Healthy Eating. We asked the following questions:
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1 Healthy Eating insight engineers frequently collects data on contemporary issues and emerging topics that are either suggested to us or we feel will be of interest to our clients and prospects, partly as we are curious folks by nature and partly to demonstrate a wider capability. This month we ve re-visited a topic we first collected data on back in 2007 Healthy Eating. Does the nation care what it eats? Are key governmental nutrition messages getting through? Are we any more likely to eat healthily than we were four years ago? Do we pay any attention to food labelling? We asked the following questions: 1. How important to you is eating healthy food? (n=4,567) 2. In the last seven days, which of the following have you done for yourself? (n=4,190) with comparison to 2007 identical question 3. Which of the following (healthy eating) statements apply to you? (n=5,658) 4. If you had to do just one of the following to improve your health, which would you choose? (n=6,386which of the following are reasons why you personally try to eat more healthily nowadays? (n=6,166) 5. Which of the following food labelling do you regularly check before buying a product? (n=5,475) 6. If you want to find out if eating something is healthy, whose opinion do you tend to rely on the most? (n=5,339) 7. When you feel under the weather, what is your natural reaction? (n=5,883) 1 Healthy Eating July 2011 insight engineers
2 1. How important to you is eating healthy food? Only half of the UK population consider eating healthy food to be extremely or very important with females taking it more seriously than males. Nearly one in 5 males (18%) states that eating healthy food is not important to them. The importance of eating healthy food generally increases with age. Despite the increase in media coverage (e.g. the amount of You are What you Eat and Biggest Loser type TV programmes) and availability of information on healthier living & eating (e.g. from government focus and campaigns), a significant proportion of the population appear to be ignoring, or not getting the message about, the dangers of not eating healthy food. Fact: even as far back as 2005, over 10% of morbidity and mortality in the UK resulted from food related ill health, resulting in 6 billion costs per year to the NHS* * The burden of food related ill health in the UK Mike Rayner and Peter Scarborough. British Heart Foundation Health Promotion Research Group, Department of Public Health, University of Oxford, UK. 2 Healthy Eating July 2011 insight engineers
3 2. What have you done in the last 7 days? A simple comparison question at the same non-seasonal time of year four years apart, shows that the proportion of people eating healthily has decreased since 2007, and in fact, generally, people appear to be positively impacting their own health through diet and exercise less than they were four years ago. There are a number of reasons why this may be the case. The two key trends in the UK that are being commented on nowadays are firstly being increasingly time-poor, and, secondly, due to the worsening economic conditions of recent times, more cash-poor. Generally it is recognised, time pressured people default to less healthy options such as convenience food, eating out, and pre-prepared meals. Healthier vending and healthier on the move offers may help compensate here And.. cash-poor people become less impulsive and less indulgent, buying (more processed ) food that fits their budget, which despite the efforts of the major supermarkets (e.g. Sainsbury feed a family for 50*) may preclude some of the healthiest options available. Couple this with the rising food prices driven by high commodity prices and weather related supply changes** and a significant proportion of the population are facing a perfect storm of circumstances that makes healthy eating more of an aspirational luxury than a central necessity. *Sainsbury - ** British Retail Consortium Healthy Eating July 2011 insight engineers
4 3. Statements about healthy eating Not one of the statements was endorsed by more than half of the respondents. In fact, summarising the data, only 65% were doing something positive from this list (breakfast, regular meals, not eating too late, regular exercise) whilst 56% were doing something bad (main food intake too late in the day, snacking, forgetting to eat, constant dieting, eating out). Regularity of food intake is highly age related with the move from snacking to regular meals occurring with age. We are brought up with a number of food-related adages and advice: Breakfast like a king, lunch like a prince, dine like a pauper, don t eat after 8.00pm, eat five portions of fruit and vegetables a day. We also receive advice from government health sources on the balance of food that we should eat, and when we should eat it. In fact many argue that the sheer amount of advice available, caused largely by the rise of the internet, leads to confusion in the mind of the consumer. Consider this quote from Roxanne Fisher on the BBC Good Food blog*: Conflicting professional guidance about fat, carbs and proteins seem to drive people further away from a sensible diet what s the point in trying to eat well if no one can agree on what s healthy? It would appear that this information overload is leading many to be sceptical at worst or apathetic at best to the health messages currently available to us on our diets. * BBC Good Food Blog Healthy Eating July 2011 insight engineers
