Why a healthy diet should matter to you and your client
Published: 16/08/2022
It’s widely accepted that eating healthily can help prevent us from developing a range of lifestyle diseases. But what’s too often overlooked is how advisers can help clients make better choices and bring down the likelihood they will need to make a claim.
Did you know that one in four deaths in 2018 were attributable to poor diet 1? A 15% increase on 2010.This figure is even greater in wealthier countries, with 31% of premature adult deaths in Europe being related to dietary risks. A staggering 53% of fatalities related to coronary heart disease – which represent 16% of deaths in the UK each year - are due to unhealthy eating, according to Global Burden of Disease.
This highlights that, as a nation, our diets are currently neither healthy nor sustainable. Something reflected in findings of the Global Nutrition Report 2021, which shows that global consumption of vegetables, fruit, legumes and nuts are well below recommended levels. Concerningly, we’re eating five times more red and processed meat than we should – as much as nine times over in Europe.
Those who live in higher income countries are 38% more overweight and 26% more obese than the global average.
While worrying, the good news is that by encouraging healthier behaviour, we can help people lower their risk of developing illnesses that could otherwise be avoided – either by incentivising them to eat better or helping them get active. It also means that health and protection insurers – with the help of advisers – can help reduce the likelihood of a claim being needed and bring down the burden on the NHS, by helping create a healthier and happier society.Preventing lifestyle diseases
According to the NHS, research suggests that eating a healthy diet – particularly one high in fibre – helps lower blood pressure, lower total cholesterol, aid digestion and prevent constipation 2 . It can also significantly lower your client’s risk of developing the following lifestyle diseases:
Colorectal cancer
One study found that a high intake of dietary fibre, particularly from cereal and whole grains, is associated with a 10% reduction in risk of colorectal cancer for each 10g/day intake of total dietary fibre. This rose to about a 20% reduction for each three servings (90 g/day) of whole grain daily. It also found that higher intakes of fibre lead to further reductions in risk of colorectal cancer 3.
Colorectal cancer
One study found that a high intake of dietary fibre, particularly from cereal and whole grains, is associated with a 10% reduction in risk of colorectal cancer for each 10g/day intake of total dietary fibre. This rose to about a 20% reduction for each three servings (90 g/day) of whole grain daily. It also found that higher intakes of fibre lead to further reductions in risk of colorectal cancer 3.
Heart disease
Research shows that for each 200g serving of fruit and vegetables a day, the risk of ischaemic heart disease (IHD) is 6% lower. Each 100g serving of fruit intake is associated with a 3% lower risk of IHD, increasing to 8% for every 50g serving of banana. In addition, a 10g higher intake of nuts and seeds is associated with a 10% lower risk of IHD. Overall, when looking at total fibre intake, an additional 10g of fibre a day is associated with a 9% lower risk of IHD 4.
Stroke
A number of studies show that increasing dietary fibre is associated with a reduction in stroke risk. One study reported that a 7g increase of total dietary fibre was associated with a 7% reduction in risk 5.
A more recent study which analysed ischaemic strokes and haemorrhagic strokes separately found that an additional 10g of fibre a day is associated with a 23% lower risk of ischaemic stroke while red meat was associated with an increased risk of ischaemic stroke. When looking at haemorrhagic stroke, egg consumption (20g per day) can lead to a 25% higher risk 6.
Type-2 diabetes
A healthy, high-fibre diet is essential for diabetes management. One study, comparing a daily dietary intake of 35g to the average intake of 19g, found that higher intakes of fibre resulted in improvements in key health markers such as body weight, inflammation, blood lipids and glycaemic control. It also resulted in a reduction in premature mortality. The study also identified a clear dose response relationship. This means that as fibre intake increases, premature mortality risk reduces 7.
Research shows that for each 200g serving of fruit and vegetables a day, the risk of ischaemic heart disease (IHD) is 6% lower. Each 100g serving of fruit intake is associated with a 3% lower risk of IHD, increasing to 8% for every 50g serving of banana. In addition, a 10g higher intake of nuts and seeds is associated with a 10% lower risk of IHD. Overall, when looking at total fibre intake, an additional 10g of fibre a day is associated with a 9% lower risk of IHD 4.
Stroke
A number of studies show that increasing dietary fibre is associated with a reduction in stroke risk. One study reported that a 7g increase of total dietary fibre was associated with a 7% reduction in risk 5.
