Nourished, the UK’s leader in personalised nutrition solutions, has released alarming new data highlighting a surge in poor diet and malnutrition across the UK, with over half of Brits reporting a decline in their diet and nutrition in the past decade.

This growing crisis is particularly acute among younger generations and is compounded by increasing pressures to lose weight through unhealthy measures such as crash diets, weight loss supplements and injections.

According to the new study, young adults (18-24) are the hardest hit, with 69 per cent admitting to poor diet and nutrition, followed by 57 per cent of 25-34 and 56 per cent of 35 to 44-year-olds.

Regional disparities are stark, with Scotland (64 per cent) and the North East and West Midlands (63 per cent) experiencing significant diet shifts due to rising food costs.

Per city, those living in Portsmouth struggling the most with eight in 10 (82 per cent), followed by Glasgow at 72 per cent and Coventry, Liverpool, Norwich and Worcester all equally sitting at 71 per cent

In the new poll, almost half (45 per cent) of those surveyed admitted to rarely or never considering the nutritional value of the food they eat.

Over half (53 per cent) of Brits are instead prioritising convenience and cost over nutritional value with 27 per cent admitting speed and ease of preparation is a key factor driving the decision over the food they eat. Cost is also crucial, with 26 per cent listing this as their top reason for food choices.

Only Baby Boomers (65 and over) are likely to choose nutritional value regardless of cost, with 46 per cent admitting this is the key factor driving decisions over what they choose to eat.

Thirty-five to 44-year-olds are least likely to prioritise the nutritional value of their diet with just over a quarter (28 per cent) citing this as the main driver for food choices. This age group is also the most likely to opt for speed and ease of preparation over anything else, with over a third admitting this is their top priority when choosing what to eat (37 per cent).

Eighteen to 24-year-olds are feeling the pinch the most from rising food costs, with 40 per cent admitting price as the lead factor driving their food choices.

According to the British Dietetic Association (BDA), malnutrition in the UK is a pervasive issue affecting millions. The economic burden is colossal, with an estimated annual cost of £19.6bn in England alone. This figure reflects the increased healthcare needs, longer hospital stays, and the exacerbation of other health conditions linked to malnutrition. 

The weight of societal pressure

Adding to this concern is the fact that 40 per cent of people feel pressured to lose weight, with 21 per cent attempting crash diets, 13 per cent using weight loss supplements, and six per cent opting for weight loss injections.

Younger generations (58 per cent of 18-24-year-olds) and women (49 per cent) feel the pressure more acutely, with those living in Northern Ireland and Wales reporting the highest levels of weight loss pressure, at 54 per cent and 51 per cent, respectively.

Thirty-five to 44-year-olds are the most likely to try crash dieting to lose weight, with 31 per cent admitting to trying quick-fix diets as a way to lose weight.

Twenty-five to 34-year-olds are the most likely to use weight loss supplements with over a quarter (27 per cent) trying this method to shift the pounds.

Worryingly, one in five (20 per cent) of 18-24 year olds admitted to using weight loss injections. According to the data, men are more likely to opt for injections, with almost one in 10 (nine per cent) opting for this as their preferred way to lose weight.

Almost three in four Londoners (73 per cent) have tried quick-fix methods to lose weight, including 32 per cent trying crash diets, 24 per cent weight loss supplements and 17 per cent weight loss injections.

People living in Northern Ireland are the most likely to turn to the host of new weight loss injections (36 per cent) to lose weight.

“The statistics are a wake-up call,” said Melissa Snover, founder and CEO of Nourished.

“Poor diet and nutrition are not just about systemic issues like food accessibility and affordability, but personal choices and societal pressures to lose weight are leading individuals to the overuse and reliance on restrictive diets and weight loss products which are equally impacting the nutrition of the nation.

“We must address these challenges head-on to prevent a full-blown health crisis.”

In light of these alarming statistics, Snover believes the importance of proper nutrition and supplementation becomes evident. Vitamin supplements play a crucial role in combating malnutrition, especially for vulnerable populations.

Despite this, a quarter (25 per cent) of people admitted to never taking a vitamin supplement with over half (57 per cent) currently not taking any vitamin supplements at all.

“The pressure to conform to societal standards of beauty and fitness is driving people to unhealthy extremes,” said Snover.

“At Nourished, we believe in promoting balanced, sustainable health practices which are unique to the individual’s needs, over quick fixes. Yet usage of weight loss supplements and more recently injections are on the rise and even though it’s been proven that fad diets don’t work research has revealed that two thirds of Brits are consistently on a diet.

“A study in 2021 highlighted that rapid weight loss can lead to metabolic syndrome, including conditions such as high blood pressure, blood sugar and abnormal cholesterol levels. Not enough individuals are fully aware of the serious health consequences of prioritising weight loss over nutrition and more must be done to educate individuals of the risks.”

She added: “Adequate intake of vitamins such as A, C, and D is critical for maintaining a robust immune system, which is particularly important for children in their developmental years. Nutrients like iron, zinc, and omega-3 fatty acids are vital for brain development and cognitive function.

“Deficiencies in these nutrients can impair learning and concentration, and consistent nutritional deficiencies can lead to chronic health issues such as anaemia, stunted growth, and increased susceptibility to infections.”

In response to the rising trend of crash diets and weight loss supplements, Nourished has launched the Slimming Support Stack.

It is a specially curated formulation designed to tackle common deficiencies that arise during weight management journeys. Key ingredients include Ovoderm collagen for skin and joint health, CoQ10 for energy and cardiovascular support, and vitamin D for immune health.

The stack also contains vitamin B12 to aid energy and normal psychological function, and vitamin A for healthy vision, immune function, and hair, skin and nail support, addressing common deficiencies associated with typical weight management methods.

These nutrients are crucial for maintaining overall health and compensating for the potential lack of essential vitamins and minerals during dieting and weight loss efforts.

Nourished Slimming Support Stacks are available online from £28. For more information, visit www.get-nourished.com.