3 health trends to know in 2025

Sifting out UPF (ultra-processed food), and focusing on the health and wellness claims, gut-friendliness and functionality of ingredients and products, are the top priorities (alongside sustainability) for today’s consumer according to a new report from analyst Vypr.

The organisation’s Consumer Horizon Report for 2025 recognises that UK shoppers are “navigating a dynamic and complex landscape shaped by economic pressures, shifting values and an increasing focus on sustainability and health”. 

These changes are inspiring new trends in shopping behaviours, creating fresh opportunities for retailers and brands to strengthen their connections with consumers, and shift their focus to appeal to today’s buyers.

Key concerns, the report says, include increased focus on improving sleep (25%), mental health and wellbeing (23%) and boosting energy levels (20%). Eighteen per cent of those asked said they were turning to chamomile tea to help them get some shut eye in the evenings, and 16% say they were supplementing with magnesium.

To improve mental health and focus, 24% of those surveyed said they’re reaching for more antioxidant-rich foods such as berries and leafy greens, while 21% were snacking on nuts and seeds for their health benefits, and 21% considered coffee helpful for energy and mental clarity.

At the same time, Vypr found many consumers are actively cutting back on food and drink they consider as having a negative impact on their health – 25% have reduced their intake of highly processed foods, 19% are consuming fewer energy drinks and high-fat foods, and 18% are choosing to drink less alcohol.

“Despite a growing number of health-focused products on the market, consumers continue to opt for simple, widely available foods and drinks over emerging health trends,” says Vypr founder, Ben Davies. “For example, when it comes to energy, 38% of consumers choose bananas, followed by energy drinks (33%) and coffee (25%). Meanwhile, fewer than 10% are interested in trying newer, lesser-known energy-boosting ingredients such as guava, yerba mate, and goji berries.” 

Retailers and manufacturers face a growing challenge in meeting these evolving health priorities while maintaining affordability.

Ben says, “The key issue is ensuring healthier options remain accessible. The challenge for brands is to innovate at scale without driving up costs, as affordability remains a major factor for UK households.”

Three key consumer trends to note

1. Meat free

Almost half of those surveyed (46%) said they were picking up meat-free products, even the 21% who claimed to be ‘committed carnivores’. The overwhelming majority of these (64%) say they are doing this for health reasons. On the flipside, around a third (32%) said they would never eat meat-free alternatives. This suggests that while meat-free products are gaining traction in the market, consumers are looking less for meat replacements, and more for products that allow them to limit the amount of meat in the diet, with a greater focus on plants and pulses.

2. UPFs

This term is gaining huge traction in the UK, with 90% of those asked said they had heard of the term ‘ultra-processed foods’. More than two-thirds (68%) said they pay attention to the level of processing in ‘healthy’ foods. One in five (21%) focus on it a lot, and one in three (32%) said they are trying to kick their UPF snacking habits.

Three in five people (60%) want to see more information about processing methods on food packaging to help them make better decisions, and most of those asked (90%) said they had to buy UPFs on a regular basis, largely down to cost and limited choice.

3. Functional food

Early in 2024 Vypr noted a rise in products fortified with additional nutrients or beneficial compounds, particularly aimed at young men. Today, the researcher notes, nearly two in five (38%) of 35 to 44-year-olds across genders add functional foods to their weekly baskets. Another key group is vegans and vegetarians, with 30% of them purchasing functional food regularly to supplement their diets.

Consumers, the report explains, are looking to tackle a range of health concerns using these products, the most common being digestive health, followed by supporting the immune system and heart health.

Those aged 18 to 24 favoured functional food and drink that boost their energy and metabolism levels. Taste is marginally more important than price in the functional arena, and people reducing their meat intake or following a diet for sports activities are generally more willing to pay a premium.

Consumers are more trusting about health claims on packaging too, with 46% of consumers saying they put trust in functional food information on-pack, and women generally believing the claims more than men.