Wellness & the healthof the Nation

Dr Carrie Ruxton

Dietitian & Nutritionist

Health and wellness foods defined

Healthy eating

Functional products

Nutraceutical products

Prevents deficiencyDiet balance

Supports optimal health

Disease preventionLowers risk

Wellness

Wellness foods are ‘healthy’ but have something extra

Relax

Energise

Mood

Detox

Satiety

Slim

Health & wellness claims

Inferred• Name of product• Packaging• Slogan• Advertising/PR

• Actual• Nutrition claims• Health claims

Functional vs. WellnessFunctional• Specific health benefit• Could be viewed as

‘medicinal’• May only appeal to

health managers

Wellness• Wider appear – holistic• Woolly benefits• Could fall foul of EU

regs if language infers a claim

Does the Nation need wellness foods?

What experts want us to eat

Fat <35% energy Saturated fat <10% energy Non-milk extrinsic sugars <10% energy Salt < 6g (2-5g for children) Fibre 18g (no rec for children) 5-a-day fruit & veg (no guidance on

portions for children)

What children eat

National Diet and Nutrition Survey n=837, 4-10y, 1997

02468

101214161820

% of daily calories

Bread Cereal Milk Crispschips

Drinks Meatfish

Sweetscake

f&v

What adults eat

National Diet and Nutrition Survey n=1724, 18-65y, 2001

02468

101214161820

% of daily calories

Bread Cereal Milk Crispschips

Drinks Meatfish

Sweetscake

f&v

0

50

100

150

200

250

VitA Folate VitC Iron Calcium

% R

ec

om

me

nd

ed

KidsAdults

Vitamins & minerals generally OK

But diets still unhealthy

Recommended Actual

Saturates <10% energy 13% energy

Sugar <10% energy 13% energy

Salt < 6g 9.5g

Fruit & veg 5 portions 2.7 portions

Oily fish 1 portion weekly 0.3 portion

Fibre 18g 14g

Source: SACN 2007

People increasing eating out and seeking a quick fix but meals are less healthy than home-cooked

1981

1095

721 642528

0200400600800

1000120014001600

18002000

Mil

lio

ns

Fast food Pubs Restaur Hotels Leisure

Number of meals eaten out during 2004, Cabinet Office 2008

Add to this rising obesity levels ..

0 5 10 15 20 25 30 35

16-24

25-34

35-44

45-54

55-64

ag

e

% obese

1995 1998 2003

Scottish Health Survey

There is a need for wellness foods but what do consumers want?

Around 30% of consumers consider it ‘very important’ to eat a healthy diet

Source: Datamonitor European and US Consumer Survey

0% 20% 40% 60% 80% 100%

France

Germany

Italy

Netherlands

Spain

Sweden

UK

US

% respondents

Not important Important Very important

Consumers rate the importance of healthy eating

Many consumers frequently check labels for fat, sugar, calories and additives

41%

40%

39%

36%

34%

31%

28%

25%

24%

24%

14%

13%

47%Fat

Calories

Sugar

Preservatives

Additives

Colouring/Coloring

Carbohydrates

Trans Fat

Fibre/Fiber

Protein

Salt/Sodium

Gluten

Glycemic Index (GI)

Nielsen Global food labelling survey 2007 – all respondents

Generally, how often do you check food labelling for the content or amount of the following:

This is a growing trend

0%10%20%30%40%50%60%70%80%90%

100%

EU Gre UK Ita Ire Fra Den Ger

Same

No

Yes

Do you take notice of the nutritional information on packaging more than you did two years ago? Nielsen Global food labelling survey 2007

Consumer interests are wide

Taste

No additives

Healthy but not ‘lite’

Low carbs/GI

Vitamins

Convenience

Omega 3

Provenance

‘fresh’

Real foods

Weight/appetite

Sugar

But sometimes disproportional

2005 survey of 1000 European consumers > 16 years

0

5

10

15

20

25

% c

on

sum

ers

Additives Foodpoisoning

GM etc Obesity Allergy Terrorism

What scares you?

Nutrition knowledge good but practice bad

• 87% claim healthy eating is important to them• Awareness of 5-a-day message 78% but

implementation only 58%• 33% parents worried about sugar and actively

trying to avoid it in foods• 77% want to cook with ingredients that

contain no artificials

FSA consumer attitudes survey 2008

Problem …

• Consumers need healthier products

• Consumers say they want healthier products

• But FSA research shows that foods labelled as ‘lite’, ‘healthier’ etc viewed as boring and tasteless

• Could wellness foods be the answer?

Our seminar today

• What drives consumers’ concepts of wellness? What factors are important?

• How can we use the media effectively to promote wellness messages?

• The wellness trend in detail with product examples

• Successful wellness propositions

• Legal aspects of wellness

Case studies