37 pages, Feb 2015
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With the world’s expanding waistline continuing to make a significant contribution to health problems and government expenditure, this briefing maps out where consumers are purchasing their calories. From the introduction of “fat taxes” to industry-supported voluntary agreements, this report also analyses some of the primary actions being taken at national and international levels to mitigate rising obesity rates. The food industry will need to do more or face tighter regulations in the future.
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The average global consumer purchases 765 calories each day through packaged food and soft drinks. While this seems low (given the recommended intake is around 2,000 for an adult), it is a global average. Countries in North America and Western Europe purchase over 1,500 calories, while in India it is 150 and in China it is 510.
As a result of the high and growing prevalence of obesity, Mexico has implemented a tax on junk food products. It is the country that buys the most calories per capita per day, with 40% coming from bread alone, a product that it excluded from legislation.
While soft drinks contain comparatively little sugar per 100g/ml compared to other categories, such as confectionery, cakes, pastries, and sweet and savoury snacks, it is the single largest contributing category to total sugar purchasing. With the WHO expected to halve the guideline for added sugar intake, and countries such as Mexico, France and California in the US already implementing taxes, it seems that legislation regarding soft drinks is only going to get tighter.
Denmark’s tax on saturated fat failed after the industry argued that it was ineffective. While calories from fat represent 40% of the total calories purchased, taxing one nutrient is complex and unlikely to succeed.
Based solely on packaged food and beverage forecast volumes, if it is assumed that if the calorie content of products does not change over the next five years then the average global consumer will be buying 90 more calories a day in 2019 compared to 2014.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.