50% are overweight!
When 50% of the population is overweight and a part of these will eat 20 to 30% less after starting to use hunger suppressing drugs, or drugs like ozempic, to lose weight, how will this affect the grocery trade? How much less will they sell? How will sales be reversed from products high in sugar, fat and calories? Which food producers will notice a decrease in consumption and a change in dietary choices the most?
These are some of the questions that many grocery stores and food manufacturers are asking themselves today. There is no doubt that overweight and obesity are a major health problem in Norway, and that many people want to do something about it. Some choose to change their diet, others exercise more, and some use medications that can help them reduce their appetite and calorie intake.
What does it mean for the grocery industry?
But what does this mean for the grocery industry? Will it lead to people buying less food, or just different food? What types of foods will increase or decrease in popularity? And how can grocery stores and food manufacturers adapt to this change in consumer preferences?
It is not easy to answer these questions, because there are many factors that influence people's eating habits. For example, it can vary how much less people eat when they use hunger-suppressing drugs. Some studies have shown that e.g. ozempic can reduce calorie intake by up to 35%, while others have found a somewhat lower effect. It may also depend on how long people use the medication and whether they continue to eat healthily after they stop.
For which foods will demand change?
It is also difficult to say how sales of various food products will change. It is possible that people will buy less of products that are high in sugar, fat and calories, such as soft drinks, snacks, cakes, pizza and ready meals. But it is not certain that they will switch to healthier alternatives, such as fruit, vegetables, nuts, fish and lean meat. Maybe they just want to eat less of everything.
What is certain is that the grocery industry must keep up with these trends and offer products that meet consumers' needs and wishes. It can mean developing new products that are healthier, tastier and practical. It can also mean marketing the products in a way that highlights their health benefits and satisfies people's hunger pangs.
A major challenge for the grocery industry
The grocery trade faces a major challenge, but also a major opportunity. By adapting to the changes in people's eating habits, they can help promote public health and at the same time increase their own profitability.
Sugar is one of the most commonly used food additives, but it also has many negative health effects. Therefore, it is important to reduce sugar intake, especially for those suffering from diabetes, obesity or cardiovascular disease. But how can you reduce the sugar without sacrificing taste?
Is there a solution?
A possible solution is to use natural sweeteners such as JustSweet (with Stevia), erythritol or monk fruit, which have a lower calorie content and glycemic index than sugar, but which can give a similar sweetness. These sweeteners can replace up to at least 50% of the sugar in beverages, and up to 100% in foods, without changing the original taste too much. This can be a good way to satisfy your sweet tooth, while consuming less sugar.
If, on the other hand, you replace 100% of the sugar with synthetic, artificial so-called non-nutritive sweeteners, the taste may be too different or artificial compared to the taste of the original product with sugar. This can cause the food to lose its appeal, and consumers to choose something else. It may also be that some natural sweeteners, such as polyols (sugar alcohols), have side effects such as stomach problems or allergic reactions in some people.
Balance taste and sugar content
Therefore, it may be a good idea to find a balance between reducing the sugar and preserving the taste. A 50% reduction of sugar in food can be a good compromise, which provides both health benefits and taste experiences. It may also be more acceptable to consumers, who may not be willing to give up sugar, or the taste of sugar altogether.
49% choose taste over price, health and product placement in store
According to a survey* from 2019, 49% of Norwegians say that taste is the most important criterion when choosing food, followed by price (32%), health (11%) and product placement in the store (8%). This shows that taste is a decisive factor for food choices, and that manufacturers must take this into account when developing new products or changing existing products.
*This is an extract from a report published by the Norwegian Institute for Consumer Research (SIFO) in 2020. The report is called "Food choices and eating habits in Norway: A survey of consumers' attitudes, preferences and behaviour". It is based on a survey conducted among a representative sample of the Norwegian population in 2019. The survey showed that taste was the most important criterion for Norwegians when choosing food, followed by price, health and product placement in the store.