Low-Fat & Reduced-Sugar Foods

Market Assessment 2008

Publication Date	September 2008
Publisher	Key Note
Product Type	Report
Pages	170
ISBN Number	not applicable
Product Code	KEY00039

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Summary

The low-fat and reduced-sugar foods market increased by 6.7% in value in 2007, up from a 4.7% rise in 2006. This is likely to be linked to continuing government messages regarding healthier eating and a healthier lifestyle, necessitated by the clear increase in numbers of overweight and obese persons, with further predicted increases posing challenges for the already overstretched NHS.

Dairy products comprise a major part of the total low-fat and reduced-sugar foods market, accounting for more than 70% in 2007. Other important sectors are ready meals, bakery products, sauces and soups, and cereal products. The proportions of their respective total markets taken by low-fat or reduced-sugar variants differ significantly - milk, chocolate and malted hot beverages, salad accompaniments, crackers and crispbreads, and ambient desserts and custards all hold value shares of 35% or more, but in other sectors these shares are much smaller.

Main media advertising expenditure on low-fat and reduced-sugar foods remains substantial, and the Government is putting pressure on food manufacturers and retailers to cut back on their promotion of foods with high-fat, -salt or -sugar contents. The Government has also been pushing through its 'traffic-light labelling scheme to show fat, salt and sugar levels, against the wishes of some manufacturers and retailers, which have devised an alternative scheme.

All the major food manufacturers and retailers are involved in offering low-fat or reduced-sugar variants of their brands, and there are strong own-label sub-brand ranges from the grocery multiples.

Key Note predicts that the growth rate for the low-fat and reduced-sugar foods market will fall in the immediate future. This is in large part due to the current trend of consumers being less interested in products sold on a slimming or diet platform and opting for those with wider health benefits.

Food manufacturers and retailers have responded by developing lower-fat,
-salt and -sugar levels across their ranges, with these not necessarily being classified as low-fat or reduced-sugar products. They have also repositioned many low-fat and reduced-sugar products in a 'healthier for you category, although there is still significant support being given to established brands with a low-fat heritage.

In addition, growth in the sector in the longer term is likely to be affected by the advent of foods that have been developed with appetite-suppressant qualities.

