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Committed and Acting on Diet, Physical Activity and Health

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					                   The voice of the European food and drink industry




Committed and Acting
on Diet, Physical Activity and Health
A European Platform

TET Platform Conference
19 November, Budapest



                Mella Frewen,
                CIAA Director General
                   The voice of the European food and drink industry



          The F&D Industry in Europe
• First EU manufacturing industry
  14% of total EU manufacturing turnover
  13% of manufacturing jobs
• More than € 840 billion of sales
• 3.8 million employees
• € 52,9 billion of exports - € 5,2 billion positive trade balance
  (2006)
• Purchases and transforms 70% of agricultural raw material
• A fragmented sector: 99% of food companies have less than
  250 employees, 50% of the turnover is contributed by SMEs
                         The voice of the European food and drink industry


                    A Diversified Industry
Four main sectors: various food products, beverages, processed
                    meat and dairy products
                               6,0%
                        3,8%
                                                      Turnover (2003)
                                            26,5%
                                                       Various food products

           15,2%
                                                       Turnover (2003)
                                                       Beverages

                                                       Processed meat

                                                       Fish products
          4,2%                                         Processed fruit & vegetables

                                                       Oils & fat
             5,9%
                                              15,2%    Dairy products
                2,5%
                                                       Grain mill products and starch products

                               20,7%                   Animal feed

Source: Eurostat, sbs
                The voice of the European food and drink industry


                CIAA Membership


•   National Federations (25 & 3 Observers)


•   European Sector Associations (30)


•   Liaison Committee (20 companies)
                   The voice of the European food and drink industry


                      CIAA Priorities
•   Increase consumer confidence in the food and drink industry

•   Guarantee the smooth functioning of the internal market
    through a competitive regulatory framework and an increase in
    self-regulation for the food and drink industry

•   Strengthen food and drink industry competitiveness to meet
    the challenges of globalisation on EU and world markets

•   Manage sustainable development through enhanced
    competitiveness and more responsible corporate practices
                 The voice of the European food and drink industry


                         Context

• WHO Global Strategy on Diet, Physical Activity and Health
• EU Multi-stakeholder Platform for Diet, Physical Activity and
  Health
• Commission White Paper ‗A Strategy for Europe on Nutrition,
  Overweight and Obesity related health issues‘
• European Charter on Counteracting Obesity + WHO Action
  Plan
• EU Regulations on Health Claims, Fortified Foods, Proposal
  on Labelling including Nutrition Labelling
                The voice of the European food and drink industry


           CIAA Position on Diet,
         Physical Activity and Health
• Obesity has many causes and will require a multi-
  faceted solution that involves governments, industry,
  consumers and individuals working together (public-
  private partnerships)
• Two main elements in the equation: Diet and Physical
  Activity
• The food and drink industry understands its role in the
  obesity problem and is acting seriously and responsibly
  to deal with it
                The voice of the European food and drink industry


                   Our Approach

• We see the EU Platform as an opportunity to forge
  partnerships thus building trust, share experiences and
  develop solutions
• Transparency and active involvement – concrete and
  specific commitments in all areas of action
• Need to focus on the implementation and monitoring of
  commitments
              The voice of the European food and drink industry



       Areas of CIAA Commitments
           on the EU Platform
1. Consumer Information
2. Products and Choice
3. Advertising and commercial communications
4. Public education and physical activity programmes
5. Research
  (Public-private partnerships - overriding principle)
                         The voice of the European food and drink industry


                   CIAA Nutrition Labelling Scheme
• Launched in July 2006
• Applied on a voluntary, self-regulatory basis
• Provides clear, non-competitive information enabling
  consumers to make better informed decisions
• Fast uptake – 11 leading food companies implement the
  scheme
• CIAA is proactively communicating the scheme to its
  entire membership to continue uptake
• Committed to closely monitor progress
                      The voice of the European food and drink industry

                    Product and Choice:
                 Reformulation & Innovation
• Product portfolios of major food & drink companies are expanding to
  offer a choice of products lower in fat, sugar and salt and with a higher
  micro-nutrient content.
    – Existing product are being reformulated to reduce levels of fat, sugar,
      TFAs and salt and new products have been launched with a healthier
      profile.
    – New products are being developed + introduced that have lower levels of
      fat, TFAs, sugar and salt.
• CIAA Survey (11 companies representing 61 billion Euros in annual
  sales, approx. 7% of European sales):
    – Over the past three years, these companies have put more than 4,000
      new product compositions (reformulations or innovations) on the market
      for European consumers.
                        The voice of the European food and drink industry
                    Advertising and Marketing
                        Self-Regulation
CIAA has developed voluntary codes on food and beverage advertising
and marketing communications, which are being rolled out accross the EU.

