Change in Consumption Habits

The first lockdown taught many of us to adapt to new working methods; millions swapped their offices for desks at home. After undergoing multiple lockdowns, most people have found this transition challenging. The fact that people are not able to socialise with friends, go out for meals, and are spending long hours at home, are some of the many factors that have led to habitual changes. Physical activity significantly reduced in the last year, with the government advising people to stay-at-home. For many, the office commute was part of their daily exercise. It can be hard to maintain motivation to stay fit at home, with gyms remaining closed during lockdown. Not only are people struggling with their physical wellbeing, but they are also concerned about their mental health.

Alcohol Increase, less exercise and Bad Habits

A recent study by the University of East Anglia, surveyed over 1,000 people to understand how the first lockdown affected their health. They found a 20% reduction in days where participants were exercising for 30 minutes or more. Diets also changed, with many stating that they consumed less fruit and vegetables and drank more alcohol. Another study highlighted that more than one in six adults increased their alcohol consumption during lockdown. These changes in exercise reduction and increase of alcohol consumption are concerning, leading to a detrimental impact on people’s long-term health.

What is the Government Doing?

Obesity is linked to a range of serious diseases and mental health issues, resulting in a shorter life expectancy. This creates an even more dangerous situation with the current climate; anyone with obesity has a greater risk of dying from COVID-19. The government committed to imposing limits on how high in fat, salt, or sugar (HFSS) food and drinks will be promoted by retailers from April 2022. Additionally, the government is launching a new campaign called Better Health, providing guidance and assistance to anyone who is looking to improve their health. They have released six apps that can help users lose weight, reduce alcohol consumption, assist with running and walking routines, a scanner for food and drink, and also one that teaches people how to make healthy meals.

Not all habits are bad habits

One survey of over 5,000 people in England found that 80% of over 18’s decided to lead a healthier lifestyle in 2021.

This health jump increased by 46% in comparison to last year.



To put this into perspective, 4 in 10 (43%) smokers are planning to quit this year. In addition, 45% of those who increased their alcohol consumption during the second lockdown have reported that they want to drink less.

People started taking advantage of their extra free time during the multiple lockdowns. Picking up a new hobby or learning a new skill one of a sudden became an option. Many started working out at home, participating in online exercise classes, downloading fitness apps and motivating each other online. One of the NHS Better Health apps, Couch to 5k, had nearly 1 million downloads towards the end of June 2020.

Healthier Food Options- Going Organic

While the pandemic affected some individuals in a negative way with increased feelings of loneliness, depression and/or anxiety, others were using the time to motivate themselves and their peers with the help of apps and online platforms. The organic fruit and vegetable industry benefited from the many individuals changing their lifestyles during the pandemic. The shift in sales were driven by the increased interest of consumers and their growing awareness for health-consciousness.

In spite of the COVID-19 crisis, the organic industry in the UK increased to £2.5 bn worth of sales by the end of 2020.

What Supermarkets Are Doing

Iceland is constantly promoting healthy eating by labelling their fruit and vegetables with the ‘5 A Day’ logo. This reminds customers of the importance of choosing 5 A Day products for a healthy diet. Iceland also offers customers healthy options that are inexpensive; a wide selection of frozen and fresh fruit and vegetables and healthy ready-made vegetarian meals starting from £1.

Morrisons.com offers an extensive healthy recipe section, helping customers who may need guidance in changing their diets. The nutrition labels for Morrisons’ own brand are also colour coded, making it easier for customers to make informed decisions during their food shops. When looking at their alcohol policy, Morrisons is committed to the Department of Health's "Responsibility Deal" promoting responsible drinking culture within their supermarkets.

The Co-op have made a big effort to promote customer health and wellbeing. They try to educate the public through their blog posts, discussing the importance of eating balanced meals and getting their 5 A Day, along with the right nutrients. The Co-op’s blog also focuses on the importance of mental health, staying active and drinking responsibly. In addition, they recently launched a new Honest Value range, offering responsibly sourced British products at a reasonable price.