Content

Executive Summary
1. Introduction
- Background
- Definition
- Research
2. Strategic Overview
- The Bodys Energy Requirements
  - The balance Of Good Health
  - Table 1: Balance Of Good Health Guide
  - The Bodys Need For Energy
  - Table 2: Average Actual Energy Intakes From All Foods And Drinks, Excluding Alcohol
  - (Grams Per Person Per Day), 2003/2004-2005/2006 And 2006
  - Guideline And Actual Energy Intakes
  - Table 3: Estimated Average Requirements For Energy Intake
  - By Age And Sex (Kcal Per Day)
  - Table 4: Recommended Percentages Of Fats, Protein And Carbohydrate
  - For Energy Needs (% Of Total Energy)
  - Table 5: Actual Energy Intakes Percentages Of Total Food And Drink Energy,
  - Excluding Alcohol, 2003/2004-2005/2006 And 2006
  - Sources Of Energy In The Uk Diet
  - Table 6: Sources Of Energy (% Contribution To Average Daily Intake)
  - Fat
  - Table 7: Major Food Sources Of Saturated And Unsaturated Fatty Acids
  - Protein
  - Table 8: Protein Content Of Selected Foods (Grams Per 100 Grams Of Food)
  - Carbohydrate
  - Table 9: Carbohydrate Content Of Selected Foods (Grams Per 100 Grams Of Food)
  - Nutritional Requirements By Age Group
  - Table 10: Total Estimated Average Energy Intake By Food Type
  - (Kcal Per Person Per Day), 2006
- Trends In The Consumption Of Selected Foods
  - Table 11: The Consumption Of Dairy And Cereal Products, Fats And Other Foods
  - (Grams Or Millilitres Per Person Per Week), 1974, 2004/2005, 2005/2006 And 2006
- Increasing Numbers Of Overweight And Obese Persons
  - Table 12: Trends In Body Mass Index In England By Sex (% Of Adults), 1994-2006
  - Table 13: Body Mass Index In England By Sex And Age (% Of Adults), 2004
- Market Dynamics And Segmentation
  - Table 14: The Uk Low-Fat And Reduced-Sugar Foods Market By Value
  - At Current Prices (m), 2004-2007
- Advertising
- Distribution
- Competitive Structure
- The Consumer
  - Visits To Leisure Centres, Health Clubs And Gyms
  - Table 15: Frequency Of Visits To Leisure Centres, Health Clubs And Gyms
  - (% Of Adults), Year Ending March 2007
- Market Forecasts
  - Table 16: The Forecast Uk Low-Fat And Reduced-Sugar Foods Market By Value
  - At Current Prices (m), 2008-2012
3. The Market In Detail
- The Total Market
  - Table 17: The Uk Low-Fat And Reduced-Sugar Foods Market By Sector By Value
  - At Current Prices (m), 2004-2007
  - Figure 1: The Uk Low-Fat And Reduced-Sugar Foods Market By Sector By Value
  - At Current Prices (%), 2007
- Market Sectors
  - Dairy Products
  - Milk
  - Table 18: The Uk Low-Fat Milk Sector By Value At Current Prices
  - (m And %), 2004-2007
  - Cheese
  - Table 19: The Uk Low-Fat Cheese Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Butters And Dairy Spreads
  - Table 20: The Uk Low-Fat Butters And Dairy Spreads Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Yoghurts, Chilled Desserts And Fromage Frais
  - Table 21: The Uk Low-Fat And Fat-Free Yoghurts And Chilled Desserts Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Ice Cream
  - Table 22: The Uk Low-Fat Ice Cream Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Ambient Desserts And Custards
  - Table 23: The Uk Low-Fat Ambient Desserts And Custards Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Soya Milk
  - Table 24: The Uk Soya Milk Sector By Value At Current Prices (m), 2004-2007
  - Bakery Items
  - Sweet Biscuits
  - Table 25: The Uk Low-Fat Sweet Biscuits Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Crackers And Crispbreads
  - Table 26: The Uk Low-Fat Crackers And Crispbreads Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Cakes And Cake Bars
  - Table 27: The Uk Cakes And Cake Bars Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Bread
  - Table 28: The Uk Low-Fat Bread Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Crisps And Other Bagged Savoury Snacks
  - Table 29: The Uk Low-Fat Crisps And Other Bagged Savoury Snacks Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Ready Meals
  - Chilled Ready Meals
  - Table 30: The Uk Low-Fat Chilled Ready Meals Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Frozen Ready Meals
  - Table 31: The Uk Low-Fat Frozen Ready Meals Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Soups And Sauces
