Supermarkets fail to promote healthy eating

NCC%20supermarket%20report

Major supermarkets are failing to communicate effective healthy eating messages to UK consumers despite growing concerns over obesity, according to a new report by the National Consumer Council (NCC).

The NCC’s latest ‘Short Changed on Health?’ report shows supermarkets rely too heavily on websites and magazines to provide consumers with advice on healthy eating and lack the qualified staff to answer queries in-store.

Shoppers who buy economy ranges are getting a particularly unhealthy deal, with most budget ranges containing significantly more salt and sugar than other products.

Despite commitments from retailers to reduce the amount of salt in their own-brand products, just under half of the 94 own-brand products surveyed met the Food Standards Agency’s targets on salt levels. Of 49 economy products surveyed, only 17 (35%) were within the recommended guidelines.

NCC chairman Lord Whitty urged supermarkets to behave more responsibly, saying "budget-conscious shoppers must not be shut out from eating healthily".

The NCC analysed the nutritional content of ten standard own-label products and their economy equivalents, ranging from tomato soup to pizza, cornflakes and crisps.

Sainsbury’s outstripped rival supermarkets to take the title as the overall top-rated supermarket in the NCC’s Health Responsibility Index, up from fourth position last year. It was followed in joint second by Waitrose and Tesco, with Marks & Spencer at number four. The Co-op, which was last year’s leader, slipped into joint fifth place with Asda.

Tesco currently holds the largest share of the UK food market with 31.4%, followed by Asda at 16.7% and Sainsbury’s with 15.9%.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here