Last October, the restriction of high in fat, salt or sugar (HFSS) products by location was implemented. Now, the question on everyone's mind is: what's been the impact? And has it genuinely encouraged healthier habits among consumers? Before we find out, let's revisit how the regulation came to be.

Understanding the HFSS regulation

The HFSS regulation was the government's initiative for encouraging healthier eating and drinking, and to mitigate weight-related concerns. It aimed to achieve this by banning the display of foods and beverages high in fat, salt, and sugar in high-traffic areas, such as near supermarket checkouts and queuing areas.

To determine a product's compliance, a nutrient profiling system was introduced. If a product scored too high, it was categorised as non-HFSS and moved away from impulse buying zones. By restricting the visibility of HFSS products, it would subtly nudge consumers towards healthier alternatives.

The rush to reformulate

In response to reduced in-store visibility for HFSS products, many beverage brands quickly adapted.
They either reformulated their existing product lines or introduced entirely new healthy drinks that met the HFSS requirements, aiming to regain prominence in-store. It echoed the actions of when the sugar levy was introduced in 2018, leading to the rise of sugar-free soft drinks.

Is the HFSS regulation making a difference?

In short: absolutely.

Analysis from NIQ reveals that HFSS-compliant products have witnessed an increase in the share of units sold across all major grocery categories, including healthier soft drinks. Kantar's observations echo this, indicating that non-HFSS products are now outselling their counterparts compared to a year ago.

The increase in sales of non-HFSS products indicates a shift toward healthier choices among consumers. Considering this trend, what does it mean for the healthy drinks market?

The healthy beverages landscape

According to IBISWorld, the functional beverage market in the UK is currently worth £1.4 billion… and industry reports suggest that’s only going to grow bigger.

As we predicted earlier this year, consumer interest in wellness is rising and healthy beverages are gaining momentum as a result. This was echoed by analysts at GlobalData agree, who said functional ingredients would be a key trend.

iPRO Hydrate scores a perfect 0 under HFSS guidelines, leading the way in functional beverages. It's sweetened with Stevia extract, enriched with vitamins and electrolytes. While having minimal sugars for improved electrolyte absorption, iPRO Hydrate only uses the natural and body-identical sugar, glucose

The thirst-quenching range counts four fruity flavours: Mango, Orange and Pineapple, Citrus Blend, and Berry Mix. They contain zero added sugar and are free from artificial ingredients.

Experience the health benefits of iPRO Hydrate for yourself from the parkrun Shop.