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How brands can win in the sugar vs fat debate

sugar vs fat

Sugar vs fat – which is worst for your health? With so many opposing messages around ‘healthy foods’ and associations with weight loss and other health benefits, it’s no wonder that the nation is feeling confused about what to believe.

Across all forms of media, consumers are presented with conflicting messages relating to what constitutes a ‘healthy diet’.  Avoid dairy, cut out carbs, eat low fat, reduce your sugar intake, focus on ‘free-from’… the messages have never been more prominent or inconsistent.

So what do the Millennials believe and how does this differ for Baby Boomers – and what does it mean for your brand?

The Grocery Eye 2017 has examined the shopping habits of 2,000 supermarket shoppers to identify perceptions towards purchasing food and drink. The study looked specifically at how shoppers define health and found a resurgence of fat as the key indicator for adults, despite reducing sugar intake being a hot topic currently. Defining health is not straight forward and differs by age, meaning brands need to be clear on who their target consumers are and what key messages to communicate.

Download our infographic to understand what brands can do to win in the sugar vs fat debate.

Future Thinking focus on three key areas that drive a competitive advantage for our clients – launch, communicate and experience. Launching new products for in-market success, building compelling brand and comms strategies and delivering great customer experience.

For more information about this study or our experience within the FMCG market, please contact Catherine Elms – Senior Research Director of our Launch division on +44 (0) 3333 208 220.

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