New research from MCA Insight and HIM suggests the trend towards healthier eating is growing into a mega trend, with two fifths of consumers rating it as highly important.
The report by the two insight agencies highlights that 39% of consumers rate healthier eating as highly important to them, with over a third of consumers eating more healthily than a year ago. Refined sugar is the main ingredient that consumers are actively trying to reduce in order to be healthier. However, it is vegetables that are set to win in 2019. Over 50% of UK adults intend to eat more vegetables, with 10% looking to switch to a vegetarian diet and 6% a vegan diet in the next 12 months.
Supermarkets have the highest satisfaction score with 67% net agreement that there are satisfactory healthier eating options in supermarkets. This is more than five times the net satisfaction score for convenience stores (13.6%).
Gareth Nash, Consumer Insight Director at MCA Insight & HIM commented: “The mega trend towards health continues to gather speed, presenting a huge opportunity for retailers to tap in to. Supermarkets are leading the way for grocery retail and providing consumers the solutions to eat healthily easily at home.
“With a smaller range it is more challenging for c-store retailers, however satisfaction stems from meeting the needs of consumers. Convenience retailers need to make their space work harder and place greater attention on the individual needs of their shoppers.”
He added: “Our report highlights high consumer demand for an expanded range and more promotional activity around healthier options. Vegan and vegetarian diets are becoming even more common place, so we expect to see more plant-based products to take centre stage in 2019.”
