Attitudes towards HFSS Food & Drink - UK - 2022

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This report looks at the following areas:

• Details of upcoming HFSS restrictions and their implications for different “Restrictions on the promotion
product categories of HFSS food and drink are
• Consumer efforts to lose/avoid putting on weight and perceptions of the
due to kick in and will hit the
best ways of doing so
• Consumer support for healthy eating initiatives, including HFSS food and visibility of products. Securing
drink restrictions products and promotions
• Behaviours related to HFSS food and drink and products bought from ends extra visibility in primary aisles
of aisles at supermarkets
will be important for brands,
• Interest in store location options for healthy, price promoted and new
products as will use of permitted
• Attitudes towards the development of healthier versions of foods and secondary locations such as
nutritional labelling
seasonal and promotional
Promotions on ends of aisles in supermarkets encourage 52% of consumers to aisles.”
make unplanned purchases. The upcoming restrictions on in-store locations will – Richard Caines, Senior
therefore see volume sales in key HFSS categories hit by the loss of impulse
Food & Drink Analyst, March
sales. Crisps/savoury snacks and chocolate are the products most commonly
bought from end of aisles, signalling that they will be particularly in the firing
2022
line, and will need to increase product visibility in primary aisles or other
secondary space.
Only 37% of consumers are in in favour of a ban on volume promotions for Buy this report now
unhealthy foods. While some respondents support the restrictions, including Visit store.mintel.com
mentioning them helping with obesity and reducing food waste, there is a clear
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need for the supermarkets to navigate the shift away from such volume
promotions required by the incoming restrictions carefully, given the current Brazil 0800 095 9094
cost of living crisis hitting consumers.
While straight price cuts will still be allowed under the new HFSS restrictions, Americas +1 (312) 943 5250
volumes look set to be hit as multi-buy promotions on unhealthy foods/drinks
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encourage 45% of people to buy more than they otherwise would have done.
The impact on value sales and margins remains to be seen, depending on the APAC +61 (0) 2 8284 8100

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Attitudes towards HFSS Food & Drink - UK - 2022
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brands and retailers’ response, including whether and which price cuts they
undertake instead.
49% of consumers would like to see more food and drink retailers offering What's included
healthy foods on price promotion on the end of aisles. This is in line with Executive Summary
consumers generally favouring most strongly initiatives that reward them for
Full Report PDF
making healthier choices, including 60% supporting financial incentives for
choosing these. Supermarkets able to pivot promotional activity towards Infographic Overview
better-for-you choices will win favour.
Powerpoint Presentation

Interactive Databook

Previous editions

Did you know?

This report is part of a series
of reports, produced to
provide you with a more
holistic view of this market.

All Mintel 2020 reports

contain specific COVID-19
related research and
forecasts. The world’s
leading brands rely on
Mintel reports for the most
complete, objective and
actionable market
intelligence.

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Attitudes towards HFSS Food & Drink - UK - 2022
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The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

Table of Contents
OVERVIEW What's included
• Key issues covered in this Report Executive Summary
• Market context
• Topics covered in this Report Full Report PDF

Infographic Overview
EXECUTIVE SUMMARY
• The five-year outlook for HFSS food and drink Powerpoint Presentation
Figure 1: Outlook for product categories covered by HFSS
Interactive Databook
food and drink restrictions, 2022-27
• The market Previous editions
• HFSS food and drink price promotion and store location
restrictions to come into place in 2022
• Advertising for HFSS food and drink to face new rules from
end of 2022
• Big mountain to climb in tackling obesity Did you know?
• Companies and brands
This report is part of a series
• Few sweet treats will qualify as non-HFSS
of reports, produced to
• Salt content is a key element stopping crisps being non-
provide you with a more
HFSS holistic view of this market.
• Breakfast cereals and yogurts well placed to maintain end
of aisle presence All Mintel 2020 reports
• Soft drinks already well prepared for restrictions contain specific COVID-19
related research and
• TV accounts for more than half of food advertising spending
forecasts. The world’s
• TV and outdoor dominate soft drinks advertising
leading brands rely on
• The consumer
Mintel reports for the most
• Seven in 10 people trying to lose or avoid putting on weight complete, objective and
Figure 2: Proportion of people trying to lose or avoid putting actionable market
on weight, 2021 intelligence.
• Three ways of managing weight stand out over others as
preferred
Figure 3: Consumer perceptions of best ways to lose/avoid
putting on weight, 2021 Buy this report now
• ‘Carrot’ rather than ‘stick’ initiatives most strongly favoured Visit store.mintel.com
Figure 4: Consumer support for selected healthy eating
initiatives, 2021 EMEA +44 (0) 20 7606 4533

