An adequate amount of exercise and a balanced diet are the basis of maintaining a healthy body. Most shoppers have an idea of what a healthy diet consists of. Choosing and identifying the right products in a supermarket may however not always be as easy. Nutrition labelling and healthiness of food have again been discussed widely in the media this year. It is under debate whether food manufacturers should take more responsibility in helping shoppers make more informed choices, and if a single nutrition labelling system should be adopted. Making healthy choices however also depends on the attitudes and perceptions of shoppers. In our Health & Wellbeing 2012 report we explore shoppers’ attitudes to health and healthy eating, nutrition labels and how healthy shoppers are in their own opinion. We also provide an overview of the drivers of buying healthy products and present possible gender differences and examine how shoppers decide whether a product is healthy. To conclude the report, we look at shoppers’ perception of the cost of healthy foods and identify the importance of taste, price and healthiness when choosing products. Our Health & Wellbeing 2012 report covers the following topics: -Shoppers’ attitudes to health and healthy eating -How healthy shoppers are in their own opinion -What shoppers perceive as healthy eating -Shoppers’ understanding of healthiness of products -Exercise habits of shoppers -Special dietary requirements of shoppers -Drivers for buying healthy products -How shoppers decide whether a product is healthy -Shoppers’ perception of the cost of healthy foods and whether it’s worth paying more for -Price expectations of healthier options -Shoppers’ attitudes to healthy options -How shoppers choose different categories in relation to price, taste and healthiness overall and in different categories The report will also provide comparison with the results of our Health report from 2011 and highlight any possible development or changes in shoppers’ perceptions, attitudes and behaviour in relation to health and wellbeing.

1. November 2012
Health and Wellbeing
Report 2012
Sample Extract
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
Health & Wellbeing Report 2012

2. About Evolution Insights
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke
research for manufacturers, retailers and agencies.
Our research and analysis helps • Evolution offer a range of products & services for
clients in the field of shopper research:-
clients develop targeted shopper
marketing initiatives designed to • Off-the-shelf research
influence shoppers at the point of
purchase. – Evolution’s off the shelf research
publications deliver affordable insight
into shopper motivation and
behaviours in UK food, drink and
grocery
• Insight Plus
– Insight Plus offers your business the
opportunity to engage in any of our
We use a range of research regular shopper research projects in
methodologies to discover genuine advance of publication, tailoring the
insights. Our research incorporates scope to suit your needs
a broad spectrum of robust
• Bespoke Consulting
qualitative and quantitative
research techniques. – As publishers of research, we are able
to draw upon a wealth of existing
proprietary data for consulting projects
As a leading publisher of – helping to better inform and shape
shopper research, we are any further research requirements.
ideally placed to offer your Further information is available at our
business actionable shopper
website http://www.evolution-
insight.
insights.com
Visit and sign up for Shopper Trend
Report, our free monthly newsletter
offering analysis and commentary on
topical issues
Health & Wellbeing Report 2012

3. Contents
Key findings and executive summary 5 What do Shoppers Think of Their Partners – Calorie Controlled Diet 29
What This Report Will Do for You 6 What do Shoppers Think of Their Partners – Vegetarianism / 30
Veganism
Key Findings 7 What do Shoppers Think of Their Partners – Hypertension 31
Key Findings (2) 8 What do Shoppers Think of Their Partners – Type 2 Diabetes 32
Introduction 9 What do Shoppers Say of Their Children 33
What Does Health Mean? 10 Shoppers’ State of Health – Exercise Habits 34
Responsibility Deal and Government’s Healthy Eating 11 Drivers for Buying Healthy Products – By Gender 35
Campaigns
Healthy Eating – Easy in Theory 12 Shoppers’ Health – Summary 36
Food Labelling Regulations 13 Nutrition Labels 37
Confusing Health Messages 14 Nutrition Labels - Introduction 38
Confusing Health Messages (2) 15 Nutrition Labels – What Shoppers Know About Nutrients and 39
Health
Current Retailer Labelling Systems 16 How Many Calories Can You Have in a Day? 40
Specific Dietary Needs - Definitions 17 Nutrition Labels - Individual Components 41
Tesco 18 Nutrition Labels – How Are They Used 42
Asda 19 Nutrition Labels – Don’t Use Them 43
Morrisons 20 Which is The Healthiest – Comparing Labels 44
Sainsbury’s 21 How do Shoppers Decide Whether a Products is Healthy or Not? 45
Marks & Spencer, Waitrose and The Co-operative 22 Understanding Labels 46
Shoppers’ Health and Drivers for Buying Healthy 23 Nutrition Labels - Summary 47
Products
Shoppers’ Health - Introduction 24 Importance of Taste, Price and Healthiness 48
Shoppers’ State of Health 25 Importance of Price, Taste and Healthiness - Introduction 49
Shoppers’ State of Health – Prevailing Health Issues / 26 Product Choice - Price vs. Taste 50
Lifestyle Choices
What do Shoppers Think of Their Partners - Overweight 27 Product Choice - Price vs. Healthiness 51
What do Shoppers Think of Their Partners - 28 Healthiness vs. Taste 52
Underweight
Health & Wellbeing Report 2012