A more recent study which analysed ischaemic strokes and haemorrhagic strokes separately found that an additional 10g of fibre a day is associated with a 23% lower risk of ischaemic stroke while red meat was associated with an increased risk of ischaemic stroke. When looking at haemorrhagic stroke, egg consumption (20g per day) can lead to a 25% higher risk 6.
Type-2 diabetes
A healthy, high-fibre diet is essential for diabetes management. One study, comparing a daily dietary intake of 35g to the average intake of 19g, found that higher intakes of fibre resulted in improvements in key health markers such as body weight, inflammation, blood lipids and glycaemic control. It also resulted in a reduction in premature mortality. The study also identified a clear dose response relationship. This means that as fibre intake increases, premature mortality risk reduces 7.
How much fibre is enough?
The NHS recommends having around 30g of fibre a day. However, on average in the UK the intake is around 18g per day. This equates to just 60% of what we should be aiming for 8.
Vitality is the world’s largest behaviour change programme linked to insurance. It helps people get healthier by giving them the tools, knowledge and access to incentives to improve their health. Data shows that those engaging in the Vitality Programme were 39% more likely to improve their diet compared to the general population 9. Find out here how your client can get access to a range of rewards and partners to help them lead a healthier life.
Find out more about how indexation works and why it is a good idea for your clients, especially at this time.
Where to next?
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Joint life or two single plans?
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When deciding whether to offer a joint life plan or two single life plans to a couple, it is important to consider the dynamics of each family.
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Why prevention is better than claim
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We sat down with Dr Katie Tryon, Director of Health Strategy for Vitality, to hear why prevention is playing such a prominent role within private medical insurance (PMI).
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1 Global Nutrition Report, 2021
2NHS, accessed December 2021
3 Aune D, Chan D S M, Lau R, Vieira R, Greenwood D C, Kampman E et al. Dietary fibre, whole grains, and risk of colorectal cancer: systematic review and dose-response meta-analysis of prospective studies BMJ 2011; 343 :d6617 doi:10.1136/bmj.d6617
4 Perez-Cornago A, Crowe FL, Appleby PN, et al. Plant foods, dietary fibre and risk of ischaemic heart disease in the European Prospective Investigation into Cancer and Nutrition (EPIC) cohort. Int J Epidemiol. 2021;50(1):212-222. doi:10.1093/ije/dyaa155
5 Dietary Fiber Intake and Risk of First Stroke https://doi.org/10.1161/STROKEAHA.111.000151Stroke. 2013;44:1360–1368, published 28 Mar 2013
6 The associations of major foods and fibre with risks of ischaemic and haemorrhagic stroke: a prospective study of 418 329 participants in the EPIC cohort across nine European countries, European Heart Journal, Volume 41, Issue 28, 21 July 2020
7 Reynolds AN, Akerman AP, Mann J (2020) Dietary fibre and whole grains in diabetes management: Systematic review and meta-analyses. PLoS Med 17(3): e1003053. https://doi.org/10.1371/journal.pmed.1003053
8 Fibre: Food Fact Sheet, BDA The Association of UK Dietitians, June 2021
9 Britain’s Healthiest Workplace, 2019
2NHS, accessed December 2021
3 Aune D, Chan D S M, Lau R, Vieira R, Greenwood D C, Kampman E et al. Dietary fibre, whole grains, and risk of colorectal cancer: systematic review and dose-response meta-analysis of prospective studies BMJ 2011; 343 :d6617 doi:10.1136/bmj.d6617
4 Perez-Cornago A, Crowe FL, Appleby PN, et al. Plant foods, dietary fibre and risk of ischaemic heart disease in the European Prospective Investigation into Cancer and Nutrition (EPIC) cohort. Int J Epidemiol. 2021;50(1):212-222. doi:10.1093/ije/dyaa155
5 Dietary Fiber Intake and Risk of First Stroke https://doi.org/10.1161/STROKEAHA.111.000151Stroke. 2013;44:1360–1368, published 28 Mar 2013
6 The associations of major foods and fibre with risks of ischaemic and haemorrhagic stroke: a prospective study of 418 329 participants in the EPIC cohort across nine European countries, European Heart Journal, Volume 41, Issue 28, 21 July 2020
7 Reynolds AN, Akerman AP, Mann J (2020) Dietary fibre and whole grains in diabetes management: Systematic review and meta-analyses. PLoS Med 17(3): e1003053. https://doi.org/10.1371/journal.pmed.1003053
8 Fibre: Food Fact Sheet, BDA The Association of UK Dietitians, June 2021
9 Britain’s Healthiest Workplace, 2019