• Promotions have a big influence on shopping behaviour

Brazil 0800 095 9094
Figure 5: Behaviours related to shopping for food and drink,
2021 Americas +1 (312) 943 5250
• Crisps and chocolate to be hit most by HFSS location
China +86 (21) 6032 7300
restrictions
Figure 6: Types of products bought from ends of aisles at APAC +61 (0) 2 8284 8100
supermarkets in the last 3 months, 2021

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Attitudes towards HFSS Food & Drink - UK - 2022
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The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

• Opportunity for grocers to win favour by highlighting

healthier foods
What's included
Figure 7: Interest in different store location options for healthy,
Executive Summary
price promoted and new products, 2021
• Nutritional labelling checked by six in 10 consumers Full Report PDF
Figure 8: Attitudes towards HFSS food and drink, 2021
Infographic Overview
ISSUES AND INSIGHTS
Powerpoint Presentation
• Restrictions on product placement will reduce visibility of
brands with large HFSS element in their offer Interactive Databook
• End of aisle promotions encourage unplanned purchases
Previous editions
• People not visiting every aisle compounds the problem
• Two main options for minimising impact of changes
• Opportunity to win favour by highlighting healthier foods
• Half would like more end-of-aisle promotions for healthy
foods
Did you know?
• Ban on HFSS volume promotions will mean changes to
make-up of in-store promotions This report is part of a series
• Promotions have a big influence on shopping behaviour of reports, produced to
• Volume sales in HFSS categories look set to be hit provide you with a more
• Less than four in 10 consumers support ban on volume
holistic view of this market.

promotions
All Mintel 2020 reports
• Extra visibility for promoted brands needed contain specific COVID-19
• HFSS restrictions will mean changes to how advertising related research and
budgets are spent for some brands forecasts. The world’s
• TV’s share of food advertising spending likely to fall leading brands rely on
• Number of options for changing advertising emphasis Mintel reports for the most
• Need for change varies by food category complete, objective and
actionable market
• Less change likely to be needed for brands in soft drinks
intelligence.
• HFSS restrictions just one part of initiatives encouraging
healthier choices
• ‘Carrot’ rather than ‘stick’ initiatives most welcomed by
consumers
Buy this report now
• More choice of healthier foods warranted
• Guidance and suggestions on healthy eating widely Visit store.mintel.com

welcomed EMEA +44 (0) 20 7606 4533

• Strong support for availability of healthier versions
• Positive nutrition a big opportunity for food and drink Brazil 0800 095 9094
brands
Americas +1 (312) 943 5250

DETAILS OF HFSS RESTRICTIONS China +86 (21) 6032 7300

• Background to HFSS measures
APAC +61 (0) 2 8284 8100

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Attitudes towards HFSS Food & Drink - UK - 2022
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The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

• HFSS food and drink price promotion and store location

restrictions to come into place in 2022
What's included
• Scope of price promotions ban
Executive Summary
• Scope of location restrictions
• Product categories covered Full Report PDF
• Assessing whether a product is HFSS
• Advertising for HFSS food and drink to face new rules from Infographic Overview

end of 2022
Powerpoint Presentation
• Desire to limit children’s exposure to HFSS advertising
• Restrictions extend to on-demand services Interactive Databook
• Brand-only advertising and selected media are exempt
Previous editions

MARKET FACTORS
• Big mountain to climb in tackling obesity
• More than two thirds of adults were overweight or obese in
2019
Did you know?
Figure 9: Prevalence of overweight and obesity in England,
by age and gender, 2019 This report is part of a series
• Putting on weight is a concern for many consumers of reports, produced to
• Strong interest in healthy eating provide you with a more
• COVID-19 increases spotlight on health
holistic view of this market.

