UK shoppers increasingly buying healthy food, finds report

The research found that more than two thirds (72%) of shoppers in the UK are buying healthy food – with less salt, sugar, fat or calories.

Almost half (43%) of British shoppers buy organic food – a third more than three years ago – and more than one in four people said they are happy to spend more buying organic food, more than any other healthy food option.

More shoppers are buying vegetarian food options, an increase of 26% in the past three years, but fewer are willing to spend more for this choice.

The number of people buying ‘free-from’ food options has also grown, with one third of shoppers buying lactose free, yeast free or gluten free products. The research found that 19% of consumers said they would spend more on these products in the next six months.

The study found that just one in five British shoppers want to ensure they buy additive free food and one in three shoppers read the ingredient lists and nutritional fact labels on food items before they purchase.

Livio Martucci, director at IRI and analyst of the shopping survey, said: “Shoppers are more concerned with the quality, safety and healthiness of the food that they buy, have an intolerance to certain foods or just want to lose weight. With obesity becoming a key challenge for health in the UK, it is encouraging to see that one in four shoppers (25%) want to achieve weight loss.”

IRI believes that there is a huge opportunity for food manufacturers and retailers to highlight the health benefits of products or introduce new, healthier, lines.

Martucci added: “Healthy eating alongside organic, free-from and vegetarian food is no longer a niche market to be profiled at the back end of a supermarket aisle. There is a huge opportunity here for manufacturers to innovate and for retailers to give more shelf space to healthier food options, including own label ranges.”

Download the full report here.

Let's block ads! (Why?)