Attitudes Towards Healthy Eating: Are Irish consumers health-conscious or in denial? - Ireland

Published by: Mintel International Group Ltd.

Published: May. 1, 2008 - 123 Pages

Table of Contents

Issues in the Market

Key themes in the report

Definition

Abbreviations

Market in Brief

Irish consumers - health-conscious or in denial?

Innovate to survive?

Health remains a major focus for new product launches

Sustaining the healthy eating market

Consumer attitudes towards healthy eating

Internal Market Environment

Key points

The health of the nation

Diabetes linked to diet and lifestyle

Figure 1: Number of people in Ireland with diabetes, RoI and NI, 2005 and 2015

Heart-related health problems

Government and food authority initiatives

Sharing the load in tackling health issues

Media focus on diets and lifestyles

Consumer education

Availability of healthy food

Time constraints

Stricter guidelines for food labelling

Changing consumer attitudes...

...towards organic food

...towards prevention rather than cure

…towards ‘natural’ foods

...towards the importance of breakfast

Reluctance to change

Broader Market Environment

Key points

Economic outlook

Figure 2: Ireland’s economic situation, NI and RoI, 2006-08

Cost of living increases

Blame the weather

Figure 3: Percentage difference in CPI sub-indices over 12 months, March 2008

Price may become overriding factor over health and green food issues

The ageing population

Figure 4: Population change, by age group, NI, 2000-20

Figure 5: Population change, by age group, RoI, 2000-20

Price vs health

Figure 6: Comparison of Bran Flakes rsps, UK, 2008

Competitive Context

Key points

A ceiling to functional food growth

Figure 7: Functional food market value and forecast, RoI, UK, US and worldwide, 2004 and 2007

Organic imports

Competition vs. unhealthy food

Taxes on unhealthy foods

Government initiatives

Healthy foods vs competition

Figure 8: Combined number of new bakery products launched, according to premium or healthy product claim, UK and Ireland, 2002-07

Strengths and Weaknesses

Strengths

Weaknesses

Market Trends Overview

Key points

Dairy

Key market trends

Key product claims (ingredients, flavours, packaging)

Figure 14: Product claims of new healthy dairy product launches, UK and Ireland, 2007

Most active companies/brands

Future outlook

Bakery

Key market trends/drivers

Figure 15: Bread penetration, NI and RoI, 2002 and 2007

Key product claims (ingredients, flavours, packaging)

Figure 16: Product claims of new healthy bakery product launches, UK and Ireland, 2007

Most active companies/brands

Future outlook

Beverages

Key market trends/drivers

Figure 17: Penetration of tea and coffee, by tea and coffee type, NI and RoI, 2002 and 2007

Key product claims (ingredients, flavours, packaging)

Most active companies/brands

Figure 18: Most active companies and brands, by beverage sub-category, UK and Ireland, 2007

Future outlook

Snacks/treats

Key market trends/drivers

Figure 19: Penetration of instant snack meals and desserts, NI and RoI, 2002 and 2007

Key product claims

Most active companies/brands

Figure 20: Most active companies and brands, by snacks and treats sub-categories, UK and Ireland, 2007

Future outlook

Meals and meal centres

Key market trends/drivers

Figure 21: Penetration of ready meals (chilled and frozen, excluding pizzas), NI and RoI, 2002-07

Key product claims

Most active companies/products

Future outlook

Companies and Brands

Key points

Food and drink suppliers

Dale Farm Ltd

Danone

E. Flahavan & Sons Ltd

Glanbia PLC

Glenisk Organic Dairy

Innocent Ltd

Kelkin Ltd

Nestlé (Ireland) Ltd. and Nestlé UK Ltd

PepsiCo

Unilever Ireland

Weight Watchers Ireland

Retailers

ASDA

Dunnes Stores

Marks & Spencer

Musgrave Group

Sainsbury’s Supermarkets Ltd

Superquinn

Tesco Ltd

Consumer Attitudes: Theory vs Practice

Key points

Healthy eating: easier said than done?

Figure 22: Agreement with ‘I consider my diet to be very healthy’, NI and RoI, 2002-07

Figure 23: Agreement with ‘I think health foods are only bought by fanatics’, NI and RoI, 2002-07

More NI adults acknowledging that they are not doing enough about their health

Figure 24: Agreement with ‘I should do more about my health’, NI and RoI, 2002-07

Time-poor becoming less of an issue

Figure 25: Agreement with ‘I don’t have time to spend preparing and cooking food’, NI and RoI, 2002-07

Healthy eating can be quick and easy

Figure 26: Agreement with ‘I think all fast food is junk food’, NI and RoI, 2002-07

Consumers making a conscious decision to cut out takeaways and treats

Figure 27: Agreement with ‘I like to eat takeaway meals’, NI and RoI, 2002-07

Figure 28: Agreement with ‘I always think of the calories in what I eat’, by gender, NI and RoI, 2007

More Irish consumers experimental in the kitchen

Plus vs. minus - the debate

The natural way

Figure 29: Agreement with ‘I am prepared to pay more for foods that don’t contain artificial additives’, NI and RoI, 2002-07

Less aversion to GM foods

Free-range purchases decreasing

Growth in recognition of organic food benefits

Conscious efforts to include more fibre

Counting calories?