• Supermarkets committed to increasing healthy food sales

All Mintel 2020 reports
• New targets for salt and calorie reduction in 2020 contain specific COVID-19
• On-pack nutrition label consultation proposed, calories related research and
counts required in foodservice forecasts. The world’s
• Rising prices will increase barriers to healthy eating leading brands rely on
• Rising inflation is putting household finances under pressure Mintel reports for the most
in 2022 complete, objective and
actionable market
• An income squeeze will hit efforts to eat healthily
intelligence.
• Mix of promotions set to change in HFSS food and drink
Figure 10: Consumer concerns about household finances,
2021-22

IMPACT OF HFSS RESTRICTIONS ON DIFFERENT CATEGORIES Buy this report now

• Few products in confectionery will qualify as non-HFSS Visit store.mintel.com

Figure 11: Examples of new launches in sugar confectionery

EMEA +44 (0) 20 7606 4533
that are non-HFSS, 2021
• Removal from high footfall locations set to hit cake sales Brazil 0800 095 9094
Figure 12: Examples of new launches in cakes, sweet biscuits
Americas +1 (312) 943 5250
and snack bars that are non-HFSS, 2021
• Breakfast cereals well placed to avoid HFSS restrictions China +86 (21) 6032 7300
Figure 13: Examples of new launches in breakfast cereals that
APAC +61 (0) 2 8284 8100
are non-HFSS, 2021

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Attitudes towards HFSS Food & Drink - UK - 2022
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• Yogurts will retain a big presence on end of aisles

Figure 14: Examples of new launches in yoghurts that are non-
What's included
HFSS, 2021
Executive Summary
Figure 15: Examples of new own-label launches in yoghurts
that are non-HFSS, 2021 Full Report PDF
• Salt content makes it difficult for crisps to be non-HFSS
Figure 16: Examples of new launches in salty snacks that are Infographic Overview

non-HFSS, 2021
Powerpoint Presentation
• Few products in ice cream and desserts will avoid HFSS
clampdown Interactive Databook
Figure 17: Examples of new launches in ice cream and
Previous editions
desserts that are non-HFSS, 2021
• Ready meals and pizzas is non-HFSS opportunity
Figure 18: Examples of new launches in pizza and ready
meals that are non-HFSS, 2021/22
• Soft drinks already well prepared for restrictions Did you know?
Figure 19: Examples of new launches in soft drinks that are
non-HFSS, 2021 This report is part of a series
of reports, produced to
ADVERTISING AND MARKETING ACTIVITY provide you with a more
• TV advertising accounts for more than half of spending
holistic view of this market.

Figure 20: Total above-the-line, online display and direct

All Mintel 2020 reports
mail advertising expenditure on food, by media type, 2018-22 contain specific COVID-19
• HFSS product categories feature heavily in TV advertising related research and
Figure 21: TV advertising expenditure on food, by category, forecasts. The world’s
2018-22 leading brands rely on
• TV and outdoor dominate soft drinks advertising Mintel reports for the most
Figure 22: Total above-the-line, online display and direct complete, objective and
actionable market
mail advertising expenditure on soft drinks (including sports/
intelligence.
energy drinks), by media type, 2018-22
• Big focus on supporting low-sugar/sugar-free variants
Figure 23: TV advertising expenditure on soft drinks and
sports/energy drinks, by category, 2018-22
Buy this report now
• Brand-building will be helped by high commitment and trust
Figure 24: Top ranking of brands operating in the food sector, Visit store.mintel.com

by commitment (net of “It is a favourite brand” and “I prefer EMEA +44 (0) 20 7606 4533
this brand over others”), 2018-20
Figure 25: Top ranking of brands operating in the food sector, Brazil 0800 095 9094
by agreement with “A brand that I trust”, 2018-20
Americas +1 (312) 943 5250

CONSUMER EFFORTS TO MANAGE WEIGHT AND China +86 (21) 6032 7300
PERCEPTIONS OF BEST WAYS OF DOING IT
• Seven in 10 people trying to lose or avoid putting on weight APAC +61 (0) 2 8284 8100

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Attitudes towards HFSS Food & Drink - UK - 2022
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The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

