Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals - WBCSD
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Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals
Contents
Executive summary | 3
1 Introduction | 4
2 Drivers of consumer behavior and barriers to adopting
healthier options | 6
2.1 Focus consumer segments | 6
2.2 Immersion research methodology | 8
2.3 Drivers and barriers for consumers | 12
2.4 Consumer definition of “healthy food” | 12
3 Our future vision | 13
4 Areas of action | 14
5 Takeaways for business | 16
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 2
Executive summary
Global diets have the To overcome these obstacles, Adjusting marketing plans
potential to either hasten we set out to: to incorporate these priority
the destruction of areas of action may help
planetary resources and • Establish a common companies shift consumer diets
understanding of consumer towards improved health and
exacerbate negative health
choice in terms of healthy sustainability, so that consumers:
outcomes or serve as a and sustainable food options
solution to slowing climate that is meaningful to all • Clearly understand how diet
change and improving stakeholders impacts their lives and the
our wellbeing. “Shifting environment
Diets” by FReSH (Food • Create a shared view of diet-
Reform for Sustainability driving factors and adoption • Have access to transparent
and Health) provides barriers and trustworthy food-related
food companies with four information
action areas to shape their • Agree on specific areas
of action (individual and • Have a wider variety of
marketing strategies and
collective) healthy, sustainable food
shift consumer food choice options that fit their taste
towards improved health From this research we identify
and sustainability. Changing four priority areas of action: • Can balance calorie intake
food consumption patterns
(and thereby production) is TARGET ACTUAL CONSUMER • Can conveniently and
a crucial part of the urgent PREFERENCES affordably integrate healthy
and broader systemic Food positioning should not and sustainable options into
transformation needed to necessarily highlight “health” as their diet
sustain people, businesses, the main attribute, but instead
what matters most to each The World Business Council
and the planet by 2050.
segment. for Sustainable Development
(WBCSD) is a global, CEO-led
However, changing eating
BUILD CREDIBLE KNOWLEDGE organization of over 200 leading
habits is hard. Food choice is an
OF HEALTHY ALTERNATIVES businesses working together
emotionally charged decision,
Increased credibility of health/ to accelerate the transition to a
driven by an individual’s personal
sustainability information sustainable world. Our FReSH
taste, social spheres of influence,
sources is needed to make an (Food Reform for Sustainability
level of education, and financial
impact. and Health) project aims to
situation. The prioritization
provide concrete actions to
of these factors in making a
OFFER GUIDANCE AND successfully shift consumer
choice may differ by consumer
CONVENIENCE food choices and eating
group or segment. In addition,
Make healthy diets easy to behaviors to healthier and more
shifting consumer behavior
structure, easy to find and simple sustainable options.
often requires collective and
to prepare.
coordinated action from a wide
range of stakeholders, such as
LEVERAGE SOCIAL
food companies, governments,
RELATIONSHIPS
NGOs and others. Yet, a common
Use social circle and influencers
view of consumer segments
(such as gym instructors and
and adoption barriers is typically
celebrity chefs) to induce eaters
missing, leading to actions that
to try healthy foods and to
lack alignment and scale.
build the credibility of healthy
offerings.
