November 2012Health and WellbeingReport 2012Sample Extract                                                  Evolution Insi...
About Evolution InsightsEvolution is a leading research consultancy specialising in shopper motivation and behaviour. We d...
ContentsKey findings and executive summary                          5         What do Shoppers Think of Their Partners – C...
ContentsProduct Choice – Importance of Price, Taste and         53Healthiness Across CategoriesProduct Choice - Importance...
What This Report Will Do for YouThis report will:Explore shoppers’ attitudes to health and healthy eating and      how hea...
Healthy Eating – Easy in Theory                         Most shoppers have an idea of what                         a healt...
Confusing Health Messages  Sometimes words such as light or low fat can be misleading.  Shoppers should also pay attention...
Shoppers’ State of HealthHow do shoppers rate their own health?   Excellent or    very good       34%                     ...
What do Shoppers Think of Their Partners – Calorie Controlled DietLet’s have a look at the relationship between gender of ...
Nutrition Labels – Don’t Use ThemWhat proportion of shoppers say they don’t read labels?                      Nearly a fif...
MethodologyHealth & Wellbeing Report 2012             11
Methodology                                                         • Evolution carried out a preliminary survey ofEvoluti...
Methodology: Quantitative Research - SurveyTopics of questions in quantitative survey                           Demographi...
Contact Us                    Evolution Insights Ltd                          Prospect House                        32 Sov...
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Health and Wellbeing report 2012

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An adequate amount of exercise and a balanced diet are the basis of maintaining a healthy body. Most shoppers have an idea of what a healthy diet consists of. Choosing and identifying the right products in a supermarket may however not always be as easy. Nutrition labelling and healthiness of food have again been discussed widely in the media this year. It is under debate whether food manufacturers should take more responsibility in helping shoppers make more informed choices, and if a single nutrition labelling system should be adopted. Making healthy choices however also depends on the attitudes and perceptions of shoppers.



In our Health & Wellbeing 2012 report we explore shoppers’ attitudes to health and healthy eating, nutrition labels and how healthy shoppers are in their own opinion. We also provide an overview of the drivers of buying healthy products and present possible gender differences and examine how shoppers decide whether a product is healthy. To conclude the report, we look at shoppers’ perception of the cost of healthy foods and identify the importance of taste, price and healthiness when choosing products.



Our Health & Wellbeing 2012 report covers the following topics:

-Shoppers’ attitudes to health and healthy eating
-How healthy shoppers are in their own opinion
-What shoppers perceive as healthy eating
-Shoppers’ understanding of healthiness of products
-Exercise habits of shoppers
-Special dietary requirements of shoppers
-Drivers for buying healthy products
-How shoppers decide whether a product is healthy
-Shoppers’ perception of the cost of healthy foods and whether it’s worth paying more for
-Price expectations of healthier options
-Shoppers’ attitudes to healthy options
-How shoppers choose different categories in relation to price, taste and healthiness overall and in different categories



The report will also provide comparison with the results of our Health report from 2011 and highlight any possible development or changes in shoppers’ perceptions, attitudes and behaviour in relation to health and wellbeing.

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Health and Wellbeing report 2012

