Appetite for HFSS remains strong and shoppers ‘becoming aware’ of healthy ingredients

While appetite for HFSS products still remains strong, most shoppers are taking heed of ingredients and focusing on healthier products, states a new research, urging makers and retailers to “push healthier things forward and not lose momentum”.

According to new research by intelligence platform Vypr, 89 percent of consumers would still buy sweets or chocolate even if they were not on offer. The research’s findings, however, further states that most consumers think that less fat, sugar and salt is a good idea, with 71 percent of those surveyed positive about reducing these in supermarket foods.

The research further identified that consumers are checking labels but have little idea about new restrictions on unhealthy food. Nearly three-quarters (73 percent) say they check nutrition labels when purchasing food products, showing a shift towards increased awareness of healthy ingredients, despite their appetite for HFSS products. Only 15 percent of consumers are aware of the incoming HFSS restrictions, demonstrating the scale of the innovation opportunity for food and drink companies.

Conducted on a sample of 5,000 of Vypr’s representative panel of 65,000 consumers, the research also confirmed affordability is a bigger barrier than taste when it comes to making healthy food and drink choices. 

Asked what might stop them from buying healthier food products, 44 percent cited price and that they are less affordable. In comparison, only 17 percent said that they don’t taste as good.

Ben Davies, founder at Vypr, commented: “The writing is on the wall for retailers and manufacturers. The government’s ruling out of a proposed salt and sugar tax as part of the National Food Strategy heightens the opportunity for them to seize the day.

“With increasing public concern over this issue and long-term brand reputation at stake, the onus is now on brands and suppliers to push things forward and not lose momentum – we shouldn’t have to rely on government legislation to drive this change. It’s a great opportunity to bring about the next phase of food and drink innovation.”

“Changing legislation is bringing with it an enormous amount of opportunity for success for retailers and suppliers. There are so many different variables when you’re looking at raw materials and ingredients. Sugar is 2,000 years old, so why are we still making products out of sugar? There’s lots of interesting ways of getting sweetness and texture into products. Reframing innovation in a scientific way is the only way the industry and public health are both going to win long term,” Davies added.

“As confusing as recent policy decisions may appear, a clear picture is emerging – innovation will be the driving force of success amidst a constantly shifting environment.”