Maria Mascaraque, Associate Analyst for Health & Wellness Research, Euromonitor International10.28.15
Excessive salt consumption is a concern that governments around the world are addressing through initiatives aimed at raising consumer awareness about the importance of limiting salt intake. Numerous initiatives have been enacted, particularly through efforts made by the World Health Organization (WHO) and its member states; 2015 was no exception, with these measures becoming more and more rigid.
Keyhole Logo Requirements Become Stricter in Nordic Countries
Requirements regarding the display of the Keyhole logo were strengthened in March 2015. This logo was launched as a common Nordic label in Sweden, Denmark and Norway in June 2009 and in Iceland in 2013 to help consumers choose products with less fat, salt and sugar content. While use of the logo is voluntary, consumers perceive products carrying it as being healthier options. In fact, the label is making good progress in all countries, according to the Nordic Council of Ministers. For instance, the number of Keyhole food products in Norwegian grocery stores has increased to 2,000, which is five times as many as in 2009.
Under the new requirements, Keyhole products will need to contain less salt, sugar and saturated fat, and more whole grains. Each food product group that can be labeled with the Keyhole logo has its own nutritional requirements. For example, sodium content requirements in bread were reduced from a maximum of 0.5 g per 100 g in 2012 to 0.3 g per 100 g in 2015.
Also, in 2015, for the first time criteria were introduced for maximum salt content in meat and fish products, which have been divided into different subcategories with their own salt limits. For example, if we look at Euromonitor International’s nutrition data shown in the chart below, which compares salt content for the top 10 chilled processed meat brands in Sweden, Denmark and Norway with Keyhole salt requirements for these products, it is clear that salt content for some of them is still above the recommended level.
Bakery Products Account for the Highest Amount of Salt in Latin America
The Pan American Health Organization (PAHO) has developed policies to reduce dietary salt intake among all people in South America. The policies were produced in 2009 and seek to reduce salt consumption to less than 5 g/day/person by 2020. However, according to Euromonitor International’s data, packaged food purchased in retail stores alone accounted for some 4.2 g of salt consumption per capita per day in Latin America during 2014, with bakery products accounting for 2.1 g of salt consumption per capita per day.
However, consumption in some countries is far higher than in others. For example, bakery products in retail stores accounted for 4.9 g of salt consumption per capita per day in Mexico in 2014—a level which is almost equal to the recommended daily limit on its own—followed by Chile (3.7 g consumption per capita per day). This shows the need to reformulate bakery products by reducing salt content to meet established requirements.
Aggressive Efforts to Reduce Salt Consumption in North America
Since January 2012, The American Heart Association, through an initiative called “Cut the Salt and Help your Health,” has called for all Americans to consume no more than 1,500 mg of sodium per day by 2020. This level is even less than the daily limit intake suggested by the World Health Organization (WHO) of 2,000 mg of sodium— the equivalent of 5 g or one teaspoon.
Measures are also becoming stricter within the foodservice channel. In September 2015, the New York City Board of Health voted unanimously to require restaurants with 15 or more units nationwide to add warning labels on menu items that have a sodium content of more than 2,300 mg—a level which is even higher than the WHO’s recommended daily limit. For instance, according to nutritional information available on the TGI Friday’s and Subway websites, some offerings will be affected by this measure, like TGI Friday's sesame jack chicken strips (sodium content of 2,700 mg) and Subway’s footlong spicy Italian sub (2,980 mg). New York is the first city to require these warning labels and the precedent could be emulated by many other cities.
Currently, products positioned as being reduced salt only enjoy limited success according to Euromonitor International’s data, particularly in North America, where they recorded marginal growth in 2009-2014 (CAGR of 0.8%). Therefore, reduction by stealth across retail and foodservice offerings is the only way to substantially reduce salt levels and bring them in line with WHO requirements.
