HFSS legislation continues to divide consumers

confectionery

Consumers remain divided on the potential impact of HFSS legislation on unhealthy eating habits, research from Lumina Intelligence reveals.

The research shows 41% of consumers agree on the efficacy of HFSS overall. However, despite this, 55% of those who agree with its efficacy will still purchase HFSS products.

In addition, the data shows that 57% of respondents would continue to purchase HFSS products if they weren’t on promotion, just 12% indicating that they would not purchase HFSS products if they weren’t on offer.

HFSS location restrictions could impact 46% of confectionery, crisps and snacks, and soft drink purchases in convenience, the research finds.

Meanwhile, the figures show 46% of HFSS products purchased are picked up from locations set to be restricted under HFSS legislation. HFSS products were picked up on the main product shelf (44%), the end of an aisle (23%), the front of the store (11%), the till (9%), free-standing displays around the store (5%), and within the queue system (3%).

Confectionery is at most risk with 50% of purchases made in HFSS restricted locations, while soft drinks purchases are least impacted with 44% bought in restricted locations.

HFSS volume restrictions could impact 32% of confectionery, crisps and snacks, and soft drink purchase in convenience, the research found.

Increasing non-volume offers and introducing new promotional deals will be essential as 32% of HFSS category purchases are made on multi-buy and buy one get one free promotions. Other promotions were: percentage off (21%), multi-buys (20%), meal deal (16%), buy one get one free (11%), and bundle deal (1%).

Blonnie Whist, Insight Director at Lumina Intelligence, said: “Although consumer appetite for HFSS products remains, retailers are going to have to think hard about merchandising and promotions. Nearly half of all HFSS products purchased are picked up from areas set to be restricted and 32% are purchased as part of promotions set to be restricted.”