These apply to telephone, TV, radio, press, cinema, internet, direct marketing,
sales promotions, sponsorship

 –   Need for substantiation for claims or health benefits
 –   Not encouraging excess consumption
 –   Not representing snacks as meals
 –   Not undermine healthy lifestyles messages
 –   Not undermine the role of parents
 –   etc.

     Many companies have adopted strict internal marketing communication
     guidelines for marketing to children.
                                      The voice of the European food and drink industry
                               Compliance Levels across
                                     Europe 2006
                              Final sample: 2,528 ads monitored for compliance
            100%
                   13    1      4     0     8     6     3    10    2     5    3     29    7    5

            90%


            80%


            70%


            60%


            50%          86     151   307   325         80         259        116              180
                   214                            132        195         98
                                                                                          76
                                                                                    213
            40%


            30%


            20%


            10%


             0%

                   B     CZ     FIN   F     D     GR    HU   IRL    I    NL   P     E     SW   UK

EASA 2006
                   The voice of the European food and drink industry

                         Healthy Lifestyle Campaign
                       (multistakeholder commitment)

-   EU White Paper on Nutrition states that the Commission will
    support scientific information and education campaigns to raise
    awareness of lifestyle related health problems adressed to
    vulnerable groups

-   Purpose of the Campaign: To raise awareness among
    individuals (children 8-12 years old) of the attitude that can be
    adopted to improve their diets and to increase physical activity
    levels and thereby adopt a Healthy Lifestyle

-   Accomplished actions: CIAA conducted consumer research to
    find out on what kind of motivational messages the campaign
    should be built.
                The voice of the European food and drink industry


                 Key conclusions of the research

We need to bring the concept of ―healthy lifestyle‖ into children‘s
world and reinforce that it does not have to be boring nor about
restrictions.

 – Sport and exercise is already part of children‘s world. They like it
   because it‘s a way of being with peers; a way to socialize and be
   part of a group.
                                   
 – We need to make nutrition part of their world, too, by stressing that
   healthy eating can be fun when in the context of a balanced diet.
                  The voice of the European food and drink industry

                      How to implement the
                           campaign?
Current Actions:
• Presentation of the results of our research to 10 international
  agency networks — creative and media – completed in June
  2007
• Discussions with media owners/sales houses to determine
  availability of pro bono space
• Discussions with selected countries (Hungary, Czech Republic,
  Portugal, Greece, Slovakia) to explore the possibility of working
  in partnership with public authorities
• Development of prototypical campaign(s) in multi-media formats
   to be done as a next step
                  The voice of the European food and drink industry

              CIAA Monitoring of Key
                  Commitments
• Our methodology – product reformulation
   – Sample would be representative of relevant food and beverage
     companies in five big markets
   – Sampling unit would be national level enterprises
   – Sample size would be 1,500 or 2,000 companies
   – Ensures sample is proportionally representative and large
     enough to analyse subsets of the data
• Process/methodology/results will be validated and
  possibly lead to a scientific peer-reviewed publication
• Results of 1st yearly monitoring to be shared on the 3rd
  anniversary of the EU Platform
                  The voice of the European food and drink industry


                Why Self-Regulation?
• Industry self –regulation has the potential to address concerns
  more immediately than goverment intervention.

• Advertising self-regulation is an efficient, affordable and
  effective complement to statutory enforcement

• Self-regulation can more easily adapt to changes in society and
  national requirements

• To be credible self-regulation must be transparent, well
  defined and independently monitored
                The voice of the European food and drink industry


                 Conclusions
• Work and commitments from all stakeholders are
  required to address the obesity issue
• The F&D industry has been listening and is responding
  to the challenge
• We have committed
• We are working hard at implementing and monitoring
  our commitments
• We continue to be open to discussions with all
  stakeholders and authorities to find proportionate and
  effective solutions to fight obesity
• Together we can make a difference
     The voice of the European food and drink industry



To find more information about CIAA



               www.ciaa.eu
               Access to news, positions
               and publications

				
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