Hurdles to Health: Prospects for the Food Industry in Replacing Sodium Chloride

Low consumer awareness/ motivation to reduce sodium

Consumers are aware of salt intake issues, but place greater emphasis on avoiding sugar and fat. Most consumers can reduce salt added in cooking/at the table, but have little understanding of how much salt they consume in packaged food. Changes to food labelling may highlight this issue. A gap in awareness among consumers aged 15-34 years exists, which could be targeted, as well as marketing towards parents with young children.

Clear communication is essential

Manufacturers communicating with trade associations/government bodies to reformulate for reduced sodium must have clear, open dialogue to attain success and effort recognition, and should reformulate gradually. Always, taste should be key in the marketing mix.

Sodium reduction is a global and a local issue

Initiatives for reducing sodium depend on whether governments are involved. Reduced sodium products are growing quickly in Brazil, the Netherlands, Spain and Argentina, while the UK and the US are following a different approach. Since 2007, Chinese and Indian sodium consumption volumes have increased to a greater extent than in any other countries, along with their increased packaged food consumption.

Label colour may deter consumers

Products marketed as “reduced in sodium” are not widespread, and available mainly in larger outlets, so consumer education may be important. Unusually coloured labels, eg blue, may prevent low sodium products being purchased if consumers in a hurry are not already confident that the taste is maintained in these product options.

Opportunities are both government and industry led

Between countries, identical product may be more or less salty, due to local taste preferences and also government activity. Most sodium is present in bakery, but Asia Pacific consumes it within sauces and condiments. Opportunities exist for companies to develop products in one country and then introduce them in another, but careful decisions should be made in marketing lower sodium products, for example, introducing line extensions or unobtrusive reformulations.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment