The pressure from rising bills has meant households have been trying to make ends meet because families can no longer afford to look after themselves, forcing one in four people to skip meals, according to Sky News’ latest poll. To further understand what is forcing the nation to sacrifice one of the most basic needs for survival, ‘Smart Food’ innovators – yfood – has commissioned new national research. By investigating how Brits are spending their money in the wake of the cost-of-living crisis and the long-term physical and mental impact effect this is having on us as individuals, yfood revealed close to 16 million Brits are now buying cheap food at the expense of their nutritional needs.

As society adjusts to a world of rampant inflation, the findings concluded that cost has become the driving factor when it comes to purchasing food, with a staggering 54% of Brits agreeing to being more money-conscious than nutritious-conscious. In addition to this, 51% are surviving on cheap calories by opting to buy food that is more affordable and will last longer, such as frozen food and ready-meals. This all boils down to the common belief that eating healthily correlates with high cost, as further reflected in the data, which shows 41% of Brits associate nutritious food products with unaffordable prices.

Key stats:

33% (15,845,000) agree they buy cheap food at the expense of their nutritional needs as a result of the rise in living costs
41% (19,816,000) associate healthy and nutritious food products with unaffordable prices
51% (25,084,000) tend to buy food that is cheap and will last longer
54% (26,511,000) agree they are more money-conscious than nutrition-conscious
Keen to debunk the myth that healthy food is expensive, yfood has compiled a list of five food goods that keep us fuelled for longer at a low price:

1. Beans: It’s no secret all beans, including kidney, butter and borlotti types are filling and cheap. They also have the bonus of containing a high amount of fibre, as well as lowering your risk of many chronic diseases.

2. Smoked mackerel: Experts recommend eating two portions of oily fish a week, which are rich in protein and the fatty acid omega 3, which is known to protect the heart.

3. Onions: Onions have a myriad of health benefits, from an anti-inflammatory to aiding digestion, but they are also known to boost immunity and resistance to coughs and colds.

4. Kale: As well as containing vitamins, kale is a good source of iron. It is also rich in folic acid which is excellent for optimum heart health.

5. Mushrooms: Many varieties of mushroom contain good-for-your bladder selenium, but they are the only fruit or vegetable source of vitamin D, which we normally get from exposure to sunlight.

In addition to this, Noel Bollmann, CEO and co-founder of yfood, has commented on the vital importance of maintaining nutritionally balanced diets:

“Our research has highlighted that despite wellbeing and health being at the forefront of our minds over the course of the last two years, there is still a lack of understanding as to where Brits can source their essential nutrients.

“Convenience has understandably become a significant motivator behind the food Brits purchase, but on occasion, this can lead to a nutritionally imbalanced diet. We therefore recognise that people want to eat simply but balanced. We make that possible by offering food’s with a complete nutritional profile that can be consumed quickly and easily at any time. Our products fall under a completely new category called Smart Food, which are based on nutritional as well as technological insights and enable people to eat a balanced diet anytime, anywhere. Our products contain everything that makes up a complete meal.”