Aerobics in the aisles: How supermarkets could solve the obesity crisis, according to Oliver Wyman
Are the UK's Big Four supermarkets responsible for the obesity crisis? Global management consultancy Oliver Wyman seems to think so.
In a report released today, Oliver Wyman has said the Big Four "hold the answer" to the crisis should be using their "considerable influence" to save one million people from being obese and 1.5mn from being overweight in the next three years.
It recommends a programme that would include "aerobics in the aisles", with Tesco, Asda, Sainsbury's and Morrisons introducing fitness and wellness clinics in store, as well as clearer food labelling initiatives, into one overall "wellness offering".
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Following the announcement of the government's surprise sugar tax in the March Budget, Oliver Wyman's study claims customer retention would increase in stores piloting the programme, which would boost competitive advantage in the difficult retail climate.
Dr Nick Harrison, the European Retail Practice Co-Leader at Oliver Wyman, who led the report, said:
Grocers are continuing to face performance challenges and competition from discounters and online retailers. By providing customers with new experiences and services related to wellness, they could strengthen their loyalty proposition to give them a significant competitive advantage. The race is now on for the first retailer to put our recommendations into practice in order to get a head start within this highly competitive retail environment.
The report sets out how a new food labelling system giving products an overall "Health Score" will help customers make healthy choices.
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It also recommends incentivising exercise via supermarket loyalty schemes – with fitness classes and wellness clinics offered in store – to integrate diet and activity and positively influence the habits of millions adults who visit supermarkets at least once a week.
Harrison added: "Just two months after the announcement of the impending sugary soft drinks levy, now is the time for grocers to get ahead of the curve and anticipate the changes that government will make in the coming years to tackle the obesity crisis.
"The sugar levy is a first step by government to improve the public’s eating habits and combating sugar intake is only part of the picture. A comprehensive approach that touches every aspect of daily life is needed. Grocers have the opportunity to harness their customer relationships, take up the mantle and recognise their role as key players in the fight against obesity – for the good of the public’s health."
Andrew Opie, director of food and sustainability policy at the British Retail Consortium, said: "Supermarkets already use labels to help customers make healthier choices with traffic light colours to highlight the amount of fat, sugar and salt in their products.
"The scheme is supported by all 4 UK Government health departments and is one of the key ways supermarkets are helping tackle obesity, alongside products with less fat and sugar, great value on fresh fruit and vegetables and advice on eating healthier."