Most independent retailers not aware of HFSS

More than half of independent retailers are not aware of HFSS regulations, states a recent report as the legislation is due to come into effect in October.

According to Lumina Intelligence UK wholesale market report 2021/22, 44 per cent of retailers and 54 per cent of independent retailers have not heard of the legislation that is due to come into effect in October.

HFSS regulations will see a ban on placement of HFSS products in secondary promotional locations such as end of aisles, store entrances and checkout area, among other measures.

About 47 per cent of foodservice operators stated that they were also unaware of the legislation – 3ppts higher than the retailer figure. Despite HFSS having minimal impact on hospitality, 56 per cent of operators are worried that a similar legislation will be introduced within hospitality, says the report.

Half of retailers said they expect updates on this legislation from their wholesaler.

Insight director at Lumina intelligence, Blonnie Whist, said, “The lack of awareness around HFSS should be a red flag for wholesalers, who should take this opportunity to show support to its customers and generate loyalty by nurturing them through the process with advice. 

“Whilst many won’t be affected, there is a duty of care on the industry to ensure everyone is aware of what is coming up.”

New rules governing the placement and promotion of HFSS food coming in October are touted as “most significant in-store changes seen in decades” by analysts at Barclays Capital. Under the regulations, promotion like buy-one-get-one-free or two-for-one deals will no longer be allowed on HFSS items.

Market reports claim that 43 per cent of prominent placings of food and drink currently contain HFSS products.

From October, the controlled zones will include gondola ends and free-standing units, any display units within 2m of a till point, self-checkout or queuing area, as well as 3 per cent of the sales area measured as a semi-circle around any entrance, for retailers over 2,000 sq ft.