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 3
1 Introduction
We are living in an age of In some parts of the world,
unprecedented consumption obesity has reached epidemic The correlation between
in the developed world. status in part due to this excess weight and disease
Alongside increased increase in caloric intake and risk is not unique to viruses
urbanization and growing a lack of physical activity. In such as COVID-19. In 2019,
wealth, experts expect 2016, more than 1.9 billion the Organization for Economic
caloric intake per person adults were overweight, 650 Co-operation and Development
and the share of resource- million of whom were obese,3 (OECD) found that a 20%
and the prevalence of obesity reduction in calorie content in
intensive foods in diets
nearly tripled between 1975 and energy-dense foods could lead
to continue to increase.1
2016 worldwide.4 According to to the avoidance of 1.1 million
Moreover, consumers lead
Francesco Branca, director of cases of noncommunicable
busy and hectic lives, which the World Health Organization’s diseases, savings of USD $13.2
considerably reduces the (WHO) Department of Nutrition billion yearly in healthcare
time they have to prepare for Nealth and Development, expenditure, and a 0.5% increase
food, inciting a switch to “all forms of malnutrition have in global GDP.8
frozen foods, dried and a common denominator – food
canned products, and ready- systems that fail to provide In addition to these health
made meals. all people with healthy, safe, concerns, there are also
affordable, and sustainable substantial environmental
Ready-made meals in particular diets.”5 benefits that come
are increasing in both availability alongside a shift away from
and variety (such as various The emergence of the COVID-19 overconsumption in general
forms including microwave pandemic has cast a stark light and the high consumption
meals, pot noodles, etc.) and on the immediacy of the need to of animal-based proteins in
experts project that the ready- change unhealthy consumption particular. Current global diets
made meals market will grow patterns. Evidence suggests have negatively impacted
more than two times faster excess weight is associated climate, biodiversity, forests
that the rest of the food market with increased risk of requiring and land.9 If the world is to meet
in Europe between 2020 and hospitalization and advanced globally agreed efforts, such
2025.2 While these foods are treatment, and ultimately as the Paris Agreement on
not inherently unhealthy, it is dying from virus-related climate change,10 and shape
not always easy for consumers complications.6 In the UK, where the health of generations to
to distinguish between those almost two in three citizens come, it is necessary to facilitate
that are nutritionally dense and are above healthy weight, the a substantive, speedy shift
those that are not, which could increased risk from COVID-19 in consumption patterns to a
contribute to further public on the population prompted the healthier and more sustainable
health challenges in the future. government to launch a new mix of proteins, increased
“obesity strategy” focused on consumption of a diversity of
empowering overweight citizens nutrient-rich plants and whole
to lose weight and slow the rate grains, reduced consumption
of COVID-19 deaths.7 of salt, fat and sugars, and
minimized food waste.
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 4
“Unilever has an ambitious The World Business Council The objective of this report
plan to grow the business for Sustainable Development is to motivate and enable
in a way that helps (WBCSD) is a global, CEO- companies to successfully
improve people’s health led organization of over 200 shift consumer diets to
and well-being, reduces leading businesses working healthy and sustainable
environmental impact together to accelerate the options. We place a particular
and enhances livelihoods. transition to a sustainable focus on personal health as
Inspiring consumers to adopt world.11 Our FReSH (Food research suggests that this is
new, healthy and sustainable Reform for Sustainability the primary consumer concern
products and behaviors is and Health) project aims to and that a shift to healthier
central to this.” provide concrete actions to diets will most likely also help
successfully shift consumer with environmental goals.13
Liesbeth Zandstra, food choices and eating We adopt a definition
Science Leader, Reward behaviors to healthier and of “healthier and more
& Behavior, Unilever more sustainable options. sustainable” that is in line with
However, changing eating the FReSH dietary shift goals:
habits is hard. A variety of
factors drive diets,12 such as • Improve nutrition of
“Part of Bel’s mission, taste, culture, social influence processed foods (reduce
‘Healthier and more and cost, and the prioritization sugar, salt, saturated fat,
responsible food for all’, is of these factors in making a industrial trans-fat levels)
to contribute to improving choice may differ by consumer
products and consumers’ segments. • Reduce total calorie intake
diets. We are willing to
collaborate with other food In addition, shifting consumer • Transition to plant-based
companies and retailers behavior often requires proteins
to inspire healthier food collective and coordinated
behaviors for a high impact.” action from a wide range of • Consume more plants
stakeholders, such as food (fruits, vegetables,
Caroline Chesneau, companies, governments, wholegrains, nuts, pulses
Nutrition Director, Bel Group NGOs and others. Yet, a and seeds)
common view of consumer
segments and adoption • Choose animal proteins
barriers is typically missing, from sustainable sources
leading to actions that lack
alignment and scale. • Reduce food waste
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 5
2 Drivers of consumer
behavior and barriers to
adopting healthier options
Within the context of this 2.1 FOCUS CONSUMER We used three types of NDNS
research, we set out on SEGMENTS markers to define the consumer
a journey to understand segmentation for this research:
The NDNS uses a representative
how consumers in the UK
pool of around 1,000 people • Health condition (such as
purchase, cook and eat
each year, collecting individual obesity (BMI), diabetes,
food. We used ethnographic and household data on:
research to understand cholesterol, blood pressure);
what participants might not • Diet, via food diaries
share using other research • Diet characteristics (such
(recorded intake of all food as overconsumption of
methodologies (such as and drinks for >4 days); sugar/fat/alcohol and
contradictions between what
underconsumption of fruits,
they say and what they do). • Biometric health vegetables, fish as % of total
Ethnography also provided measurements (blood protein);
an in-depth view of the pressure, body mass index
driving factors and barriers (BMI), etc.); • Demographic/
consumers experience and socioeconomic factors
encouraged participants to • Other (demographics, (such as age, equivalized
connect emotionally with economic data, behaviors household income,
food, shopping and cooking. while eating food). household size).
