A new law in the UK restricts the promotion of HFSS food. This could lead to similar laws in Australia that would change the retail game.
The way that foods high in fat, sugar and salt are advertised is changing. From cereals and ice-cream to chocolate and chips, this trend is sweeping the nation.
In the UK, the government is shaking up the food and beverage industry by introducing 14,000,000 Australians live with obesity. This is equivalent to two out of every three adults and one child. The government has taken steps to reduce the obesity rate in Australia through its National Obesity Strategy. This 10-year plan is designed to bring about systemic changes.
To achieve this goal, the report suggests several measures, including stricter regulations regarding HFSS advertisements on television, in sports events and at major sporting events and supermarkets. Implementing these recommendations will reduce the exposure of children to unhealthy food and beverage marketing, promotion and sponsorship. Fast food collectible promotions could also be banned or severely restricted in the future.
The report discusses how important it is to work with supermarket chains in order to stop the promotion and advertising of HFSS food to people who are at greater risk, especially those living in lower socioeconomic areas. Supermarkets can do much more to support the Australians in choosing better foods and making small dietary changes. There is much to be done.
Deakin University will release a report in 2020 on the healthiness of major Australian supermarkets. The report revealed that 90 percent of staff-assisted check-outs had unhealthy food, 80 percent of end-of aisles displayed at least one unhealthy product, and shelf space for unhealthy food and beverages was 10 per cent more in Australia’s most disadvantaged areas.
Polly Yule said that supermarkets had traditionally promoted HFSS foods and beverages. In response to the UK’s introduction of new legislation, Australian grocery stores are taking steps to reduce in-store exposure to unhealthy food by promoting ‘better for your’ options at checkouts. “Australia may be able to avoid the type of HFSS law that was introduced in the UK by adopting a self-regulated approach for helping consumers make healthier choices.”
It’s wonderful to hear that supermarkets have begun to take small, proactive steps in order to provide healthier choices for their customers. Coles, the supermarket giant, announced recently a major shift in its health aisle. The company adopted a “health in every aisle” strategy to help consumers find healthier choices.
In the cereal aisles, healthier cereal alternatives will be placed alongside traditional brands. It will be easier for those who are gluten-intolerant or have special dietary needs to find healthier products.
Woolworths recently announced its Sustainability Report which includes several health commitments that will increase healthier options in the consumer baskets. Woolworths has been named the healthiest supermarket by the Foodswitch report: State of the Food Supply. Its own brands scored an average health star of 3.2, compared to their competitors. Woolworths website offers tips, recipes and inspiration to help you live a healthier life.
The health food market is expected to grow to $25 billion by the year 2030. The changing supermarket marketing has led to the emergence of new companies that are focused on health foods, and new products have entered the market. These products are often marketed as being good for gut health, increasing fibre and protein consumption, and lowering sugar intake.
It’s not enough to integrate healthy foods in the regular aisles. Supermarkets should also provide greater access to healthy foods and educate consumers about the nutritional value of products.
In the UK, Tesco announced recently that it will provide brands with full access to planograms through Tesco Plansogram Publisher. This new software tool gives brands greater visibility on how their products are displayed in all formats and places. This tool will help brands to navigate store layout changes ahead of the October 20, 2022 HFSS regulations.
In Australia, brands can access planograms through the Woolworths compass mobile app. Coles also offers a store app exclusive to its preferred suppliers including CROSSMARK. More data will allow Australian brands to make better decisions by gaining a deeper understanding of the store footprint.
Becky Schrederis said that the in-store changes in Australian supermarkets has led to many companies turning to marketing and sales teams to maximize merchandising. Field teams can help a company to represent its products in the store and create data-driven marketing plans that are targeted and cost-effective.
Australian brands need to be clever in their approach when it comes to launching new products, and influencing the behaviour of shoppers. Brands can have a positive impact on the Australian consumer by leveraging field teams. They will also get a higher return on their investment and help to create a healthier future.
