Following food fads costs UK consumers GBP11.2bn (US$20.9bn) a year, according to a nationwide survey, the results of which were published today (25 may).
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The report commissioned by Heinz Salad Cream, polled over 1,000 UK consumers to get a deeper understanding of eating habits. The company said it is no surprise that food fads are not only expensive, but also very wasteful. The survey found that 92% of food faddists say they spend money over and above their normal weekly shopping bill when they follow food fads.
Some 76% of UK consumers who have followed a particular food fad say they eventually end up going back to the food they know and love. Although 74% of consumers admit to following a food fad some time or another in their lives, 81% of people recognise these food fads are exactly that – very much akin to fashion, fads that come and go. Of those questioned, 79% are women, but 70% of men also follow food fads.
With its metropolitan reputation, Newcastle is the UK’s food fad capital with food faddists spending on average GBP39.22 more a week on fads. London came second (GBP31.59) and third, Wales (GBP28.24).
“Fads are synonymous with unnecessary expenditure – be it the latest fashion item or food ingredient. On the other hand, according to the Heinz Salad Cream research, trends are integral to shaping the nation’s eating habits. Wanting to experiment with new foods (70%) is the top motivating factor for trying a food trend, followed by concerns for the environment (58%) and friends’ persuasion (35%),” Heinz said.
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By GlobalDataThe research revealed five major typologies that determine British food eating patterns – The Adventurer, Fad Free Foodie, Curious Cookbook Chef, Hong Kong Foodie and Ready Steady Eat.
“The Adventurer’s palate is uninhibited and there is nothing you won’t try, as for the Fad Free Foodie – you know what you like and you’re not about to change. The Curious Cookbook Chef loves the latest cookbooks and all food programmes but when recreating that dish your success rate isn’t that great, Hong Kong Foodie is a takeaway king and Ready Steady Eat has no time for anything other than ready meals,” Heinz said.
The study was conducted by Dynamic Markets Limited.