We have focused our research Despite limitations due to survey The consumer segmentation
on the UK market, since it is size, the NDNS is the most used in this work primarily
one of the biggest markets for robust and reliable source of focuses on health outcomes/
consumer packaged goods data on what people across the conditions, which sets it
(CPG) companies. It is also the UK eat. apart from other commonly
sixth largest economy in the used, demographic-focused
world and the country with the segmentations (such as those
second highest prevalence based on purchasing power).
of obesity among adults.14 We completed and ranked
Moreover, we were able to use several iterations of latent class
existing quality data, such as analysis16 according to model
the National Diet and Nutrition significance and the actionability
Survey (NDNS),15 to quickly of the segments.
develop initial insights into
specific consumer segments of
interest.
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 6
Table 1: Overview of consumer segments
Snack Pack Food Rich, Time Poor Health Poor
13% of UK population 17% of UK population 19% of UK population
• 44% overweight and obese • 80% overweight and obese • 90% overweight and obese
• no consistent health • high blood pressure • 2x more likely to have
conditions & hypertension diabetes
WHO: young adults, who often still WHO: married, middle aged with WHO: lower income, education
live at home and are in full-time high levels of education and and % in work than average, all
education, or young families income and high % working full ages
time
WHAT: low-variety diets high WHAT: diets high in meat, salt WHAT: diets low in healthy food
in sugar and salt, low in fruits/ and alcohol and low in fruits/ (fruits/vegetables, fish) but also low
vegetables and protein vegetables and fish, some dieting sugar and alcohol; high red meat
intake
HOW: either out at fast food HOW: frequent restaurant-goers HOW: alone at home while
restaurants or at home watching watching TV
TV
Leisurely Home Cooks Refuelers Rainbow Eaters
24% of UK population 14% of UK population 13% of UK population
• 80% overweight and obese • 39% overweight and obese • 22% overweight
• high cholesterol and high • some hypertension • normal blood pressure and
blood pressure blood sugar
WHO: older empty-nesters, many WHO: low-income and single WHO: 25-44 year-old working
retired; high education levels and person households; either young people with kids at home and
mid-high income adults or 75+ high levels of both income and
education
WHAT: varied diets high in fruits/ WHAT: diets high in sugar but low WHAT: varied diets with high fruits/
vegetables and fish, but also high in fruits/vegetables and very low in vegetables and fish and low sugar,
in alcohol; meets the most Eatwell protein but high in calories and fat
recommendations on average
HOW: at the table at home HOW: alone at home HOW: at the table (very
infrequently while watching TV)
We decided to focus our follow-up research on the three segments with the relatively poorer diets, namely:
Health Poor; Food Rich, Time Poor; and Snack Pack. In each of these segments, we identified three to five
individuals and proceeded to do ethnographic research with them, as described in the next section.
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 7
2.2 IMMERSION RESEARCH
METHODOLOGY
• Skills and confidence: such
In this work, we used as cooking skills, shopping
ethnography as the primary skills, confidence to try new
consumer research method. We things.
chose this approach because, “I know how to shop/cook x”
although it has relatively small
reach (compared to surveys or Eat-out-alongs: photos and • Financial constraints: such
other broad coverage methods), videos of what they order as higher cost of healthier
it allowed us to go beyond broad (understand eating habits when diet, bulk buying restrictions,
averages and understand at a out of home) access to/cost of transport.
deeper level how real humans “I can afford x”
make choices and analyze
tradeoffs, and how their dietary • Need for convenience:
habits develop. such as time to shop and
prepare food, multi-tasking
The ethnographic research while eating, frequent small/
consisted of: unplanned food purchases.
