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The UK’s New Appetite: How evolving food rules are reshaping marketing, trust and creativity

The UK food landscape is entering a once-in-a-generation shift. From January 2026, new Less Healthy Food and Drink (LHF) regulations will limit how brands advertise products high in fat, salt and sugar across TV, on-demand platforms and online. Yet 60% of UK consumers say they haven’t heard of these new rules, even though two-thirds support them once they’re explained.

This gap between policy and public understanding is where brands now have a critical role to play.

Our latest UK Consumer Navigator report explores how changing food rules, cultural expectations and consumer confidence are reshaping what people eat and what they expect from the brands that feed them. Based on a nationally representative survey of 1,020 UK adults, the report reveals a nation ready for healthier choices, but held back by cost, convenience, taste and trust.