The growth of the UK healthy living sector is driven by heightened consumer health-consciousness post-pandemic, a focus on preventive health, technological advancements, and evolving social values, leading to increased spending on nutrition and fitness despite economic pressures.
The COVID-19 pandemic significantly heightened public awareness of health and immunity, making consumers more proactive about their physical and mental well-being. Many Brits are now prioritising spending on health and fitness over non-essentials like dining out or social drinking.
There is a growing understanding that lifestyle choices can prevent future illnesses, such as obesity and diabetes, which is a major motivation for adopting healthier habits. Consumers are increasingly willing to pay a premium for products and services that offer long-term health benefits.
Digital health technologies are empowering consumers to manage their health more effectively. Wearable devices (smartwatches, fitness trackers) for monitoring health data are widely adopted, with health tracking as a primary driver of usage. AI-powered apps and online platforms offer personalised nutrition plans, on-demand workouts, and telemedicine services, creating a more integrated wellness ecosystem.
If the last few years have taught us anything, it’s that shoppers are thinking more carefully about what they eat — not just in terms of indulgence, but wellness too.
Health has become a daily priority rather than a passing phase.
Lesley Parker, Senior Brand Manager for Kühne at UK distributor RH Amar, comments: “At Kühne, we’ve seen that first-hand through the rise of naturally pickled, clean-label products that bring both flavour and function to mealtimes. Whether it’s a plant-based BBQ, a deli-style sandwich, or a quick weeknight dinner, people want food that’s simple, natural and full of taste, and that’s where we’re winning by delivering bold flavours through this leading range of gherkins.”
Health and wellbeing are now central to how people make food choices. Nearly nine in ten households (89%) say it’s important to look after their health, and more than half have made healthy nutrition a greater priority in the past five years (NielsenIQ). What’s interesting is that this shift isn’t about fad diets, it’s about everyday wellbeing, and almost two in three (64%) shoppers think that highly processed foods are unhealthy, while 73% recognise the value of eating a variety of plant foods (Mintel).
“People are taking a more holistic view, and they’re choosing brands they can trust to deliver natural, wholesome products,” adds Parker. “That’s why Kühne’s additive-free, naturally pickled vegetables are resonating so strongly. They’re low in calories, free from preservatives, and bring that perfect balance of flavour and health-consciousness to modern meals.”
Balance means something different now. It’s not just about counting grammes of protein or carbs; it’s about understanding how food makes you feel. Research from NielsenIQ shows a growing group of ‘Body Conscious’ and ‘Health Balancer’ consumers who actively seek out foods that help them feel energised and maintain a healthy diet. Many are building their meals around lean proteins or plant-based alternatives, then looking for natural, low-fat sides and condiments to round out the plate.
“That’s where they are finding that Kühne fits perfectly,” says Parker. “Our pickled vegetables add crunch, acidity, and natural goodness to both plant-based and protein-rich meals, all without adding unnecessary calories or fats.”
HFSS legislation has prompted brands to think more creatively about how they deliver flavour without relying on excess sugar, fat, or salt. Kühne’s products are naturally low in fat, with no artificial colours or preservatives, and several of our products contain no added sugar at all.
“We’ve found that shoppers appreciate this transparency,” continues Parker. “They know what’s in our jars, and they trust that it’s good for them. In a market where compliance is becoming increasingly important, Kühne is a brand that ticks all the right boxes for both taste and nutrition.”
Whether for environmental, ethical, or health reasons, more people are choosing to eat more plants — and 73% of UK consumers now believe that variety is essential to wellbeing (Mintel).
Another huge trend is gut health. Probiotic and fermented foods are booming, growing as much as +26% year on year (NielsenIQ), and consumers are making the link between digestion, immunity, and overall wellness. Products like sauerkraut and naturally fermented pickles fit perfectly into that conversation.
Social media continues to drive food discovery. From pickle martinis to burger stacks, the ‘pickle trend’ isn’t slowing down. And of course, at-home entertaining remains strong, with shoppers recreating restaurant-quality meals at home using the best ingredients.
Kühne’s core Whole and Sliced Gherkins (330g) are consistently top performers in retail and wholesale. They’re the everyday essentials that shoppers recognise and love.
But the real growth story has been the Gourmet Selection range. The Honey Cornichons are up an incredible +144% year on year, with the Herb Cornichons not far behind at +135% (NielsenIQ). Sweet & Sour Gherkins are up +58.5%, and the Burger Crinkle Cut Gherkins have grown +38.5%. These results show that shoppers are willing to trade up for premium flavours and quality.
