According to the latest TNS Worldpanel ‘biggest brands’ survey, which follows take-home grocery sales in the UK, brands that have capitalised on healthy eating and indulgence food trends have experienced the most growth over the past year.
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With sales of GBP535m (US$1.02bn), Kellogg is the biggest selling brand in the UK, followed by Heinz, Cadbury, Walkers crisps and Birds Eye.
The fastest growing segments in the food industry were fruit and vegetables and confectionery, demonstrating the dialectic between health and indulgence.
The importance of health and wellbeing concerns is demonstrated by the prolific growth of Danone, whose sales grew 21%, and Warburtons, which grew by 17% over the past year. Other brands to capitalise on consumers’ health concerns include Flora, with sales up 20%, and Hovis, whose sales rose 14%.
UK consumers have adopted a carrot and stick approach to their diets. Despite healthy intentions Edward Garner, research director at TNS, observed indulgence is equally important.
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By GlobalData“We have adopted a credit-debit approach to the way we eat and drink. The healthy eating messages are getting through and we are choosing more wholesome foods, but feel the need to then reward our good behaviour with a treat, such as a glass of wine or some chocolate.
“Convenience is still a factor in our food choices, but it is less noticeable. Retailers and manufacturers have taken on board the need for convenience in our cash rich/time poor society and most products are developed with this in mind,” Garner commented.
