Even in France, a country known for its long and relaxed eating occasions, consumption of on-the-go food and drink products is already above the European average and set to increase, a Datamonitor report suggests.
Finding healthy and nutritious products when on-the-go, however, proves extremely difficult for many. Some 41 per cent of the French population is overweight or obese, the report says, and although consumers are increasingly aware of the need to change their diet, the increase in eating on-the-go impairs their ability to maintain healthy diets.
The overriding need for convenience means that health takes a back seat in consumers? food and drink choices. French consumers eat healthily 41 per cent of the time when on-the-go ? compared to 44 per cent of the Swedes and 43 per cent of the Dutch. In the UK, however, this accounts for only 31 per cent.
Not being able to find healthy products on-the-go is the number one barrier preventing healthy behaviour. The limited number of healthy options in on-the-go distribution channels and limited awareness and marketing of healthy brands make it hard for consumers to find healthy products. Another barrier is the cost: a third of consumers do not buy healthy products as often because they think that products sold as being ‘healthy’ are more costly than standard versions.
Products that support long term general health and fitness as opposed to short-term weight loss are the number one requirement among consumers on-the-go
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