A retailers role in healthy eating Gill Fine Head of Food & Health

The role of a supermarket in healthy eating What do consumers want? How does Sainsbury’s respond to consumer needs? What challenges do we face ? Overview

As a nutritionist working for Sainsbury’s Over 460 supermarkets in the UK Average 22,000 products (12,000 own label food lines) 10.8 million customers each week Perspective

Wide choice of good quality products Information Meet the needs of a diverse customers base The role of a supermarket in healthy eating

1994 -Guidance on fat levels -Bold descriptions for low fat foods -Benchmarks -Nutrition information they can use -Proof that healthy eating is enjoyable, convenient and affordable -Ideas, suggestions and recipes What do consumers want?

1996:Clarity in nutrition claims 1998:Fat is No.1 concern 1999:‘Natural’ 2000:Help with children’s food choices 2001:Increased interest in diet & health, (calories, food intolerances,dietary balance) 2002:Help with eating more fruit & vegetables What do consumers want?

How does Sainsbury’s respond to consumer needs ? 1.Easy to use nutrition information -Full nutrition labelling -Priority claims system 2.Help & advice -Instore food advisers -Healthy eating leaflets -“Free from” guides -Internet site

3.Sainsbury’s aim to make healthier eating easier & enjoyable for all our customers -General healthy eating -Special dietary needs e.g. pregnancy, vegetarians, food intolerance How does Sainsbury’s respond to consumer needs ?

Fat is No.1 customer dietary concern Variety of claims Hard to find lower fat foods Lower fat equates to lower taste Solution: Distinctive lower fat sub brand ‘Be Good To Yourself’ Lower fat

Parents concern about children’s diets -Fat, salt, sugar / artificial sweeteners -Additives -Meat quality -Eating more fruit & vegetables Help with children’s foods

Parents want foods that are: -Quick and easy for a variety of eating occasions -Quality products that appeal to kids -Helping make healthier eating fun Kids (aged 7-11) want foods that are: -Just for them -‘Cool’ & Tasty -Easy to eat Help with children’s foods

Launch March products across all categories Strict ingredient & nutrition criteria Improved labelling & communication Beady eye promise, check list, fun facts Hyperactive Children’s support group statement Help with children’s foods - Blue Parrot Café Range

Food and Nutrition Education 1.National Food Award Scheme – welcomed by DfES 2.Product Development Website – written approved by NGfL 3.Teacher training sessions Sainsbury’s ‘Taste of Success’ Scheme (in partnership with British Nutrition Foundation & Design and Technology Association)

Allergen labelling Better choice of foods free from gluten, wheat or dairy ‘FreeFrom’ Range June 2002 ‘Health Foods ‘ section Food Intolerance & ‘Health Foods’

Key part of general healthy eating - recipes, promotions Support Fruit provision & information in school - Fruit plus, Fruitastic tours, Taste of success case study Way to Five range June 2002 Eating more fruit & veg

Challenges in healthy eating Delivering products & services to meet diverse consumer needs Level of consumer understanding of diet & health Providing innovative products & consumer friendly information within the existing regulatory framework

Innovative products : Foods with added health benefits Cautious approach to their introduction in UK Marketed with integrity-collaboration Work closely with regulatory authorities and suppliers Need to ensure total integrity of claims Meet our customers needs

How does Sainsbury’s work with the key brands Previously had a checklist -evidence for claim -labelling info (ingredients, claim etc) -home authority support -customer literature -Q & As (inc special dietary needs) -health professional communications -careline details Now JCHI

1.Joint leaflet Partners: Actimel, Benecol, Columbus Eggs, Flora Proactiv, Yakult Aim:To Reinforce role of diet in optimising health & help position ‘foods with added health benefits’ within context of healthy eating Sainsbury’s partnership activities

2.Store tours Key partners: Flora Proactive & State Registered Dietitians Aim:Help consumers interested in heart health to understand the role of diet in heart health - Dietitians as impartial information source tours in September / October Instore literature Sainsbury’s partnership activities

Conclusions The three way approach proved very successful, as it ensured independence and credibility of message Healthy Heart Store Tours increased interest in and encouraged a switch to cholesterol lowering spreads The supermarket setting of the tours proved to be a useful environment for consumers to learn more about how to make a healthier food choices and about the role of functional foods as part of a healthy diet The results suggested that the tours were an effective communication tool and helped stimulate the desire to make diet and lifestyle changes in order to help maintain heart health

Wide choice of good quality products Provide information Meet diverse customer needs Sainsbury’s integrity based approach to healthy eating is to work in partnership to deliver innovative products & services that meet the food & health needs of our customers The role of the retailer

A retailers role in healthy eating