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May 25, 2006

UK: Consumers ‘waste’ GBP11.2bn a year on food fads

Following food fads costs UK consumers £11.2 billion a year, according to a nationwide survey, the results of which were published today.

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).

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. 

The 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.

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What are the key consumer trends driving FMCG in 2022?

The consumer landscape has permanently changed since the COVID-19 pandemic began, prompting trends to emerge or accelerate, causing subsequent macro-economic shifts. In order to stay relevant, Consumer Packaged Goods companies must stay abreast of these developments. It is here that GlobalData can offer valuable assistance. Download GlobalData’s Trendsights: Trends to Watch in 2022 report to:
  • Gain insight into the 12 most important trends across the FMCG value chain
  • See the consumer survey data that underpins these insights
  • Learn what early-movers are already doing in terms of NPD and product marketing
Take a look at this report to give yourself the best standing in this developing market.
by GlobalData
Enter your details here to receive your free Report.

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