Kühne’s Gourmet Selection has expanded again with Chilli Cornichons, which tap into the growing appetite for bolder, globally inspired flavours. New pack formats and sizes are launching, designed with convenience and foodservice in mind.
Carmen Ferguson, Brand Manager at Windmill Organics, comments: “It’s pretty clear the pandemic made people more health conscious and the food and drink you consume is obviously a big part of that. When you add in the increased understanding about the potential long term health impacts of consuming too much ultra processed food, it’s no surprise that healthy living is high on many people’s agenda, and organic is the natural choice.”
Windmill Organics’ Biona brand has a huge portfolio of over 450 products, the most popular of which would be organic canned beans and pulses, coconut oils and coconut milk, the bakery range and the drinks and juices. The brand also offers a wide range of other organic ambient items such as pasta, rice and noodles, olive oils, nut butters and condiments which are all proving increasingly popular with consumers. All Biona’s products are naturally grown on organic farms without the use of harmful chemicals and pesticides. They are better for you and the planet – uniquely positioned to address growing demand for health and sustainability. While the early surge in free-from demand was driven by health concerns and medical needs, the category is now thriving on taste, quality and ethics. Windmill Organics believes that food should be great for you and the planet, without compromising taste. Across its brands, from Biona to Amisa, Profusion and, RAW the company focuses on organic, sustainable ingredients; meaning they are free from any nasty pesticides, stabilisers or chemicals – including its gluten-free range.
With the UK free-from market now worth £3.9bn (Kantar), almost double its value from five years ago, the demand is still strong, especially from consumers seeking clean-label, minimally processed food. The rise in concern around ultra-processed foods is fuelling a shift towards organic as the ‘gold standard’ in free-from. The Amisa brand is born from the belief that food should always be nutritious and delicious. Very often, ‘free from’ foods use traditional ingredients, simply processing out the gluten, but Amisa doesn’t take that approach. Instead, it uses ingredients that are naturally gluten free, and combine them in clever recipes to create satisfying, exciting food.
The ProFusion brand was created specifically to address the growing demand for protein-rich plant-based foods. The key mission at the heart of ProFusion is the goal to harness the power of nature through functional nutritious food with complete organic plant protein. One of the most popular ProFusion products is Pea and Fava protein chunks, which contain 50g protein content per 100g and acts as a perfect meat substitute in things like wraps or curries. As well as the obvious protein benefit, they are gluten-free, soya-free, high in fibre and simply need rehydrating before cooking. These plant-based chunks are made from pea protein and fava bean protein only, and this is possible with food extrusion. Food extrusion is a game-changing technology that’s revolutionising the way we create meat alternatives, unlocking new ways to harness the power of plants like lentils, fava beans or chickpeas. As this technology continues to evolve, it’s unlocking new possibilities for delicious, sustainable, and protein-rich products that are reshaping the future of food.
Oli Sampson, MD of frozen food distributor Central Foods, comments: “One of the consequences of the trend for healthier living has been the increased interest in small plates and portions. Consumers still want to treat themselves but they hope to do so without the guilt, which means that bite-sized and mini options are now finding favour.
“Take desserts, as an example. Consumers will quite often opt for a sharing plate and two spoons or will choose a trio of mini desserts or cakes. Foodservice operators should bear this in mind when compiling their menus and wholesalers should reflect on this when choosing their range.”
Plant-based dining has become prominent in recent years, which has led to huge development in this sector. From products that ‘mimic meat’ to alternative ways of serving vegetables, beans and pulses, there has been tremendous innovation in the vegan-friendly sector.
Some venues that exclusively offer vegan food have closed in recent times, but we are definitely seeing more vegan-friendly options being embraced on the menus of most restaurants, bars and cafés now. Plant-based food is much more mainstream and is being enjoyed by many more people. It’s certainly here to stay.
The number of vegans in the UK is relatively small – around 3% of people identify as vegans or plant-based, according to The Vegan Society – but there has been a growth in the number of flexitarians who aim to reduce their intake of animal products. It’s this which is fuelling the increased demand for plant-based food.
If foodservice outlets offer tasty plant-based options they will appeal to all, not just those customers with dietary requirements.
There are many frozen pre-prepared vegan and vegetarian products available to the foodservice sector via wholesalers, which makes it easy for operators to serve great-tasting plant-based products.
The extensive Central Foods range available to the wholesale sector for foodservice operators includes sweet and savoury options.
“As a distributor that has been committed to offering gluten-free options for many years, we also realise the importance of providing products that are suitable for coeliacs,” adds Sampson. “Again, this is a sector that has seen much innovation in recent years as a result of the growing awareness around dietary requirements.”
