Research compiled by Swedish-Danish dairy group Arla indicates that the UK is facing a “hidden nutrition crisis”, with millions failing to get essential nutrients despite growing awareness of healthy eating.
Calling for joined-up action across policy, industry and the wider food system, Arla says its research reveals a hidden crisis where people are consuming enough calories but missing essential nutrients.
A survey of 5,000 adults and 800 children conducted by YouGov shows that while 79% of people say healthy eating is important, only 53% actually eat healthily most of the time.
The research shows that while awareness of healthy eating is high, many people feel unable to act on it due to a combination of confusion, time constraints, cost pressures and unequal access to nutritious food.
While 75% of adults claim they understand which foods are healthy, only 37% say eating a healthy diet is easy.
The obstacles are concrete and measurable, Arla says: 33% cite convenience as a barrier – unhealthy food is simply easier; 31% say healthy food is too expensive (rising to higher levels among Gen Z and lower-income households); while 24% admit unhealthy food tastes better.
For children, taste is even more powerful according to the research: 98% say they want to eat what tastes nice, and 45% say “my favourite foods aren’t healthy”.
The data also shows that one in five adults (22%) admit “I don’t care much about what’s in my food as long as it tastes good” – a figure that rises to 30% among Gen Z.
“Healthy diets should be available to everyone. This research shows a nation that understands the problem but faces structural barriers – convenience, confusion, cost and taste – that make healthy eating feel harder,” said Bas Padberg, MD at Arla Foods UK.
“That includes the everyday moments that shape our diets, like breakfast, where small changes can make a positive difference.”
“For decades, the conversation around food has focused on what to avoid – things like sugar, salt and fat. And whilst we know that’s a public health crisis we have to address, it’s also time to look at how we can help people see what they should be eating and change the conversation around our food.”
He continued: “Closing the nutrition gap is bigger than any one company or any one policy. We need to change the environment people are navigating every day. It will take businesses, government, educators, health professionals and communities working together.”
Among the most concerning findings, however, are low intakes of key nutrients affecting teenage girls during critical development years.
Nearly one in five teenage girls (18%) are not getting enough calcium during peak bone-building years, while one in three girls aged 11 to 18 (29%) consume less iodine than recommended, which is important for cognitive development.
As such, Arla is calling for action across three areas: food literacy – cutting through confusion with clear, trusted information; food culture – making good nutrition feel desirable for everyone; and food access – ensuring nutritious food is within reach for all.
The firm itself will be undertaking a school outreach programme, aiming to reach 250,000 children and teenagers by the end of 2027 with information, education and inspiration about healthy, nutritious food.
Elaine Hindal, CEO of the British Nutrition Foundation, added: “This report highlights a growing ‘nutrition gap’ in the UK, where many people are consuming enough calories, but insufficient amounts of the nutrients needed to support good health. Poor diet is now a leading contributor to preventable ill health, particularly affecting young people and those in more disadvantaged communities.
“Closing this gap will require action across the whole food system. Clear, evidence-based information, alongside supportive food environments, is essential to help people make healthier choices in their everyday lives. Initiatives such as this can play a valuable role in informing the conversation and supporting practical, science-led approaches to improving population health.”
