Improving personal health and diet has become a bigger motivator for Brits in wake of the coronavirus pandemic according to new research.
Nearly two-thirds (63%) of more than 1,000 people who took part in the consumer study in July 2020 by IGD said their health has become their primary driver up from 58% in 2019.
This research builds on IGD’s Appetite for Change report, released in March 2020 and based on data gathered in November 2019.
Other highlights identified from the research include more people feeling their diets are less healthy during lockdown than in 2019.
Over half of consumers (57%) are already changing their diets or are considering making changes to be healthier and more sustainable, down from 66% in 2019.
Perceived higher cost remains the main barrier to healthy and sustainable diets, with 38% of consumers thinking it is more expensive.
Other barriers include people liking the taste of their current food (24%), being creatures of habit (23%) and a lack of familiarity (17%).
Hannah Pearse, head of nutrition and scientific affairs at IGD, said: “We faced significant health and environmental challenges before Covid-19 and the global pandemic has brought these issues into the spotlight.
“Not only has COVID-19 highlighted our reliance on an effective and efficient food supply chain, but also reinforced that our diets are inextricably linked with our health.
“Evidence has shown that people living with obesity are 50% more likely to die from Covid-19 and to help combat this, the government has launched a new strategy to reduce obesity.”
More than half (57%) of people in the UK said they continue to be open to making changes to what they eat and drink despite the uncertainty of Covid-19.
There has also been a significant shift in the value placed on personal health for parents, with 35% valuing their own health as the primary motivator to eat healthily compared to 24% in 2019.
“This is why IGD continues to work extensively with behaviour change experts, the food industry and consumers to understand how we can shift consumer behaviour towards healthier and more sustainable diets,” added Ms Pearse.
“Appetite for Change reveals consumers fall into three mindsets; those who are making changes to be healthier and more sustainable, those who are considering it and those who see no reason to change.
“Our impact will be much greater if we come together to drive the change required, so I encourage companies to use our research and resources and contact us to understand more.”
The updated consumer research is available to download at igd.com
