More and more people in the UK are prioritising healthy eating each year, according to a recent UK consumer tracking survey conducted by food and drink business consultants Levercliff.
Between March 2022 and June 2025, the concern for health-related issues among respondents rose from 33% to 43%, with losing weight and maintaining a healthy weight among the top concerns highlighted. In fact, 37% of people surveyed cited weight loss as a key priority during 2025.
This is evidenced by the growth in demand for low and no alcohol drinks, and trends around gut health and functional products.
According to Kantar data cited in The Food and Drink Federation’s ‘Shaping a healthier future through food and drink’ report, 31% of its members’ products now have less salt than in 2015. Meanwhile, 30% of member products have less sugar than a decade ago, and 24% have fewer calories.
Meanwhile, there is growing pressure on the sector from the UK Government and policymakers around the world to make products that are better for consumers. A recent example is the new 'Good Food Cycle’ which was published on 15 July - a document identifying 10 priority outcomes needed to build a thriving food sector in England, while tackling challenges from rising obesity rates to food security and climate change.
“Increasingly, consumers are guided by personal health goals, from reducing added sugar intake and improving gut health, to increasing protein consumption and choosing foods with functional benefits,” Delphine Forejt – senior category manager for bakery, beverages, confectionary and nutrition at Tate & Lyle – told Food Manufacture.
However, people’s understanding of healthy eating seems to have shifted in recent years. For example, the 2023 Tate & Lyle Bakery Digest found that 67% of European shoppers now prioritise additional nutritional benefits above traditional metrics such as calorie or sugar content.
“The idea of a healthy snack, for example, has shifted from less bad to actively good,” explained Forejt.
“Where once low-fat or low-calorie claims ruled, today’s consumers are looking for positive nutrition – fibre, protein, gut health support, along with clean-label ingredients.”
It’s all for nothing it doesn’t taste good
Tate & Lyle said it has been alive to this shift, which is reflected in its approach to reformulation. However, the food and drink ingredients firm understands that, as ever, “taste remains king”.
“Consumers are open to healthier options, but only if those products deliver on flavour and mouthfeel,” continued Forejt.
“Tate & Lyle’s Enhanced Eating report found that 51% of UK consumers believe they eat healthily most of the time, often choosing foods with added nutrients or reduced sugar and fat. However, these choices are made with a clear caveat that the sensory experience must remain uncompromised.
“Mouthfeel, in particular, is a significant factor influencing consumer choices and driving product innovation across many European food and drink categories. Consumers want products that align with their health goals, without compromising on the experiences they enjoy.”
Smart reformulation
To meet the demands of consumers, food and drink firms have looked to reformulate products. This involves altering the ingredients, either by removing components such as sugar or by fortifying products with beneficial additions like fibre or protein.
Healthier product innovation
The Food and Drink Federation report cited the launched of Kallo 'Puffed Oat Cakes' as a good example of NPD with a healthy slant. The puffed oat cakes, which contain 11g of fibre per 100g, is a new range from Kallo that utilises the same technology applied to puffed rice and corn cakes.
"The finished product retains the health benefits of whole grain oats and notably has 11g fibre per 100g, with 4.6g of this being the soluble fibre Beta Glucan which reduces blood cholesterol," said the report.
"A portion of three cakes contributes 1.2g of Beta Glucan, which is sufficient to incorporate an EFSA approved health claim on the packaging. The oat cakes come in a range of tasty flavours and replicates popular oat porridge flavours including honey and strawberry."
“Reformulating for better health is a delicate balancing act,” Forejt said.
“It’s not just about swapping one ingredient for another, it often means rethinking the entire formulation and production process to maintain taste, texture and nutritional value. Achieving this requires smart formulation and carefully chosen solutions that work seamlessly across the product’s recipe and manufacturing.”
As noted in The Food and Drink Federation report, reducing the salt, sugar or fat content of a product, substituting ingredients or changing portion sizes will likely impact cooking instructions and shelf life.
“Even seemingly minor reformulation changes require shelf life testing to ensure that food safety and quality aren’t compromised,” the report said.
Tate & Lyle has worked with several food and drinks firms navigating this process, consulting with them on the best solutions for different product types.
“Each component plays a functional role,” explained Forejt.
“For example, sugar contributes not just sweetness, but also bulk, texture and mouthfeel. When you reduce or replace it, you need an ingredient that can replicate those sensory and structural qualities.
“Solutions like PROMITOR Soluble Fibre help reduce sugar and calorie content while delivering digestive health benefits and preserving sensory appeal. And functional systems like HAMULSION support emulsification and texture in reduced-fat or low-sugar products, helping manufacturers meet reformulation targets without compromising quality.”