  1. 1. November 2012Health and WellbeingReport 2012Sample Extract Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 http://www.evolution-insights.com Health & Wellbeing Report 2012
  2. 2. About Evolution InsightsEvolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespokeresearch for manufacturers, retailers and agencies. Our research and analysis helps • Evolution offer a range of products & services for clients in the field of shopper research:- clients develop targeted shopper marketing initiatives designed to • Off-the-shelf research influence shoppers at the point of purchase. – Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery • Insight Plus – Insight Plus offers your business the opportunity to engage in any of our We use a range of research regular shopper research projects in methodologies to discover genuine advance of publication, tailoring the insights. Our research incorporates scope to suit your needs a broad spectrum of robust • Bespoke Consulting qualitative and quantitative research techniques. – As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects As a leading publisher of – helping to better inform and shape shopper research, we are any further research requirements. ideally placed to offer your Further information is available at our business actionable shopper website http://www.evolution- insight. insights.com Visit and sign up for Shopper Trend Report, our free monthly newsletter offering analysis and commentary on topical issues Health & Wellbeing Report 2012
  3. 3. ContentsKey findings and executive summary 5 What do Shoppers Think of Their Partners – Calorie Controlled Diet 29What This Report Will Do for You 6 What do Shoppers Think of Their Partners – Vegetarianism / 30 VeganismKey Findings 7 What do Shoppers Think of Their Partners – Hypertension 31Key Findings (2) 8 What do Shoppers Think of Their Partners – Type 2 Diabetes 32Introduction 9 What do Shoppers Say of Their Children 33What Does Health Mean? 10 Shoppers’ State of Health – Exercise Habits 34Responsibility Deal and Government’s Healthy Eating 11 Drivers for Buying Healthy Products – By Gender 35CampaignsHealthy Eating – Easy in Theory 12 Shoppers’ Health – Summary 36Food Labelling Regulations 13 Nutrition Labels 37Confusing Health Messages 14 Nutrition Labels - Introduction 38Confusing Health Messages (2) 15 Nutrition Labels – What Shoppers Know About Nutrients and 39 HealthCurrent Retailer Labelling Systems 16 How Many Calories Can You Have in a Day? 40Specific Dietary Needs - Definitions 17 Nutrition Labels - Individual Components 41Tesco 18 Nutrition Labels – How Are They Used 42Asda 19 Nutrition Labels – Don’t Use Them 43Morrisons 20 Which is The Healthiest – Comparing Labels 44Sainsbury’s 21 How do Shoppers Decide Whether a Products is Healthy or Not? 45Marks & Spencer, Waitrose and The Co-operative 22 Understanding Labels 46Shoppers’ Health and Drivers for Buying Healthy 23 Nutrition Labels - Summary 47ProductsShoppers’ Health - Introduction 24 Importance of Taste, Price and Healthiness 48Shoppers’ State of Health 25 Importance of Price, Taste and Healthiness - Introduction 49Shoppers’ State of Health – Prevailing Health Issues / 26 Product Choice - Price vs. Taste 50Lifestyle ChoicesWhat do Shoppers Think of Their Partners - Overweight 27 Product Choice - Price vs. Healthiness 51What do Shoppers Think of Their Partners - 28 Healthiness vs. Taste 52Underweight Health & Wellbeing Report 2012
  4. 4. ContentsProduct Choice – Importance of Price, Taste and 53Healthiness Across CategoriesProduct Choice - Importance of Price, Taste and 54HealthinessImportance of Price, Taste and Healthiness – Average 55Across CategoriesHealth, Taste and Price - Summary 56Price of Health 57Price of Health - Introduction 58Is Healthy Food More Expensive? 59Price Expectations for Healthier Options 60Spending on Healthy Food for Yourself and Others – Is 61There a Difference?How do Shoppers Feel About the Price of Healthy 62FoodPrice of Health - Summary 63Methodology 64Methodology 65Methodology: Quantitative Research - Survey 66Glossary 67Glossary 68Contact us 69 Health & Wellbeing Report 2012
  5. 5. What This Report Will Do for YouThis report will:Explore shoppers’ attitudes to health and healthy eating and how healthy shoppers are in their own opinion Provide an overview of the drivers of buying healthy products and present possible gender differencesIdentify what shoppers perceive as healthy eating and their understanding of healthiness of productsExamine how shoppers decide whether a product is healthy in terms of what information they use on nutrition labels Find out if shoppers feel that nutrition labels are easy to understand and what cues they use for identifying healthy products Look at shoppers’ perception of the cost of healthy foods and whether it’s worth paying more for Identify the importance of taste, price and healthiness for product choice and highlight category differences Health & Wellbeing Report 2012