  - Salad Accompaniments
  - Table 32: The Uk Low-Fat Salad Accompaniments Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Canned And Chilled Soups
  - Table 33: The Uk Low-Fat Soups Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Canned Beans And Pasta Products
  - Table 34: The Uk Reduced-Sugar Canned Beans And Pasta Products Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Cereal Products
  - Breakfast Cereals
  - Table 35: The Uk Low-Sugar And -Fat Breakfast Cereals Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Cereal Bars
  - Table 36: The Uk Low-Fat Cereal Bars Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Jams And Marmalades
  - Table 37: The Uk Reduced-Sugar Jams And Marmalades Sector By Value
  - At Current Prices (m And %), 2004-2007
  - Chocolate And Malted Hot Beverages
  - Table 38: The Uk Light Low-Calorie Chocolate And Malted Hot Beverages Sector
  - By Value At Current Prices (m And %), 2004-2007
  - Other Foods
  - Table 39: Other Low-Fat Foods By Value At Current Prices (m), 2004-2007
4. Advertising And Labelling
- Main Media Advertising Expenditure
  - Table 40: Main Media Advertising Expenditure On Selected Low-Fat And
  - Reduced-Sugar Foods (000), Years Ending March 2006-2008
  - Advertising To Children
- Labelling
5. Distribution
- Retail Distribution
  - Table 41: The Distribution Of Foods With Low-Fat Variants By Retail Outlet
  - By Value (%), 2006/2007
6. An International Perspective
- Europe
7. Pest Analysis
- Political Factors
- Economic Factors
- Social Factors
- Technological Factors
8. Consumer Dynamics
- Overall Findings
  - Table 42: Summary Of Findings (% Of Respondents), 2008
- The Findings In Detail
  - i Nearly Always Buy Or Eat The Low-Fat Or Reduced-Sugar
  - Versions Of Foods And Drinks Rather Than The Traditional Ones
  - i Sometimes Buy Or Eat The Low-Fat Or Reduced-Sugar Versions
  - Table 43: Those Who Nearly Always And Sometimes Purchase Low-Fat Or Reduced-Sugar
  - Versions Of Foods And Drinks (% Of Respondents), 2008
  - i Seldom, If Ever, Buy Or Eat The Low-Fat Or Reduced-Sugar Versions
  - Table 44: Those Who Seldom Or Never Buy Low-Fat Or Reduced-Sugar Versions
  - (% Of Respondents), 2008
  - i Find The Low-Fat Or Reduced-Sugar Versions Have Much Less Taste Than
  - The Traditional Ones
  - i Would Buy Or Eat More Low-Fat Or Reduced-Sugar Versions
  - If They Tasted Better
  - Table 45: Attitudes Towards The Taste Of Low-Fat Or Reduced-Sugar Versions
  - (% Of Respondents), 2008
  - i Try To Have A Balanced Healthy Diet Including Fruit And Vegetables Rather Than
  - Eating Low-Fat Or Reduced-Sugar Versions Of Foods And Drinks
  - Table 46: Those Trying To Have A Balanced, Healthy Diet (% Of Respondents), 2008
  - i Generally Read The Labels On Foods And Drinks To Find The
  - Fat, Salt Or Sugar Contents
  - i Believe That Labelling Should Be Clearer To Identify The Fat,
  - Salt Or Sugar Contents
  - Table 47: Attitudes Towards Labels On Foods And Drinks
  - (% Of Respondents), 2008
  - i Think That Labelling Has Improved In Recent Years With traffic Light
  - And Other Schemes
  - Table 48: Agreement Over Improvements To The Labelling Of Foods And Drinks
  - (% Of Respondents), 2008
  - i Am Taking More Exercise Than I Did 12 Months Ago
  - i Am A Member Of A Health Club Or Gym
  - Table 49: Taking More Exercise Than 12 Months Ago, And Membership Of A Health Club
  - Or Gym (% Of Respondents), 2008
  - i Am Concerned About The High And Rising Number Of
  - Overweight And Obese Persons
  - Table 50: Concern About Overweight And Obese Persons
  - (% Of Respondents), 2008
  - i Think Food And Drink Manufacturers Should Do More To Cut
  - The Levels Of Fat, Salt And Sugar In Their Products
  - i Think Manufacturers Should Promote Their Low-Fat And Reduced-Sugar Products More,
  - And Cut Back On Advertising Those With High Fat, Salt Or Sugar Content
  - Table 51: Attitudes Towards Food And Drink Manufacturers
  - (% Of Respondents), 2008
9. Manufacturer Profiles
- Alpro (Uk) Ltd
  - Table 52: Financial Results For Alpro (Uk) Ltd (000),
  - Years Ending 31st December 2005-2007
- Arla Foods Ltd
