The largest category shifts were big pot yogurts (+29%) followed by frozen fruit (+21%), vitamins (+15%) and healthier snacks such as rice cakes (+18%) and sushi (+15%) which all saw an increase in sales over the past four weeks.
According to the NIQ Homescan Survey March 2025 nine out of ten UK households stated that looking after their health is important or very important. This aligns with findings from NIQ’s Global State of Health & Wellness report, which revealed that 66% of UK shoppers are actively making choices to improve their health and wellness.
A closer look at healthy eating habits reveals that limiting processed foods is now the single most important aspect for many. Almost half of consumers (44%) are actively working to reduce their intake of processed items. Over a third (36%) are making a concerted effort to eat five portions of fruits and vegetables each day.
Mike Watkins, head of retailer and business insight at NielsenIQ, said: “In the first six weeks of summer 2025, shoppers have spent £700m more and 75% (£521m) of that has been in fresh and chilled foods.
“This perhaps indicates the shift of spend not just towards convenient fresh food options but towards a more healthy and nutritious diet. A sustained period of summer weather through to the first week of September would be helpful to the industry as this would tip the balance back to positive unit growth.”