LONDON, 20 May 2026 - Britons are becoming more critical of their food than ever before, with 55% convinced they are eating more healthily than in previous years. However, new data released today by nutrition experts Fitatu reveals a "health paradox": despite this rising awareness, 56% of the UK population is still classified as overweight or obese.
The study, which analysed data from over 22,000 participants, suggests that while the British public is winning the battle in the supermarket aisles, they are losing it to modern lifestyle pressures and a pervasive "snack culture."
The War on Fat and "Hidden" Ingredients
The British consumer has shifted focus toward transparency and restriction. According to the findings, 51% of Britons now actively limit their intake of high-fat products, and 48% purposefully avoid high-calorie foods.
It isn't just about weight; it's about what is on the label. The "Clean Label" movement is gaining significant ground in the UK:
- 56% of Britons avoid preservatives in their food.
- 53% make a conscious effort to avoid artificial colours and flavourings.
"The data shows a clear shift in mindset. Consumers are no longer just looking at calories; they are scrutinising ingredient lists to avoid ultra-processed additions," says Patrycja Koczaska, Fitatu Nutritionist. "But the reality on the scales shows that buying 'healthy' labels is only half the battle."
The Snack Culture Trap
A major contributor to the UK’s weight struggle is the erosion of the traditional mealtime. The study found that one in three Britons (33%) now regularly replaces a full, balanced meal with snacks.
"Highly processed snacks often combine fats and sugars in a way that encourages overconsumption," explains Patrycja Koczaska, Fitatu Nutritionist. "Even when these snacks are marketed as healthy or 'low-fat', their high energy density makes it easy for consumers to exceed their daily energy requirements without feeling satisfied."
The Exercise Paradox
The study also highlights that a lack of motivation for movement is not the primary issue. In fact, 72% of Britons agree that regular exercise is the key to staying healthy, and 55% report exercising at least "once in a while." Despite this, only 44% of the population maintains a weight within the normal range.
The Reality in Numbers:
- 31% of Britons are overweight.
- 25% are classified as obese.
- 3.6% are classified as underweight.
Full details of the study can be found at: LINK
About the Methodology
This report is based on an in-depth data analysis of the TGI Study (Kantar), a representative survey of 22,715 participants in the United Kingdom (aged 18–75) conducted between July 2024 and June 2025.
About Fitatu
Fitatu is a leading nutrition analysis app that helps users achieve their health goals through transparent tracking of calories and nutrients, providing users with the tools to bridge the gap between health awareness and daily action.
Media Contact
Bert-Jan Vos
Senior Digital PR Manager | Seeders
[email protected]