Briefing paper on discretionary foods and drinks

5.1.1    FSS routinely collects and/or analyses information on food and nutrient intakes in Scotland from the SHeS, including average population intakes of discretionary foods. Evidence on intakes of discretionary foods was detailed in the FSS report on the consumption of discretionary foods and drinks and other categories of dietary concern, and informed the 2022 policy proposals for the restriction of HFSS promotions in adults in Scotland. 

5.1.2    Table 1 shows the significant impact that discretionary foods have on the diet, accounting for, on average, 15% of total energy, 17% of total fat, 18% of saturated fats and 38% of daily free sugars consumption. On average, discretionary foods alone provide around 19g per day of free sugars, which is almost two thirds of the recommended 30g daily maximum for adults. 

5.1.3    Previous data from work to estimate food and nutrient intakes from food purchase data in Scotland between 2001 and 2018 showed that intakes of discretionary foods have remained consistently high since 2001, with the exception of sugar containing soft drinks, which reduced over this time period. However, this was in line with a significant increase in consumption of sugar free soft drinks, and is therefore likely linked to the introduction of the Soft Drinks Industry Levy in 2018, prompting widespread reformulation to reduce sugar content.

5.1.4    Data from the LCFS and the consumption of discretionary foods and drinks and other categories of dietary concern showed few differences in across SIMD quintiles, with most categories varying little by deprivation. One notable exception was sugar containing soft drinks, where intakes were significantly higher for those living in the most deprived areas (113g/d) compared to the least (59g/d) in 2021.

Table 1.Mean intakes and contribution of discretionary foods and drinks to calories, fats and free sugars in adults (16+y) living in Scotland, in 2021 (n=3042).

5.1.5    Data from the 2024 Dietary Intake in Scotland’s Children (DISH) research report assessed intakes of discretionary foods in children aged 2-15 years old. Table 2 shows the average contribution of discretionary foods to energy, fats and free sugar in the diets of children living in Scotland. Generally, children and young people consume higher quantities of discretionary foods compared to adults, contributing an even greater proportion of overall calories (21%), total fat (22%), saturated fat (21%) and free sugars (41%) to their diets. 

5.1.6    The DISH report showed the contribution of ‘Sugary drinks’ to free sugar intake increased significantly with age, from 3% (2-4yrs) to 13% (11-15yrs) among females and 4% (2-4yrs) to 15% (11-15yrs) among males. The percentage contribution of ‘Sugary drinks’ to free sugars among children and young people living in the most deprived areas was also more than double that of those living in the least deprived areas (12% versus 5%). Conversely, children and young people living in the least deprived areas were significantly more like to consume ‘Cakes, pastries & puddings’ than those living in the most deprived areas. 

Table 2. Weighted mean intakes and percentage contribution to energy, fats and free sugars of discretionary foods in children and young people aged 2 to 15 years living in Scotland who completed at least one dietary recall, 2024 (unweighted sample size 1,700).

5.1.7    FSS monitoring retail purchase and price promotions in Scotland 2019-2022 suggests a similar pattern of discretionary foods purchased when compared to consumption survey data. Discretionary foods make up around a third of consumers take home baskets and are substantial contributors to retail purchase of calories (25%), total fat (26%), saturated fats (29%), total sugars (42%) and salt (11%)[1]

5.2.1    Not only are discretionary foods consumed in large quantities, they are also consumed frequently. Although fruit and other healthier foods are also eaten as snacks, discretionary foods such as crisps, chocolate, sweet biscuits are eaten often, as shown in the FSS consumer tracking survey wave 16. 

5.2.2    The 2020 SHeS reported that the most commonly consumed discretionary foods were cakes, which 33% of adults reported eating at least twice a week. This was followed by sweets or chocolate, and ice cream, each consumed by 29% of adults once a week or more. Biscuits were consumed by 26%, crisps by 16%, and non-diet soft drinks by 11%, all at a frequency of once a day or more. These figures reflect frequency of consumption rather than actual quantities measured using dietary intake tools, and are therefore not directly comparable with consumption-based data. Additionally, this was reported during the COVID-19 pandemic in 2020 when food purchasing and eating patterns were changing and may not be directly comparable with previous data. 

5.2.3    Children consume discretionary foods even more frequently compared to adults. Based on SHeS data from 2017/18 combined, on average, 46% of children consumed sweets or chocolates, 34% consumed crisps or other savoury snacks, 30% consumed biscuits and 18% drank non-diet soft drinks at least once a day on average. Cakes were consumed by 31% of children at least twice a week and 48% ate ice cream at least once a week. Similar to the 2020 SHeS data, these figures are based on frequency of consumption rather than actual quantities, and therefore are not directly comparable with consumption-based data. However, the higher reported frequency among children aligns with findings from dietary intake data, which show that children and young people typically consume greater volumes of discretionary foods compared to adults.

5.2.4    FSS out of home purchase data for 2022 and 2023 showed that discretionary foods are also frequently purchased out of home. In 2023, carbonated drinks (167.1 million trips), confectionery and gum (91.7 million), cakes, pastries and biscuits (85.8 million), were among the most frequently purchased food and drink subcategories. Additionally, the number of trips featuring each of these subcategories increased between 2022 and 2023. 

5.2.5    Data from wave 16 of the FSS consumer tracking survey in 2023 shows that consumers consistently recognise that there is a problem with discretionary foods in our diets, with 43% of adults aged 16 and over in Scotland agreeing that ‘I know I eat too many 'treats' like cakes, biscuits, chocolates or sweets every day’.