Gabriele Weiss Brummer, Market Manager Germany, Bord Bia - The Irish Food Board
Besides the ongoing trend for vegan and organic food, there is a “black list” of white ingredients existing, which are heavily discussed by professionals such as doctors and nutritionists, from media as blogger and journalists as well as consumers. The most controversially discussed ingredients, also known as “white devils” are: white sugar, white flour, white salt, “white” oil (oil with the nutrients stripped out) and white rice. Either by refining process or by genetic disposition and modification they are almost bleached of minerals, vitamins etc. and their contribution to the personal health is questioned.
The possible impact of white sugar on the human health is finally arrived on consumer perception, as 50% of consumers sugar related requests are referring to tips in reducing sugar for health reasons and 30% to comments on high sugar levels in products**, which proves the high interest. The effect of salt seems not yet strongly perceived on consumer side, only 16% of shoppers are actively trying to reduce salt***. The current average consumption of salt is still 8g per day, but guidelines suggest adults should eat no more than 6g of salt a day (2.4g sodium), which is around 1 teaspoon*.
Therefore products which are offering alternative healthier ingredients will become more valuable to consumers in the near future as this topic fits into the increasing search for healthy food, leading also to a higher price acceptance for those kind of products. Consumers are pro-actively looking for health claims on packages when making purchasing decisions, products fulfilling this approach will have a clear competitor advantage.
*IGD Healthy Eating Newsletter 14.02.2020
** IGD 2010, Waitrose Nutrition Advice Service
*** Shopper Vista, 2019. Health, nutrition and ethics. Base: 1,000+ shoppers, Apr’19