The Agriculture and Horticulture Development Board (AHDB) has spotlighted lean cuts of meat as an affordable protein source, as consumers seek nutrient-dense foods amid a rise in GLP-1 use.
According to the latest YouGov/AHDB Pulse survey, 85% of consumers believe diet is key to health, and 77% say fitness is also important. AHDB identified that two-thirds of adults in England were overweight and 26.5% of these were classed obese (DHSC, May 2025).
Kate Arthur, head of nutrition & health at AHDB said: “The urgency for healthier lifestyles is undeniable, but with health claims flooding packaging, media and social platforms, consumers are increasingly unsure which products are genuinely healthy and nutritious. Time pressures, limited cooking skills and lack of facilities add to the challenge, making quick, simple, nutritious meals harder to achieve.
“Healthy living isn’t optional anymore; it’s essential. But affordability and clarity must improve if we’re serious about tackling obesity.”
Respondents to the YouGov/AHDB Pulse survey highlighted the cost of healthy eating as the biggest barrier, with 71% of consumers who think diet and/or fitness is important to their health stating that it was too expensive to buy healthy food and drinks (YouGov/AHDB Pulse survey, November 2025).
Data from Worldpanel by Numerator reiterated this, showing that the cost of an evening meal chosen by shoppers for health reasons was £3.65, which was 13% more expensive than meals chosen for other factors.
A rising trend is the use of GLP-1 weight loss drugs, AHDB found, with 4.1% of GB households reporting current use in 2025 (Worldpanel by Numerator). AHDB stated that lean cuts of meat were an affordable protein source, while dairy is highlighting its nutrient density, probiotics and sustainable farming practices.
Vanessa Adamson, retail & consumer insight manager at AHDB, said: “As more consumers are expected to try GLP-1 weight loss drugs in 2026, lean primary red meat, natural yogurt, milk and eggs are likely to be popular, as these consumers are actively seeking nutrient-dense meals in smaller portions that are packed with protein for muscle maintenance.”
AHDB research, conducted in collaboration with Worldpanel by Numerator, has also shown that baskets containing primary red meat cuts are nearly twice as likely to contain fresh vegetables and fruits than the average shopping basket, and the body urged industry to “help consumers learn how to cook simple meals, plan balanced diets and stretch their budgets without sacrificing nutrition”.
For 2026, shoppers told AHDB they would be “cutting back” as 26% planned to reduce their consumption of ultra-processed foods and 23% planned to reduce sugar, fat and salt from their diets.
However, 14% of consumers said they were looking to increase their protein intake, 13% want to increase their fibre, and 49% said they will aim to increase the amount of exercise they do (YouGov/AHDB Pulse survey, November 2025).
