The Agriculture and Horticulture Development Board (AHDB) highlighted that according to its latest YouGov/AHDB Pulse survey, 85% of consumers believe diet is key to health.
AHDB stated that 77% of consumers say fitness is also important, and it found that two-thirds of adults in England are overweight and 26.5% of these are classed as obese (DHSC, May 2025).
Kate Arthur, head of Nutrition & Health at AHDB said: “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. Time pressures, limited cooking skills, and lack of facilities add to the challenge, making quick, simple, nutritious meals harder to achieve.
“Healthy living isn’t optional anymore; it’s essential. But affordability and clarity must improve if we’re serious about tackling obesity.”
AHDB went on to say that for many households, the cost of healthy eating is the biggest barrier, as 71% of consumers who think diet and/or fitness is important to their health stated that it was too expensive to buy healthy food and drinks (YouGov/AHDB Pulse survey, November 2025). Worldpanel by Numerator data reiterated this, as the cost of an evening meal chosen by shoppers for health reasons was £3.65, which was 13% more expensive than meals chosen for other factors.
AHDB said that in 2026, some consumers would be cutting back, with 26% planning to reduce their consumption of ultra-processed foods and 23% planning to reduce sugar, fat and salt from their diet. In terms of additions, 14% of survey respondents said they were looking to increase their protein intake, 13% said they wanted to increase their fibre, and 49% of consumers said they will increase the amount of exercise they do (YouGov/AHDB Pulse Survey, November 2025).
The body went on to say that health goals in 2026 “won’t be universal”, as younger consumers are more focused on short-term wellness benefits and improving body image, while older generations reportedly care more about heart health, bone strength and more natural ways to manage their wellbeing. One of the “most talked-about trends” in the industry is the rise of GLP-1 weight loss drugs, with 4.1% of GB households reporting current use in 2025 (Worldpanel by Numerator).
Vanessa Adamson, retail & consumer insight manager at AHDB, said: “As more consumers are expected to try GLP-1 weight loss drugs in 2026, lean primary red meat, natural yogurt, milk and eggs are likely to be popular, as these consumers are actively seeking nutrient-dense meals in smaller portions that are packed with protein for muscle maintenance.”
