New data from Lumina Intelligence shows health is no longer a trend. It’s a mindset.
The report, The Modern UK Consumer, outlines a seismic shift, with multivitamins, organic food, and healthy snacks moving from ‘nice-to-haves’ to necessities, reflecting a holistic approach to wellbeing in a fast-paced society.
‘Indulgence and wellbeing can coexist’
Yet (and perhaps unsurprisingly), healthy options - no matter how ‘good for you’ - won’t win unless they taste good. Eight in ten UK adults believe healthy ingredients shouldn’t compromise on taste. At the same time, two-thirds want minimally processed options – with most agreeing indulgence and wellbeing can coexist.
Simplicity wins
The report shows consumers are increasingly “talking the language” of low-UPF, balanced nutrition and micronutrients. However, real-world choices default to what is simple and low effort, such as low-fat meals where there are multiple ready-made options.
The ‘say–do’ gap is widest for balanced macros and low-UPF, which demand greater effort through label scrutiny. Brands are already attempting to simplify health cues, embedding benefits and translating complex nutrition into simple language and imagery on packaging or menus – a trend Lumina predicts is set to continue, at least for the near-future.
Chart topping functional ingredients
Vitamin D, fibre, and Omega-3s, elements backed by extensive research and strong scientific evidence, rank as the top three functional ingredients consumers want in food and drink – at 45%, 39% and 37% respectively. Antioxidants and probiotics follow closely, gaining momentum as scientific validation grows.
Those aged between 25-44 show the greatest interest in functional ingredients.
Trend in action
Omega Pressery launched nationwide in Waitrose in November 2025, securing its first major UK retail listing just 18 months after debuting in May 2024.
Founded by Kenyan husband-and-wife duo Nikita Dawda and Niheer Shah, the brand crafts premium oils from rescued wonky avocados and macadamias. Its farm-to-bottle model partners with over 3,000 East African smallholder farmers, creating a traceable, equitable supply chain that boosts livelihoods and cuts food waste.
Since starting the business, Omega Pressery has grown rapidly from a direct-to-consumer start-up to a national brand with 700+ retail points.
Who is the healthiest of them all?
Affluent Londoners aged 18–34 are the most health-driven, embracing at least one wellness habit from a list that includes exercise, supplements, and reduced sugar consumption, to name a few.
They favour cutting-edge products featuring functional mushrooms, adaptogens, and medium-chain oils, underscoring a trend toward premium, cognitive performance-focused nutrition.
Examples of functional mushrooms and adaptogens were scattered across the most recent Food and Drink Expo - and is definitely an area to keep an eye on.
The pursuit of ageing well and living longer
The research shows that ‘healthspan’ (ageing well and living longer) now defines the wellness zeitgeist, ranked as the top priority among a list of health goals that includes better digestive health, improved mental wellbeing, and avoiding UPFs.
Built on holistic principles like movement, nutrition, and relationships, healthspan is tied to better sleep, with research linking poor rest to cognitive decline. Healthspan is of utmost concern to those aged 55+.
Reflective of this, the Lumina data shows improved sleep and energy levels are also top priorities – ranked in second and third place, at 33% and 29% respectively.
While more than three-quarters of consumers are seeking mood and energy support, as many as 71% are checking labels for data-driven reassurance. This underscores the need for science-backed, evidence-based products.
Among those yet to adopt any healthy habits, top priorities are: better sleep, boosting energy, and menopause support – especially for 35–44-year-olds. This follows a surge in perimenopause awareness driven by media and influencers over recent years.
Lumina says its findings highlight a clear mindset shift: health isn’t about restriction, but informed, balanced living, where pleasure and performance go hand in hand.
Interested in reading the full report and learning more? Click here.
