The 2026 picture highlights some significant challenges:
* Households with children in the lowest income quintile would need to spend 85% of their disposable income on food to afford the Eatwell Guide
* Healthier options remain nearly twice as expensive per calorie as less healthy alternatives
* Fast-food outlets make up 1 in 4 outlets in England, rising to over 1 in 3 in some areas
* And fruit and vegetables account for a small portion of food advertising spend compared to other categories.
For those working in food, retail and communications, these are complex realities. The conversation around diet and health focuses on individual choice, but choice is shaped by a wider set of factors – affordability, availability, environment and what people experience day to day.
From a brand and communications perspective, this reinforces the importance of:
* Avoiding oversimplification
* Recognising the role of affordability and access
* And thinking about how products and messages fit into people’s everyday lives.
The report is a useful reminder that the food system is influenced by a mix of policy, commercial and cultural forces – and that meaningful change comes from understanding the full picture.
You can read the full report here: The Broken Plate 2026 | Food Foundation.
