HFSS in depth: How will the new rules change shopper behaviour?

The HFSS crackdown this October will bring radical change to grocery.

In October 2022, the Government is planning to introduce new regulations that will affect thousands of retailers. The intention of The Food (Promotion and Placement) (England) Regulations 2021 is to:

a) reduce the availability of products high in fat, salt and sugar (HFSS) bought through “volume promotions” like ‘buy one get one free’ offers, and
b) to restrict the placement of HFSS product categories in high footfall areas of an affected store, like checkouts, end-of-aisle units, store entrances, and designated queueing areas

To comply with the new rules, retailers and suppliers are already ripping up planograms, redesigning store layouts, overhauling promotional and media strategies, and rethinking ranges.

But how is all this bustle of activity going to be perceived by shoppers? How will they make sense of post-HFSS ranges, stores and promotions? How will the new rules steer their choices? And how aware of HFSS and the wider health agenda are they anyway?

To answer these questions, we are bringing together a panel of leading brands and retail experts to explore HFSS through a shopper lens.

Our panellists will share their latest consumer insight and predictions on how the HFSS regulations will affect shopper behaviour. We’ll discuss lessons from real-life trials and their impact on buying decisions, and explore changing consumer attitudes to health and wellbeing.

Our panel will also provide insight into their own HFSS strategies and explain how they plan to keep shoppers engaged in the new environment. Plus, you’ll get the chance to put your questions to our panel.

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