Britons may be eating more healthily, but we also indulge ourselves on alcohol and calorie-packed treats as a reward for being good. There has been "significant growth" in sales of both healthy and indulgent products, according to a survey by TNS Worldpanel published today.
"We have adopted a credit-debit approach to the way we eat and drink," said Edward Garner, research director at TNS Worldpanel.
"The healthy-eating messages are getting through, and we are choosing more wholesome foods; but we feel the need to then reward our good behaviour with a treat, such as a glass of wine or some chocolate."
Flora margarines and yogurts saw sales jump 20% to £220m over the past year, while Hovis was up by 14% to £310m, but there was also a 6% increase in sales of Cadburys confectionery, to £500m.
Sales of the McCain brand, best-known for oven chips, fell 8% to £205m, and Walkers crisps slipped 2% to £470m, though they remained the fourth best-selling brand.
TNS Worldpanel's survey, for Marketing magazine, covered grocery purchases at supermarkets by 20,000 representative British households over 12 months to April 23; it did not include "snacking" buys at corner shops.
Kellogg's was once again the biggest grocery brand, with sales of £535m, followed by Heinz, £530m. Cadburys moved up from sixth to third position, although, since the survey period, the firm recalled more than a million products in June in a salmonella scare. Birds Eye dropped from third to fifth, with sales of £460m, behind Walkers.
The fastest growing categories were fruit, vegetables and salads, with total sales of £7.82bn; confectionery, £2.29bn; and non-chilled bakery products, £3.72bn. All three had a 6% sales rise, again reflecting the evolving balance between health and reward. Though broadly static, alcohol remained the biggest grocery category, with sales of £8.41bn.
Craig Smith, editor of Marketing, said one of the most noticeable findings was the sharp rise in sales of Hovis and Warburton's bread. "The success of these brands not only comes from consumer trends towards health and premium products, but also from their commitment to new product development and innovation.
"That overall bread sales have grown by 9% is driven by the marketing approach of these brands, especially impressive given that this rise comes in a staple food category that is already bought by most UK households."
Other movements included the popular Californian wine, Blossom Hill, storming into the top 50 brand league for the first time, with sales of £120m taking it from 70th position to 45th. Jacobs Creek, from Australia, on the other hand, saw its sales slump by 23%.
