UK to remain rigorous on junk food despite delaying some HFSS restrictions: GlobalData

The UK will continue to be one of the most rigorous countries when it comes to unhealthy foods despite delaying a ban on the promotions of HFSS foods, a new report has said.

The report, ‘New Food Marketing Regulations – Thematic Research’, by leading data and analytics company GlobalData reveals that age restrictions are likely to inch higher as governments try to protect wider age ranges globally.

“The UK became the first country to completely ban high in saturated fat, salt and sugar (HFSS) advertising during kid’s TV programs aimed at 4-9-year-olds in 2007 before extending the rules to programmes aimed at 4-15-year-olds in 2008. It was a trailblazer in that regard and has continued to be one of the strictest countries when it comes to how unhealthy foods are marketed,” Amira Freyer-Elgendy, Food & Grocery Analyst at GlobalData, commented.

“Although very few global HFSS regulations target under 18-year-olds, we can expect regulation to potentially encompass this age range. However, there are hurdles that make regulation implementation harder. For example, the cost-of-living crisis has tightened shopper’s budgets and has resulted in the UK delaying the buy-one-get-one-free ban until October 2023.”

The government has introduced legislation to restrict the promotion of HFSS products by volume price (for example, ‘buy one get one free’) and location, both online and in store in England. These regulations were expected to come into force on 1 October, but the government in May delayed the restrictions on promotions by a year. However, new rules limiting the location of HFSS foods in stores will go ahead as planned in October.

Promotional offers like buy-one-get-one-free and 3 for 2 deals are considered a key shopping strategy for many shoppers who are trying to save money, GlobalData report noted. The regulation affects shoppers and retailers alike. Convenience stores owners are especially nervous about this, as crisps, ice cream, confectionery and soft drinks are key impulse categories for them.

“Retailers are in a legislative limbo at the moment and can choose whether or not to comply, and thus potentially cause target audiences to splinter off into either value or health-driven demographics. Some retailers such as Tesco and Sainsbury’s are implementing it, while Morrisons will continue offering multibuy deals for HFSS products until the ban comes into play next year,” Freyer-Elgendy added.

“Value-driven shoppers may prefer to visit those retailers resisting the looming ban, while health-driven consumers will seek out shops that align with their values and are making proactive steps towards restricting HFSS products.”