Danielle Tolson, external communications manager, ACNielsen, weighs UK
consumers’ need for convenience against the global trend toward healthy eating

First published in Checkout February 2005

We could be forgiven for thinking that a storm has been whipped up in the UK surrounding healthy eating – or rather our lack of it. In the last year we have seen pushes for better food labelling, the reduction of salt, the removal of trans-fats, bans on food advertising to kids, and even the suggestion that a Fat Tax should be imposed. Is this the work of a nanny state gone mad, with the nation being whipped up into a frenzy through media manipulation or are we all genuinely concerned about what we eat?

Though the British government, lobbyists such as the consumer group Which? and the media in general have devoted a lot of time and space to the issue of the country’s health it seems that as a nation we are not alone. In a recent report – What’s Hot Around the Globe 2004? - ACNielsen have identified a move towards healthy products as the key consumer trend Globally. In fact, consumer focus on health and wellness is the underlying driving force behind a 4% YoY food & drinks growth across the Globe, with 75% of the fastest growing categories relating to health or diet.

The report identifies that there are 3 different types of product which have benefited from the health trend:

1) Healthy choices relating to a diet regime
2) Healthy staples or basics
3) Healthy alternatives within categories typically considered un-healthy

Popular diets drove growth in some categories – particularly hi-protein-low carb diets. Meat, Fish & Eggs was the fastest growing product area globally at +6%. Eggs grew at +16%. In the US, where these diets are extremely popular, growth of MF&E was +11% - quite an achievement to see double-digit growth for such a staple product area in such a mature market as the US. Within dairy, cheese – another acceptable Atkins food - saw the strongest growth globally at +5%.

On the flip side of this, the non-sweet carbs product area which includes bread, pasta, rice and potatoes, saw minimal growth at just 2%.

Other staple markets which are generally accepted to be healthy have performed well alongside meat, fish, eggs and cheese. Fresh vegetables grew at 7% and fresh ready-to-eat salads grew at 8% YoY, the latter highlighting our need for convenience alongside healthiness. Frozen fruit, a much smaller category grew at 9%YoY. Within the beverage product area, the bottled water category saw growth in 80% of countries measured.

Perceived healthy alternatives also grew on a global scale. Sugar substitutes grew at +10% (sugar itself declined by 3%), cereal bars – perceived to be healthy but often not – grew at 14% (these also offer convenience to the busy consumer who regularly has to eat on the go) but the top global growth category of all 89 studied was soy-based drinks at +31% and growing in 19 out of 20 markets measured.

It would seem therefore, that the trend towards healthy eating is not just a fad or an isolated reaction following a year of obesity warnings and health scares in the UK but is a true global shift, here to stay. Whichever way or however small, be it an all out strict dietary regime like Atkins, simply grabbing a salad for lunch every-so-often or drinking more water, consumers are making some sort of effort to ‘eat well’.

The only problem is that the other trend highlighted as key in the What’s Hot? report – the need for convenience – makes the healthy lifestyle difficult. With both parents working in many families the healthiest food option, ‘cooking from scratch’ is dying out as a daily occurrence in most households. So juxtaposing the growth in the healthy categories we are also seeing strong performances in not-so-healthy areas. Refrigerated ready meals have enjoyed 10% growth across the globe with frozen pizza, frozen potato products, toaster pastries and chocolate all growing ahead of total food & drink. It seems we have good intentions but fall back on the fastest, easiest option.

We are beginning to see innovation in fresh prepared produce, with meal kits such as ready to cook fresh fish and fresh vegetables complete with steaming unit now available. However these tend to be expensive and positioned as an alternative to dining out or a take away. The busy consumer needs an everyday solution; to be able to eat healthily everyday, for a sustained period of time (life) without cutting into too much of their precious time. Not just a diet, which starts well every Monday and reverts to frozen pizza and chips by Thursday because it’s quick!

There are a few foods that can offer both healthy and convenient solutions at the right price however. The British Egg council really hit the nail on the head with its “Fast food and good for you!” campaign and indeed we have seen phenomenal worldwide growth here. As already highlighted, prepared salads are globally strong also – these affordable daily. With consumers scrutinising food labels and asking questions about what really is contained in the food they and their children eat, these concerns truly ingrained in the minds of the masses on a global scale, we can expect that this is not merely a passing fad. As lifestyles continue to pick up pace with consumers evermore believing that we are what we eat, the global challenge in the long term for marketers the world over is achieving perfect combination of health, convenience and value.

What’s Hot Around the Globe? was compiled across 59 countries from 5 regions of the world, Asia Pacific, Europe, North America, Latin America and Emerging Markets. The study grouped 89 food & beverage categories into 12 larger product areas and collated analysis and insights on a global and regional basis and by wider food area and by category.