>>buyers need wider nutritional information… Jonathan Bedford, chilled category controller, Unilever Bestfoods
Today (June 5) is the beginning of Heart Week, the British Heart Foundation’s (BHF) annual campaign to focus public attention on heart health.
Over the past 40 years the BHF has led a determined effort to tackle coronary heart disease - the single most common cause of premature death in the UK.
This year Heart Week comes at a time when there is a heightened focus on the role of the food industry in the issues surrounding the consequences of poor diet and lifestyle on public health. Manufacturers have come in for much criticism for the production and promotion of ‘unhealthy’ products and the industry generally has been portrayed in a negative light by the media, NGOs and consumer groups.
Like many who work in the food and drink sector, I am unhappy at this simplistic representation. The focus of our industry remains the growth of sustainable markets by anticipating and exceeding consumer expectations. In my experience as a multiple retail buyer, and now as the head of a manufacturer category team, assortment and merchandising decisions in particular are not based only on margin or rate of sale but on a complex set of factors emanating from the need to offer real choice and interest at the fixture.
To achieve this, buying teams secure as much information as possible about all market drivers, from which they make often difficult decisions about which lines to stock, in what quantity and where.
Clearly consumer perceptions of health and nutrition are a significant factor driving food sales.Recent research by TNS, shows 68% of consumers surveyed agreed with the statement ‘I like to eat healthily’. Within my own category, the healthy spreads sector of the butter and spreads market accounts for a third of all category volume. Therefore, it is important that category and buying teams at major manufacturers and retailers are aware of consumer health trends and should have access to professional nutritionists.
On a corporate and brand level, the industry has had a number of initiatives promoting healthy eating. Within Unilever Bestfoods UK this process is linked with the development of our brands. Indeed the Flora brand has been recognised in the Department of Health’s recent consultation document ‘Choosing Health? Choosing a better diet’, in which it states “better health
education, for example the Unilever Flora Project for Heart Disease Protection”, is one of a number of factors that are likely to have led to a reduction of fat intake in the UK.
However, I believe we need to recognise the fuller implications of the increasing public focus on dietary trends in terms of offering choice. We will be expected to ensure consistent communication of clear, simple and accurate messages that enable people to make informed decisions about the food they eat. This increasingly will apply not only through corporate or brand communication, but also in terms of category management and the amplification of nutritional messages at the fixture.
The position of products on shelves has a big impact on how they are perceived by consumers. Research shows 75.5% of purchase decisions are made at the fixture. Yet, in the spreads category for example, the
shopper spends less than four seconds looking at the offer, during which time they make judgements on taste, health, brand and price. Clearly a number of factors influence this decision but the key point is that fixture layout needs to reflect the consumer decision hierarchy with an appropriate level of thought given to the role nutrition plays.
Given the turnover of buyers, it is vital manufacturers and retailers recognise the importance of bringing newcomers quickly up to speed on the key nutritional drivers within core categories and understanding nutritional concepts.
It is in this education process that suppliers can play a vital role. In particular, brands with strong health credentials are in a position to amplify nutritional messages in the store environment and within buying teams, giving life and relevance to often complex nutritional issues.
Today (June 5) is the beginning of Heart Week, the British Heart Foundation’s (BHF) annual campaign to focus public attention on heart health.
Over the past 40 years the BHF has led a determined effort to tackle coronary heart disease - the single most common cause of premature death in the UK.
This year Heart Week comes at a time when there is a heightened focus on the role of the food industry in the issues surrounding the consequences of poor diet and lifestyle on public health. Manufacturers have come in for much criticism for the production and promotion of ‘unhealthy’ products and the industry generally has been portrayed in a negative light by the media, NGOs and consumer groups.
Like many who work in the food and drink sector, I am unhappy at this simplistic representation. The focus of our industry remains the growth of sustainable markets by anticipating and exceeding consumer expectations. In my experience as a multiple retail buyer, and now as the head of a manufacturer category team, assortment and merchandising decisions in particular are not based only on margin or rate of sale but on a complex set of factors emanating from the need to offer real choice and interest at the fixture.
To achieve this, buying teams secure as much information as possible about all market drivers, from which they make often difficult decisions about which lines to stock, in what quantity and where.
Clearly consumer perceptions of health and nutrition are a significant factor driving food sales.Recent research by TNS, shows 68% of consumers surveyed agreed with the statement ‘I like to eat healthily’. Within my own category, the healthy spreads sector of the butter and spreads market accounts for a third of all category volume. Therefore, it is important that category and buying teams at major manufacturers and retailers are aware of consumer health trends and should have access to professional nutritionists.
On a corporate and brand level, the industry has had a number of initiatives promoting healthy eating. Within Unilever Bestfoods UK this process is linked with the development of our brands. Indeed the Flora brand has been recognised in the Department of Health’s recent consultation document ‘Choosing Health? Choosing a better diet’, in which it states “better health
education, for example the Unilever Flora Project for Heart Disease Protection”, is one of a number of factors that are likely to have led to a reduction of fat intake in the UK.
However, I believe we need to recognise the fuller implications of the increasing public focus on dietary trends in terms of offering choice. We will be expected to ensure consistent communication of clear, simple and accurate messages that enable people to make informed decisions about the food they eat. This increasingly will apply not only through corporate or brand communication, but also in terms of category management and the amplification of nutritional messages at the fixture.
The position of products on shelves has a big impact on how they are perceived by consumers. Research shows 75.5% of purchase decisions are made at the fixture. Yet, in the spreads category for example, the
shopper spends less than four seconds looking at the offer, during which time they make judgements on taste, health, brand and price. Clearly a number of factors influence this decision but the key point is that fixture layout needs to reflect the consumer decision hierarchy with an appropriate level of thought given to the role nutrition plays.
Given the turnover of buyers, it is vital manufacturers and retailers recognise the importance of bringing newcomers quickly up to speed on the key nutritional drivers within core categories and understanding nutritional concepts.
It is in this education process that suppliers can play a vital role. In particular, brands with strong health credentials are in a position to amplify nutritional messages in the store environment and within buying teams, giving life and relevance to often complex nutritional issues.
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