Uploaded byEvolution Insights
Health and Wellbeing report 2012
The Health & Wellbeing Report 2012 by Evolution Insights explores shoppers' attitudes towards health and healthy eating, including perceptions of nutrition labels and the factors influencing product choice such as taste, price, and healthiness. The report provides insights from a survey of over 1,000 UK adults, detailing their self-rated health and the complexity they face in identifying healthy options. It emphasizes the need for clearer labelling and understanding of health claims in the food market.
Health and Wellbeing report 2012
- 1. November 2012 Health andWellbeing Report 2012 Sample 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. About Evolution Insights Evolutionis a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research 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. Contents Key findings andexecutive summary 5 What do Shoppers Think of Their Partners – Calorie Controlled Diet 29 What This Report Will Do for You 6 What do Shoppers Think of Their Partners – Vegetarianism / 30 Veganism Key Findings 7 What do Shoppers Think of Their Partners – Hypertension 31 Key Findings (2) 8 What do Shoppers Think of Their Partners – Type 2 Diabetes 32 Introduction 9 What do Shoppers Say of Their Children 33 What Does Health Mean? 10 Shoppers’ State of Health – Exercise Habits 34 Responsibility Deal and Government’s Healthy Eating 11 Drivers for Buying Healthy Products – By Gender 35 Campaigns Healthy Eating – Easy in Theory 12 Shoppers’ Health – Summary 36 Food Labelling Regulations 13 Nutrition Labels 37 Confusing Health Messages 14 Nutrition Labels - Introduction 38 Confusing Health Messages (2) 15 Nutrition Labels – What Shoppers Know About Nutrients and 39 Health Current Retailer Labelling Systems 16 How Many Calories Can You Have in a Day? 40 Specific Dietary Needs - Definitions 17 Nutrition Labels - Individual Components 41 Tesco 18 Nutrition Labels – How Are They Used 42 Asda 19 Nutrition Labels – Don’t Use Them 43 Morrisons 20 Which is The Healthiest – Comparing Labels 44 Sainsbury’s 21 How do Shoppers Decide Whether a Products is Healthy or Not? 45 Marks & Spencer, Waitrose and The Co-operative 22 Understanding Labels 46 Shoppers’ Health and Drivers for Buying Healthy 23 Nutrition Labels - Summary 47 Products Shoppers’ Health - Introduction 24 Importance of Taste, Price and Healthiness 48 Shoppers’ State of Health 25 Importance of Price, Taste and Healthiness - Introduction 49 Shoppers’ State of Health – Prevailing Health Issues / 26 Product Choice - Price vs. Taste 50 Lifestyle Choices What do Shoppers Think of Their Partners - Overweight 27 Product Choice - Price vs. Healthiness 51 What do Shoppers Think of Their Partners - 28 Healthiness vs. Taste 52 Underweight Health & Wellbeing Report 2012
- 4. Contents Product Choice –Importance of Price, Taste and 53 Healthiness Across Categories Product Choice - Importance of Price, Taste and 54 Healthiness Importance of Price, Taste and Healthiness – Average 55 Across Categories Health, Taste and Price - Summary 56 Price of Health 57 Price of Health - Introduction 58 Is Healthy Food More Expensive? 59 Price Expectations for Healthier Options 60 Spending on Healthy Food for Yourself and Others – Is 61 There a Difference? How do Shoppers Feel About the Price of Healthy 62 Food Price of Health - Summary 63 Methodology 64 Methodology 65 Methodology: Quantitative Research - Survey 66 Glossary 67 Glossary 68 Contact us 69 Health & Wellbeing Report 2012
- 5. What This ReportWill Do for You This 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 differences Identify what shoppers perceive as healthy eating and their understanding of healthiness of products Examine 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. 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 vegetables High in protein High in fibre Right type of fat Health & Wellbeing Report 2012
- 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 portion on 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. Shoppers’ State ofHealth How do shoppers rate their own health? Excellent or very good 34% Good 39% Fair 20% Poor 7% Health & Wellbeing Report 2012
- 9. What do ShoppersThink of Their Partners – Calorie Controlled Diet Let’s have a look at the relationship between gender of shoppers and what they say about 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. Nutrition Labels –Don’t Use Them What 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. Methodology Health & WellbeingReport 2012 11
- 12. Methodology • Evolution carried out a preliminary survey of Evolution’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. Methodology: Quantitative Research- Survey Topics 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. 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