2026 consumer health predictions

Consumers want healthier lifestyles, but cost, confusion and convenience remain major barriers. We've explored how health trends, such as GLP-1 weight loss drugs, could affect shopping habits this year.

According to a recent survey*, 85% of consumers believe diet is key to health and 77% say fitness is also important.

But with two-thirds of adults in England classed as being overweight, and 26.5% of these obese (DHSC, May 2025), where does it all go wrong on the journey to health and wellness and what changes might 2026 bring?

Kate Arthur, Head of Nutrition & Health 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 and 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.”

For many households, the cost of healthy eating is the biggest barrier. In fact, 71% of people who care about diet or fitness say eating well costs too much*.

Worldpanel by Numerator data backs this up: a health-focused evening meal costs about £3.65, which is 13% more than meals chosen for other reasons.

This year, 26% of consumers said they plan to reduce their consumption of ultra-processed foods and 23% plan to reduce the amount of sugar, fat and salt in their diets.

In terms of additions, 14% said they're looking to increase their protein intake, 13% want to increase their fibre consumption and 49% plan to do more exercise*.

But of course, health goals won’t be universal.

Younger consumers are much more focussed on short-term wellness benefits and improving body image, while older generations care more about long-term health – things like heart health, strong bones and more natural ways to manage their wellbeing.

GLP-1 weight loss drugs

One of the most talked-about health trends recently is the rise of GLP-1 weight loss drugs, with 4.1% of GB households using them 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 yoghurt, 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.”

We're continuing to help shoppers make healthy choices by improving their understanding of the benefits of lean red meat and dairy within a balanced diet.

*YouGov/AHDB Pulse survey, November 2025