Wellness & the health of the Nation

1. Wellness & the healthof the Nation Dr Carrie Ruxton Dietitian & Nutritionist

2. Healthy eating Functional products Nutraceutical products Prevents deficiency Diet balance Disease prevention Lowers risk Supports optimal health Wellness Health and wellness foods defined

3. Wellness foods are ‘healthy’ but have something extra Slim Relax Satiety Mood Energise Detox

4. Inferred Name of product Packaging Slogan Advertising/PR Actual Nutrition claims Health claims Health & wellness claims

5. Functional 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 Functional vs. Wellness

6. Does the Nation need wellness foods?

7. 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)

8. What children eat National Diet and Nutrition Survey n=837, 4-10y, 1997

9. What adults eat National Diet and Nutrition Survey n=1724, 18-65y, 2001

10. Vitamins & minerals generally OK

11. But diets still unhealthy Source: SACN 2007

12. People increasing eating out and seeking a quick fix but meals are less healthy than home-cooked Number of meals eaten out during 2004, Cabinet Office 2008

13. Add to this rising obesity levels .. Scottish Health Survey

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

15. Consumers rate the importance of healthy eating Around 30% of consumers consider it ‘very important’ to eat a healthy diet Source: Datamonitor European and US Consumer Survey

16. Many consumers frequently check labels for fat, sugar, calories and additives Generally, how often do you check food labelling for the content or amount of the following: Nielsen Global food labelling survey 2007 – all respondents

17. This is a growing trend Do you take notice of the nutritional information on packaging more than you did two years ago?Nielsen Global food labelling survey 2007

18. Consumer interests are wide Taste No additives Omega 3 Weight/appetite Sugar Vitamins ‘fresh’ Healthy but not ‘lite’ Real foods Provenance Low carbs/GI Convenience

19. But sometimes disproportional What scares you? 2005 survey of 1000 European consumers > 16 years

20. 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

21. 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?

22. 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

23. Case studies