Affordability is the missing ingredient in the healthy eating debate

The Bread and Butter Thing food club network is urging policymakers to place affordability at the forefront of the public health discussion in light of recent research that highlights the reality for families without access to nutritious food,

The findings from a nationwide survey of food club members found that cost remains the biggest barrier to healthy eating, with over half (71%) saying they would eat healthily if money were no object. Research was carried out between May and June 2025, and was conducted on The Bread and Butter Thing members, with 3991 respondents.

Over a third say they cut quantity and variety out of their diet when money is tight. The findings suggest that demand for healthy food is constrained by price and access, rather than willpower and education.

The study also highlighted significant concern among low-income households regarding the handling of the issue, with fewer than 20% expressing confidence in the Government’s efforts to address food insecurity.

It comes as the government introduces policies targeting food manufacturers – such as Mandatory Health Reporting, which requires companies to disclose nutritional data – but The Bread and Butter Thing warns that these measures fail to address the core issue, which is “making healthy food affordable”.

Mark Game, founder of The Bread and Butter Thing, notes how health policies that target labelling transparency are a positive step, but they don’t address the underlying issue of food affordability.

“The lack of focus on accessibility of healthy food within public health policy isn’t just failing families, it’s also significantly costing the NHS, which already spends £18 billion annually on obesity-related conditions,” Game says.

“Our members tell us that they spend 30-39% of their available funds on food, and with food inflation continuing to rise, it puts huge stress on the cost of everyday essentials and household budgets.

“These insights are clear indicators that communities most in need of change won’t experience the benefits on their shelves because cost remains the biggest barrier.”

The Bread and Butter Thing is a UK-based food redistributor, working to combat food insecurity. It delivers essential supplies to some of the UK’s most deprived communities through its nationwide network of 145 hubs where members can access affordable ambient, chilled, and fresh food.