One year after the introduction of the first stage of high fat, salt and sugar (HFSS) product legislation came into place in the UK, limiting the location of items such as sweets, crisps and chocolate instore, the change to consumers’ purchasing habits has been limited. The restrictions are aimed to curb childhood obesity and promote healthier eating choices. However, 70% of the UK shoppers* stated that restrictions have not impacted their purchasing of HFSS items, reveals GlobalData, a leading data and analytics company.
Eleanor Simpson-Gould, Senior Retail Analyst at GlobalData, comments: “Among those that have stated they are buying fewer HFSS products, the restrictions have clearly resonated, with 43% now buying healthier alternatives for themselves and their family. However, the HFSS restrictions came into force as the cost-of-living crisis deepened in October 2022, and disposable incomes tightened drastically as shoppers faced rising energy bills and soaring food inflation levels. Almost half of shoppers agree that they have cut back on purchasing HFSS products because of price inflation, rather than restrictions and 62% agree that the price of healthier alternatives restricts their choices. With food inflation levels forecast to recede to single digits in 2024, growth in shoppers switching to healthier alternatives may yet become more pronounced.”
Despite the lacklustre shift in consumer purchase habits so far, there is support for the new restrictions among shoppers.
Simpson-Gould continues: “Over three quarters of shoppers agree that the HFSS restrictions are important to promote healthier eating habits, suggesting that the market for healthier alternatives is ready and waiting. However, shoppers may be hard-won to switch from brand favourites, in addition to the added expense healthier alternatives often impose. Grocers must ensure visibility of healthier substitutes are within close proximity to brand favourites, both instore and online, with the added enticement of penetrative pricing for newly launched HFSS compliant products and extended loyalty card promotions to encourage customers to try new options.”
The next and arguably most critical rollout of the restriction of HFSS items, is set to come into force in October 2025, which will limit multi-buy offers.
Simpson-Gould concludes: “With 78% of respondents agreeing that retailers and manufacturers should do more to introduce healthier alternatives, there is work to be done to capture demand for willing shoppers seeking greater choice. Further investments in price, product innovation and in-aisle marketing will be needed to accelerate consumers’ uptake of healthier options at a time of continuing pressure on their budgets.”
*GlobalData’s UK Retail Hot Topics: Consumer Views Report – November 2023. Survey of 2,000 respondents.
