The Grocery Eye is an annual independent study of supermarket shoppers that identifies perceptions towards purchasing and consuming food and drink as well as non-food products. The survey, monitors the sentiments of over 2,000 consumers to determine consumption and behaviour trends.

For further information please contact: catherine.elms@futurethinking.com www.futurethinking.com

THE GROCERY EYE Sugar & Fat confusionFindings from the Grocery Eye 2015 study show that the UK population is struggling to understand whether they should be cutting out sugar, fat or both from their diets. In general, there are clear attempts to now focus on sugar, however, when it comes to active weight loss, cutting sugar does not play the lead role as we see in healthy eating.

of people have not changed their eating habits as a result of increased reporting of sugar levels in certain food and drink

Those who consider themselves to have a particularly healthy diet compared to 2014 total number at 34% (rating 8-10 out of 10).

Over half of the respondents stated that making healthy food cheaper would encourage more people to buy

Eat well, feel poor...

Consumer perception on...

Almost two thirds of people stated that

healthy eating

is more expensive

than eating unhealthily

40% of respondents show an interest in low sugar products, suggesting Britons are not prepared to entirely give up on our sweet treats

of people use fat as one of the two most important indicators of ‘healthy foods’,

followed by...

think parents are not primarily responsible for healthy eating among children, An increase of 16% since 2014

overhalf & 41%

up 5%

310 sugar

(22%) calories (20%)

52% 65%

weight losssugarsugarexercise

kCal

calories fat portions

snack

snacks carbs exercise

kCal

caloriesfat portions

snack

snacks carbsHEALTHY EATING

53% 52%49% 44%41% 39%39% 30%34% 29%31% 27%22% 14%