The Future of Food Chains

CUSHMAN & WAKEFIELD

DIETARY CHANGE: HEALTH AND SUSTAINABILITY

existing regulations such as the sugar tax and HFSS advertising ban, will continue to reduce the health premium across all price bands, helping to aid dietary substitutions without marginalising less financially stable households and enabling greater choice when making healthier substitutions. Dietary change in the United Kingdom is both inevitable and necessary as we look to 2040. We anticipate that diets in the UK will continue to gradually evolve, comprising of a number of

SUPER-SUBS

The time-scarce nature of the population in most advanced economies such as the UK, has resulted in changes leaning heavily towards substitutions in diet and nutrition and greener eating. Academic literature has found that humans tend to prefer substitutions and gradual change over the introduction of significant changes, on the basis that it’s easier to make substitutions than it is to introduce new habits. Britons are now increasingly making healthier greener substitutions within their diets, favouring un-processed, fresh, and quality produce, and introducing food based supplements as a preventative measure against health issues. The UK benefits from a low health premium substitute cost, with an equivalent of $0.30 required in order to substitute to a health adequate diet. This is low when compared to developed economies, suggesting a transition to healthier diets bares a relatively low financial burden in the UK.

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3.0

2.5

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1.5

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UNITED KINGDOM IRELAND

SWITZERLAND BELGIUM

NORWAY

GREECE

CZECHIA

GERMANY

DENMARK

SWEDEN

We also anticipate that future government regulation, similar to

ADEQUATE DIET COST

HEALTHY