The Agriculture and Horticulture Development Board (AHDB) has released a report on health-related shopper habits, finding over 70% of UK consumers are attempting to avoid ultra-processed foods.
The report highlighted that contrary to popular belief, the proportion of food chosen for health reasons is not typically at its highest in January.
It said that consumers tend to eat lighter meals and seek out healthier alternatives in the summer months, with many opting for “summer salads instead of winter warmers” (Kantar Usage 4 w/e 22nd January 2023 vs 4 w/e 6th August 2023).
Additionally, AHDB said that consumers generally eat “a healthier diet” Monday to Thursday, whilst at the weekend they are more likely to want a treat, dine out or indulge in a takeaway, so enjoyment and taste become a greater priority (Kantar Usage 52 w/e 3rd September 2023).
The trade body also reported that health, as a reason for consumption, has also experienced “consecutive decline” since May 2022. The report said that “as food and living costs have continued to rise, many consumers have had to change their shopping habits and have traded down to value tier products”.
Red meat and dairy
Within red meat, the report outlined how value tier has grown by 35.6% year-on-year. It also said that within the dairy value tier, milk volume has grown by 56.3% and cheese by 56.7% (Nielsen, 52 w/e 12th August 2023). To substantiate this trend, in recent research by AHDB/Blue Marble, 40% of consumers expressed their concern for ‘affordable healthy food’.
AHDB said that consumers are choosing foods with added health benefits (fibre/vitamins) and that are more natural. It was reported that 70% of UK consumers say they try to avoid ultra-processed foods.
AHDB’s research by Blue Marble found that a large proportion of consumers see meat and dairy to be preferable to plant-based products for both health and value across all age ranges. Over the last four years, AHDB said that meat-free has remained a “small part” of the market, with a 2% volume share (Kantar).
AHDB’s retail and consumer insight manager, Vanessa Adamson, said: “There is a real opportunity to promote the natural health benefits of both red meat and dairy to provide accurate information and reassurance for all consumers.
“AHDB’s recent ‘THIS and THAT’ campaign champions the art of balanced eating, blending a bit of this with a bit of that to showcase the role of meat and dairy in a well-rounded, healthy and nutritious diet.
“Campaigns like this one highlight that British beef, lamb, and dairy aren’t just delicious; they’re naturally rich in protein and a source of vitamin B12, which can help reduce tiredness and fatigue as part of a healthy, balanced diet and lifestyle.”