“I have time for x”
Cook-alongs: how participants • Food choices available:
cook food; what ingredients, such as prevalence and/or
tools and techniques they used prominence of food retail
(shared pictures and videos) outlets, takeaway/restaurant
options, state-provided
options, in-store marketing
Shop-alongs: shopping receipts We aimed our research at
and promotions.
to see what they bought and determining the driving factors
“x is available in stores I visit”
where (to prompt questions behind the interviewee’s diets
about why); self-filming while and habits and the barriers
• Social relationships: such
shopping that prevent them from eating
as peer influence, partner/
a healthier diet. We identified
family support, social
seven diet-driving factors17
practices.
and tested their relevance
“My friends eat x”
for each segment during the
ethnographic research:
• Preferences, needs: such
as social/cultural norms,
In-person, in-depth interviews: preferences shaped in
semi-structured conversations childhood, religious or belief-
about participants’ lives and the based preferences, health-
role that food plays in them driven needs.
“I want to eat x”
• Knowledge: such as
food/nutrition knowledge,
knowledge about immediate/
long-term impact of dietary
choices.
“I know about x”
Kitchen and storage tours:
guided “virtual tour” of their
kitchens to see what is really
in the fridge/cupboards
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 8
The ethnographic research led to clear, segment-specific factors driving diet and eating habits.
Table 2: Snack Pack
Driving factor Participant testimonies
Need for • Seek guidance and support to • “I wish I could have a meal planner; I would
convenience build/maintain routines – food then be able to just pick those little cards up
is a secondary priority and stick them on my weekly plan.”
• Willing to spend time cooking • “Alcohol, drinking, going out take
and when they do, they go precedence over eating.”
“all in”
• “I really like doing everything from scratch
[…] making the curry paste myself.”
Social • Highly influenced by social • “All your friends are getting fast food, then
relationships circle (e.g., friends, internet, that is what you do when you are drunk.”
“tribes”)
• “If I go to a friend’s place and she cooks
• Willing to “outsource their something different which I like, then I take
thinking” for inspiration and the recipe from her.”
recommendation
Preferences, needs • Seek energy-rich food and • “I should be better with my sugar intake [but]
prefer strong taste (“sweet I really feel like I need the energy from it.”
tooth”)
• “Normally my mom and dad do the
• Are “transitioning” in their shopping. Whatever they buy I will eat.”
life (e.g., from parents to
independents) and are refining
preferences
Financial • Promotions drive trial but are • “I usually go shopping in the evening to get
constraints not the primary criteria in all half-priced stuff.”
(secondary factor) purchases
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 9
Table 3: Food Rich, Time Poor
Driving factor Participant testimonies
Preferences, needs • Enjoy variety and have a • “One of my favorite things is the skin of the
refined taste but “fatty tooth” chicken.”
• Seek counterarguments • “We’d rather have a small amount of the
to “sense of guilt” (e.g., good stuff than lots of the artificial stuff like
sustainability) sweeteners and what have you.”
Knowledge • Seek credible information • “Communication is misleading – packaging
on product provenance and may suggest that chickens are fluttering
impact on sustainability/their around in the field, but that’s definitely not
health their free-range stuff.”
• “If you’re supporting a local farm or local
business […] might be one thing I think of.”
• “How what I am doing is creating a benefit
both to the welfare of the animals, but also
[…] the environment, that might sway my
food choice.”
Need for • Have a strong drive for • “I don’t have the head to slow myself down
convenience convenience, i.e., prepare and prepare a proper meal.”
quick and easy meals to fit
long working hours/other • “I think the complex [meals], I always just
priorities leave to a Saturday because I always got
more time on a Saturday.”
• Spend time cooking
occasionally
Social relationships • Influenced by friends when • “Eat more and drink more, especially with
(secondary factor) eating/drinking out or when friends. You know, I guess because you’re in
learning new recipes a social setting.”
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 10Table 4: Health Poor
Driving factor Participant testimonies
Preferences, needs • Food is on their mind – seek • “[My ideal dinner] is definitely pasta. Pasta
foods that give them comfort is filling, [has] nice flavors and [is] warm and
and fill them up comforting.”
• Seek taste, especially meat • “It’s just the flavor, I just like the texture of
and sweets [fast food] and the chips are quite tasty.”
Knowledge • Familiar only with basic • “I bought [brown rice] trying to think that I
healthy products (vegetables, was going to be healthier [...] I didn’t really
fruits) like it – we haven’t really used it.”
• Struggle to understand the • “I’m not very educated when it comes to
true implications of not eating vegan food and the flavors with regards to
healthy food vegetables.”
