消费者视野（2026年5月）

Contents 7Food 8UPFs23GLP1s34QSR 46Drink 47Alcohol & Bars62Tea & Coffee74International Drinks 85Lifestyle 86Gardening102Travel & Tourism117Baby & Parenting 128Conclusion About Vypr This approach is rooted in the principles ofSystem 1 thinking, a concept popularisedby Daniel Kahneman in his seminal work,Thinking, Fast and Slow. System 1 representsthe brain’s quick, automatic decision-making process, which is responsible forapproximately 95% of purchasing decisions. Vypr is a leading product intelligenceplatform designed to empower brandswith the insights needed to make informedproduct decisions at the right moments. Our platform leverages a proprietarycommunity of over 80,000 UK consumers,providing our customers with directaccess to real-time feedback. This uniquecapability allows brands to refine theirstrategies and develop products that trulyresonate with their target audiences. By tapping into this cognitive function,Vypr enables brands to understandconsumer behaviours and attitudes withaccuracy and speed. We go beyond traditional market researchby focusing on the immediate, intuitivereactions of consumers. Instead of lengthyquestionnaires, we engage our communitywith short, targeted questions that capturefast, instinctive responses. Methodology The findings in this report are based uponfirst-party research conducted throughoutJanuary 2026. The primary researchapparatus used to collate consumerfeedback was a bespoke survey application,available on smartphone. The application is device agnostic andallowed a nationally representativecommunity of real UK consumers to provideanswers to a broad range of questions.To deliver comprehensive insights, Vypradopts a mixed-method approach, byintegrating both qualitative and quantitativeresearch methodologies. Introduction Drawn from over 10,000 consumerresponses collected across more than 90questions spanning food, drink, leisure,lifestyle and parenting, our latestConsumerHorizonreport provides a detailed snapshotof what the UK is thinking, feeling andbuying throughout the first half of 2026. The gap between what consumers saythey want and what they do, often formedby barriers of cost, confidence, accessand knowledge, are preventing intent frombecoming action. For brands these spacesare where commercial opportunity lies. At the same time, the generational divideis growing more polarised. In virtually everysection of this report, the 18–24 cohortemerges as a demographic that consumesin an entirely different manner to older ones.They are the most interested in small-spacegardening, for example, but the least likelyto garden. Likewise, they are simultaneouslythe most engaged with health and wellnesscontent and the least likely to act on it withUPF reductions. From Alcohol, GLP-1s and ultra processedfoods to gardening, travel and parenting, thefollowing sections map out the consumerlandscape along with the trends set toinfluence sentiment, perception andpurchasing habits. With the UK facing a number of significantchallenges both structural and social, notleast an intensifying cost of living crisis,supply chain obstacles and a quicklychanging demographic makeup, severalpatterns emerge as recurring themes acrossthe data. Their presence also plays a major role inthe emerging moderation economy. Acrossalcohol, fast food, ultra processed foodsand screen time, the prevailing directionof travel is toward less. Nearly a third ofadults are drinking less than last year, andalmost half of regular fast food customersintend to cut back. Six in ten plan to reduceUPF consumption, while eight in ten believetoddlers should have no more than twohours of screen time. Throughout this report, consumers expressstrong desires that their actual behaviourhas not yet caught up with, creating adistinct aspiration–behaviour gap withinthe market. Nearly half of UK adults wantto grow vegetables, but fewer than threein ten do. Six in ten intend to reduce theirUPF intake, but41%would pay nothing extrafor cleaner alternatives. And almost halfexpress interest in solo travel, yet only14%take solo trips. Most pressing perhaps, is the prevailingprice sensitivity that seems to shape muchof modern British consumer life. From the65%of 18–24-year-olds who budget under£300 for a week’s holiday, to the74%ofparents who spend under £25 a week onbaby essentials, to the41%who would paynothing extra for UPF-free food, cost is thethread that connects every aspiration gap.Consumers want better, cleaner, healthier,more sustainable products, but they wantthem at parity. As such, the categories that will thrivein this environment are now those thataccommodate the trend by offeringmoderation-compatible products, smallerformats, cleaner labels and guilt-freealternatives that allow people to participatewithout feeling they are compromisingtheir values. This is also true in digital and online retail,where across gardening, parenting, traveland food, the traditional discovery andadvice channels are be