A recent survey by Lumina Intelligence suggests consumers remain divided on the potential impact on the nation’s health and buying habits from the new HFSS legislation that is due to come into force in October.
When asked if they believe HFSS legislation will help fight unhealthy eating, consumers answered the following:
| Agree | 41% |
| Neither agree, nor disagree | 25% |
| Disagree | 30% |
| Don’t know | 3% |
Four-in-ten (41%) consumers agree on the efficacy of HFSS overall. Despite this, 55% of those who agree on its efficacy plan to still purchase HFSS products.
57% will continue to buy when not on promotion
With HFSS set to impact the majority of promotions around HFSS products, Lumina Intelligence asked consumers if they would continue to purchase HFSS products if they weren’t on promotion. They responded:
| Agree | 57% |
| Neither agree, nor disagree | 27% |
| Disagree | 12% |
| Don’t know | 3% |
Shoppers appear to remain relatively unfazed by a decline in promotional activity, with only 12% indicating that they would not purchase HFSS products if they were not on promotion.
HFSS location restrictions to impact 46% of Confectionery, Crisps and Snacks, and Soft Drinks purchases
46% of HFSS products purchased are picked up from locations set to be restricted under HFSS legislation. The breakdown of where HFSS products are picked up from is (areas set to be restricted highlighted in yellow):
| On the main product shelf | 44% |
| Display on the end of an aisle | 23% |
| Display at the front of the store | 11% |
| Display at the till | 9% |
| Free standing displays around the store | 5% |
| Display within the queue system | 3% |
| Don’t know / Don’t remember | 2% |
| Other | 2% |
Confectionery is at most risk with 50% of purchases made in HFSS restricted locations. The category over-indexes in key risk locations: display at the front of the store, display at the till, and display within the queue system. Soft drinks purchases are least impacted with 44% bought in restricted locations, however the category significantly over-indexes (+4 ppts) in aisle end purchases.
HFSS volume restrictions will impact 32% of Confectionery, Crisps and Snacks, and Soft Drink purchases
Increasing non-volume offers and introducing new promotional deals will be essential as 32% of HFSS category purchases are made on multi-buy and buy one get one free promotions. Here is the breakdown of HFSS purchases by promotion type (areas set to be restricted highlighted in yellow):
| Percentage off, e.g. 20% off | 21% |
| Multi-buy, e.g. buy two for one, buy two for £5 | 20% |
| Meal deal | 16% |
| Buy one get one free | 11% |
| Bundle deal, e.g. beer & pizza for £10 | 1% |
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Blonnie Whist, Insight Director at Lumina Intelligence, commented: “HFSS regulations continue to divide both consumers and businesses. Whilst most think that action is necessary, many believe that the current legislation will be ineffective. Just four-in-ten consumers believe the legislation will be effective in tackling unhealthy eating. This is evident with the majority of consumers indicating that they will continue to purchase HFSS products despite restricted promotions.
“Although consumer appetite for HFSS products remains, retailers are going to have to think hard about merchandising and promotions. Nearly half of all HFSS products purchased are picked up from areas set to be restricted and 32% are purchased as part of promotions set to be restricted.”
NAM Implications:
- Thereby we are facing a conundrum:
- Will HFSS consumers make the extra access effort?
- Or will they reduce consumption ‘because their favourite brand is not in its usual place’?
- Or they are not reminded via promos?
- Meaning the first six months’ sales results under the new HFSS regime will be monitored carefully…