4. Contents
Product Choice – Importance of Price, Taste and 53
Healthiness Across Categories
Product Choice - Importance of Price, Taste and 54
Healthiness
Importance of Price, Taste and Healthiness – Average 55
Across Categories
Health, Taste and Price - Summary 56
Price of Health 57
Price of Health - Introduction 58
Is Healthy Food More Expensive? 59
Price Expectations for Healthier Options 60
Spending on Healthy Food for Yourself and Others – Is 61
There a Difference?
How do Shoppers Feel About the Price of Healthy 62
Food
Price of Health - Summary 63
Methodology 64
Methodology 65
Methodology: Quantitative Research - Survey 66
Glossary 67
Glossary 68
Contact us 69
Health & Wellbeing Report 2012

5. What This Report Will Do for You
This report will:
Explore shoppers’ attitudes to health and healthy eating and
how healthy shoppers are in their own opinion
Provide an overview of the drivers of buying healthy
products and present possible gender differences
Identify what shoppers perceive as healthy eating and their
understanding of healthiness of products
Examine how shoppers decide whether a product is healthy
in terms of what information they use on nutrition labels
Find out if shoppers feel that nutrition labels are easy to
understand and what cues they use for identifying healthy
products
Look at shoppers’ perception of the cost of healthy foods
and whether it’s worth paying more for
Identify the importance of taste, price and healthiness for
product choice and highlight category differences
Health & Wellbeing Report 2012

6. Healthy Eating – Easy in Theory
Most shoppers have an idea of what
a healthy diet consists of. Choosing
and identifying the right products in
a supermarket may however not
always be as easy.
Low in sugar
Plenty of fruit and vegetables
High in protein
High in fibre Right type of fat
Health & Wellbeing Report 2012

7. Confusing Health Messages
Sometimes words such as light or low fat can be misleading.
Shoppers should also pay attention to the nutrition labels
and make comparisons between products. This highlights
the importance of them being easy to understand.
Which element shoppers believe a red portion
on a Traffic Light to be high in relation to?
19% 29%
Currently companies are using multiple different
22% labelling systems with variations but a new uniform
30% labelling systems will be launched next year. Our
research from 2011 suggests shoppers don’t actually
Per serving Per 100g understand what the colour coding on the traffic light
In relation to GDA Not sure labels refers to.
Earlier this year the UK Government launched a consultation on food
labelling in order to find a more consistent nutrition labelling system. The
consultation aimed at health experts, food manufacturers and supermarkets
and was completed early August. A new hybrid label combining colour
coding, GDA’s and indicative words will be launched in 2013.
Health & Wellbeing Report 2012

8. Shoppers’ State of Health
How do shoppers rate their own health?
Excellent or
very good
34%
Good 39%
Fair
20%
Poor
7%
Health & Wellbeing Report 2012

9. What do Shoppers Think of Their Partners – Calorie Controlled Diet
Let’s have a look at the relationship between gender of shoppers and what they say
about their partners
She says he’s on
a calorie
controlled diet
2%
He says she’s on
a calorie
controlled diet
6%
Health & Wellbeing Report 2012

10. Nutrition Labels – Don’t Use Them
What proportion of shoppers say they don’t read labels?
Nearly a fifth of shoppers say they don’t read nutrition
labels. This may be due to indifference towards the healthiness
of a product but there could be other reasons for ignoring
labels. Some shoppers may feel they know whether a
17% don’t product is healthy or not and don’t feel a need for reading
read labels labels for this reason. It is also possible some shoppers don’t
completely understand nutrition labels and hence don’t
read them.
I don’t really care
whether a product is I never look at labels, I
healthy or not, it’s not just try to eat everything
important to me in moderation
I’m totally ignorant to the
labels, it’s more about what
it tastes like and how much
it costs
Health & Wellbeing Report 2012

11. Methodology
Health & Wellbeing Report 2012 11

12. Methodology
• Evolution carried out a preliminary survey of
Evolution’s methodology around 100 shoppers to test questions for the
main survey.
• Detailed secondary and desk research is
Secondary and Preliminary conducted to define the topic area, macro drivers
desk research quantitative survey and trends, scope and examples within the
research topic.
• Initial insights gained are used to help further
design the main survey.
• A main survey is completed by at least 1,000 UK
adults who are the primary household shopper for
Main quantitative food & grocery.
Focus groups
survey
• Focus groups are carried out to further enhance
the secondary research and main quantitative
survey.
• Comprehensive and detailed assessment of all the
data received was then used to uncover insights.
Insights • Throughout this process, primary research was
supported by secondary research drawing on
Evolution’s proprietary databases, national
statistics, news and industry resources.
Health & Wellbeing Report 2012

13. Methodology: Quantitative Research - Survey
Topics of questions in quantitative survey
Demographic profiling • Detailed shopper insights were
gained from a survey of 1,026
Preferred retailer offline primary shoppers. The samples
were fully representative of the UK
Shoppers’ attitudes to health and healthy eating population.
• The survey contained 15 questions
How healthy shoppers are in their own opinion relating to topics outlined to the
left – in addition to standard
What shoppers perceive as healthy eating demographic profiling questions
• The questions were designed to
Shoppers’ understanding of healthiness of products give maximum insight into
shopper’s motivation and
Exercise habits of shoppers behaviour
• Additional questions were asked to
Drivers for buying healthy products give further insights into general
behaviour and attitudes into price
How shoppers decide whether a product is healthy comparisons.
• The survey was carried out during
Shoppers’ perception of the cost of healthy foods the week commencing 7th October
2012.
Attitudes towards cost of health
Health & Wellbeing Report 2012

14. Contact Us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6000
e-mail: insights@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
Health & Wellbeing Report 2012