  - Table 53: Financial Results For Arla Foods Ltd (000), Years Ending 30th September 2005
  - And 2006 And 65 Weeks Ending 31st December 2007
- Associated British Foods Plc
  - Table 54: Financial Results For Associated British Foods Plc (000),
  - Years Ending 17th September 2005, 16th September 2006
  - And 15th September 2007
- Baxters Food Group Ltd
  - Table 55: Financial Results For Baxters Food Group Ltd (000),
  - Year Ending 15th May 2005, 54 Weeks Ending 27th May 2006 And
  - 53 Weeks Ending 2nd June 2007
- Bel Uk Ltd
  - Table 56: Financial Results For Bel Uk Ltd (000),
  - Years Ending 31st December 2004-2006
- Cadbury Trebor Bassett
  - Table 57: Financial Results For Cadbury Holdings Ltd (000),
  - Years Ending 1st January 2006 And 31st December 2006 And 2007
- Dairy Crest Group Plc
  - Table 58: Financial Results For Dairy Crest Group Plc (000),
  - Years Ending 31st March 2006-2008
- Danone Ltd
  - Table 59: Financial Results For Danone Ltd (000),
  - Years Ending 31st December 2004-2006
- Greencore Group Plc
  - Table 60: Financial Results For Greencore Group Plc (000),
  - 53 Weeks Ending 30th September 2005 And Years Ending 29th September 2006
  - And 28th September 2007
- Hj Heinz Company Ltd
  - Table 61: Financial Results For Hj Heinz Company Ltd (000),
  - Years Ending 30th April 2004 And 27th April 2005 And
  - 53 Weeks Ending 3rd May 2006
- Kavli Ltd
  - Table 62: Financial Results For Kavli Ltd (000),
  - Years Ending 31st December 2005-2007
- Kellogg Marketing & Sales Company (Uk) Ltd
  - Table 63: Financial Results For Kellogg Marketing & Sales Company (Uk) Ltd (000),
  - 53 Weeks Ending 1st January 2005 And Years Ending 31st December 2005
  - And 30th December 2006
- Kraft Foods Uk Ltd
  - Table 64: Financial Results For Kraft Foods Uk Ltd (000),
  - Year Ending 14th December 2004, 53 Weeks Ending 17th December 2005
  - And Year Ending 16th December 2006
  - Mller Dairy (Uk) Ltd
  - Table 65: Financial Results For Mller Dairy (Uk) Ltd (000),
  - Years Ending 31st December 2004-2006
  - Nestl Uk Ltd
  - Table 66: Financial Results For Nestl Uk Ltd (000),
  - Years Ending 31st December 2004-2006
- Premier Foods Plc
  - Table 67: Financial Results For Premier Foods Plc (000),
  - Years Ending 31st December 2005-2007
- Quaker Oats Ltd
  - Table 68: Financial Results For Quaker Oats Ltd (000),
  - Years Ending 31st December 2004-2006
  - R&r Ice Cream Uk Ltd
  - Table 69: Financial Results For R&r Ice Cream Uk Ltd (000),
  - Year Ending 26th September 2004, 53 Weeks Ending 2nd October 2005
  - And 65 Weeks Ending 31st December 2006
- Streamline Foods Ltd
  - Table 70: Streamline Foods Ltd (000),
  - Years Ending 31st December 2005-2007
- Unilever Plc
  - Table 71: Financial Results For Unilever Plc (000),
  - Years Ending 31st December 2005-2007
- United Biscuits (Uk) Ltd
  - Table 72: Financial Results For United Biscuits (Uk) Ltd (000),
  - Years Ending 1st January 2005, 31st December 2005 And 30th December 2006
- Walkers Snack Foods Ltd
  - Table 73: Financial Results For Walkers Snack Foods Ltd (000),
  - Year Ending 25th December 2004, 53 Weeks Ending 31st December 2005
  - And Year Ending 30th December 2006
- Warburtons Ltd
  - Table 74: Financial Results For Warburtons Ltd (000),
  - Year Ending 24th September 2005, 53 Weeks Ending 30th September 2006
  - And Year Ending 29th September 2007
- Weetabix Ltd
  - Table 75: Financial Results For Weetabix Ltd (000),
  - 73 Weeks Ending 25th December 2004, 53 Weeks Ending 31st December 2005
  - And Year Ending 30th December 2006
- Weightwatchers (Uk) Ltd
  - Table 76: Financial Results For Weightwatchers (Uk) Ltd (000),
  - Years Ending 31st December 2004-2006
- Retailer Own Label
10. The Future
- Market Forecasts 2008 To 2012
- Table 77: The Forecast Uk Low-Fat And Reduced-Sugar Foods Market By Sector
- By Value At Current Prices (m), 2008-2012
- Figure 2: The Forecast Uk Low-Fat And Reduced-Sugar Foods Market
- By Value At Current Prices (m), 2004-2012
11. Further Sources
- Associations
- General Sources
- Government Sources
- Bisnode Sources
- Understanding Tgi Data
- Number, Profile, Penetration
- Social Grade
- Standard Region
- Key Note Research
- The Key Note Range Of Reports