The nation’s growing appetite for healthy food, with more people claiming to eat healthily most of the time (40% vs 37% two years ago, IGD), is driving more consumers to the salad category, and to brand leader Florette.
Florette continues to invest in the category through a combination of new, insight led products that target key consumer demands and promotional support. Florette is clear in its role of making healthier food more interesting and accessible for shoppers by addressing consumer concerns that eating healthily is more expensive than eating unhealthily.
“As the No.1 salad brand, we recognise our responsibility to attract more shoppers to the category and to ensure that we meet the demands of the growing number of consumers looking for proactive health benefits when choosing food, including those who are price-sensitive,” says Polly Davies, Florette’s Head of Category UK and Ireland.
The benefits of stocking Florette couldn’t be clearer at a time when almost one in five food servings are chosen due to their health benefits (Worldpanel). Consumers and shoppers are gravitating towards more natural products when buying healthy products and are actively looking to avoid nasties and artificial ingredients (IGD).
Health means different things to different people but health trends continue to evolve, for example one in four households are now looking for foods that are high in fibre (Kantar). Florette continues to act with purpose to bring more shoppers to the fixture and it’s working, with almost 15% more shoppers (+0.5m) buying Florette products this year vs last year (Kantar).
The combination of long-standing brand trust, recognition and a money-back freshness guarantee are playing their part, but so too are the basics like being washed and ready to eat. Differentiated NPD, sustained promotional and shopper marketing support (such as on-pack promotions) are helping Florette to stay ahead of the competition.
Stuart Graham, Head of Convenience and Impulse at KP Snacks, comments: “Whilst health has been a priority for both the Government and shoppers for several years, the Covid-19 pandemic and the introduction of HFSS legislation has led to more of a focus on healthy snacking. At KP Snacks, we are passionate about doing the right thing by our consumers and providing people with healthier options to enjoy as part of a balanced and healthy lifestyle.”
53% of consumers say they try to eat healthy most of the time and only 1% state they never try to eat healthily (Mintel). However, ‘healthy’ means different things to different people. For some, it’s a focus on positive health e.g. increased protein or fibre, whereas for others, it’s a focus on portion control or calorie reduction.
“Today, positive health within the snacking category is seen to be more about ‘managed health’, e.g. things that we can take out of our diet,” adds Graham. “This means that offering products with lower calories, as well as less saturated fat, salt, sugar, and additives, is becoming increasingly important for snack brands. As a responsible snacks manufacturer, we remain focused on developing, manufacturing, and marketing our products in the right way, promoting snacks to be enjoyed as part of a balanced diet and an active lifestyle.”
In 2022, KP announced its HFSS brand reformulation strategy which saw non-HFSS products rolled out across popular KP brands: Tyrrells, popchips, Hula Hoops Puft and Penn State ahead of the introduction of HFSS legislation.
Flavour is the no. 1 purchase driver in crisps, snacks and nuts, and healthy snacking is no exception. KP’s popchips core range is worth £38m (NielsenIQ) and comes in at under 100 calories per serving, suitable for vegetarians and vegans, and with a third less fat than the market leader, popchips provides a more permissible snack option without compromising on big flavour.
26% of consumers avoid products with artificial sweeteners (Mintel), and KP Snacks is proud to confirm that its range is 98% free of artificial sweeteners. Nuts in particular are perfect for those looking for a healthy snack with natural and functional benefits. Nuts have been recognised as an important part of a healthy and sustainable diet. They are excluded from HFSS legislation and represent a huge opportunity for growth.
KP leads the category as the number one brand in Nuts, worth £103m and growing +2.1% (NielsenIQ). Available in a variety of formats and flavours, KP Nuts are perfect for every occasion whether it’s in-home sharing and pairing, a meal accompaniment or for a quick pick-me-up on the move.
76% of consumers recognise that nuts provide a positive source of energy and 24% of shoppers are looking to increase protein in their diet (Mintel). KP Nuts plays well to these dynamics with its high protein and fibre content, as well as natural vitamins and minerals.
“Since nuts are naturally high in fibre and KP is the UK’s leading nut brand, we believe we have an important role to play in highlighting the fibre content of our nut range to consumers,” says Graham. “We have rolled out fibre labelling across our portfolio of products and have pledged to use the power of our marketing to help people understand the fibre benefits of nuts and switch to higher fibre alternatives.”
Heloise Le Norcy-Trott, Group Marketing Director, Lactalis UK & Ireland, comments: “We’re seeing a continued rise in demand for functional foods that deliver tangible health benefits. Protein remains one of the strongest performing subcategories, with consumers increasingly recognising its role in satiety, muscle recovery, and overall wellbeing. Within dairy, products that offer “high protein” and “low fat” claims are particularly resonant. Collagen has also become mainstream, with shoppers seeking products that support both health and beauty.”
