The Food & Drink Innovation Network

© Worldpanel TM division of TNS 2003 Edward Garner Communications Director Superpanel Understanding Atkins Shopping Impact of Dieting and Obesity Staverton Park – April 2004

© Worldpanel TM division of TNS 2003 Agenda Obesity in the USA Obesity in the UK Obesity and the art of self-delusion BMI – Behaviour and Lifestyles Atkins Dieters – who are they? Atkins Dieters – their shopping Atkins – A Diet or a Lifestyle?

© Worldpanel TM division of TNS 2003

FFP Complete © Worldpanel TM division of TNS 2004 “…over the next few years obesity will be more damaging to our economy than smoking…” Source: Surgeon General, USA

© Worldpanel TM division of TNS 2003 Agenda Obesity in the USA Obesity in the UK Obesity and the art of self-delusion BMI – Behaviour and Lifestyles Atkins Dieters – who are they? Atkins Dieters – their shopping Atkins – A Diet or a Lifestyle?

© Worldpanel TM division of TNS 2003 Obesity – The Facts Obesity has grown three fold in the last 20 years in the UK Obesity is a significant contributory factor leading to type2 diabetes, heart disease, strokes, cancer The rate of increase in obesity in the UK is similar to that of the USA – although the absolute level lags some 15 years behind In Europe it is estimated that more than half of adults aged between 35 and 65 are either overweight or obese Obesity is thought to cost the country 18 million sick days and 30,000 deaths each year [and average life span shortened by 9 years] The National Audit Office estimate that obesity costs the NHS £0.5 billion and up to £2 billion to the wider economy Source: Tackling Obesity, Auditor General, Feb 2001.

© Worldpanel TM division of TNS 2003 D.o.H estimates Adults only* * Source: DoH - Health Survey for England 2002 Adult Population

© Worldpanel TM division of TNS 2003 Martin Johnson 30.0 Ben Kay 28.7 Josh Lewsey 28.4 Jason Robinson 28.4 Ben Cohen 28.3 Richard Hill 29.2 Neil Back 28.4 Lawrence Dallaglio 29.8 Steve Thompson 32.9 Jason Leonard 35.0 Trevor Woodman 33.8 Jonny Wilkinson 28.1 Mike Tindall 26.0 Matt Dawson 27.8 Will Greenwood 29.8

© Worldpanel TM division of TNS 2003 Calorific intake in decline K Cal per day National Food Survey

© Worldpanel TM division of TNS 2003 Fat intake in decline K Cal per day National Food Survey

© Worldpanel TM division of TNS 2003 I regularly take exercise OBESE IDEAL WEIGHT The obese take less exercise

© Worldpanel TM division of TNS 2003 Agenda Obesity in the USA Obesity in the UK Obesity and the art of self-delusion BMI – Behaviour and Lifestyles Atkins Dieters – who are they? Atkins Dieters – their shopping Atkins – A Diet or a Lifestyle?

© Worldpanel TM division of TNS 2003 % Of Adults Agreeing The Obese do try to manage their diets

© Worldpanel TM division of TNS 2003 Proportion of occasion defined by the consumer as a “light meal” All Meals are Becoming “Lighter”

© Worldpanel TM division of TNS 2003 Convenience key to the obese Health not a key motivator

© Worldpanel TM division of TNS 2003 The obese spend more [per capita] but shop less frequently. They also over index on bigger pack sizes. Source: Superpanel

© Worldpanel TM division of TNS 2003 Superpanel The attraction of extra free Obese

© Worldpanel TM division of TNS 2003 Static Trend – A concern for 5 a Day!

© Worldpanel TM division of TNS 2003 …..But, Fresh Fruit on a more Positive Trend

© Worldpanel TM division of TNS 2003 Great Britain - Fruit & Vegetable Consumption All Consumers Fall Well Below the Government Target Portions per person per day

SCRATCH COOKING COMPONENT COOKING READY MEALS TAKE-AWAYS SNACKING ‘ON THE HOOF’ DELIVERYQSRRESTAURANT High skill base, time consuming, “food” focused Convenient social Tesco Finest Café Culture Be Good to Yourself Blue Parrot Café Italian Oriental e.g. primary products, traditional grocery e.g. prepared vegetables, prepared meat/fish, sauces, pizza e.g. Sandwiches, Sushi “Blurring of Boundaries” The Food Continuum © Worldpanel TM division of TNS 2003

Light meals Snacking Solus eating De-skilling Family meals Formality Preparation Components The diminishing importance of ‘serious’ food

© Worldpanel TM division of TNS 2003

1980’s 60 MINUTES 2000’s 20 MINUTES 1990’s 30 MINUTES Hands on Preparation Time MINUTES

© Worldpanel TM division of TNS 2003 The “need” for practicality - Potatoes % Change 2002 v.s. 2000

© Worldpanel TM division of TNS 2003 Convenience Formats are beating tradition across the Fast Moving Consumer Goods industry Yr on Yr Growth MAT ending 22 June 2003 Based on Expenditure

© Worldpanel TM division of TNS 2003 Agenda Obesity in the USA Obesity in the UK Obesity and the art of self-delusion BMI – Behaviour and Lifestyles Atkins Dieters – who are they? Atkins Dieters – their shopping Atkins – A Diet or a Lifestyle?

© Worldpanel TM division of TNS 2003 Grocery Average annual spend per capita 52 w/e Jan

© Worldpanel TM division of TNS 2003 Average annual spend per capita 52 w/e Jan

© Worldpanel TM division of TNS 2003 Fruit and Vegetables Average annual spend per capita 52 w/e Jan

© Worldpanel TM division of TNS 2003 BMI Indices by Demographic Group Age 52 w/e Jan

© Worldpanel TM division of TNS 2003 BMI Indices by Demographic Group Social Class 52 w/e Jan

© Worldpanel TM division of TNS 2003

BMI Lifestyle Indices - Underweight Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 BMI Lifestyle Indices - Healthy Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 BMI Lifestyle Indices - Overweight Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 BMI Lifestyle Indices – Very Overweight Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003

Agenda Obesity in the USA Obesity in the UK Obesity and the art of self-delusion BMI – Behaviour and Lifestyles Atkins Dieters – who are they? Atkins Dieters – their shopping Atkins – A Diet or a Lifestyle?

© Worldpanel TM division of TNS 2003

Agenda Obesity in the USA Obesity in the UK Obesity and the art of self-delusion BMI – Behaviour and Lifestyles Atkins Dieters – who are they? Atkins Dieters – their shopping Atkins – A Diet or a Lifestyle?

© Worldpanel TM division of TNS 2003 Diet Regimes – Outlet Shares Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 Top 30 Atkins Markets ranked by Index Profiles Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 Top 30 Atkins Markets ranked by Index (Food only) Profiles Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 Top 30 Markets ranked by Overall Size (Food only) Profiles Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 Bottom 30 Atkins Markets ranked by Index Profiles Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 Agenda Obesity in the USA Obesity in the UK Obesity and the art of self-delusion BMI – Behaviour and Lifestyles Atkins Dieters – who are they? Atkins Dieters – their shopping Atkins – A Diet or a Lifestyle?

© Worldpanel TM division of TNS 2003

Atkins Lifestyle Indices - Agree Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003 Atkins Lifestyle Indices - Disagree Indexed on All Households 52 w/e Feb

© Worldpanel TM division of TNS 2003

BMI Behaviour & Lifestyles Obesity In the UK Atkins Dieters Shopping Obesity In the USA The Art of Self Delusion Reminders Atkins Dieters Who are they? Atkins…. Diet or Lifestyle

© Worldpanel TM division of TNS 2003