PHARMA
BACK TO CONTENTS f rtifi ed a apple a day
“If more of us valued food and cheer and song above hoarded gold, it would be a merrier world”, J. R. R. Tolkien (1892 - 1973).
F
ood is one of man’s most basic requirements, but its relationship to health is less well understood. It doesn’t take any great insight to work out that if you put poor quality fuel into
your car, it won’t run very well and will soon let you down with a bang. Yet how many of us
1 Sustainable Diets: Helping shoppers, IGD Shoppers Vista June 2013. © 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member fi rm of the KPMG network of independent member fi rms affi liated with KPMG International Cooperative, a Swiss entity. All rights reserved. by CHRIS STOTT, Partner, KPMG
Chris Stott of KPMG argues that recent trends are pointing to the increasing convergence of the food and pharma industries.
pause to consider, as we eat another burger and fries washed down with an extra large cola, how our body’s own, infi nitely more complex engine is running?
It would seem that only half of us do. According to a survey last year, just half of shoppers say healthy options are important. But those that do regard it as important prioritise health ahead of both ethics and the environment.1
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