1. Wellness & the health of the Nation Dr Carrie Ruxton Dietitian & Nutritionist

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

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

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

5. Functional vs. Wellness 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

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 RecommendedActual Saturates<10% energy13% energy Sugar<10% energy13% energy Salt< 6g9.5g Fruit & veg5 portions2.7 portions Oily fish1 portion weekly0.3 portion Fibre18g14g 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. Around 30% of consumers consider it ‘very important’ to eat a healthy diet Source: Datamonitor European and US Consumer Survey Consumers rate the importance of healthy eating

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

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 Healthy but not ‘lite’ Low carbs/GI Vitamins Convenience Omega 3 Provenance ‘fresh’ Real foods Weight/appetite Sugar

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

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