Protein in particular has become a cornerstone of healthy eating, with consumers looking for convenient ways to add more of it to their diets without compromising on taste or affordability. Dairy proteins such as whey and casein remain the core of the category, while functional additions like collagen are creating new opportunities for innovation. Formats that combine strong nutritional benefits with everyday usability are likely to continue driving growth. Cheese is a good example; products with a clear “protein” claim have surged by 184% in the past year, adding almost £6m in value sales. Much of this uplift is coming from innovation, with seven of the top 10 performing SKUs launched in just the last 12 months (Circana and Kantar). There are also a number of emerging consumption occasions for protein – spanning snacking, breakfast on the go and evening meals – with almost a third of all protein occasions now at breakfast.
The new Lindahls Protein range makes it easy for consumers to meet these needs, offering high-protein, low-fat options across cheeses and milks – helping them achieve balanced nutrition throughout the day.
Government guidance has certainly accelerated reformulation and innovation in the dairy and snacking sectors. While HFSS restrictions have challenged some traditional formats, they’ve also opened the door for healthier innovation – particularly in high-protein, low-fat and low-sugar alternatives. Lactalis UK & Ireland has responded with the launch of the Lindahls Protein range, offering products that deliver functional benefits while meeting evolving nutritional expectations.
Functional nutrition continues to dominate, with growing interest in products that deliver specific benefits – from protein for muscle recovery to collagen for skin health. Consumers are also becoming more selective due to cost-of-living pressures, prioritising value and nutritional impact over price alone. Meanwhile, affordable indulgence and permissible treats are trending, as shoppers seek products that balance enjoyment with health.
Rachael Hall, Director of Health & Beauty at Love Mushrooms, comments: “The desire to feel good and maintain balance in daily life has led consumers to take a more proactive approach to their health. People are no longer waiting until they feel unwell; instead, they are seeking products that support energy, focus, restful sleep, and resilience under everyday pressures. Functional mushrooms have emerged as a key ingredient in this shift, offering benefits that span immunity, mental clarity, and calm, making them an increasingly popular choice for modern wellness routines.”
Social media has played a significant role in shaping this trend, providing a constant stream of tips, reviews, and inspiration for healthy living. Coverage of mushroom supplements in the media – explaining their benefits and which products are most effective – has further increased awareness, helping consumers make informed choices that align with their lifestyle goals. Across the market, more people are consciously investing in products that help them feel energised, balanced, and resilient.
Mushrooms themselves have long been used in traditional wellness practices and are now recognised as a modern lifestyle ingredient. They are prized not only for their functional benefits but also for the way they naturally align with plant-based and sustainable living. Highly sustainable, mushrooms require minimal land and resources, produce a low carbon footprint, and even contribute to storing CO? in soil.
“At Love Mushrooms, we stand out as one of the only UK brands dedicated to creating premium mushroom-based wellness products that are organic, vegan, and sustainable,” adds Hall. “We are proud to demonstrate how a business can support local economies in a cruelty-free, chemical-free way to benefit both people and the planet. Our mushrooms are grown using organic substrate and grain at each stage of the process, and the glycerine we use in our extraction is organic too, ensuring a sweet taste with zero alcohol. We believe the shift towards mushrooms is part of a bigger cultural turn towards holistic, ethical living, and want to make sure our customers know we support this. To seal all this together, we are organically certified by the Soil Association.”
Responding to customer demand, Love Mushrooms’ Plus range has expanded to offer innovative blends built around the functional power of mushrooms. It is called the Plus range because it’s Lion’s Mane plus the good stuff – ingredients like ashwagandha, magnesium, multivitamins, zinc, and vitamin D3 to support focus in everyday life. Alongside this, the Core range features single-mushroom formulas including Lion’s Mane for focus, Cordyceps for energy, and Reishi for calm.
Love Mushrooms has further moved into women’s health with the launch of Empower PMS Capsules, designed to ease mood swings, fatigue, bloating, and cravings through leveraging a potent combination of functional mushrooms, minerals, vitamins and plant extracts. These sit alongside the wider Empower range launched this year, which includes Perimenopause and Menopause Capsules, as well as the Empower Decaf Coffee Boost. All Love Mushrooms wellness products are vegan-friendly and non-GMO, supporting women at every stage of their hormonal journey.
Through these innovations, the brand is continuing to meet growing consumer demand and perform strongly in the mushroom wellness category, offering products that support health, wellbeing, and ethical living without compromise.
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