Rising levels of mental health issues like anxiety and depression are pushing increasing numbers of consumers towards diets that have a positive impact on their minds.
One in four people in Britain will experience a mental health problem, with one in six likely to struggle with anxiety or depression in any given week, according to research from communications agency, Nexus.
As a result, 60% of consumers believe their diet is a key player in improving mental health, with 39% changing what they eat and drink to boost it.
Which generations care more about ‘mood food’?
The millennial generation is the most concerned, with 66% (versus 56% of Gen X), citing diet as a driver of their mental health status.
Some 56% of millennials, versus 49% of Gen Z and 34% of Gen X are changing what they eat and drink to improve diet, claims the research.
Ultra-processed foods (UPFs) are increasingly on consumers' radars and are more frequently being associated with poor mental health.
Some research claims UPFs are associated with between 48% and 53% increased risk of anxiety.
Over 60% of Brits claim to check food and drink labels for information about UPFs, with over half claiming to avoid products they consider to be UPF.
However, just over half of consumers claim to fully understand what a UPF is.
Consumers checking UPF labels
In 2025, more consumers will check food and drink labels and consider changing what they eat compared with a year ago.
“The scene is set for food, drink and mental health to come closer together in 2025,“ says Nexus Communications managing director, Harvey Choat.
“This last year we’ve seen the rise of influencers like Eddie Abbew, who was profiled by the Financial Times and alliances between Henry Dimbleby and Dr Chris Van Tulleken, championing the narrative that food is the key to the nation’s health.”
There will be a bigger focus on ‘mood food’ in 2025, giving food and drink brands an increased opportunity to connect with consumers through their needs, continues Choat.
