Hannah Squirrell Customer Director 22 February 2018
The way we think about health is changing‌
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There are many consumer definitions of health 74% 59% 55% 53% 50% 47% 45% 33%
Base: All respondents (3272) QG3. A healthy diet can mean different things to different people. What does healthy eating mean to you? QG5. Now thinking about food you buy on the go, which, if any, of these are you consciously choosing to do when you buy food on the go?
31% 28% 28% 25% 20% 19% 19% 19% 19% 17% 14% 10% 9% 5%
The five key ‘healthy eating’ themes which emerge Eating Fresh (87%) • • • • • •
Eating freshly prepared food Cooking from scratch Eating fruit and vegetables Eating food made from high quality ingredients Avoiding processed foods Choosing food which doesn’t contain artificial ingredients
Low Fat/Dieting (51%) • • • • •
Eating naturally low fat options Eating naturally low calorie options Eating low calorie options of regular brands Eating low fat versions of regular brands Following a diet plan
Reducing Sugar/Fat/Salt (72%) • • •
Lowering my sugar intake Lowering my fat intake Lowering my salt intake
Vegetarian/Organic/Free From (51%) • • • • • •
Base: All respondents (3272) QG3. A healthy diet can mean different things to different people. What does healthy eating mean to you?
Eating more organic food Choosing more vegetarian options Eating ethical food Eating less meat Choosing non GM food Eating free from products
More Protein/Fewer Carbs (35%) •
• Eating more protein Lowering my carbohydrate intake
Factor analysis conducted to group statements together. % represents proportion of sample mentioning at least one statement in the group
The demand for healthy food shows no signs of slowing Q. What people would like to see in the next 2-3 years from FTG 40% 34%
20%
More healthier choices
More hot food
18%
Loyalty scheme More meal deals aimed at breakfast and snacks
17%
More customisable food to go products
16%
16%
More eating out Self service brands in checkouts in supermarkets restaurants/ pubs
14%
Pre-ordering online
13%
11%
More vegitarian/ Deliveries to my vegan offerings desk From: MCA FTG Market Report Multiple choice, % of respondents
‘Range of healthy products’: lowest scoring attribute with Greggs customers
Q: I would like you to rate Gregg’s on a few key characteristics in your opinion (on a scale 1 to 10) 1 being Rubbish and 10 being Great; n=191 (shoppers who shop at least once per month) Exit interviews conducted in Manchester, Leeds, Bristol and Glasgow, October 2012, Evolution Insights
4.
So we launched Balanced Choice
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Million customers per week - Over 1,850 shops nationwide - Sandwich range reduced calorie intake by 34 million Kcals a week! - Engagement of our 21,000 employees - Over 29,000 school children receiving a nutritious breakfast every day through our Breakfast Club programme
Our commitment to reduce sugar by 20% by 2020 “As part of our plan to help customers manage their sugar intake, we have created our own range of no calorie and low calorie drinks and actively promoted no added sugar alternatives to sugar sweetened soft drinks. “In 2018, we will continue to reformulate our range of sweet products in line with the Public Health England’s year one sugar reduction targets of 5%, with the aim of achieving a 20% reduction by 2020.”
We provide nutritional information and give our customers a clear choice
Media coverage is changing perception
Greggs have had real success in raising our health credentials Q. Agreement with: They (Greggs) offer healthy food 41%
34% 30%
2011
2014
2017
From Greggs Brand Tracker Base: All Shoppers Aware of Greggs; 2011 n=5,000, 2014 n=4,605, 2017 n=5,499
Thank you. Any questions?
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