Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Food Innovation and Renovation-SG Health Promotion Board 2015

557 views

Published on

Symposium on Sugar and Sweeteners: Science, Innovation and Consumer Guidance (October 27-28, 2015, Singapore) organised by the International Life Sciences Institute, South-East Asia branch.

Published in: Food
  • Be the first to comment

  • Be the first to like this

Food Innovation and Renovation-SG Health Promotion Board 2015

  1. 1. Food Innovation and Renovation Government Perspective and Expectations 28 Oct 2015 Presented Ann Low , Deputy Director Healthy Food Products Department
  2. 2. Calorie intake up Proportion of Singaporeans exceeding recommended intake of calories 2,062 Calories 1998 +250 2,378 Calories 20102004 2,624 Calories Excess of Calorie Singaporeans exceeding recommended intake of calories by an average of 300 calories 201020041998 48% 59% 34% Source : National Health Survey 1992,1998 & 2010
  3. 3. Dietary Excesses - Proportion of Singaporeans who exceed allowances for total fat and saturated fat Dietary Inadequacies Proportion of Singapore with inadequate consumption of Fruits,Vegetable, Whole- grains Despite eating more, dietary quality has deteriorated 86% 89% 92% < 2 servings fruits & Veg < 1 serving of Whole -grain. 73% 57% Saturated fat 70% 42% Total Fat 61% 20042010 Source : National Health Survey 1992,1998 & 2010
  4. 4. Our Diet is characterised by poor fat and carbohydrate quality 8% Wholegrains 92% Refined Grains & Sugar 6 in 10 Singaporeans consume 2 or more sugar sweetened beverage per day 92% of dietary carbohydrate comes from highly refined sources sugar, white rice & bread, refined noodles 40% Saturated fat60% Unsaturated Fats Low ratio of unsaturated fat to saturated fat Recommended ratio of saturated fat to unsaturated fat = 1 : 2 Current Ratio = 1 : 1.15 Source : National Health Survey 1992,1998 & 2010
  5. 5. Escalating caloric excesses & physical inactivity Daily Caloric expenditure from physical activity dropped by average of 100 calories over the past decade
  6. 6. Obesity in Singapore is on the rise 16% 6.3% 6.8% 23% 10.8% 1998 20101992 2004 5.5% Prevalence of Obesity Age Standardised (in Singapore ) International (BMI >30) Asian (BMI >27.5) Source : National Health Survey 1992,1998 & 2010 35.9%32.5% 50.0% 1971- 1974 1976- 1980 33.8% 28.3% 31.7% 10.7% 12.7% 27.5% 12.1% 20.5% 1960- 1962 Proj 2030 2007- 2008 2009- 2010 2001- 2002 2005- 2006 2003- 2004 1999- 2000 1988- 1994 Prevalence of Obesity Among U.S. Adults Aged 20-74 (in US ) 27.5% 20.5%
  7. 7. Need for Paradigm Shift Food Strategy to reset the default choices
  8. 8. Public Education Campaigns Changing the Context and Environment Making healthier choice default and accessible Changing Behaviour - Need for Paradigm Shift Inform Strategic Shift Influence Leveraging partnerships to achieve PERVASIVENESS Eco-systemic Model Adopting behavioural economic principles to NUDGE CONSUMERS
  9. 9. -of- Product Innovation Broaden Choices Driving Consumer Demand Educate and activate Leverage Partnership Manufacturers, F&B, Retailer Awareness
  10. 10. -of- Food Innovation Broaden Variety & choices Awareness Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate
  11. 11. -of- Food Innovation Broaden Variety & choices Awareness Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate
  12. 12. Food Innovation Broaden Variety & choices Awareness -of- Working with Manufacturers F&B, Retailer HEALTHY DINING PROGRAM Incorporate healthier options into core menu items and product mix Driving Consumer demand Educate and activate
  13. 13. Food Innovation Broaden Variety & choices Awareness -of- Working with Manufacturers F&B, Retailer HEALTHY DINING PROGRAM Working with large F&B chains, making healthier offerings mainstream Driving Consumer demand Educate and activate
  14. 14. Food Innovation Broaden Variety & choices Awareness -of- Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate HEALTHY DINING PROGRAM NORTH WEST CENTRAL EAST SOUTH NEX Mall Suntec City & Marina Square Jurong Point VivoCity Bedok Mall Double page advertisement Locations of malls targeted for Phase 2 marketing Mall advertiseme nts Advertisements around 1km vicinity placed around key mall Ad-walkers around the malls to distribute discount vouchers 500kcal meals Ensuring demand for healthier options: Shifting from mass to coordinated, location-specific marketing
  15. 15. Healthier Choice Program -of- 2500 products cut across 70 categories, which contribute to 60% of all food and drinks sold through retail grocery chains 2500 products contribute to >15% market share Food Innovation Broaden Variety & choices Awareness Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate
  16. 16. targeted for Phase 2 marketing placed around key mall to distribute discount vouchers Moving forward: Integrated Value Chain Approach Grocery Retailers Action by Existing Partners - Reformulation Healthier Choice Program Food Innovation Broaden Variety & choices Awareness Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate
  17. 17. Healthier Choice Program -of- Island-wide consumer campaign Increasing both breadth and depth of collaboration Periodic promotional offer ad-buys with single supermarket chain Food Innovation Broaden Variety & choices Awareness Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate
  18. 18. Food Innovation Broaden Variety & choices Awareness Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate -of-
  19. 19. Food Innovation Broaden Variety & choices Awareness Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate -of-
  20. 20. Coffeeshops Hawker Stalls Food Courts e.g Kopitiam, Koufu Cafes e.g Yakun, Toastbox Kiosks e.g Gongcha, Mr Bean QSR/ Restaurants/Caterer Food Service (Healthier Dining Program) Grocery Retailers Consumer Packaged Goods Food Manufacturer (HCS) Food Innovation Broaden Variety & choices Awareness Working with Manufacturers F&B, Retailer Driving Consumer demand Educate and activate Integrated efforts from multi-stakeholders to influence lifestyle change. -of-
  21. 21. Need for Paradigm Shift Government Expectation
  22. 22. Healthy Living Master Plan : Vision 2020 Live, Work and Play Provide 1 in 2 Singapore Residents Access to at least three healthier living options
  23. 23. Thank You
  24. 24. Asian Food Regulation Information Service is a resource for the food industry. We have the largest database of Asian food regulations in the world – and it’s FREE to use. We publish a range of communication services (free and paid), list a very large number of food events and online educational webinars and continue to grow our Digital Library. Feel free to contact us anytime to talk about your specific requirements, offer comments, complaints or to compliment us. We look forward to hearing from you soon! www.asianfoodreg.com admin@asianfoodreg.com

×