Grocery Shopping, Healthy Eating & the HFSS Promotions Ban: What Shoppers Really Think
The UK Government introduced new restrictions on in-store volume promotions of high fat, sugar, and salt (HFSS) products in England in October 2025. But how are these changes actually affecting shoppers?
Examining the results of a national online survey by Visuality, we take a look at how shoppers are adapting, what they think about the ban, and what they really need to make healthier choices.
Trying to be healthier, but not finding it easy
Despite significant financial pressures, many shoppers are trying to make healthier choices. Two-thirds of households are closely managing budgets, with some even delaying essential purchases, and 9 in 10 shoppers are noticing price increases, especially in categories like meat, vegetables, dairy, and chocolate.
Set against this context, our research suggests a gradual shift toward healthier eating, with over half of shoppers say they are shopping more healthily than before, and indications that they are buying more Fresh fruit, Yoghurts and Fresh vegetables and salads, and less Confectionery, Chocolate and Biscuits.
Mixed views on the ban on promotions, but potential benefits acknowledged
Opinion of the ban on volume promotions is mixed. Many see the ban as positive for public health, others view it as government overreach.
The impact appears subtle but meaningful, with most shoppers saying their grocery bills haven’t been affected and over 1 in 4 saying it has helped them make healthier choices. However, two-thirds say it hasn’t influenced their behaviour. So although the policy appears to be working for some shoppers, it’s not transforming shopping behaviour across the board.
What Shoppers Really Want
Shoppers are clear about what would help them shop more healthily:
Make Healthy Food More Affordable
Their biggest requests are:
- Cheaper fresh fruit and vegetables
- Lower prices on healthier options overall
More Promotions on Healthy Products
Shoppers don’t dislike promotions—they want them redirected:
- Discounts on healthy foods
- Incentives for better choices
Better Visibility and Inspiration
Shoppers are also looking for guidance:
- Healthier meal deals
- Recipes and meal inspiration
- More prominent in-store placement of healthy options
What This Means for Retailers and Brands
The research findings highlight a clear opportunity to shift the narrative from restriction to enablement. While the HFSS ban removes incentives for less healthy choices, shoppers still need positive support to change behaviour.
Retailers and manufacturers can lead by:
- Pricing healthy foods competitively
- Expanding healthy ranges
- Improving in-store visibility and merchandising
- Offering inspiration through recipes and meal solutions
The HFSS promotions ban is part of a broader effort to improve public health, and early signs suggest it’s contributing to gradual behaviour shifts. However, one message comes through loud and clear: people want to eat more healthily, but they need help to change their behaviour.
Until healthy options become the easy, affordable, and appealing choice, progress will remain incremental. For brands and retailers, the challenge – and the opportunity – is to bridge that gap.