THE MODERN UK DIET

QUINOA KALE CHIA SEEDS GLUTEN FREE COCONUT OIL ALMOND MILK COCONUT MILK

76% 66% 120% 12% 112% 67% 67%

jump in UK food product of all UK food product launches increase in UK food of all UK food product surge in UK sales of rise in the number of jump in UK sales of
launches featuring quinoa between 2011 and 2015 featuring product launches launches in 2015 carried a coconut oil in the year litres of almond milk sold coconut milk in the year
between 2014 and 2015 kale were launched in 2015 featuring chia seed gluten-free claim, up from ended March 2016 to 14 in the UK in 2015 ended March 2016 to
on the packaging 6 per cent in 2012 million 16.4 million
Source: Mintel Source: Mintel Source: Mintel
between 2014
Source: Mintel Source: IRI Source: IRI
and 2015
Source: Mintel
AVOCADO SPINACH COCONUT WATER

31% 21% 105%

rise in UK avocado sales to increase in UK spinach rise in the number of UK
145.6 million in the year to sales to 43.3 million drink launches featuring
January 2, 2016 in the year ended coconut water between
January 2, 2016 2013 and 2015
Source: IRI
Source: Mintel
Source: IRI

BEETROOT

20%
increase in products
containing beetroot
as a key ingredient
stocked at the big
five UK supermarkets
in the year
to June 2015

Source: Brand View

TOP 8 DIET CHANGES PERCENTAGE OF CONSUMERS WILLING TO PAY A PREMIUM FOR THE
Nutrients and ingredients consumers are deliberately avoiding/reducing or adding/increasing in their daily diet FOLLOWING ATTRIBUTES
AVOIDING/REDUCING ADDING/INCREASING

High fructose Vegetables

corn syrup 56% 68%
39% 33% 33% 31%
Trans fat Fruits
55% 65%
Saturated fat Fibre
54% 59% GENETICALLY ORGANIC NO ARTIFICIAL
ALL NATURAL COLOURS
MODIFIED
Saccharin Whole grains ORGANISM FREE
52% 56%
Growth hormones Vitamin D
52% 53%
Monosodium 31% 28% 26% 23%
Calcium
glutamate (MSG) 51% 52%
Cholesterol Antioxidants
51% 51%
NO ARTIFICIAL HIGH IN LOW GLUTEN FREE
Sodium/salt Olive oil FLAVOURS PROTEIN SUGAR
50% 48%
Source: The Hartman Group 2015 Source: Nielsen 2015

MOST IMPORTANT ASPECTS UK SALES OF FREE-FROM FOOD

OF HEALTHY EATING
GLUTEN FREE Volume (tonnes) Retail value* (m) LACTOSE-FREE DAIRY Volume (m litres) Retail value* (m)
01 53% 30.4 32.1 34.7 36.6 37 37.2
166.2 180.8 201.9 231.5 273.7 324.2
Limiting sugar

02 49% 40,000 50
Eating five portions of fruit
and vegetables a day

03 40% 35,000
Limiting processed foods

04 39%
Limiting salt 30,000

05 34% 40
Limiting calories
25,000
06 29%
Healthy snacking

07 28% 20,000
Avoiding artificial
additives/sweeteners

08 19% 15,000 30
Avoiding preservatives 2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015

Source: Nielsen 2015 *Retail value at fixed 2015 exchange rates (converted from dollars to pounds using exchange rate at December 31, 2015) Source: Euromonitor International 2016