a recent survey from Sainsbury's that reveals one in three (37%) of Britain's teenage girls (13-18-year-olds) are on a diet or have dieted recently. When quizzed about their average daily calorie intake when dieting, nearly half (45%) of girls said they consume less than 1,200 calories a day - 40% less than the recommended daily amount for their age. They also seemed less than aware about eating the recommended 'five a day' portions of fruit and veg.
Sainsbury's nutritionist Charlotte Parker says: "These results show teenagers struggle to understand what constitutes a balanced diet."
In a recent Food Standards Agency consumer attitude survey, healthy eating ranks alongside environmental issues in terms of importance. "There is certainly evidence to show that some of the healthy eating messages are starting to hit home," says Chris McDonough, marketing and R&D director of Müller UK.
"But the majority - 86% - are struggling to reach their target and are looking for convenient ways of incorporating more fruit into their diets, but they don't want to compromise on taste," he says.
Marrying health and taste in a convenient form is one of the key challenges facing the nation's food manufacturers. "It's the holy grail," says Rimi Obra-Ratwatte.
Improvements in on-pack labelling are helping to dispel some of the confusion about how 'healthy' a product is. The industry has made remarkable progress with GDAs and traffic light labelling: the only issue is which is the best way forward.n
what the suppliers are saying
Our research shows that there is increasing scepticism and confusion surrounding food science claims, which is leading to a lack of credibility among consumers. Consumers say they find the science of functional food confusing and alienating - they want simple clear messages that they can understand. Our NPD programme is much more about getting back to basics and focusing on the wholesome nutritional values intrinsic in yoghurt itself, rather than pursuing an overtly scientific route. We're moving in a 'more is less' direction, with the emphasis being placed on natural ingredients with added-value functionality derived from the dairy product itself.
Chris McDonough
marketing and R&D director, Müller UK
CATEGORY INSIGHT: functional
Clearly defined health products such as yoghurts have done well. With drinks, the message may be confusing
Products that provide an added wellbeing benefit have experienced an increased level of importance since 2005, along with products that are ethically sourced or produced.
But it is increased demand for the added-value benefits of functional food products that suggests shoppers are putting their principles into practice.
"Choosing functional foods is becoming a greater consideration for people looking to improve their diet," says Alan Jelly, marketing director of Yakult.
The biggest change in consumers' perceptions has been around functional foods [Nielsen Homescan Survey - February 2005, 2006, 2007]. Sixteen per cent more consumers than in the previous year said they would look to functional foods to help their diet, showing a wider understanding of the benefits of these foods.
This has prompted Yakult to introduce a new look to advertising for the Active Health Drinks market, with its new TV advert focusing around 'Planet You'. "Educating consumers and building their understanding about the benefits of probiotics is integral for long-term market growth," says Jelly.
The active health drinks and yoghurts sector was worth £376m in the last year, which equates to almost 1.3 billion pots and bottles being consumed in the UK. Danone is the market leader with its Actimel and Activia brands holding a combined value share of 58%, up from 54% last year [Nielsen, August 07].
While Yakult has seen its share increase, the drinks sector has largely underperformed this year due to confusion between the different health benefits, prompting consumers to switch to active health yoghurts such as Activia. Danone recently commissioned an audit of the space given by the multiples to the chilled yoghurts & desserts category. It revealed that it is under-spaced at a total multiples level. "It is key that the sector is given the right space to maximise availability and sales," said a spokesperson.
And, while functional is enjoying growth, more and more manufacturers are catering for specific food intolerances. Gluten-free food ranges, in particular, are being given more and more space on supermarket shelves.
what the suppliers are saying
The responsibility is on manufacturers and retailers to present their consumers with the right products in the right place in store. We are undertaking a big piece of research at the moment to understand consumer shopping habits and trends. One of the key pieces of insight that we're seeing at the moment is that healthy snacking is not a category, it's a need state in its own right. Consumers expect to find these products integrated into the main fixture. We're looking at taking the insight from this research in early 2008 out into the trade and talk to key category partners to help them drive sales in this area.
Georgina Edmonds
customer marketing manager at Ryvita
CATEGORY INSIGHT:?merchandising
Retailers continue to build speciality health fixtures, distinct from healthier brand extensions in normal aisles
Five years ago, if you'd walked into a multiple retailer and tried to find gluten-free biscuits or wheat-free pasta, you'd have had a hard job. But there's a reason why UK retailers are among the best in the world: today's multiple environment provides consumers with healthy options wherever they look. "In terms of in-store merchandising around special dietary products, multiple retailers are beginning to excel," says Jessica Wylie, trade PR & communications manager, UBUK.
Wylie believes clear fixtures in-store offer a wide range of products that cater for consumers who need gluten-free, wheat-free or lactose-free products. "They even effectively add in products that don't specifically make dietary claims but by default are appropriate," she adds, although this has yet to be tapped into by smaller retailers.
Healthier products can usually be found in two locations in most stores. There are now well-merchandised dedicated fixtures that offer consumers a wide range of healthier products or products that have special dietary benefits. Healthier products can also be found within regular category fixtures as extensions to brand portfolios.
But, with the growth in health, retailers are continuing to build their dedicated 'healthy' areas to cater for an increasing number of consumers. For example, Kellogg's worked with the Co-op recently to develop a healthier snacking bay. "This was split into different categories; for example, natural bars, cereal bars (less than 100 kcals), bagged snacks (low in saturated fats)," says Kevin Brownsey, UK sales director. "We are also working with Tesco, trialing a similar area in-store."
While some sectors, such as biscuits, successfully merchandise 'healthier' options alongside standard ranges, other fixtures don't fare as well. For example, Hayley Roth Senior, brand manager, WeightWatchers, believes merchandising of the yoghurt sector could be improved. "It's not signalled particularly well on shelf," she says. "It's more from shopping by habit that people will understand where the products sit. But you need to know what you're going for as opposed to being able to browse it easily."
Has the number of customer complaints about the price of goods increased recently?
