Cookies remember you so we can ensure to give you the best experience possible. By using this website or closing this message, you are agreeing to our cookies and policies

Do not show this message again
UK Insights

Decline of sugar in the UK

Giles Quick


Shoppers 30.11.2016 / 11:00

  • SAVE
  • Close



    Copy the following code to embed the chart into your web page, Blog or BBS.

How UK retailers are adapting to consumer health preferences

Kantar Worldpanel data shows almost two thirds of the UK adult population is overweight and the indirect cost of obesity to the UK economy is estimated at £27 billion. The importance of health is clear: to Government, to consumers, and increasingly, to retailers.

After years of focusing on salt and fat the UK Government has now committed to reducing consumers’ sugar intake. The investment is partly paying off: almost two thirds of households (62%) say they are very or fairly concerned about sugar consumption, higher than any other nutrient and up 41% on last year.

Among consumers, health is growing as a reason for purchase – 38% of meals now feature an ingredient specifically chosen for health reasons, a figure which has doubled since 1980. Retailers are taking a stronger stance on health, removing sweets from checkout lanes and reformulating their products.

For consumers most worried about their sugar intake, purchase levels of sugar-heavy products have fallen over the past year: regular carbonated drinks, for example, have seen purchase frequency fall by 12.7%, versus an 8.6% decline among total consumers.

Overall, consumers are buying less sugar in their take-home shopping, down 1.8% in the past year.

There are three key factors driving this decline:

  • There has been a longterm fall in volume sales of packet sugar.
  • Consumer concern about sugar has impacted sales of categories like biscuits and chocolate.
  • Average sugar content has declined in markets including soft drinks, where ‘diet’ and low-fat options are taking a higher share of sales.

These categories have seen an array of product reformulation as manufacturers seek to mitigate the sugar backlash, resulting in positive nutritional change among consumers. Despite this overall decline in sugar consumption and falling sales of sugary goods, those consumers most concerned about their sugar intake spend £5 more per week on their groceries than the average shopper.

Source : Kantar Worldpanel

Editor's Notes

These findings are based on Kantar Worldpanel grocery consumption and shopper panels. Consumption panel consists of 4,000 households recording what they eat and drink, how and with whom this was consumed and reasons for choosing a particular item. The shopper panel continually measures the purchasing behaviour of 30,000 households.

To download the full report visit the Kantar Worldpanel website.

For more information, please contact us.

Latest Stories

Kantar Millward Brown’s 2018 AdReaction study finds that three quarters also find multimedia campaigns unmemorable.

What do VR and AR offer in terms of enhancing the customer shopping experience?

Countries whose rating of China increased the most were all developed countries; awareness of the Belt and Road Initiative rose significantly from three years ago; Chinese food and high-speed railway are most mentioned cultural and high-tech elements.

According to the latest smartphone OS data from Kantar Worldpanel ComTech, Apple achieved its highest share in more than three years in the month of November.

Kantar Worldpanel data on grocery market share in the UK for the 12 weeks to December 31 2017.

Related Content