What do Brits want from retailers to help them eat healthier?

A survey of 2,000 people from Spoon Guru found consumers are concerned a poor diet could lead to health problems.

17 July 2019
image credit: Getty Images

  • 78% of consumers do not understand the daily recommended levels of salt, fat and sugar consumption.
  • Less than a quarter of shoppers think they can confidently decipher the value of nutrients in food.
  • 46% of shoppers would like retailers to do more to encourage healthy eating.
  • 54% of Brits want retailers to produce clearer food labels on packaging and shelves.
  • 34% would like taste tests to help discover healthy foods.
  • 33% want healthy recipes and 15% would like further education through the use of in-store nutritionists, cooking courses or apps.
  • Brits also want retailers to make healthy options cheaper (58%), put more promotions on healthy products (50%), provide better placement of healthy foods in-store (29%)– including healthy snacks by the checkout (24%) – and offer suggestions on healthy food swaps (27%).
  • A third of Brits are afraid of developing serious health-related illnesses and one in 10 respondents admitted they fear an early death due to an unhealthy diet.
  • As a result, 67% of those surveyed stated they have tried to improve their health and wellbeing in the last 12 months.
  • 53% of consumers who have altered their diets in the last year revealed the cost of their weekly grocery shop had increased by up to £25 more each week.
  • The cost associated with eating healthy is proving to be the biggest barrier to changing their diet for 36% of those surveyed. 58% of respondents also claimed they would purchase healthier food if retailers lowered costs.
  • In a bid to eat healthier, 33% of UK consumers are now using sugar substitutes. These include honey and maple syrup (17%), stevia (11%), as well as agave nectar and coconut sugar (11%). Yet 39% of shoppers who say that they are making healthier choices are still adding sugar to their hot drinks.
  • 28% of respondents revealed they struggle to eat healthy dinners. While 38% admitted Friday evenings are for indulgence, midweek meals on Tuesday and Wednesday are also the unhealthiest days of the week.


“Brits are trying to adopt healthier diets, however, there is a need for further clarity around nutrition, in particular how to manage fat, salt, and sugar intake to prevent health-related illnesses,” said Markus Stripf, co-founder and CEO of Spoon Guru. “What is also clear from the research is that consumers are open to exploring the ways technology can assist in food discovery.”

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