‘Consumers remain divided over impact of HFSS legislation’

Consumers remain divided on the potential impact of HFSS legislation on unhealthy eating habits, suggests data from Lumina Intelligence, revealing that 41 percent of consumers agree on the efficacy of HFSS legislation.

When asked if they believe HFSS legislation will help fight unhealthy eating, 41 percent of consumers agree, 25 percent were neutral (neither agree nor disagree), 30 percent diasgreed and the rest 3 percent said they don’t know.

Overall, four-in-ten consumers agree on the efficacy of HFSS. Despite this, 55 percent of those who agree on its efficacy will still purchase HFSS products while 57 percent will continue to buy when not on promotion.

Shoppers remain relatively unfazed by a decline in promotional activity, with just 12 percent indicating that they would not purchase HFSS products if they were not on promotion.

HFSS location restrictions could impact 46 percent of Confectionery, Crisps and Snacks,
and Soft Drink purchases in convenience. 46 percent of HFSS products purchased are picked up from locations set to be restricted under HFSS legislation.

Confectionery is at most risk with 50 percent of purchases made in HFSS restricted locations. The category over-indexes in key risk locations: display at the front of the store, display at the till, and display within the queue system. Soft drinks purchases are least impacted with 44 percent bought in restricted locations, however the category significantly over-indexes (+4 ppts) in aisle end purchases.

HFSS volume restrictions could impact 32 percent of Confectionery, Crisps and Snacks, and
Soft Drink purchase in convenience. Increasing non-volume offers and introducing new promotional deals will be essential as 32 percent of HFSS category purchases are made on multi-buy and buy one get one free promotions.

Commenting on the findings, Blonnie Whist, Insight Director at Lumina Intelligence said, “HFSS regulations continue to divide both consumers and businesses. Whilst most think that action is necessary, many believe that the current legislation will be ineffective. Just four-in-ten consumers believe the legislation will be effective in tackling unhealthy eating.

“This is evident with the majority of consumers indicating that they will continue to purchase HFSS products despite restricted promotions.

Although consumer appetite for HFSS products remains, retailers are going to have to think hard about merchandising and promotions. Nearly half of all HFSS products purchased are picked up from areas set to be restricted and 32 percent are purchased as part of promotions set to be restricted.”