Appendix

TGI data

Figure 38: Consumption of bread, by type, NI, 2002-07

Figure 39: Consumption of bread, by type, RoI, 2002-07

Figure 40: Attitudes towards diet/lifestyle, NI, 2002-07

Figure 41: Attitudes towards diet/lifestyle, RoI, 2002-07

Figure 42: Attitudes towards food/shopping for food and eating, NI, 2002-07

Figure 43: Attitudes towards food/shopping for food and eating, RoI, 2002-07

MORI data

Figure 44: Important aspects when grocery shopping for food and/or drink, NI and RoI, November 2007

Figure 45: Relevant statements regarding the environment and food and drink, NI and RoI, November 2007

Figure 46: Relevant statements regarding diets, NI and RoI, November 2007

Figure 47: Diet/lifestyle descriptions, NI and RoI, November 2007

TGI demographics

Figure 48: Attitudes towards diet/lifestyle, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 49: Attitudes towards diet/lifestyle, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 50: Attitudes towards diet/lifestyle, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 51: Attitudes towards diet/lifestyle, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007

Figure 52: Attitudes towards diet/lifestyle, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007

Figure 54: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 55: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 56: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 57: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 58: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 59: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007

Figure 60: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007

Figure 61: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007

Figure 62: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007

Figure 63: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007

Figure 64: Attitudes towards food/shopping for food and eating, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007

MORI demographics

Figure 65: Important aspects when grocery shopping for food and/or drink, by gender, age, socio-economic group, marital status, working status, region, presence of children, Internet access and digital TV access, NI, November 2007

Figure 66: Important aspects when grocery shopping for food and/or drink, by gender, age, socio-economic group, presence of children, shopper status, region, working status, presence of children under 16, Internet access and digital TV access, RoI, November 2007

Figure 67: Important aspects when grocery shopping for food and/or drink, by gender, age, socio-economic group, presence of children, shopper status, region, working status, presence of children under 16, Internet access and digital TV access, RoI, November 2007

Figure 68: Relevant statements regarding the environment and food and drink, by gender, age, marital status, working status, socio-economic group, region, presence of children under 16, Internet access and digital TV access, NI, November 2007

Figure 69: Relevant statements regarding the environment and food and drink, by gender, age, socio-economic group, presence of children, shopper status, region, working status, presence of children under 16, Internet access and digital TV access, RoI, November 2007

Figure 70: Relevant statements regarding the environment and food and drink, by gender, age, socio-economic group, presence of children, shopper status, region, working status, presence of children under 16, Internet access and digital TV access, RoI, November 2007

Figure 71: Relevant statements regarding diet/lifestyles, by gender, age, marital status, working status, socio-economic group, region, presence of children under 16, Internet access and digital TV access, NI, November 2007

Figure 72: Relevant statements regarding diet/lifestyles, by gender, age, socio-economic group, presence of children, shopper status, region, working status, region, presence of children under 16, Internet access and digital TV access, RoI, November 2007

Figure 73: Relevant statements regarding diet/lifestyles, by gender, age, socio-economic group, presence of children, shopper status, working status, region, presence of children under 16, Internet access and digital TV access, RoI, November 2007

Figure 74: Diet/lifestyle descriptions, by gender, age, marital status, working status, socio-economic group, region, presence of children under 16, Internet access and digital TV access, NI, November 2007

Figure 75: Diet/lifestyle descriptions, by gender, age, socio-economic group, presence of children, shopper status, region, working status, presence of children under 16, Internet access and digital TV access, RoI, November 2007

NI and RoI typologies by demographic breakdown and by statements

Figure 76: Typologies, by gender, age, socio-economic group, working status, marital status, household size, region, Internet access and digital TV access, NI, November 2007

Figure 77: Typologies, by important aspects when shopping, NI, November 2007

Figure 78: Typologies, by relevant statements regarding the environment and food and drink, NI, November 2007

Figure 79: Typologies, by relevant statements regarding diets, NI, November 2007

Figure 80: Typologies, by diet/lifestyle descriptions, NI, November 2007

Figure 81: Typologies, by gender, age, socio-economic group, marital status, working status, presence of children, region, home and work Internet access, broadband and digital TV access, RoI, November 2007

Figure 82: Consumer typologies, by gender, age, socio-economic group, working status, marital status, household size, region, Internet access and digital TV access, NI, November 2007

Figure 83: Consumer typologies, by important aspects when shopping, NI, November 2007

Figure 84: Consumer typologies, by relevant statements regarding the environment and food and drink, NI, November 2007

Figure 85: Consumer typologies, by relevant statements regarding diets, NI, November 2007

Figure 86: Consumer typologies, by diet/lifestyle descriptions, NI, November 2007

Figure 87: Consumer typologies, by gender, age, socio-economic group, marital status, working status, presence of children, region, home and work access to the Internet, broadband and digital TV access, RoI, November 2007

Figure 88: Consumer typologies, by important aspects when shopping, RoI, November 2007

Figure 89: Consumer typologies, by relevant statements regarding the environment and food and drink, RoI, November 2007

Figure 90: Consumer typologies, by relevant statements regarding diets, RoI, November 2007

Figure 91: Consumer typologies, by diet/lifestyle descriptions, RoI, November 2007

Most innovative companies

Figure 92: Top ten most innovative companies, by number of healthy food and drink product launches, UK and Ireland, 2007

Abstract

Diet and lifestyle-related health problems have been well documented in the media in recent years. But are Irish consumers health-conscious or in denial?

Some consumers are taking an active role in altering their diets and lifestyles and those of their children. These consumers have been helped further by manufacturers who, through innovation, are able to offer more and varied healthy food and drink products in the market.

Such a dynamic market is bound to be threatened by market saturation and the rising cost of living, which is hitting Irish consumer pockets. The sustainability of the healthy food and drink market is brought into question when the Irish consumer may be forced to compromise cost over health.

Key themes of the report:

• What are the overriding motivations in the Irish healthy eating market - wellbeing or weight loss?
• Is health a sustainable long-term focus for the food and drink industry?
• Which consumers are actively making changes to their diet and which are reluctant to change?
• How is Ireland’s healthy food and drink market performing in relation to the UK?
• Which areas of the healthy food and drink market are performing well, in terms of innovation and penetration?

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