Figure 26: Proportion of people trying to lose or avoid putting

on weight, 2021
What's included
• Three ways of managing weight stand out over others as
Executive Summary
preferred
• Portion-size packs take a back seat under HFSS restrictions Full Report PDF
Figure 27: Consumer perceptions of best ways to lose/avoid
putting on weight, 2021 Infographic Overview

• Snacks in the firing line both from HFSS and weight

Powerpoint Presentation
watchers
• Many people turn to limiting sugar for weight management Interactive Databook
• Only a third favour calorie counting to manage weight
Previous editions

SUPPORT FOR HEALTHY EATING INITIATIVES

• ‘Carrot’ rather than ‘stick’ initiatives most strongly favoured
• More choice of healthier foods warranted
Figure 28: Consumer support for selected healthy eating
Did you know?
initiatives, 2021
• Guidance and suggestions on healthy eating widely This report is part of a series
welcomed of reports, produced to
• Reducing fat/sugar/salt favoured above smaller portion provide you with a more
sizes
holistic view of this market.

• Strong support for availability of healthier versions

All Mintel 2020 reports
• Pressure on manufacturers from consumers to offer healthier contain specific COVID-19
variants related research and
• Positive nutrition a big opportunity for food and drink forecasts. The world’s
brands leading brands rely on
• Smaller portion sizes for products divide opinion Mintel reports for the most
• Mixed reactions to upcoming HFSS measures complete, objective and
actionable market
• Only a fifth against ban on display of unhealthy foods at
intelligence.
end of aisles
• Consumers unlikely to miss advertising for unhealthy foods
• Less support for volume promotion restrictions

BEHAVIOURS RELATED TO SHOPPING FOR FOOD AND DRINK Buy this report now
• Promotions have a big influence on shopping behaviour Visit store.mintel.com

Figure 29: Behaviours related to shopping for food and drink,

EMEA +44 (0) 20 7606 4533
2021
• HFSS restrictions will hit volume sales Brazil 0800 095 9094
• People not visiting every supermarket aisle compounds the
Americas +1 (312) 943 5250
problem
China +86 (21) 6032 7300

APAC +61 (0) 2 8284 8100

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Attitudes towards HFSS Food & Drink - UK - 2022
Report Price: £2195 | $2995 | €2600
The above prices are correct at the time of publication, but are subject to change due to currency fluctuations.

TYPES OF PRODUCTS BOUGHT FROM ENDS OF AISLES AT

SUPERMARKETS
• Crisps and chocolate to be hit most by HFSS location What's included
restrictions Executive Summary
Figure 30: Types of products bought from ends of aisles at
Full Report PDF
supermarkets in the last 3 months, 2021
• Widest impact on sales to younger shoppers Infographic Overview
Figure 31: Number of different types of products bought from
ends of aisles at supermarkets in the last 3 months, by age, Powerpoint Presentation

2021
Interactive Databook
• Two main options for minimising impact of changes
Previous editions
PREFERRED STORE LOCATIONS FOR HEALTHY, PRICE
PROMOTED AND NEW PRODUCTS
• Opportunity to win favour by highlighting healthier foods
Figure 32: Interest in store location options for healthy, price
promoted and new products, 2021 Did you know?
• ‘Virtuous’ aisles need strong signposting
• Highlighting healthy products in aisles also warranted This report is part of a series
• Half would like more end-of-aisle promotions for healthy of reports, produced to
provide you with a more
foods, financial incentives appeal to three in five
holistic view of this market.
• Less interest in seeing more price promotions brought
together All Mintel 2020 reports
• Scanning shelves for promotions preferred contain specific COVID-19
• But extra visibility for promoted brands needed related research and
forecasts. The world’s
ATTITUDES TOWARDS HFSS FOOD AND DRINK leading brands rely on
• Nutritional labelling checked by six in 10 consumers Mintel reports for the most
complete, objective and
Figure 33: Attitudes towards HFSS food and drink, 2021
actionable market
• Most people think traffic light labelling is a good indicator
intelligence.
of healthiness
• But not everyone is focused just on avoiding the negatives
• Mixed feelings on brands associated with unhealthy food/
drink sponsoring sport
Buy this report now
APPENDIX – DATA SOURCES, ABBREVIATIONS AND Visit store.mintel.com
SUPPORTING INFORMATION
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• Abbreviations
• Consumer research methodology Brazil 0800 095 9094

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