Breaking the barriers to better health
The 3 pillars: stress management, diet, and weight
Our respondents told us stress, weight struggles, and unbalanced diets were the three biggest hurdles stopping them from getting healthier.
And they’re all tangled together — stress can lead to poor eating habits, which makes managing weight harder, which in turn adds more stress. It’s a tough cycle, but it doesn’t have to stay that way. People are asking for help, and brands and retailers have a chance to respond by making healthier living a little easier.
Struggling to act
Stress is cited as the most significant health barrier, with 61% identifying it as a negative factor. It’s a universal concern, affecting mental and physical health almost equally. Yet, the picture remains complex when it comes to actionable steps to combat stress. A primary action people say they are taking is trying to improve sleep patterns, with 45% of shoppers recognising that going to bed early is crucial to reducing stress.
However, the reality of getting sleep falls short of the intent. Only 63% of people say they manage to regularly get a good night’s sleep, with even lower rates in the US (56%). Many say they are turning to methods to support sleep and reduce stress — such as avoiding caffeine (33%), drinking herbal tea (21%), and using mindfulness apps (14%) — but with varying degrees of success. The irony is evident: nearly a third worry about insomnia, with the highest rates in Latin America (36%), even as efforts to improve sleep struggle to take root.
One effective strategy many say they embrace is making time for hobbies or loved ones. Spending time on activities or with people that bring joy is something 66% say they do regularly, with older shoppers particularly committed to this. Interestingly, this trend aligns with some of the messaging promoted by major brands like Coca-Cola, which have tapped into the value of "togetherness" to resonate with stressed shoppers. Meanwhile, only a third of people are actively limiting screen time — an area where many express a desire to disconnect but find it difficult to follow through.
Only 63% of people say they manage to regularly get a good night’s sleep, with even lower rates in the US (56%).
However, as Fast-Moving Consumer Goods (FMCG) brands, particularly those in the food and beverage categories, consider how to intervene, they should know that people are sending explicit signals for help. In research conducted last year by Kantar’s MONITOR team, shoppers cited cooking and meal preparation as a major source of stress — up 5% from 2017, and particularly prevalent in countries experiencing high levels of food inflation. In other words, they want cooking to be made easier, even in countries where scratch cooking is less prevalent.
By Jennifer James EVP, Head of Global MONITORKantar
True wellness means thriving mentally and physically, but to achieve it, a better balance between life online and offline is increasingly required as people search for a more rounded approach. Our studies continue to show connected devices at the heart of their concerns, directly linked to feelings of stress.
Two years ago, a Kantar US MONITOR study highlighted signs of this trend: the desire to disconnect was strong, particularly among younger generations. Among US Millennials, 63% wished they could spend more time completely disconnected from technology, a sentiment echoed by 58% of Gen Z. Even Gen X felt the pressure, with 56% wanting to step back from screens. Interestingly, Baby Boomers — those who have arguably spent the longest with connected devices of all kinds — showed a lower desire to disengage, with 47% feeling the need for a tech break. This illustrates a generational paradox: the very demographics most comfortable with technology are the ones most desperate to escape its grasp.
Yet, the barriers to making this change remain persistently high. As we have seen elsewhere in this report, screen time is a cause of stress and a habit many struggle to break. A Kantar Global MONITOR study conducted last year found that younger age groups overwhelmingly agreed that technology distracts them from being present. Sixty-one for Gen Z and 65% instead of 74% for Millennials.
Brands have a vital role to play here. The opportunity is clear — create products and experiences that allow people to switch off, recharge, and rebalance. Those who can offer meaningful ways to disconnect, in support of mental wellbeing, will carve out an important space. Technology promises a lot, but right now, people are saying — sometimes, they just want less.
Weighing the importance of weight
Weight management is another significant hurdle, with 38% of shoppers indicating it impacts their health negatively. Traditional strategies dominate the approach to weight control, with 71% saying they avoid certain products and 47% citing exercise as a key tool, especially in Europe (54%) and Asia Pacific (51%).
Emerging methods are also gaining traction. Increasingly available tools such as dietary monitoring apps are being used by 8% of shoppers. There is also a small but growing awareness of pharmaceutical solutions like GLP-1 obesity medications, which are currently used by 3% (global) but have the potential to influence behaviours, such as reduced confectionery consumption among users as we have already seen in our data in the UK.
This shift indicates an openness to exploring newer approaches to weight management. With growing usage levels of GLP-1s, such as Ozempic — 5% claim to use them in the US — these drugs could reshape multiple consumer categories over time. Food and beverage categories will be the first to feel the impact of these drugs as users recalibrate their food and drink decisions. However, the pace of these changes is likely to be determined by the cost of the drugs, regulatory controls, health insurance coverage and broader acceptance that could normalise their use.
