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 and grocery industry deliver the needs of the public
Our 900+ members include
Our aim is to help equip the food and grocery industry to deliver a secure and sustainable future
Our heritage on health includes Reformulation guidelines 5 a day portions in composite foods Communicating on portion size Defining Wholegrain Sustainable diets GDAs on back of pack
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
Supported by our shopper research team
The business case for encouraging health Healthy shoppers come back! Ethical behaviour builds loyalty
But should retailers set out to influence food choice?
Most shoppers take responsibility for their own diet It is essentially up to me to follow a healthy balanced diet 5% 22% 73% AGREE DISAGREE NEITHER Base: All main grocery shoppers, Aug 14 16 th 2015
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 35% 37% 28% AGREE DISAGREE NEITHER Base: All main grocery shoppers, Aug 14 16 th 2015
Few of us have reached the pinnacle of healthy eating! Which of the following statements most closely reflects your attitude to eating? I only eat healthy foods now and again I m not interested in a healthy diet 4% 5% 12% It s rare for me to eat unhealthy foods 39% I usually eat healthily but with less healthy treats sometimes I eat reasonably healthily but regularly have less healthy treats 40% Base: All main grocery shoppers, Aug 14 16 th 2015
But our motivation to change isn t very strong My diet isn t as healthy as it could be but it s healthy enough 26% 15% 59% AGREE DISAGREE NEITHER Base: All main grocery shoppers, Aug 14 16 th 2015
And we re confused and sceptical Advice on nutrition keeps changing so I m not confident it s correct 35% 56% 9% AGREE DISAGREE NEITHER Base: All main grocery shoppers, Aug 14 16 th 2015
The jury is divided on choice editing I wish some unhealthy products were withdrawn from food stores 38% 38% 24% AGREE DISAGREE NEITHER Base: All main grocery shoppers, Aug 14 16 th 2015
Permission to reformulate with a caveat I m happy for food companies to change the recipe of products to make them healthier, provided they re still as tasty 26% 4% 70% AGREE DISAGREE NEITHER Base: All main grocery shoppers, Aug 14 16 th 2015
So should retailers influence food choice? They have shopper permission within certain boundaries
Ways to influence choice Range Layout Display Pricing and promotions Information
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
Global innovations
Healthy merchandising Philippines
Instore dietitians at Loblaw, Canada
Multifaceted campaign at Centra Stores, Ireland
Carrefour and Nestlé's House of Nutrition Brazil
Healthy shopping cart Walmart, Costa Rica
Strategic alliance in Spain
Is this the future?