© IGD 2015
Jon Woolven, Strategy and Innovation Director
© IGD 2015
My agenda
• Who am I to talk about this?
• Our latest shopper research
• Some international best practice
© IGD 2015
IGD is a research and training charity that helps the food and grocery industry deliver the needs of the public
© IGD 2015
Our 900+ members include…
© IGD 2015
Our aim is to help equip the food and grocery industry to deliver a secure and
sustainable future
© IGD 2015
Our heritage on health includes …
Reformulation guidelines
Communicating on portion size
Defining Wholegrain
5 a day portions in composite foods
GDAs on back of pack
Sustainable diets
© IGD 2015
Our current healthy eating programme
1. Research on how to help and inspire more people to use nutrition labels more of the time
2. A large scale experiment of healthy eating interventions in the workplace
3. Helping smaller companies with reformulation
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Supported by our shopper research team
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The business case for encouraging health
Ethical behaviour builds loyalty Healthy shoppers come back!
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But should retailers set out to influence food choice?
© IGD 2015
73%
22%
5%
Most shoppers take responsibility for their own diet It is essentially up to me to follow a healthy balanced diet
Base: All main grocery shoppers, Aug 14 – 16th 2015
AGREE DISAGREE NEITHER
© IGD 2015
37%
28%
35%
But it’s impossible not to influence! I go in-store aiming to buy healthy products but am tempted to buy
treats and less healthy products
Base: All main grocery shoppers, Aug 14 – 16th 2015
AGREE DISAGREE NEITHER
© IGD 2015
4%
39%
40%
12% 5%
Few of us have reached the pinnacle of healthy eating!
It’s rare for me to eat unhealthy foods
I usually eat healthily but with less healthy treats sometimes
I eat reasonably healthily but regularly have less healthy treats
I only eat healthy foods now and again
I’m not interested in a healthy diet
Which of the following statements most closely reflects your attitude to eating?
Base: All main grocery shoppers, Aug 14 – 16th 2015
© IGD 2015
My diet isn’t as healthy as it could be but it’s healthy enough
59%
15%
26%
But our motivation to change isn’t very strong
AGREE DISAGREE NEITHER
Base: All main grocery shoppers, Aug 14 – 16th 2015
© IGD 2015
56%
9%
35%
And we’re confused and sceptical Advice on nutrition keeps changing so I’m not confident it’s correct
AGREE DISAGREE NEITHER
Base: All main grocery shoppers, Aug 14 – 16th 2015
© IGD 2015
38%
24%
38%
The jury is divided on choice editing I wish some unhealthy products were withdrawn from food stores
AGREE DISAGREE NEITHER
Base: All main grocery shoppers, Aug 14 – 16th 2015
© IGD 2015
Permission to reformulate … with a caveat
70% 4%
26%
I’m happy for food companies to change the recipe of products to make them healthier, provided they’re still as tasty
AGREE DISAGREE NEITHER
Base: All main grocery shoppers, Aug 14 – 16th 2015
© IGD 2015
So … should retailers influence food choice?
They have shopper permission within certain boundaries
© IGD 2015
Ways to influence choice
Pricing and promotions
Display Range Layout
Information
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Nutrition labels
3 things we know
• Used by a minority and when we’re unsure
• Comprehension good
• Various barriers limit usage
3 things we want to understand better
• Role within the whole thinking process
• Importance of trust
• How to overcome the barriers
© IGD 2015
Global innovations
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Healthy merchandising – Philippines
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Instore dietitians at Loblaw, Canada
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Multifaceted campaign at Centra Stores, Ireland
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Carrefour and Nestlé's House of Nutrition – Brazil
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Healthy shopping cart – Walmart, Costa Rica
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Strategic alliance in Spain
© IGD 2015
Is this the future?