GB: Sainsbury’s to launch a nutrition-focussed product range – Are shoppers big on healthy eating?
December 20th, 2022, Lesley Simeon

GB: Sainsbury’s to launch a nutrition-focussed product range – Are shoppers big on healthy eating?

Supermarket chain, Sainsbury’s, will be launching its new health food range, ‘Flourish’, in January 2023. With over 65 products, the range offers snacks, smoothies, teas, sandwiches, soups and ready meals among other items. The range will be available both in-store and online 4 January 2023 onwards, with introductory offers running until 24 January.

But does Sainsbury’s latest push for healthy eating align with consumers’ current attitudes?

As 2022 comes to a close, Sainsbury’s intends for its new food range to find favour amongst consumers who may have adopted New Year’s resolutions to eat better in 2023.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 30% of Sainsbury’s current customers describe themselves as healthy eaters. A larger group of its customers (47%) as well as the general Great Britain population (53%) feel they could be healthier as far as their eating habits are concerned – carving out the ideal target audience for Sainsbury’s upcoming health food range.

While Sainsbury’s may want to address people’s wishes to eat healthier in the new year with packaged food offerings, it is important to note that for 47% of Sainsbury’s regulars freshness is a top concern when eating or choosing food to eat at home or out of home. Sugar levels (34%), calories (30%), fat content (27%) and salt levels (24%) wrap up the top five concerns about food chosen or eaten.

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Methodology:YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles. 

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Farhad Ibrahimzade