UK consumers are most concerned with the amount of fat in the food they eat. 55% of respondents said that they actively sought out foods with low fat quantities, whereas only 30% look for low calorie options when shopping.
Consumers were to some extent concerned with salt levels (52%), sugar content (46%), and fibre content (36%).
Organic food is not a priority as only 13% said that it was a precondition in deciding what food they eat.
Remarking on the findings contained in the report, Research Director for YouGov SixthSense, James McCoy, said, “Recent studies have called into question the ‘calorie count’ method to weight loss and as means of achieving a higher standard of health. However, the negative effects of fat are almost irrefutable and consumers know that at the very least, limiting their intake of fat is a genuinely positive thing.”
Consumers also expressed irritation over the amount of time given to healthy living campaigns in the media and elsewhere. 1 in 3 respondents say that ‘there’s a lot of fuss about what you can and cannot eat these days’.
Only 1 in 10 said that government campaigns had a bearing on their food choices, while only 2% looked to celebrity backed media campaigns for advice.
15% claimed that they feel as if they are perpetually on a diet.
