The vast majority of Brits say they are concerned over the safety of ingredients in products such as food, cosmetics and personal care items; with 14% reporting they are very concerned.
The data, which polled 1,007 UK adults online on 31 March 2026, found that 37% of Britons are more worried about harmful substances than they were a year ago.
Although 61% say their level of concern has remained steady, nearly half of Brits claim to be actively researching ingredient or product safety.
The results show that information has generally been gathered from online searches or through reading and research ingredients labels. A smaller number seek advice from friends and family and via mobile apps. Interestingly, professional health care and social media content came in joint last, at 5% each.
These worries are prompting most consumers to check ingredients before making purchases; with 35% saying they sometimes do, 20% often, and 9% always.
In some cases this is influencing decisions. More than four in ten (44%) UK adults say they have avoided certain products or brands because of concerns about harmful ingredients.
Meanwhile, 32% have pivoted to products perceived as more ‘natural’ or ‘clean’; around 29% have reduced their use of certain product types; and 17% say they have paid more for products they perceive as safer.
Women are more likely to change their shopping habits over ingredient fears, with 48% reporting they have avoided certain products or brands vs 39% of men; and 35% vs 28% switching to ‘cleaner’ products.
The YouGov data also highlights a call to action from consumers, with most in the belief that more must be done to safeguard against harmful ingredients. Almost half (48%) say too little is being done.
The majority believe manufacturers should provide greater transparency about ingredients and sourcing (56%), improve labels highlighting potentially harmful ingredients (56%), and use clearer, easier-to-understand ingredient labels (54%).
As many as 49% also support stricter limits or bans on certain ingredients and 47% call for faster action when risks are identified. A total of 41% want more research into ingredient safety, while a third (33%) support frequent product testing.
