Nearly a third of consumers take no heed of health messages, the latest Shop Waves survey reveals…
As the government tries to drag retailers and suppliers together over front-of-pack nutritional labelling systems, new research commissioned by The Grocer reveals that almost 30% of shoppers don’t look at labels when buying food and drink.
The Shop Waves survey, conducted by Him!, found that more than half the consumers (54%) believe the industry is responsible for helping people adopt a healthy lifestyle. And 88% consider their health when making food and drink choices always or sometimes. However, 29% take no heed of any kind of health message used by retailers or suppliers.
In terms of the messages shoppers do use, calorie content is the most relevant, with 30% claiming it is the most important nutritional indicator. A similar amount (29%) claimed GDAs were most important, with 23% saying they preferred traffic lights. Just 11% opted to consider portion size information, and only 3% followed the WeightWatchers points system.
Consumption of fruit and veg is still some way short of the five-a-day recommendation at 3.7, with only 33% achieving it. Yet 74% believe they are eating a balanced diet. And just 30% of consumers meet the government’s recommendation of exercising for half an hour at least three times a week.
Health labels
Which of the following are important in helping you make purchasing decisions about the food and drink you consume?
- Number of calories in a product (where applicable) 30%
- Systems stating the percentage of recommended salt, fat, sugar and calorie (GDAs) 29%
- Traffic-light labelling 23%
- The recommended portion size 11%
- The number of ‘points’ (WeightWatchers) 3%
Are you responsible for your own personal health or do retailers and food manufacturers have a role to play?
- Just me 46%
- Retailers & manufacturers also 54%
How often have you exercised for more than 30 minutes this month?
- 6-7 times a week 6%
- 4-5 times a week 9%
- 3-4 times a week 15%
- 1-2 times a week 29%
- Less than once a week 20%
- Never 19%
- Don’t know 2%
Loyalty
Which supermarket do you feel most loyal to this month?
- Tesco 27%
- Asda 19%
- Sainsbury’s 15%
- Morrisons 12%
- Aldi 6%
- Other 21%
Which supermarket offers the best value for money?
- Asda 30%
- Tesco 20%
- Aldi 13%
- Morrisons 8%
- Sainsbury’s 8%
- Other 21%
Which stores do you feel more or less loyal to in the past month?
Sample size & Net gain/loss
- Aldi 130 - 27%
- Asda 251 - 20%
- Iceland 120 - 17%
- Sainsbury’s 220 - 16%
- Marks & Spencer 135 - 13%
- Sainsbury’s Local 55 - 11%
- Morrisons 190 - 9%
- Lidl 125 - 8%
- Tesco Express 110 - 6%
- Tesco 326 - 4%
- Waitrose 65 - 3%
- Co-op (C-store) 115 - 1%
- M&S Simply Food 70 - 1%
- Spar 70 - 3%
- BP 50 - 3%
- Co-op (Supermarket) 130 - 4%
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