The Grocery Eye is an annual study that surveys over 2,000 UK consumers about their food purchasing and consumption trends. The 2015 study found that while people are attempting to focus on reducing sugar intake, many are still confused about whether they should cut out sugar, fat, or both. Nearly two-thirds of respondents believe healthy eating is more expensive than unhealthy eating.

1. The Grocery Eye is an annual independent study of supermarket shoppers
that identifies perceptions towards purchasing and consuming food and
drink as well as non-food products. The survey, monitors the sentiments of
over 2,000 consumers to determine consumption and behaviour trends.
For further information please contact:
catherine.elms@futurethinking.com www.futurethinking.com
THE GROCERY EYE Sugar & Fat confusion
Findings from the Grocery Eye 2015 study show that the UK population is struggling to understand
whether they should be cutting out sugar, fat or both from their diets. In general, there are clear
attempts to now focus on sugar, however, when it comes to active weight loss, cutting sugar does
not play the lead role as we see in healthy eating.
of people have
not changed
their eating habits as
a result of increased
reporting of sugar levels in
certain food and drink
Those who consider themselves to have a particularly
healthy diet compared to 2014
total number at 34%
(rating 8-10 out of 10).
Over half of the
respondents stated
that making
healthy
food
cheaper
would encourage
more people to buy
Eat well, feel poor...
Consumer perception on...
Almost two thirds of
people stated that
healthy
eating
is more
expensive
than eating
unhealthily
40% of respondents show
an interest in low sugar
products, suggesting
Britons are not prepared
to entirely give up on our
sweet treats
of people use fat as one of the two most important
indicators of ‘healthy foods’,
followed by...
think parents are not
primarily responsible for healthy
eating among children, An
increase of 16%
since 2014
o v e r
half
& 41%
up 5%
3
10 sugar
(22%)
calories
(20%)
52%
65%
weight loss
sugarsugarexercise
kCal
calories fat portions
snack
snacks carbs exercise
kCal
caloriesfat portions
snack
snacks carbs
HEALTHY EATING
53%
52%
49%
44%
41%
39%
39%
30%
34%
29%
31%
27%
22%
14%