New Government Report Examines Recent Trends in Food Purchasing Behaviour
The Office for Health Improvement and Disparities has released their newest report, ‘Changes in Food and Drink Purchasing Behaviour and the Impact on Diet and Nutrition: 2021 to 2023’, examining trends in food and drink purchases, shifts in consumer sales behaviour, and the nutritional impact of these changes.
The report analyses both take-home and out-of-home consumption over a 12-week period, leading up to the start of September 2023 and comparing against the same time periods of 2022 and 2021. Amid rising prices and the ongoing recovery from the COVID-19 pandemic, the report found that while shoppers tried to save money by switching to cheaper alternatives, they still ended up paying 13% more a year later for the same products.
The findings revealed:
There was a definitive shift in behaviour in relation to buying food and drink in 2023 compared to previous years, largely due to significant price inflation (up 25.9% since 2021). Take-home volume sales decreased by 7.3% compared to 2021, with the biggest declines in drinks and protein-rich foods. Shoppers reduced the variety of products brought, purchased smaller quantities, and switched to cheaper alternatives.
In contrast, despite rising prices, out-of-home purchasing increased by 10.6% as shoppers expanded the variety and frequency of their out-of-home purchases. Notably, the market share for snacks saw a rise of 1.3%, reflecting a greater demand likely arising from the return to office work following the pandemic.
Calories
In 2023, the overall amount of calories purchased increased by 1.4%, coinciding with an increase in prevalence of eating out-of-home. Within the take-home sector, products such as sweet biscuits (5.2%), confectionery (4.3%) and breakfast cereals (3.9%) contributed to the biggest share of take-home calorie volume. The contribution to calories from starchy carbohydrates increased the most, growing 0.4% from 2022.
Saturated Fat
Coinciding with the out-of-home purchasing increase, the amount of saturated fat purchased grew by 3.1% from 2022. Within the take-home market, Dairy and Alternatives has the biggest share of saturated fat of 34.9% and saw its market share increase alongside.
Sugar
Overall, total sugar purchases decreased in the take-home market by 3.6% but increased by 16.4% in the out-of-home sector. Confectionery made up 10.1%, sweet biscuits 6.7%, and ice cream and lollies 4.3% of contributions to take-home sugar volume. Notably, the biggest reduction in sugar share was found in drinks, which fell by 1%.
Salt
Out of home salt purchasing increased by 7.0% while take home salt purchasing increased proportionately by a smaller amount (0.5%). The top contributors to salt volume included ready meals (4.5%), crisps and savoury snacks (3.3%) and morning goods (2.5%).
HFSS Foods
Foods within the high fat, salt, and sugar (HFSS) category saw a decrease in total share of purchasing, falling from 48.5% in 2021, to 44.1% in 2023. Notable reductions in HFSS share included pizza (reducing by 14.2%), soft drinks (9.6%), cereals ( 6.6%), and yogurts (3.3%) - this could either be due to healthier product offerings, reformulation efforts, or consumer movement away from HFSS items. Nevertheless, HFSS dominance remained within confectionery, biscuits, and ice cream, with over 90% of products in these categories classifying as HFSS.
With the increase of calorie, salt and saturated fat purchases outweighing the overall increase in food volume, the findings suggest that in 2023 population diets contained more calories and proportionally more saturated fat and salt than the previous year. These changes in dietary patterns reflect the measured shift towards more out-of-home consumption. The exact cause of this consumer behaviour shift is difficult to pinpoint, however the report proposes the lasting impact of the COVID-19 pandemic and rising food prices as possible reasons.
Sonia Pombo, Head of Research for Action on Salt based at Queen Mary University of London quoted: “As consumers try to cut costs by buying less or opting for cheaper options, we’re seeing a worrying rise in calorie, saturated fat, and salt intake. This isn’t just about personal choice, it’s a direct consequence of the unhealthy food environment we live in.
With out-of-home purchases on the rise and ultra-processed, nutrient-poor retailer products such as confectionery, sweet biscuits, and ready meals dominating purchases, it’s clear that voluntary action and self-regulation from the industry simply aren’t enough. This is especially apparent in the out-of-home sector, which has long been overlooked in food policy despite playing a significant and increasing role in shaping our diets. We urgently need stronger regulation to protect public health”
The full report can be read on the government website.