Financial • On a tight budget and look • “If there’s something with a good saving,
constraints for promotional/reduced 50% off or something, I’ll look at it.”
products
• “The first [aspect I would like to change
• Make impulse purchases about the shopping experience] is healthy
based on promotions food being cheaper.”
Skills and • Not confident to experiment • “I like the flavor [of grilled peppers], but how
confidence with new or complex recipes could I take that and mix it into a whole meal
(secondary factor) [with more vegetables].”
Need for • Go for ready-to-eat/fast food • “If you had a hectic day, it’s just easy to go
convenience due to physical/mental fatigue along and get something that is already
(secondary factor) done.”
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 112.3 DRIVERS AND BARRIERS sometimes willing to spend Health Poor eaters emphasize
FOR CONSUMERS (significant) time cooking and taste and seek foods that give
truly go “all in” when they do. them comfort and fill them up.
The ethnographic research led to In addition, they lack familiarity
clear, segment-specific factors Food Rich, Time Poor eaters with healthy products beyond
driving diet and eating habits. have a similar strong drive for fruits and vegetables, and they
convenience. We found that struggle to understand the true
Our research confirms that diet this segment has stronger implications of an unhealthy diet.
driving factors and adoption preferences for cutting down on
barriers differ by consumer quantity rather than completely 2.4 CONSUMER DEFINITION
segment. cutting out specific options OF “HEALTHY FOOD”
(for example, they will consider
Snack Pack eaters desire eating less red meat, rather Our first goal was to understand
energy-filled food and than completely cutting out what drives consumer diets.
convenience. They are looking meat). Additionally, consumers However, we also inquired
for the guidance to structure, in this segment pay close about their understanding of
build and maintain food attention to product provenance what healthy food means for
routines. Their social circle and sustainability, but do not them. The outcomes below
highly influences this segment. always find currently available highlight once again the different
Although food is not a top information trustworthy. perspectives of the featured
priority in their lives, they are consumer segments.
Table 5: What healthy food means to target consumer segments
Reduce total Improve food Transition to More fruits and
calorie intake health (reduce plant-based vegetables
sugar, salt, fat) proteins
“low calorie “dairy free is “more “want to eat
meals”, “less better”, “better vegetarian” more salad”, “try
Snack Pack sweets for with my sugar” to eat fruit and
breakfast” vegetables”
“drink less”, “cut “less of the good “tried it, not “more veggies”,
down portion stuff” interested” “more salads and
Food Rich, Time Poor size” vegetables”
“doesn’t fill me up” “less sugar”, “less “try vegetarian”, “more vegetables”
salt” “more
Health Poor vegetarian”
Find goal irrelevant Associate goal with health/sustainability factor
Note: Anonymized quotes from ethnography participants and legend
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 123 Our future vision
Based on the research Below we detail the barriers stakeholders in the public sector
conducted and the diet driving individuals experience today and other industries.
factors identified, we can and the world we envision for
start outlining a vision for the the future. To reach this vision
future of consumption where a and sustainably shift
transformative movement lifts consumer behavior, we
the barriers standing between will have to simultaneously
consumers and healthier and act on multiple levers and
more sustainable diets. lead coordinated efforts
with a broader set of
Table 6: Vision for the future
Today, individuals in this study In the future, these individuals
Do not find healthy food fitting their tastes, whereas Will find it easy to come across healthy food fitting their
calorie/salt/sugar-rich foods are available in large tastes and to make informed decisions on products and
portions portion sizes
Find that food-related information (e.g., label, Will find that food-related information (e.g., label,
provenance) is unclear, not trustworthy and hard to provenance) is clear, trustworthy and easy to come by
find
Lack guidance and support on how to structure their Will feel confident they can structure their own diet
diets and find it complicated to integrate healthy using credible guidance and can integrate healthy
products products into their diet
Follow recommendations from social relationships Will proactively engage with their social circle, brands
when given during specific occasions (e.g., gym, and other stakeholders on food-related topics
restaurant)
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 134 Areas of action
To structure our efforts in the Looking at the prevalence of we believe that action is needed
initial phase, we aligned on diet-driving factors and at the along the following four areas:
specific areas of action. consumer segment pain points
for each of these driving factors,
Table 7: Opportunities for action
Target actual • Snack Pack/Health Poor
consumer Adapt positioning/messaging of healthy and sustainable to better match
preferences consumer preferences (e.g., strong taste, energy)
• Food Rich, Time Poor
Reduce size of portions offered for foods high in fat, salt and or sugar
(e.g., red meat burger sizes) to stimulate overall reduction of calorie intake
(“cut down rather than out”)
Build credible • Food Rich, Time Poor
knowledge Enhance credibility of sustainability and health information sources to
