It’s all about balance: AHDB explores health food trends

After an indulgent Christmas period, many consumers will be taking a closer look at what they eat in 2025 and working towards personal health and fitness goals. Our new report explores health-related shopper habits and how attitudes towards healthy food and fitness have changed over time.

Consumers increasingly make decisions based on their finances, personal health goals, ethical considerations and sustainability criteria. Among these, attitudes towards diet, fitness and food purchases have become more and more important.

In the latest YouGov/AHDB Pulse survey, 90% of consumers stated diet was important and 86% said fitness was important in contributing to their overall health (December 2024). Within this group, almost half (48%) regularly exercise three times per week or more, while 64% confirmed they always or often eat a well-balanced diet, highlighting the desire for healthy, nutritious food on a regular basis.

Around half of consumers (51%) who believe diet and fitness are important are planning to increase their exercise levels in 2025, with the highest figure seen among the 25–44 age group (64%) (YouGov/AHDB Pulse, December 2024).

Contrary to popular belief, the research showed that consumers aren’t likely to start a diet this month, with only 28% of those surveyed dieting in January or the cold winter months. Instead, 36% are more likely to start a diet at any suitable time throughout the year (YouGov/AHDB Pulse, December 2024).

During times of financial strain, cost is a key barrier to healthy eating as consumers prioritise household bills and everyday essentials. As a typical ‘healthy’ meal is more expensive than a 'standard' meal (£2.02 versus £1.45), consumers need help to choose the healthier option (Kantar Usage, In-home & Carried Out of Home, 52 w/e 1 September 2024).

AHDB’s Retail & Consumer Insight Manager, Vanessa Adamson, said:

“Looking ahead, it’s clear that health trends in the UK will continue to evolve, influenced by growing consumer awareness and an increasing demand for healthier, more sustainable choices. Media channels, food packaging and in-store displays provide opportunities to improve consumer understanding of the ingredients and health benefits of products.

“Our ‘Let’s Eat Balanced’ campaign showcases the role of meat and dairy in a well-rounded, healthy and nutritious diet and our Milk Every Moment campaign helps young people create a positive association between milk consumption and sporting performance.

“Campaigns like these highlight that British beef, lamb, and dairy aren’t just delicious; they’re naturally rich in protein and a source of vitamin B12, which can help reduce tiredness and fatigue as part of a healthy, balanced diet and lifestyle.”