C C F R A © MNH/PF/OHP105 Campden & Chorleywood Food Research Association Group Chipping Campden, Gloucestershire GL55 6LD, UK

C C F R A © MNH/PF/OHP105 VISIT TO CHONJU UNIVERSITY Consumer Issues in Diet and Health Why are consumers important? What are the consumer trends? What are consumers concerned about? Diet and health is a real issue What is the FSA doing about it?

C C F R A © MNH/PF/OHP105 CCFRA’s Purpose Safety Safety Quality Quality Profitability Profitability Innovation Innovation Research Analytical services Product and process development Consultancy Training Information and publications Software Industrial representation Provides scientific and technical leadership and support to a large and diverse industry

C C F R A © MNH/PF/OHP105 Why are Consumers Important? They choose the products - brandThey choose the products - brand They motivate product and process development c.f. past trend for technology-driven developmentThey motivate product and process development c.f. past trend for technology-driven development They set the agenda for Government and legislative changeThey set the agenda for Government and legislative change

C C F R A © MNH/PF/OHP105 What are the Trends? DemographicDemographic ConsumerismConsumerism –Broader issues of product characteristics –Diet and health

C C F R A © MNH/PF/OHP105 Demographic Trends Shopping for food Family eating habits Types of food eaten

C C F R A © MNH/PF/OHP105 How Most Household Food Shopping is Done The vast majority of households obtain most of their food shopping from supermarkets Almost every household (97%) does some food shopping in a supermarket Ref: FSA Consumer Attitudes to Food Standards 2004

C C F R A © MNH/PF/OHP105 How Often a Main Meal is Eaten at Home as a Household Unit The figures relate to those not living alone Ref: FSA Consumer Attitudes to Food Standards 2004

C C F R A © MNH/PF/OHP105 Diet of Households One fifth of households contain at least one member dieting to lose weight Of those on a medical diet 4% were due to allergies Ref: FSA Consumer Attitudes to Food Standards 2004

C C F R A © MNH/PF/OHP s – Concern over food supply1950s – Concern over food supply 1960s – Focus on price1960s – Focus on price 1980s – Focus on quality1980s – Focus on quality 1980s – Focus on safety – eggs, BSE1980s – Focus on safety – eggs, BSE 2000s – Focus on broader quality2000s – Focus on broader quality Consumerism - Consumer Attitudes to Issues

C C F R A © MNH/PF/OHP105 EnvironmentEnvironment Animal welfareAnimal welfare Agricultural sustainabilityAgricultural sustainability Fair trade and social responsibilityFair trade and social responsibility Diet linked to nutrition and healthDiet linked to nutrition and health Broader Quality Issues

C C F R A © MNH/PF/OHP105 A few facts: 70% of consumers are concerned about food safety issues70% of consumers are concerned about food safety issues Meat is still the area of greatest concernMeat is still the area of greatest concern Concern over ready meals and cooked meats has increasedConcern over ready meals and cooked meats has increased Consumer Concerns in Relation to Diet and Health

C C F R A © MNH/PF/OHP105 A few more facts: More than one third claimed to be eating more “healthily”More than one third claimed to be eating more “healthily” The awareness of the need to reduce salt consumption has increased to 60% from 54% one year agoThe awareness of the need to reduce salt consumption has increased to 60% from 54% one year ago 60% were aware of the recommendations to eat 5 portions of fruit or vegetables/day60% were aware of the recommendations to eat 5 portions of fruit or vegetables/day Consumer Concerns in Relation to Diet and Health

C C F R A © MNH/PF/OHP105 Obesity – an ever-growing problem Healthy Eating and Nutrition

C C F R A © MNH/PF/OHP105 Obesity – an Ever-growing Problem in Children

C C F R A © MNH/PF/OHP105 Why are we Getting Fatter? WEIGHT LOSS WEIGHT GAIN ACTIVITYOVEREATING

C C F R A © MNH/PF/OHP105 Why are we Getting Fatter? WEIGHT LOSS WEIGHT GAIN ACTIVITYOVEREATING

C C F R A © MNH/PF/OHP105 A Simple Equation Over-consumption + inactivity = obesity External signals override internal “stop signals” when we have eaten enough + =

C C F R A © MNH/PF/OHP105 Energy Dense Diets and Over-consumption Adapted from: Prentice. Am J Clin Nutr 1998; 67

C C F R A © MNH/PF/OHP105 Trends in Snacking Mean (SE) Number of snacking occasions 1.70(0.04) 1.69(0.07) 1.92(0.07) Calories per occasion 247(8.28)265(15.74)313(15.42) Calories/gram of snack food 1.05(0.03)1.30(0.11)1.32(0.07)

C C F R A © MNH/PF/OHP105 Tackling the Problem International agenciesInternational agencies National governmentsNational governments Local communitiesLocal communities IndustryIndustry Health professionalsHealth professionals SchoolsSchools Individuals and parentsIndividuals and parents Advocacy, information Policies for healthy lifestyles Environments to facilitate health Products and marketing Information, support, advocacy Information and leadership Personal / familial responsibility

C C F R A © MNH/PF/OHP105 Nutrient profiling of foodsNutrient profiling of foods –the scientific method to categorise foods as healthy or less healthy Sign-posting of foodsSign-posting of foods –options for providing messages about healthiness on food labels Food Standards Agency Initiatives The FSA published two consultation documents (25 November 2004) relating to:

C C F R A © MNH/PF/OHP105 Nutrient Profiling of Foods The Agency commissioned research to develop and test a number of nutrient profiling models to define ‘foods high in fat, salt and sugar’ and also ‘healthier options’ The report recommends one particular model - the ‘Simple Scoring Model’.

C C F R A © MNH/PF/OHP105 The Simple Scoring System This system of nutrient profiling or “nutritional classification” awards points to foods based on the quantities of 8 components (4 beneficial and 4 not beneficial) present in 100g of the food (or 200g for drinks)  Energy  Saturated fat  Non-milk extrinsic sugars  Salt Calcium Iron Long-chain n-3 PUFAs Fruits and vegetables

C C F R A © MNH/PF/OHP105 The Preferred Nutrient Profiling Model

C C F R A © MNH/PF/OHP105 The Preferred Nutrient Profiling Model

C C F R A © MNH/PF/OHP105 The Preferred Nutrient Profiling Model

C C F R A © MNH/PF/OHP105 Signposts for Healthier Eating FSA carried out consumer research on five prototype systems of signpostingFSA carried out consumer research on five prototype systems of signposting Four have been developed for a second phase of consumer testingFour have been developed for a second phase of consumer testing

C C F R A © MNH/PF/OHP105 Simple Traffic-light System

C C F R A © MNH/PF/OHP105 Separate Traffic Lights

C C F R A © MNH/PF/OHP105 GDA-based Concept

C C F R A © MNH/PF/OHP105 GDA-based Concept (Monochrome)

C C F R A © MNH/PF/OHP105 Conclusions The consumer is now more than ever concerned with broader quality issuesThe consumer is now more than ever concerned with broader quality issues Diet and health have become high in consumers’ concernDiet and health have become high in consumers’ concern Obesity and associated diseases are a major problemObesity and associated diseases are a major problem FSA taking steps to classify foods and develop signpost labellingFSA taking steps to classify foods and develop signpost labelling Problem can only be solved by multi-faceted approachProblem can only be solved by multi-faceted approach