Walk into any supermarket in 2026 and you’ll notice something striking: shoppers are thinking about health. From protein-packed snacks and drinks to more natural product innovations, the aisles are buzzing with products promising better nutrition. Yet, there’s a catch. While health is climbing the priority list, many consumers say they can’t afford to put wellness first in the face of rising living costs.
Article by Vanessa Adamson, Retail and Consumer Insight Manager, AHDB
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