Sales of nutritious foods such as cereals, honey and raisins will be hit by Ofcom's ban of advertising HFSS (high fat salt sugar) foods to children, according to exclusive research conducted for The Grocer by Harris Interactive.
The survey of more than 2,000 adults shows 8% would be less likely to buy children's breakfast cereals because they are classified as unhealthy by the ban.
This figure rises to 11% of 25 to 34-year-olds and 10% of 35 to 44-year-olds, the age groups most likely to be buying for their children.
The ad ban is designed to stop the advertising of junk food to children but, because it is based on the Nutrient Profiling Model, which classifies food based on a 100g portion, many nutritionally rich lines are penalised. Foods affected include 90% of cereals.
Seven per cent of adults said that they would buy less honey, Marmite and raisins because they were now classified as junk food. Eight per cent said they were not sure what to do because of it.
"By banning products that are good for you in the correct portions they are automatically demonised among consumers," said Kellogg's communications director Chris Wermann.
Meanwhile, a separate survey of young people's attitudes to junk food and healthy eating, conducted for The Grocer by Q Research, has found that 91% of 11 to 20-year-olds say they know about healthy eating and are making positive changes to their diet.
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