For further insight, contact Ewa Hudson, Global Head of Health and Wellness Research at Euromonitor International, at ewa.hudson@euromonitor.com. For more information: http://blog.euromonitor.com/category/health-and-wellness; http://blog.euromonitor.com/category/nutrition; http://www.euromonitor.com/solutions
Keyhole Logo Requirements Become Stricter in Nordic Countries
Requirements regarding the display of the Keyhole logo were strengthened in March 2015. This logo was launched as a common Nordic label in Sweden, Denmark and Norway in June 2009 and in Iceland in 2013 to help consumers choose products with less fat, salt and sugar content. While use of the logo is voluntary, consumers perceive products carrying it as being healthier options. In fact, the label is making good progress in all countries, according to the Nordic Council of Ministers. For instance, the number of Keyhole food products in Norwegian grocery stores has increased to 2,000, which is five times as many as in 2009.
Under the new requirements, Keyhole products will need to contain less salt, sugar and saturated fat, and more whole grains. Each food product group that can be labeled with the Keyhole logo has its own nutritional requirements. For example, sodium content requirements in bread were reduced from a maximum of 0.5 g per 100 g in 2012 to 0.3 g per 100 g in 2015.
Also, in 2015, for the first time criteria were introduced for maximum salt content in meat and fish products, which have been divided into different subcategories with their own salt limits. For example, if we look at Euromonitor International’s nutrition data shown in the chart below, which compares salt content for the top 10 chilled processed meat brands in Sweden, Denmark and Norway with Keyhole salt requirements for these products, it is clear that salt content for some of them is still above the recommended level.
Bakery Products Account for the Highest Amount of Salt in Latin America
The Pan American Health Organization (PAHO) has developed policies to reduce dietary salt intake among all people in South America. The policies were produced in 2009 and seek to reduce salt consumption to less than 5 g/day/person by 2020. However, according to Euromonitor International’s data, packaged food purchased in retail stores alone accounted for some 4.2 g of salt consumption per capita per day in Latin America during 2014, with bakery products accounting for 2.1 g of salt consumption per capita per day.
However, consumption in some countries is far higher than in others. For example, bakery products in retail stores accounted for 4.9 g of salt consumption per capita per day in Mexico in 2014—a level which is almost equal to the recommended daily limit on its own—followed by Chile (3.7 g consumption per capita per day). This shows the need to reformulate bakery products by reducing salt content to meet established requirements.
Aggressive Efforts to Reduce Salt Consumption in North America
Since January 2012, The American Heart Association, through an initiative called “Cut the Salt and Help your Health,” has called for all Americans to consume no more than 1,500 mg of sodium per day by 2020. This level is even less than the daily limit intake suggested by the World Health Organization (WHO) of 2,000 mg of sodium— the equivalent of 5 g or one teaspoon.
Measures are also becoming stricter within the foodservice channel. In September 2015, the New York City Board of Health voted unanimously to require restaurants with 15 or more units nationwide to add warning labels on menu items that have a sodium content of more than 2,300 mg—a level which is even higher than the WHO’s recommended daily limit. For instance, according to nutritional information available on the TGI Friday’s and Subway websites, some offerings will be affected by this measure, like TGI Friday's sesame jack chicken strips (sodium content of 2,700 mg) and Subway’s footlong spicy Italian sub (2,980 mg). New York is the first city to require these warning labels and the precedent could be emulated by many other cities.
Currently, products positioned as being reduced salt only enjoy limited success according to Euromonitor International’s data, particularly in North America, where they recorded marginal growth in 2009-2014 (CAGR of 0.8%). Therefore, reduction by stealth across retail and foodservice offerings is the only way to substantially reduce salt levels and bring them in line with WHO requirements.
For further insight, contact Ewa Hudson, Global Head of Health and Wellness Research at Euromonitor International, at ewa.hudson@euromonitor.com. For more information: http://blog.euromonitor.com/category/health-and-wellness; http://blog.euromonitor.com/category/nutrition; http://www.euromonitor.com/solutions