gain consumer trust (e.g., through independent labels and clarity for food
labelling standards)
• Health Poor
Increase impact of existing information by stimulating consumer
engagement (e.g., through interactivity)
Offer guidance • Snack Pack
and convenience Support consumer shift to healthier and more sustainable routines by
offering guidance (e.g., structuring your meals)
• Snack Pack
Make recommended products easy to find (e.g. navigation)
• Food Rich, Time Poor
Simplify products and preparation of healthy and sustainable options by
proposing accessible and time-efficient options (e.g., ready-to-eat/cook)
and increase availability
Leverage social • Snack Pack
relationships Leverage social circle and specific influencing opportunities (e.g.,
recommendations at restaurant or gym) to reinforce the shifts above
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 14Targeting actual consumer Based on the areas of action • What if, when consumers
preferences is relevant for all we identified, there are several looked at product packaging,
consumer segments (energy- solutions business could the label spoke in a credible
rich and strong taste for Snack implement to start shifting way to the health and
Pack, variety for Food Rich, consumer behaviors to healthier sustainability issues that
Time Poor, and comforting, and more sustainable options. are on their mind, thus
filling options for Health Poor). These ideas would need further helping them make informed
However, other areas of action market testing to assess the choices more easily?
are more relevant for certain scale of their potential impact
segments: on consumer behavior, but • What if smaller portion sizes
preliminary consultations with were the default, helping
• Building credible knowledge companies indicate further consumers eat more
aligns with Food Rich, Time testing is warranted. balanced quantities and
Poor (credible labelling on reducing the likelihood of
sustainability and impact on • What if consumers had an food waste?
environment and their health) app that would make meal
and Health Poor (building selection and preparation • What if consumers had an
knowledge on alternative simple, while quickly easier way to learn how
healthy options beyond just identifying the right meal to prepare healthy foods,
fruits and vegetables); based on the ingredients either from online tutorials,
they have on hand or in store demonstrations,
• Offering guidance and suggesting healthier, or community and peer
convenience is particularly more sustainable resources?
important for Snack Pack alternatives to try?
and Food Rich, Time • What if more brands
Poor (making healthy and • What if in-store signage/ communicated a clear
sustainable options available online banners supported purpose on sustainability
in ready-to-eat formats to consumers in finding healthy and health, such that
fit their busy schedules or food by speaking and consumers could more
other activities that take appealing to consumers’ easily choose brands that
precedence over cooking). inherent preferences align with their personal
(e.g., energy/comfort) values and mission?
• Leveraging social rather than purely
relationships is mostly functional health claims?
relevant to Snack Pack
(garnering support and
guidance to structure
their diets through
recommendations
or inspiration from
their social circle).
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 155 Takeaways for business
This research gives a first The pledge aims to find Finally, note that efforts to shift
indication about consumers’ innovative ways to drive progress consumer behaviors directly
understanding, motivation and collectively, generating clear should be part of a broader
willingness to eat healthier and meaningful commitments basket of actions that all serve
alternatives for three consumer and actions to tackle the global the same goal. For example,
segments in the UK. Based challenge of malnutrition – shifting diets towards healthier
on this work, the natural next undernutrition, overnutrition, and more sustainable options
steps to support the effort of obesity, overweight, and will likely require actions
shifting consumer behaviors to micronutrient deficiencies. along the entire value chain:
healthier and more sustainable developing new products that
options would be to focus Food companies have the meet consumers’ health needs
on the four areas of action potential to lead the way in and/or environmental values,
uncovered and develop and shifting consumer choices to producing those products in
implement tools, training healthier, more sustainable diets, an environmentally sustainable
programs and/or test concepts but behavior change isn’t a manner, positioning and
for concrete actions. one-size-fits-all proposition and marketing the products in a way
requires tailored and coordinated that clearly fits within consumers’
Alongside the development action. By understanding the varied lives, and ensuring those
of the specific individual and levers that influence choice for products are convenient and
collective measures suggested different consumer segments, accessible to all who want
above, we encourage companies companies can develop and them. It will be crucial to engage
to sign on to the Responsible implement tactics to meet the marketing executives and their
Business Pledge for Better needs of each group, individually teams throughout this process
Nutrition in the context of the and collectively. to ensure that the proper
2021 Nutrition for Growth messaging is in place to facilitate
Summit. consumer choice, using the
levers identified within this report
to craft messages tailored to
different consumer segments.
Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 16Endnotes
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Retrieved from: class membership among
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3
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Shifting diets: Methods to encourage consumers in the UK to eat healthier, more sustainable meals 17ACKNOWLEDGMENTS the environment and socio- ABOUT WBCSD
economy; A theory of change
starting at the consumer level, WBCSD is a global, CEO-led
We would like to thank the organization of over 200 leading
following organizations and whereby changing consumer
habits and diets will pull the businesses working together
individuals for their inputs into to accelerate the transition to
the development of the “Shifting whole food value chain.
a sustainable world. We help
Diets: Methods to encourage FReSH facilitates the pre- make our member companies
consumers in the UK to eat competitive collaboration of more successful and sustainable
healthier, more sustainable over 30 member companies on by focusing on the maximum
meals” publication. the development of business positive impact for shareholders,
solutions relating to healthy and the environment and societies.
sustainable diets, which is one of
CONTRIBUTORS the four direct pathways to food Our member companies come
system transformation laid out in from all business sectors and all
Members of the FReSH
the CEO Guide to Food System major economies, representing a
Consumer Behavior Change
Transformation. combined revenue of more than
Workstream: Bain & Company,
USD $8.5 trillion and 19 million
Bel Group, Tesco, Unilever To that aim, FReSH coordinates employees. Our global network
work streams addressing four of almost 70 national business
COORDINATION transformational goals: councils gives our members
unparalleled reach across the
WBCSD: Diane Holdorf, Emeline Healthy and Sustainable Diets, globe. Since 1995, WBCSD has
Fellus, Emily Grady, Camilla de Food Loss and Waste, True been uniquely positioned to
Nardi, Michelle Zackin, Sylvain Value of Food; and Policy and work with member companies
Maibach Advocacy. along and across value chains
to deliver impactful business
Bain: Stavros Tzavidas, Hannes solutions to the most challenging
Braendli, Alan De Riz, Jenny ABOUT BAIN & COMPANY sustainability issues.
Davis-Peccoud, Raluca Suciu
Bain & Company is a global Together, we are the leading
consultancy that helps the voice of business for
DISCLAIMER world’s most ambitious change sustainability: united by our
makers define the future. Across vision of a world where more
This report has been developed 59 offices in 37 countries, we than 9 billion people are all living
in the name of WBCSD. Like work alongside our clients as well and within the boundaries of
other WBCSD publications, it is one team with a shared ambition our planet, by 2050.
the result of a collaborative effort to achieve extraordinary results
by members of the secretariat (economic, environmental, Follow us on Twitter and LinkedIn
and senior executives from and social), outperform the
member companies. A wide www.wbcsd.org
competition and redefine
range of members reviewed industries. We complement our
drafts, thereby ensuring that the tailored, integrated expertise
document broadly represents with a vibrant ecosystem of
the perspective of the WBCSD Copyright
digital innovators to deliver Copyright © WBCSD,
membership. Input and feedback better, faster and more enduring
from stakeholders listed above January 2021.
outcomes. Our 10-year
was incorporated in a balanced commitment to invest more than
way. This does not mean, $1 billion in pro bono services
however, that every member brings our talent, expertise and
company or stakeholder agrees insight to organizations tackling
with every word. today’s urgent challenges in
education, racial equity, social
justice, economic development
ABOUT FRESH and the environment. Since
Food Reform for Sustainability our founding in 1973, we have
and Health (FReSH) is a WBCSD measured our success by the
project aimed at providing success of our clients, and we
healthy, enjoyable diets for proudly maintain the highest
all, produced responsibly level of client advocacy in the
within planetary boundaries industry.
through: A systemic approach
Learn more at www.bain.com and
covering health and nutrition,
follow us on Twitter @BainAlerts.World Business Council for Sustainable Development Maison de la Paix Chemin Eugène-Rigot 2B CP 2075, 1211 Geneva 1 Switzerland www.wbcsd.org
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