Harmful habits
The third major challenge revolves around diet quality. An unbalanced diet, influenced by reliance on processed foods and sugary beverages, is recognised by 30% of shoppers as detrimental to health. Yet, the numbers reveal an interesting contradiction — 62% see processed food as harmful, but only 37% say they actively avoid it. Similarly, 73% see sugary drinks as harmful, but fewer than half (48%) claim to be cutting back on products high in sugar.
The gap between perception and action can, in part, be explained by people choosing these foods and drinks out of convenience but also by a deep-rooted attachment to indulgence. Treats remain essential for many, with 68% agreeing that treating oneself regularly is important. For half of those indulging, validation comes from a sense of balance — making sure an indulgence is “worth it” whilst being able to compensate for it later. This points to a persistent “treat culture” that, while comforting, complicates efforts to create balanced eating habits.
In the face of these challenges, there is a growing trend of adding positive elements to diets rather than just focusing on avoidance. Over a quarter of shoppers (27%) say they are adding healthy ingredients, like fibre and protein, to address nutritional gaps — an approach particularly popular among younger shoppers (29%).
This shift towards addition over exclusion provides a fresh opportunity for brands to align their offerings with the goals of shoppers in a way that feels constructive rather than restrictive.
Underpinning factors
The gap between intentions and actions around processed foods and sugar is stark. The reality, though, is that less healthy food is often the most convenient option. Snacks may be one of the culprits holding back better eating. Kantar's Demand Moments studies reveal that snacking has become a full-blown behaviour in the UK, Germany and other markets. In the UK, snacks now make up 28% of eating occasions, surpassing breakfast at 27%. In Germany, snacks account for 25%. This is a shift in how people structure their meals. It may also be a contributing factor to struggles on the diet front.
Indeed, the three major health challenges — stress, weight, and diet — highlight a paradox of modern living. People want to do better but are caught in cycles of stress, unhealthy eating habits, and barriers to effective weight management. For brands, this presents a critical opportunity to make a difference.
From promoting sleep-friendly products to supporting healthy indulgence and clarifying the benefits of packaged health foods, brands have multiple avenues to contribute to holistic wellness. Those who succeed will earn a place in shoppers’ lives as trusted partners in the pursuit of better health.
By Ashley Kang Global Head of Beauty Worldpanel Division, Kantar
Wellbeing isn’t only found through diet and exercise. It’s also about self-care — from skin routines to beauty regimens that nurture both health and confidence.
The industry is now adopting a dual approach: tackling existing issues while focusing on prevention, often borrowing insights from broader healthy living trends. This is mirrored in daily habits, with 50% of people globally engaging in beauty routines like moisturising and cleansing. The practice is even stronger in Asia Pacific (58%) and among younger shoppers (54%).
But beauty is moving beyond surface-level treatments. Shoppers are increasingly focusing on long-term, holistic care. They’re committing to sophisticated routines with powerful ingredients, such as serums, face masks, and targeted sun protection. UV protection is claimed as a habit for 44% (global), with higher uptake in Latin America (49%) and Asia Pacific (48%). Younger generations claim to be particularly diligent, at 47%.
Ingredient knowledge is on the rise, too. Shoppers are embracing components like hyaluronic acid, niacinamide, and vitamins B and C to maintain a healthy glow. Among them, 29% say they use anti-aging products, with APAC leading the trend at 37%.
Beauty tech, meanwhile, remains niche. Only 5% claim to use at-home devices, such as lasers or light-activated masks, though it's more common in the US (9%). Aesthetic medicine — think Botox — is also on the fringes, with 3% saying they have taken the plunge (rising to 5% in the US).
Winning ways – a brand getting wellness right
Unilever’s Dove is a brand that has successfully expanded its reach globally by tapping into shoppers' growing health and wellbeing needs.
Dove's global campaign on self-esteem exemplifies a direct response to the emotional health needs of its audience, particularly young people. The Dove Self-Esteem Project, highlighted in initiatives like "The Code: A Dove Film," aims to build body confidence and tackle societal pressures about appearance. Dove's emphasis on self-esteem and mental wellness has driven a significant increase in household penetration, rising from 35.9% in 2021 to 37.4% in 2023, with 35.5 million additional households reached. The brand’s focus on positive self-image resonates strongly, winning the trust of shoppers who want brands that understand and advocate for their personal and emotional wellbeing.
