The Irish Food Industry’s Responseto Obesity
Mr. Colin GordonCEOGlanbia Consumer Foods
Tues 23rd September 2008
Who are Glanbia Consumer Foods?
No 1 Food Company in Ireland
Only company with 7 of Top 100
Most advertised food brand
2 million products per day and growing
75% of population no more than hour and half from production sites
Operates across 7 product categories with total value €800m
Milk, No. 3 No. 14 No. 27 No. 38
Cream, No. 73No. 66 No. 73
More Food brands in Grocery Top 100 than any other supplier
Milk such a key food staple
Base: 781
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
4+ Times a Week 2-3 Times a Week Once a Week Once a Fortnight
Store Visitation
Milk Purchase
Given our scale we take our responsibility very seriously as a key nutrient provider to the Irish population
Milk bought by almost every household over 2 times per week
……. 7 times more than tea
……and it is great value !
114 - 302Other Beverages
103Milk
RSPcent per ltr
Retail Prices
Response of the Food Industry
Industry is responding to the emerging agenda across
NOTF
Regulation
Recipe improvements
Labelling
The Food Industry Agenda
……. But before we start !
Male FemaleSugars 2% 6%Fat 9% 31%Salt 25% 21%
Calories 79% 62%
% choosing right levels ‘allowed’ p/day
1 in 12 heard of “Pixel” Fats!
Advertising Regulation
Broadcasting Bill – an alternative recommendation
Industry & Government agree a Code
Broader than Broadcast
Doesn’t discriminate against indigenous food companies
Product reformulation – salt removal, fat reduction etc
New “better for you” product ranges
Portion Size
GDA’s
In the area of Product choice
To make nutrition labelling understandable and allow consumers make informed choice
Key information on calories, sugar, fat, saturated fat & salt
Involves front of pack messages to enable quick decisions
The one truly Pan European scheme
Irish Uptake approx 50% of branded and 80 -90% of adopting retailers.
In the area of labelling - GDAs
13%
N/A***
45%
N/A***
Superquinn
0%92%80%July 2008 Private Label**
0%88%60%Jan 2008 Private Label**
July 2008 Branded*
Jan 2008 Branded*
49%43%51%
37%43%47%
DunnesTescoSupervalu
* Average shopping basket of branded goods (based on CSO basket)
** Average shopping basket of private label goods (based on CSO basket)
*** Superquinn not surveyed in January 2008
GDA Label Penetration – July 08
The food industry is also supporting the establishment of the Nutrition and Health Foundation (NHF)
The Nutrition & Health Foundation has a multi-stakeholder approach to addressing the health challenges of our nation, by bringing together industry, government, state agencies, internationally recognised scientists, health professionals and other relevant stakeholders.
Supporting the Nutrition & Health Foundation
The EU has established the EU Platform for Diet, Physical Activity and Health in 2005. To date the Platform involves 34 member EU organisations ranging from food industry to consumer protection NGOs.
200 commitments covering labelling; education; physical activitypromotion; advertising and product reformulation
Ireland is at the forefront in working to reduce the levels of obesity in Europe
Initiatives such as the Nutrition and Health Foundation is the first of its kind in Europe.
Irish Industry and Europe
Looking at ourselves….
HealthIndulgence
We have a wide food range covering the full spectrum of consumer needs and wants
No such thing as good or bad products, just good or bad diets
Looking at ourselves….
In last 3 years, we have quadrupled the marketing investment in Better For You products
We’ve improved our recipes
• Petit Filous – All ingredients changed to 100% Natural• 10% Sugar Reduction across Petit Filous , Fruit
Yogurt• Addition of fibre into our 0% fat yogurt range
• Salt reduction programme has been in place since 2004.
• FSA Target of 0.6g salt/100g achieved across 85% of products in the Avonmore Soup Range in 2008.
• Calories, fat, sugars have all been reduced across the range by between 27% to 52% .
• Use of clean label ingredients • Launching new recipes in Low Fat range
T R A F F I C L I G H T S Y S T E M F O R V A R I O U S P R O D U C T S
P r o d u c t F a t S a t u r a t e s S u g a r S a l t
Ch e d d a r Ch e e s e R e d R e d G r e e n R e d
Fa r m e r s Ch o ic e
m ix e d v e g . s o u p
A m b e r A m b e r G r e e n A m b e r
F r e s h m i lk A m b e r A m b e r A m b e r G r e e n
L o w - f a t m i lk G r e e n A m b e r A m b e r G r e e n
O r a n g e j u ic e G r e e n G r e e n R e d G r e e n
D ie t Co la G r e e n G r e e n G r e e n G r e e n
Traffic Lights fails to take account of the nutritional positives of dairy
Milk is a Rich source of Protein and an important source of Calcium and other vitamins/minerals in our diet.
A carton of Fresh soup can contain one or two portions of vegetables
A serving of orange juice is equivalent to a serving of fruit and the sugars contained within it are low GI , Low effect on teeth . ie “good Sugars” yet they are tarred with the same brush as carbonated soft drinks.
Likewise, milk contains 4.9% lactose which is a naturally occurring, Low GI “ good” sugar
What about the nutritional positives?