FCRN Sustainable Diets & Behaviour Change A Retailer Perspective Moira Howie Nutrition Manager...

FCRN Sustainable Diets & Behaviour

ChangeA Retailer Perspective

Moira HowieNutrition Manager

22nd/23rd April

Recommendation Why? Are we meeting it?

Fruit and vegetables

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

4.4x80g/d

Oily fish At least 1x140g/wk

risk CVD 0.4x140g/wk

Added sugars < 11% energy (~60g/d)

risk dental caries 12.5% 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 12.8% energy

Fibre Average 18g/d To improve GI health Average 14g/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 8.6g/d

Body weight BMI 18.5-25kg/m2

risk some cancers, CVD and other chronic diseases

66% (♂ ) & 56% (♀) over BMI 25

This imbalance is driving poor health in society

The promotion of a balanced, nutrient dense diet, and an improvement in the quality and variety of the diet would contribute to better health and reduce the risk of nutrition-related ill-health and disease.

Important to remember that meat and dairy foods are good sources of many of the nutrients that are deficient in the UK diet so simply cutting down may make our diets even more deficient. We need to swap for nutrient dense alternatives

• Only 16% of people act on social & environmental concerns• 72% have green intentions but fail to act on them

Source: ERM research report April 2014

Healthy Basket

• Food messages – Plenty of fruit &

veg– Include fish every

week – Choose

wholegrain– Meat & alcohol

free meals & days– People sized

portions

• Wealth of information/inspiration• Customers always want more recipes• BUT are they cooking from scratch

Sustainable shopping – a start

Range – What is possible

& acceptable

Layout – Make it easy

Message – Linking benefit to the individual

Replace…Reduce…Reformulate

Reprice…Respect…Rebrand

• 3 for 2 throughout the fruit & veg promotional year • Shopping with the season • Alternative proteins – lupin/pea - the meat free butcher

Outcomes

• Behaviour change will be incremental

• Layouts/Displays may influence purchase

• Dietary cultural shift is a big hurdle – disruption

• On line activity – good opportunity to trial

• Learn from other areas of behaviour change