Food Reformulation: The Views of the Public
- Project start date: 11 November 2023
- Project status: Completed
- Project type: Nutrition
- Discipline: Market research
- Author/s: Ipsos B&A
- Collaborator/s: Food Safety Authority of Ireland, Food Standards Agency in Northern Ireland
Research objective
The primary aim of this research was to investigate public perceptions and acceptability of food reformulation (reduction in sugar, salt, fat and/or calories in pre-packaged and processed food and a decrease in portion size of pre-packaged food). Additional objectives of the research were:
- To determine what members of the public feel are the advantages of making food and drinks healthier and any concerns that they may have about this.
- To understand whether members of the public would like to be informed about any changes made to food and drinks to make them healthier.
- To identify who members of the public feel is responsible for driving efforts to make food and drinks healthier.
- To determine who members of the public feel should communicate information about any changes made to food and drinks and the way this information should be communicated.
Outputs
Research report
- Title: Food reformulation: the views of the public on the island of Ireland
- Publication date: 11 December 2024
- Summary: The report explores public attitudes toward food reformulation on the island of Ireland. Findings revealed positive perceptions of reformulation, especially for health benefits, though concerns about taste, cost, and shrinkflation were significant. Most participants preferred transparent communication about changes, with health professionals and government identified as key drivers. The study highlights the need for clear labelling and public education while addressing economic and practical challenges in reformulation initiatives.
- Findings:
Public perceptions and acceptability of food reformulation:
- Food reformulation is viewed positively, almost six in ten people (59%) feel positive about a reduction of sugar, salt, fat, and/or calories in pre-packaged or processed food,
- A smaller proportion, 45% of people view a reduction in portion sizes positively.
- While most people feel positively about food reformulation, two thirds agree that they are concerned that food manufacturers could use efforts to make products healthier as a way to make more money.
Perceived advantages and concerns of people about making food and drinks healthier:
- People believe the primary benefit of reformulated foods is enhanced health value, irrespective of product type. This belief is highest for breakfast cereal (60%) and yogurt (56%).
- The next most common perceived benefits are reduced guilt (18-35% varying by product and ability to purchase the product more frequently (roughly 20%, up to 25% for yoghurt and cakes/desserts).
- One in five people do not perceive any benefit to reformulation.
- The top two concerns about reformulated products are potential impacts on taste and price. Over half of people are concerned about the taste being affected.
- Over half are also concerned reformulated products will be more expensive (50-54% across products).
- Approximately 4 in 10 people are concerned reformulated products will be worse value for money.
- 66% are concerned manufacturers will use reformulation efforts to make more money, relating to concerns about “shrinkflation” that emerged in qualitative research.
Do people want to be informed about changes to make foods healthier?
- Most people expressed a preference to be informed if the product that they buy occasionally or often is changed, the main reasons for this are to be informed about what they are eating (46%) and to be able to make an informed purchasing decision (16%).
- However, the qualitative research showed that communication preferences depend on the scale of changes, if it’s a new variant or changes to an existing product, and how long changes occur over.
- Who do people feel is responsible for driving efforts to make food and drinks healthier?
- The public believe health professionals (64%), the Food Safety Authority of Ireland/Food Standards Agency in Northern Ireland (59%) and the government (57%) are the top drivers of efforts to reduce unhealthy ingredients.
- For reducing portion sizes, food manufacturers are also seen as a top driver (36%) along with health professionals, the Food Safety Authority of Ireland/Food Standards Agency in Northern Ireland and government.
Who should communicate changes and how?
- It is clear from the research that the people would like information about product changes to be communicated by food manufacturers (76%) on their labelling by describing exactly what has changed (75%) and/or that there is a new recipe (63%).
- The most preferred communication methods are, label on packing describing exactly what changed (75%), label saying there is a new recipe (63%), information in-store (33%) and advertising (30%)
Implications for those engaged in reformulation policy, practice and communications.
- The rating of personal eating habits demonstrates that there is a clear need for action
- There is broad awareness of efforts to make food and drinks healthier
- Food reformulation is positively viewed and is seen to have a positive impact
- People prefer nutrient reduction rather than reduced portion sizes
- Information about reformulated products is preferable but it needs to be placed in context
- People believe that manufacturers should be responsible for communication about reformulation and should communicate this information via labelling
- While food reformulation is viewed positively, people still have concerns.
You can download the report below
