Nearly two-thirds (62%) of British consumers say they care more about how ‘healthy’ their food and drinks are, compared to 5 years ago, a survey by KPMG reveals. But putting perceptions of ‘health’ under the microscope, consumers also say that a product’s brand is the main source they turn to in order to determine how healthy products are.
When asked about which sources inform consumer perceptions of healthy food and drink generally, 40% of respondents said they based it on the product’s brand. Only 22% said they based it on government advice, or their friends and family. Furthermore, despite much focus being on technology and social media, only 13% said they used an app-based nutritionist, and only 4% pointed to a social media influencer.
Jason Parker, UK head of health at KPMG, commented: “Brands clearly have great influence over what consumers determine as healthy, and customers need to be clued up on the health claims around certain ingredients.
“However, it’s great news that our population – and Generation Z in particular – is more engaged in taking responsibility for their own health. If consumers make informed decisions about healthy eating, we will slowly begin to see less demand on our health services for the vast range of issues that go hand-in-hand with an unhealthy diet.”
When looking at a product for nutritional insight, half of respondents said they use the list of ingredients, or the traffic light labelling system (detailing sugar, fat and salt content) to inform their choices. 40% said they use the calorie content, however, as many as 37% based their decisions on price, and 28% based it on the general look of the product.
The survey of over 2,000 consumers highlighted that the health agenda continues to grow amongst British consumers. 64% of female consumers said they care more about the health impact of their diet than five years ago, slightly more than their male counterparts, 60% of whom said the same. Meanwhile, younger generations care more than older generations, 76% of 18-24 year-olds said they care more, compared to only 59% of those over 55. Regionally, consumers in the North and Midlands appear to care slightly less than the national average (59% and 60% versus a national average of 62%).
Linda Ellett, UK head of consumer markets at KPMG, added: “The increased consumer demand for healthier products clearly presents consumer businesses with an avenue for growth. For many businesses, that has entailed product diversification or refined recipes, especially in light of the sugar levy’s introduction. Indeed, we recently noted healthier consumer goods as a key trend shaping both inorganic and organic growth for these businesses.
“Having said that, consumer businesses can’t afford to lose sight of how much trust consumers place in brands or a product’s health claims. Brands simply cannot afford to get this wrong. It is vital that consumers are fully informed but equally, not perplexed. A clear distinction needs to be made between products containing a healthy ingredient versus the product that is healthy in its entirety.”
