A Nutritional Journey Nutrition trends 2010 and beyond

Food and Drink Information Network

22 October 2009

Outline

• A whistle stop tour of what's gone before

• The big issues with our Nations health & well-being

• Thoughts on a healthy and sustainable diet

• Good science vs. Bad science - What the papers say

• A nutritional think tank for the future

Nutrition & Health

Nutrition & Health

Healthy Eating

• Nutritional quality – Fat– Salt– Sugar– Vitamins & Minerals

• Nutrition Advice – Specific conditions – Practical help

• Clear Labelling

Consumer Trends

69.7 72.1 74.1

2000 2004 2005

“It’s important for me to eat healthily”

75

2000 2006

75

2006

61.2 64.0 59.0

2000 2004 2005

“I often don’t eat as healthily as I think I should”

61

2000 2006

59.7 59.6

2000 2004

“I am concerned about the safety of food today”

57

2000 2006

50.4 54.2 59.1

2000 2004 2005

“I prefer foods that are natural”

67

2000 2006

Source: Homescan Surveys, February 2000, 2004, 2005 and 2006

Recommendation Why? Are we meeting it?

Fruit and vegetables

At least 5x80g/d risk some cancers, CVD and other chronic diseases

2.8x80g/d Oily fish At least 1x140g/wk risk CVD 0.3x140g/wk Added sugars (NMES)

< 11% energy (~60g/d)

risk dental caries Up to 19% energy Fat Average 35%

energy risk CVD and energy density of diets

Average 35% energy

Saturates Average 11% energy

risk CVD and energy density of diets

Average 13% energy

Fibre (NSP) Average 18g/d To improve GI health Average ~13g/d Alcohol 3-4 units/d (♂); 2-3

units/d (♀) Minimise risk of liver disease, CVD, cancers, injury from accidents and violence

60% (♂)exceed 44% (♀) exceed

Salt Average 6g/d risk hypertension and CVD

Average 9.5g/d Vitamins/ Minerals & Energy

DRVs To promote optimum health and prevent deficiency

Various

Body weight BMI 18.5-25kg/m2 risk some cancers, CVD and other chronic diseases

66% (♂ ) & 53% (♀) over BMI 25 Source: SACN 2007

Our Changing Health• A general improvement in health

outcomes• Increasing life expectancy

• Now at its highest ever level

Source: Health Profile of England 2007

Our Changing Health

• A general improvement in health outcomes

• Increasing life expectancy– Now at its highest ever level

• Declining mortality rates in targeted killers (including cancer & circulatory disease)

Source: BHF 2007; Cancer Research 2007

Death rates from CHD, stroke and all other diseases of the circulatory system, people aged under 75, 1970-2003, England,

with "Our Healthier Nation" milestone and target

0

50

100

150

200

250

300

70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 2005 2010

Year

Our Healthier Nation milestone

Our Healthier Nation target

Our Changing Shape

Fat Britain

Fat Future

Childhood Obesity

Childhood Obesity

• Nearly quarter (23 per cent) of 4 to 5 year-olds and almost a third (31 per cent) of 10-year-olds are overweight and/or obese

• At least 1,000 children have diabetes as a result of excess weight, some as young as seven years old

Diabetes Worldwide

The Public Health Challenge

GovernmentEconomyEducationConsumerIndustry

Governance

Key Consumer Drivers

Great Britain

FOOD EXPENDITURE FOR ONE WEEK: 155.54 British Pounds or $253.15

USA North Carolina

FOOD EXPENDITURE FOR ONE WEEK: $341.98

Egypt CairoEGYPT: The Ahmed family of Cairo

FOOD EXPENDITURE FOR ONE WEEK: 387.85 Egyptian Pounds or $68.53

Italy Sicily

FOOD EXPENDITURE FOR ONE WEEK: 214.36 Euros or $260.11

Healthy Basket

• Food based – Plenty of fruit & veg– Include fish every

week – Choose wholegrain– Meat & alcohol free

days– People sized portions

• Making healthy foods convenient & tasty

• Less can be more

Meal Deals

• The Slow Cooked Meal Deal, includes meat, vegetables, a dessert and a bottle of wine for four people for £10

• Supported with a press campaign and recipe cards

• Encourages cooking from scratch

The Expose

Credible Information

Health & Alcohol

Which Aisle?

Mixed Messages

Read the small print

What the papers say…

• Good Science vs. Bad science

• Credibility of information & advice

• Media reporting

• Over interpretation of scientific findings

• Black & white vs. shades of grey

• Looking at the small print

Nutritional Think Tank For The Future

The Bigger Picture

A Healthy Challenge

• Living longer • Diseases of affluence• Sustainability of diet• Conserving resources• Technology & food

production• The management of

land • Our access to water

A Healthy Business

• We must continue to: – Involve customers and

meet their needs – Build sustainable

partnerships with suppliers

– Put something back for the land and the people

• Deliver health for me, my family & the environment