Supermarket giants’ push into healthfood gets boost
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Coles’ and Woolworths’ push into the healthfoods category has been bolstered by a global survey underlining the strength of consumer demand for healthier packaged and fresh foods.
According to research firm Nielsen, about 71 percent of consumers in the Asia-Pacific region are changing their diets to lose weight and 25 to 40 percent are more than willing to pay a premium for foods that are free from artificial colours, flavours and gluten, low in fat and salt, and higher in protein and fibre. In Australia, more than half (56 percent) of consumers believe they are overweight and 78 percent believe changing their diet is more important than exercising.
This behaviour is underpinning strong growth in the healthfoods category and prompting Coles and Woolworths to boost their offers by creating health food “destinations” within stores – increasing shelf space, expanding the number of products, and building private label brands.
Questions & Answers
Q.What percentage of consumers in the Asia-Pacific region are changing their diets to lose weight?
What percentage of consumers in the Asia-Pacific region are changing their diets to lose weight?
About 71 percent of consumers in the Asia-Pacific region are currently changing their diets with the specific goal of losing weight. This figure highlights the strong consumer demand in this area.
Q.How are Coles and Woolworths responding to the growing demand for health foods?
How are Coles and Woolworths responding to the growing demand for health foods?
Coles and Woolworths are expanding their health food offerings by creating dedicated 'destinations' within their stores. This involves increasing shelf space, broadening product ranges, and developing their own private label health brands.
Q.What proportion of Australian consumers believe changing their diet is more important than exercising?
What proportion of Australian consumers believe changing their diet is more important than exercising?
In Australia, a significant majority of consumers, 78 percent, believe that altering their diet is a more crucial factor than exercising for improving their health. This behaviour is driving category growth.
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