Obesity – a global concern

Major concern about worldwide obesity and obesity-related illnesses, such as diabetes, is a key influence behind the health mega-trend. In Europe no country has an obesity rate of less than 10% for either men or women and, in the UK, the obesity rate is higher than one in five, having trebled since the 1980s. Likewise, in the US obesity levels have risen sharply, with 42% of women and 37% of men being obese. (Source: IGD) Even in the developing world, obesity levels are gradually rising. In China, for example, obesity is set to rise from less than 2% to 4.1% of males and 3.6% of females by 2010 (Source: IGD). On the one hand, this is due to the shift in diet from cereals to animal products and vegetable oils. On the other hand, there is a decline in physical work and lifestyles are less active owing, in part, to increased car and television ownership.

A holistic approach to health

There is growing awareness of healthy eating. This is aided by government healthy eating campaigns (such as ‘Five A Day’ in the UK), coupled with intense media coverage of the international obesity epidemic. This awareness is contributing to a rising consumption of fruit, vegetables and salads. The health trend is inclined very much towards positive nutrition rather than calorie-counting and the avoidance of certain foods. People are tending to take a holistic approach to their health by concentrating on their overall physical and mental well-being and this is aided by the vast amount of available information regarding fitness and diet. In turn, this has created a greater interest in products that contain health-promoting ingredients such as antioxidant-rich and vitamin-rich foods, for example, oily fish, whole grain bread and cereals, seeds and nuts.

Demand for more information

Concerns for food safety and also the increasing number of people suffering from allergies (e.g. wheat and lactose intolerance) have heightened consumer demand for more information about food. People are more empowered to research information themselves, using the Internet for example. However they also rely on the information on food labels to help them choose the food which will meet their nutritional goals. In a global poll by AC Nielson in 2005, more than 40% of global respondents claimed to check fat, calories and sugar content regularly.

What does this mean for Bakkavör?

Many fresh prepared foods are perceived to be intrinsically healthier than other foods and have benefited from the health trend – for example salads and fresh prepared fruit. Our products which contain ingredients considered to be of high nutritional value (for example blueberries, spinach, nuts, seeds, and oily fish) have also seen heightened demand.