  6. 6. Healthy Eating – Easy in Theory Most shoppers have an idea of what a healthy diet consists of. Choosing and identifying the right products in a supermarket may however not always be as easy. Low in sugar Plenty of fruit and vegetablesHigh in protein High in fibre Right type of fat Health & Wellbeing Report 2012
  7. 7. Confusing Health Messages Sometimes words such as light or low fat can be misleading. Shoppers should also pay attention to the nutrition labels and make comparisons between products. This highlights the importance of them being easy to understand.Which element shoppers believe a red portionon a Traffic Light to be high in relation to? 19% 29% Currently companies are using multiple different 22% labelling systems with variations but a new uniform 30% labelling systems will be launched next year. Our research from 2011 suggests shoppers don’t actually Per serving Per 100g understand what the colour coding on the traffic light In relation to GDA Not sure labels refers to. Earlier this year the UK Government launched a consultation on food labelling in order to find a more consistent nutrition labelling system. The consultation aimed at health experts, food manufacturers and supermarkets and was completed early August. A new hybrid label combining colour coding, GDA’s and indicative words will be launched in 2013. Health & Wellbeing Report 2012
  8. 8. Shoppers’ State of HealthHow do shoppers rate their own health? Excellent or very good 34% Good 39% Fair 20% Poor 7% Health & Wellbeing Report 2012
  9. 9. What do Shoppers Think of Their Partners – Calorie Controlled DietLet’s have a look at the relationship between gender of shoppers and what they sayabout their partners She says he’s on a calorie controlled diet 2% He says she’s on a calorie controlled diet 6% Health & Wellbeing Report 2012
  10. 10. Nutrition Labels – Don’t Use ThemWhat proportion of shoppers say they don’t read labels? Nearly a fifth of shoppers say they don’t read nutrition labels. This may be due to indifference towards the healthiness of a product but there could be other reasons for ignoring labels. Some shoppers may feel they know whether a 17% don’t product is healthy or not and don’t feel a need for reading read labels labels for this reason. It is also possible some shoppers don’t completely understand nutrition labels and hence don’t read them. I don’t really care whether a product is I never look at labels, I healthy or not, it’s not just try to eat everything important to me in moderation I’m totally ignorant to the labels, it’s more about what it tastes like and how much it costs Health & Wellbeing Report 2012
  11. 11. MethodologyHealth & Wellbeing Report 2012 11
  12. 12. Methodology • Evolution carried out a preliminary survey ofEvolution’s methodology around 100 shoppers to test questions for the main survey. • Detailed secondary and desk research is Secondary and Preliminary conducted to define the topic area, macro drivers desk research quantitative survey and trends, scope and examples within the research topic. • Initial insights gained are used to help further design the main survey. • A main survey is completed by at least 1,000 UK adults who are the primary household shopper for Main quantitative food & grocery. Focus groups survey • Focus groups are carried out to further enhance the secondary research and main quantitative survey. • Comprehensive and detailed assessment of all the data received was then used to uncover insights. Insights • Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. Health & Wellbeing Report 2012
  13. 13. Methodology: Quantitative Research - SurveyTopics of questions in quantitative survey Demographic profiling • Detailed shopper insights were gained from a survey of 1,026 Preferred retailer offline primary shoppers. The samples were fully representative of the UK Shoppers’ attitudes to health and healthy eating population. • The survey contained 15 questions How healthy shoppers are in their own opinion relating to topics outlined to the left – in addition to standard What shoppers perceive as healthy eating demographic profiling questions • The questions were designed to Shoppers’ understanding of healthiness of products give maximum insight into shopper’s motivation and Exercise habits of shoppers behaviour • Additional questions were asked to Drivers for buying healthy products give further insights into general behaviour and attitudes into price How shoppers decide whether a product is healthy comparisons. • The survey was carried out during Shoppers’ perception of the cost of healthy foods the week commencing 7th October 2012. Attitudes towards cost of health Health & Wellbeing Report 2012
  14. 14. Contact Us Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Telephone: 0113 336 6000 e-mail: insights@evolution-insights.com Web: http://www.evolution-insights.com Company No. 07006001 Country of Incorporation: United Kingdom Health & Wellbeing Report 2012

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