COVID-19 boosts consumer interest in healthy diets

Its survey of 1,000 consumers found nearly two-thirds (63%) of people cited health as their primary driver up from 58% in 2019. 

This news comes as Mintel research during the pandemic found vegan diets had become more attractive to consumers during the pandemic. In particular, a quarter (25%) of young British Millennials (aged 21-30) were attracted to it​​.​

Diets​

The research showed there had been a shift in how healthy consumers perceived their diets, with people feeling their diets were less healthy during lockdown than in 2019. 

However, over half of consumers (57%) claimed they were already changing their diets or were considering making changes to develop healthier and more sustainable lifestyles, down from 66% in 2019. 

The IGD research indicated the advent of COVID-19 had driven a significant shift in the value placed by parents on their health. A total of 35% of parents valued their own health as the primary motivator to eat healthily and sustainably in 2020, compared to 24% in 2019. 

Higher cost ​

Perceived higher cost remains the main barrier to healthy and sustainable diets, with 38% of consumers thinking it they were more expensive. Other barriers include people liking the taste of their current dietary choices too much (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 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.”​ 

The survey builds on IGD’s Appetite for Change​ report​, which was released in March 2020 and based on data gathered in November 2019.