Research development firm Vypr has published its latest Consumer Horizon report, which tracks UK grocery and consumer trends in 2026.
UK consumers were surveyed on food and lifestyle topics for Vypr’s latest Consumer Horizon report, with the results highlighting growing demand for healthier, moderation-friendly and value-driven products, while also identifying commercial opportunities for brands to convert consumer intent into actual purchasing behaviour.
The report found that 93% of consumers were aware of so-called ultra-processed foods (UPFs), with 71% concerned about their health impact and 61% planning to cut back this year. However, 41% said they would pay nothing extra for non-UPF alternatives, which Vypr said underlined the challenge facing brands hoping to make their healthier ranges more premium.
Looking at how consumers responded to UPF health concerns, Vypr reported that 37% of 55-67-year-olds said they were very concerned, more than double the rate among 18-24-year-olds (18%). Women expressed higher concern, with 29% very concerned compared with 21% of men, while men were more likely to say that they were unconcerned (10% vs 6%).
Vypr stated that a lack of knowledge and understanding around the UPF category is “still evident” with only 40% of shoppers able to easily identify non-UPF products in-store.
“More unpredictable weather affects growers, geopolitical events affect imports, latest Government restrictions around HFSS are in play and there are rising health concerns around UPF.”
Ben Davies, founder of Vypr, commented: “There have never been so many challenges for the grocery sector at all stages of the supply chain. More unpredictable weather affects growers, geopolitical events affect imports, latest Government restrictions around HFSS are in play and there are rising health concerns around UPF. Add the cost-of-living crisis and it’s become very difficult to forward plan.
“The gap between what consumers say they want and what they do, often formed by barriers of cost, confidence, access and knowledge, are preventing intent from becoming action. For brands these spaces are where commercial opportunity lies. Brands and retailers with clear messaging and positioning are needed within this complicated landscape.”
The report argued that shifts in consumer purchasing trends presented “significant opportunities” for grocery brands able to deliver affordable health, moderation-friendly formats and functional benefits without sacrificing convenience or value.
