Amid incoming high fat, salt and sugar (HFSS) legislation and the government’s recent abandonment of a proposed salt and sugar tax, strong consumer demand for such products remains.
This is according to new research by intelligence platform Vypr. It found that despite planned restrictions on promotions for HFSS products, 89% of consumers would still buy sweets or chocolate if they weren’t on offer. However, most consumers think that less fat, sugar and salt is a good idea, with 71% of those surveyed positive about reducing these in supermarket foods.
The findings show that despite the appetite for such products remaining strong, most shoppers are taking heed of ingredients, with an increasing focus on healthier, unique products that still meet demand.
Conducted on a sample of 5,000 of Vypr’s representative panel of 65,000 consumers, the research also confirmed affordability is a bigger barrier than taste when it comes to making healthy food and drink choices. Asked what might stop them from buying healthier food products, 44% cited price and that they are less affordable. In comparison, only 17% said that they don’t taste as good.
Ben Davies, Founder at Vypr, commented: “The writing is on the wall for retailers and manufacturers. The government’s ruling out of a proposed salt and sugar tax as part of the National Food Strategy heightens the opportunity for them to seize the day.
“With increasing public concern over this issue and long-term brand reputation at stake, the onus is now on brands and suppliers to push things forward and not lose momentum – we shouldn’t have to rely on government legislation to drive this change. It’s a great opportunity to bring about the next phase of food and drink innovation.”
The findings align with Vypr’s wider consumer research around the National Food Strategy, which identified that 83% believe there is a need for new or reformulated food products that are healthier.
The National Food Strategy itself referenced a poll that found 63% of people in the UK would be in favour of the existing Sugary Drinks Levy being extended to include other sugary foods like biscuits. Vypr’s research confirms this, with 71% of consumers being supportive of the Sugar Levy being extended to other sugary foods, showing that consumers find this issue important, and so companies need to adapt to their views.
The research further identified that consumers are checking labels but have little idea about new restrictions on unhealthy food. Nearly three-quarters (73%) say they check nutrition labels when purchasing food products, showing a shift towards increased awareness of healthy ingredients, despite their appetite for HFSS products. Only 15% of consumers are aware of the incoming HFSS restrictions, demonstrating the scale of the innovation opportunity for food and drink companies.
Davies added: “Changing legislation is bringing with it an enormous amount of opportunity for success for retailers and suppliers. There are so many different variables when you’re looking at raw materials and ingredients. Sugar is 2,000 years old, so why are we still making products out of sugar? There’s lots of interesting ways of getting sweetness and texture into products. Reframing innovation in a scientific way is the only way the industry and public health are both going to win long term.
“As confusing as recent policy decisions may appear, a clear picture is emerging – innovation will be the driving force of success amidst a constantly shifting environment.”
Vypr has published its own guidance on navigating HFSS legislation, which can be downloaded here
