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* Food for Life 04/06/2008 *
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Food or Life  

Examining the role of food for health and wellbeing

  

Stories about the state of the nation’s diet and the food industry’s role in providing healthy choices are regularly in the news. In recent years IGD has found that shoppers are becoming increasingly aware of the link between diet and health. This trend is likely to continue influenced by an ageing population concerned about health and well-being and enhanced awareness of nutritional value.

IGD’s Food for Life report explores shoppers’ attitudes to the health claims made on products today and identify which messages appeal most in helping them make purchase decisions for them and their families. For example is it about adding the ‘good stuff’ or taking out the ‘bad stuff’?

For the industry, the pressure to offer a healthy proposition will increase in line with growing media attention and the need to act responsibly towards shoppers. Key to being successful will include how health benefits are communicated in an environment where news headlines often provide conflicting and confusing messages.

 
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Food for Life will help you to:

Understand what shoppers define as a healthy diet

Identify which health claims are important to shoppers

Explore if nutritional labelling helps or hinders shopping choices

Recognise emerging shopper demands in relation to nutrition

Investigate how choices can be improved to respond to concerns about the nation’s health
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EXECUTIVE SUMMARY
  • How healthy are shoppers?
  • What has changed?
  • Approach to health
  • Added, reduced or natural
  • Health Benefits of Food
  • Categories where health is important
  • Barriers to healthy eating
  • Opportunities for improving health
  • Industry implications
RESEARCH METHODOLOGY & KEY QUESTIONS
  • Research methodology
HOW HAS HEALTH RISEN UP THE AGENDA
  • Media coverage
  • A balanced diet
HOW HEALTHY IS YOUR DIET?
  • Approach to healthy eating
  • Balancers
  • Avoiders
  • Strugglers
  • Don’t carers
WHAT HAS INFLUENCED CHANGE IN DIET
  • Wanting to lose weight
  • Recommendation by Doctor
  • Getting Older
  • Media stories about obesity
  • Influence of Children
  • Haven’t changed
PRODUCT CLAIMS WHICH ENCOURAGE PURCHASING
  • Low or reduced claims
  • Added Claims
  • Natural
  • High Fibre
  • Product reformulation
  • Portion Size
BENEFITS ENCOURAGING PURCHASING
  • Lowers cholesterol
  • Good for Heart
  • Good for Health/wellbeing
  • Strengthens bones
  • Healthy Digestive System
  • Boosts Energy
  • Improves Immune system/Support body defences
  • Appearance
'GOOD FOOD' VS 'BAD FOOD'
  • Categories considered healthy or unhealthy
  • Categories where shoppers require nutritional information on
BARRIERS TO EATING A HEALTHY DIET
  • Price
  • Time
  • Confusion
  • Convenience
  • Culture
MAKING HEALTHY CHOICES EASIER
  • Education
    Communication
    Availability
    Price
    Who is responsible for a healthy diet?
CONCLUSION
  • Key shopper insights and implications
  • Appendix
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This report is available as part of ShopperVista, IGD’s online Shopper Insight subscription service. To access this research or to find out more, please log-in here
 
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* IGD Related Items *
* Articles *
* * Adding the 'good stuff' or taking out the 'bad stuff'? *
* * Shopper Trade-Offs *
* Factsheets *
* * Diet and Health *
* * Health, Nutrition and Lifestyle *
* * Balanced Diet *
* * Food Labelling - Information Used by Shoppers *
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