LThe rising cost of living is continuing to alter the way people across the UK eat, with four in five adults changing their food habits in response to mounting expenses, according to a new survey.
The annual Good Food Nation survey found that 81% of adults have adjusted their eating habits because of higher costs, with the figure increasing to 89% among households with two children.
Researchers said the prolonged financial squeeze is transforming Britain’s food culture, creating a generation of increasingly cautious cooks who prefer familiar meals and are less inclined to experiment with new recipes.
Nearly half of respondents (45%) said the high price of ingredients discourages them from trying new dishes, suggesting that tighter budgets are having a direct impact on culinary choices.
Many households are also seeking ways to reduce energy consumption in the kitchen. Among retirees, 38% reported using more energy-efficient cooking methods, including air fryers, to help lower their electricity bills.
The survey highlighted a growing sense of decision fatigue among consumers, with 61% of adults eating the same breakfast every day and 38% regularly opting for the same lunch. The findings suggest that convenience and routine are becoming increasingly important factors in food choices.
Among adults aged 25 to 34, 5% said they considered ordering a takeaway to be a form of cooking.
Despite ongoing financial pressures, some respondents reported adopting habits that have delivered long-term benefits. Around 42% said meal planning helps them save money, while 25% highlighted batch cooking as an effective way to cut costs and reduce waste.
Lily Barclay, Content Director at Good Food, said the survey paints a picture of a nation facing significant economic challenges while adapting with creativity and practicality. She noted that although consumers tend to become more cautious when money is tight, careful planning can also encourage healthier eating habits and reduce dependence on ultra-processed foods.