Half of UK women have added “health boosting” foods to improve diet, survey finds

01 Feb 2018 --- Fifty percent of women aged 18 and over in the UK have incorporated foods such as oily fish, nuts, seeds and dairy products into their diet to improve health, compared to 41 percent of men. This is according to a major study conducted by Leatherhead Food Research shows. More than 2,100 UK adults were questioned in the online survey, which also reveals that 30 percent of Brits have excluded food types such as gluten, dairy or carbohydrates, believing they contribute to a health condition. Again, women are more likely to take this approach (33 percent) than men (26 percent).

Age is another factor that appears to influence the likelihood of people purposefully incorporating foods. Half of all people aged 55+ say they have eaten certain foods to boost health. The figure is 39 percent in the 18-24 age bracket.

“People increasingly want to personalize their diet to suit their own needs and health goals,” explains Jenny Arthur, Head of Nutrition and Product Development at Leatherhead Food Research. “Food brands are gearing up to meet the demand. But it is vital that the industry works with this trend responsibly and intelligently.”

Arthur points to the fact that the study also shows a fifth of all UK adults, and over a quarter of women (26 percent), have created their own meal plan or diet based on research. She believes it’s important that people can easily access credible, unbiased information on the relationship between food and health. 

With 39 percent of 35-44 year olds and 26 percent of all UK adults saying they have used an app or wearable device to count steps or measure burned calories, digital technologies could play an important role here.

“Making healthy choices is a good thing. But excluding whole food groups without professional advice could be harmful. It’s vital that people make informed choices, based on their nutritional needs and considering the full context of their food and beverage intake. This is an area that’s ripe for innovation, and I suspect we’ll see some interesting collaborations between food brands, nutritionists and consumers over the coming years,” Arthur notes.

Innova Market Insights data show that product launch activity has followed consumer interest in healthier options, with better-for-you related claims (health claims, clean label claims and free from claims) having increased their market penetration from 42 percent in 2012, to 49 percent in 2017 YTD. Food & beverages are increasingly carrying multiple claims and being positioned on all three of these broader platforms. 

Innova Market Insights has tipped as its no. 1 top trend for 2018 “Mindful Choices.” This trend builds upon the idea of consumers becoming increasingly mindful and aware when purchasing and consuming foods and beverages. 

Consumers are more conscious than ever about making responsible food choices that are not only healthy but that also take sustainability as well as ethical considerations into account. As the number and variety of claims made by food and beverages grows, consumers will increasingly have to weigh up different factors in making purchase decisions. 

Consumer considerations around food choices are broadening as a more holistic approach to wellbeing is taking hold, which not only encompasses health but also sustainability and ethics. Wellbeing for the individual, society, nature and the planet – now and in the future.