Shoppers shift towards healthy eating as virus fears change dietary attitudes

Over half of consumers (57%) are already changing their diets or are considering making changes to be healthier and more sustainable. Health is now an even bigger motivator for consumers to improve their diet with 63% of people citing it as their primary driver. However, perceived higher cost remains the main barrier to healthy and sustainable diets, with 38% of consumers thinking it is more expensive.

IGD’s research draws on data from more than 1,000 consumers collected in July to explore the impact of Covid-19 on eating behaviour. This research builds on its Appetite for Change report published in March.

Hannah Pearse, head of nutrition and scientific affairs at IGD, said: “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.

“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.

“There remains a huge opportunity to start shifting people’s behaviour towards healthier and more sustainable diets and never has there been a stronger impetus for change. We’ve identified practical steps the industry can take to encourage behaviour change: we’re currently working with companies to test different approaches and we’ll share best practice as it emerges.”