Delivering against the evolving health landscape in 2026
03 March 2026Explore ShopperVista's latest health segmentation, delving into how UK shoppers are engaging with health in 2026 and what retailers can do to meet evolving needs.
The health landscape is changing at pace, but only certain shoppers are keeping up. In January, we explored shoppers’ view on holistic health covering everything from sleep to food and drink to health and beauty.
While it might be easy to get swept up in the latest protein and fibre trends, this research aimed to explore how shoppers are really feeling.
ShopperVista’s health segmentation:
From a sample of 2000+ GB shoppers, our attitude-based segmentation gives an overview of how shoppers are thinking about their overall health in 2026.
What it means
With only 10% of the population fully engaged in every aspect of their health, it’s clear that not everyone is jumping on the latest trends. In fact, 25% are actively disengaged with their health despite also indicating they are worried about their health.
Most shoppers face barriers to living a healthier life even if they highlight that they want to and blame barriers like cost, time and household preferences. From our research we found that shoppers have personalised rules that they live by making it particularly challenging for retailers and manufacturers to provide messaging and signposting that fits a broad brush of shoppers.
How to deliver for shoppers
Communicating health with shoppers is only getting more complex. Some shoppers are hyper-aware of their own health needs and will examine everything they consume in detail. For others, traffic light labels and 5-a-day call outs are familiar concepts that are easily and instantly recognisable. Moving forward, retailers and brands will be expected to tailor messaging and health callouts to specific groups based on their motivations and health goals. Our exploration of the health segmentations can help you establish who you should be communicating with and how best to do this.
For more information, ShopperVista subscribers can read the full report here.
For a top line overview of the full report, including how behaviour changes away from home, read our highlights here.
If you have any questions or want to explore how we can adapt this research for your business, please reach out to [email protected]