Sugar reduction in industry what is being achieved?

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1 Sugar reduction in industry what is being achieved? Rachel Bradford Nutrition and Scientific Affairs Executive Sugar Summit - 9 th November 2017 IGD 2017

2 Disclaimer slide IGD No part of this presentation may be reproduced or transmitted without the prior permission of IGD. Whilst every effort has been made to ensure that the information contained in this presentation is correct, neither IGD nor any of its staff shall be liable for errors or omissions however caused. If you wish to reproduce any of the content used within a presentation, please ensure IGD is clearly referenced as the source

3 Previous activities Current activities Planned activities IGD brings businesses together to improve health outcomes Five-a-day portions in composite foods GDAs on back of food packaging Helping shoppers make better use of labels Nutrition when eating outof-home Communicating portion sizes to shoppers Reformulation guidelines for SMEs Sharing best practice on reformulation Guidance on setting portion sizing Defining wholegrain Sustainable diets Healthy eating in the workplace Fibre IGD 2017 Images: Thinkstockphotos Page 3

4 What are the key shopper truths? VALUE TIME QUALITY HEALTH IGD 2017 Page 4

Shoppers top macro concerns 01 02 03= 03= LIVING COSTS BRITISH ECONOMY WARS HEALTH 80% 78% 70% 70% IGD 2017 Base: 1,700+

5 Shoppers top macro concerns = 03= LIVING COSTS BRITISH ECONOMY WARS HEALTH 80% 78% 70% 70% IGD 2017 Base: 1,700+ ALL shoppers, Oct 16. Q. How concerned are you about the following? % stating very or fairly concerned. Top concerns Page 5

6 Most shoppers take responsibility for their own diet 89% It s essentially up to me to follow a healthy balanced diet IGD 2017 Base: 1,700+ ALL shoppers, April 17. Page 6

but few shoppers have reached the pinnacle of healthy

always eat healthy foods and it s rare for me to eat

again 7% 5% 4% 36% I eat healthily most of the time

reasonably healthily but regularly have less healthy

7 but few shoppers have reached the pinnacle of healthy eating I m not interested in eating a healthy diet I always eat healthy foods and it s rare for me to eat unhealthy foods I only eat healthy foods now and again 7% 5% 4% 36% I eat healthily most of the time but will have less healthy treats sometimes I eat reasonably healthily but regularly have less healthy treats 48% IGD 2017 Base: 1,700+ ALL shoppers, April 17. Page 7

8 Share of respondents (%) Most shoppers are doing something to improve their diet IGD 2017 Source: ShopperVista, IGD Research, October 2017 Base: 1,721 British grocery shoppers, balanced sample Fieldwork: April 2017 Page 8

9 Most are open to reformulation I m happy for food companies to change the recipe of products to make them healthier, provided they re still as tasty 70% 77% IGD 2017 Base: 1,700+ ALL shoppers, April 17 Page 9

10 Work to do to build trust on nutrition 60% Most food companies don t care if people eat healthily I trust food stores to provide all the products I require to follow a healthy diet 44% IGD 2017 Base: 1,700+ ALL shoppers, April 17 Page 10

11 Shoppers always have the final say IGD 2017 Image: Thinkstockphotos Page 11

12 So what are industry doing in response to this? IGD 2017 Page 12

13 Current activity IGD reformulation survey ANALYSIS 76% of the respondents to our survey had started their reformulation journey and still had more work to do. UNDERWAY WITH MORE WORK TO DO 8% The remainder of the responses had; 8% NO PLANS AS YET 16% 76% HAD NOT YET STARTED BUT WERE PLANNING TO IGD 2017 SOURCE: Page 13

Top areas of focus for these companies were IGD 2017 SOURCE: https://www.igd.

14 Top areas of focus for these companies were IGD 2017 SOURCE: Page 14

15 Motivating factors IGD 2017 Page 15

th June Sainsbury s Holborn 10 th July 5

16 Reformulation workshops 94% positive feedback 126 companies >200 delegates Waitrose, Bracknell 16 th May Co-op, Manchester 6 th June Morrisons, Bradford 29 th June Sainsbury s Holborn 10 th July 5 McDonalds, East Finchley 18 th September IGD 2017 Page 16

Learn from other companies IGD 2017 https://www.igd.

17 Learn from other companies IGD Page 17

18 Case studies nutrient focus SUGAR Removal Replacement CALORIES NPD Changes to production POSITIVE NUTRIENTS Buying and selling Novel ingredients FAT Simple swaps Substitution SALT Removal Substitution VARIETY OF PRODUCTS AND METHODS Massive interest from other companies to see what businesses are doing Page 18

19 Some examples IGD 2017 Page 19

20 Hub IGD 2017 Page 20

21 Some final thoughts 1 Consumers want to be healthy 2 Many businesses have health on their agenda 3 Reformulation is a successful tool for change 4 Ensure reformulation does not impact taste IGD 2017 Page 21

22 More information can be found at #IGD_Health

Jon Woolven, Strategy and Innovation Director IGD 2015

Jon Woolven, Strategy and Innovation Director My agenda Who am I to talk about this? Our latest shopper research Some international best practice IGD is a research and training charity that helps the food