There is a significant gap between attitudes to healthy food and actual behaviour, according to a new report from Datamonitor, which found that while 84% of UK consumers feel dietary health is important, only 62% have take steps to eat healthier.
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“The spirit is willing, but the flesh is weak, and consumers still indulge in a debits and credits consumption pattern,” said Matt Jones, consumer markets analyst at Datamonitor.
The research group found that consumers in the UK spent over GBP4bn (US$7.84bn) on natural, organic and functional foods during 2005.
A third of UK consumers say that they have chosen more natural and organic food and drinks over standard variants over the past year, Datamonitor found.
Sales in the UK natural and organic food market have grown at almost 13.1% a year between 2000 and 2005, and are forecasted to grow by 10.4% a year between 2005 and 2010 to reach a value of GBP6.7bn, the research group added.
“Consumers are now looking at overall health solutions, rather than concentrating on individual quick fixes,” added Jones. “It is the complexity of health, coupled with an intention behaviour gap, that is causing UK consumers to become more unhealthy.”
Datamonitor’s survey of 600 people revealed that 91% are eating fresh food and drink.
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