Consumers want to live healthier lives. The intent is there. But when it comes to turning that ambition into action, cost, confusion and convenience remain stubborn roadblocks.
According to the latest research, 85% of consumers believe diet is key to good health, while 77% say fitness is equally important. And yet, the wider picture tells a more complicated story. In England alone, two-thirds of adults are now classed as overweight, with 26.5% considered obese (DHSC, May 2025).
So where does it all go wrong — and what could change in 2026?
Kate Arthur, Head of Nutrition & Health, believes the challenge isn’t motivation – it’s navigation.
“The urgency for healthier lifestyles is undeniable, but with health claims flooding packaging, media and social platforms, consumers are increasingly unsure which products are genuinely healthy and nutritious.”
Add time pressures, limited cooking skills and lack of facilities, and even the best intentions can unravel quickly.
“Healthy living isn’t optional anymore – it’s essential. But affordability and clarity must improve if we’re serious about tackling obesity.”
For most households, cost remains the biggest barrier.
In fact, 71% of people who care about diet or fitness say eating well costs too much.
World-Panel by Numerator data supports this: the average health-focused evening meal costs £3.65 – 13% more than meals chosen for other reasons. For many shoppers, that difference adds up fast.
Despite the pressure, consumers are making gradual changes:
But motivations aren’t universal.
Younger consumers are typically driven by short-term wellness and body image, while older generations prioritise long-term health, focusing on heart health, bone strength and more natural approaches to wellbeing.
One of the most talked-about health trends shaping future shopping behaviour is the rise of GLP-1 weight-loss medications. In 2025, 4.1% of GB households were already using them (World-panel by Numerator), with adoption expected to climb further in 2026.
Vanessa Adamson, Retail & Consumer Insight Manager at AHDB, explains the implications:
“As more consumers try GLP-1 weight-loss drugs, lean primary red meat, natural yoghurt, milk and eggs are likely to be popular. These shoppers are seeking nutrient-dense meals in smaller portions, packed with protein for muscle maintenance.”
As health continues to move from aspiration to expectation, the opportunity for retailers and brands is clear:
make healthy choices simpler, clearer and more affordable.
We’ll continue supporting shoppers by improving understanding of the benefits of lean red meat and dairy within a balanced diet – helping consumers bridge the gap between good intentions and real-world choices.
Because the appetite for better health has never been stronger.
The challenge for 2026 is making it easier for everyone to achieve it. (Source: ahdb.org.uk)