5 4. If you had to do just one thing to improve your health? (If forced to choose), the most common action people claim they would take to improve their health would be to eat more fruit and vegetables (but still in less than a quarter of cases). Beyond that males would be most likely to opt for a more varied diet; females would try to drink more water. Portion control and cutting out fatty foods complete the top 5 choices. This data suggests that if they were to be forced to act to eat more healthily, consumers are at least aware of the advice that the government produces, as all the top 5 form key messages on the NHS tips for healthy eating web page* There still appears to be a need to create awareness around a balanced approach to being healthy e.g. type of food in diet, exercise and portion size discipline. *NHS Choices website Healthy Eating July 2011 insight engineers
6 5. Reasons for wanting to eat healthily There are two main reasons why people want to eat healthily: To control their weight and to feel better in general. Data suggests that the older you get the more likely you are to eat healthily to prolong your life and maintain its quality a preventative mentality. Cosmetic reasons (skin, nails and hair) are chosen more by younger people. Nearly a quarter of males (23%) and over 1 in 10 (13%) females do not consider eating more healthily a priority in their life. Obesity is a major issue in our society. Nearly one in five children in England leave primary school obese*, 350 million people worldwide have diabetes** (driven by type II diabetes which is largely diet and lifestyle related). Age is another major issue in society. The demographic profile of the UK is changing rapidly. In 1901, 15% of the population was over 50. By 2031 official statistics predict that this figure will be over 40%***. Improvements in medical care and knowledge have contributed to this phenomenon; improvements in diet will contribute still further. * Childhood obesity article from BBC - ** Article on Diabetes statistics - ***ONS document on the UK s aging population Healthy Eating July 2011 insight engineers
7 6. Labelling Beyond safety and security labelling on food, few people claim to read the additional information on contents and nutritional value. Fat, sugar and salt content are checked more the older you get. Calories are checked more by younger people. Overall food labelling is more widely read by females than males. The Food Standards Agency recently concluded that the current state of food labelling in the UK may confuse consumers*. That coupled with the previously mentioned time-paucity in society in general has clearly contributed to low levels of usage in the data we have collected. *Daily Mail article relating to confusion in food labelling as discovered by the Food Standards Agency 7 Healthy Eating July 2011 insight engineers
8 7. Opinion formers From academic research and from our own client experiences, most of us recognise the role which word of mouth and advocacy plays in consumer decisions. It is interesting, therefore, that in the field of healthy eating, 4 in 10 consumers rely on their own experiences to form an opinion of what is healthy, and what is not. Pack labelling, the second most chosen form of information is only relied on by 1 in 10 consumers. Despite the recent focus by the government and its agencies, the food manufacturers and the retailers in this area only very small numbers currently claim to turn to them for advice on healthy eating. This data suggests that the people we would normally expect to inform opinion are in this instance not getting through to their audience, or at least are not trusted to be impartial. 8 Healthy Eating July 2011 insight engineers
9 8. If you feel under the weather..the majority of us just soldier on. One in 10 turns to the medical profession. Nearly a quarter of us (23%) purchase an over the counter remedy either with or without pharmacist intervention. A very small proportion (4%) adjust their diet to help them get better, and this is more likely to apply to females. 9 Healthy Eating July 2011 insight engineers
10 SUMMARY: The desire to eat healthily is important to a majority of the UK population and there are a number of clear drivers and trends behind this. However, behaviour is not fully following the aspiration to be, and to eat, healthily and the percentage of the population who are actually obese, continues to rise. This is aided in part by people relying on their own view of what is healthy. With the convergence of less time and less money, healthy eating currently appears to be marking time; more an aspiration than a part of everyday life. Please contact us on or via at insights@insight-engineers.com if you would like detailed tabulations of these results (with age and gender breakdowns), or to discuss how these results might be used, or followed up, in your company. If you would like a specific theme covered in future publications please send your suggestions to insights@insight-engineers.com NOTE: All data collected using single question sponsored polls on Toluna s professionally managed online research community panel in the UK. Data post weighted to be nationally representative. insight engineers: Delivering insights since 2003, we answer marketing and business questions through superior understanding. We conduct bespoke market research in context to solve specific problems for UK & international blue-chip clients and to identify and implement innovations that provide top and bottom line growth 10 Healthy Eating July 2011 insight engineers
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