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Research from IGD shows consumers are more concerned about health in the wake of the pandemic

New research from the grocery research organisation and charity IGD has found ongoing changes in consumer attitudes towards healthy and sustainable diets in the wake of the pandemic. As part of their ongoing research project ‘Appetite for Change’, data from some 1,000 UK consumers was collected in July 2020 to explore the impact of COVID-19 on attitudes towards healthy and sustainable diets, building on data gathered in November 2019.  

The survey found that 57% are changing their diets or considering making changes to be healthier and more sustainable, down from 66% in 2019. Health is now a key motivator for consumers to change their diet, with nearly two-thirds (63%) of people citing health as their primary driver compared to 58% in 2019. Yet while 38% of the sample ranked health as one of their top two reasons for choosing and buying food, just 28% said that the environmental impact of food was their first or second reason for buying a food. Price was cited as a major barrier for following healthier diets and confusion remains as to what a healthy and sustainable diet actually entails. 

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