Researchers talked to 25 people in the UK who struggle with both obesity and not having enough money for food. They wanted to understand what makes it easier or harder for these people to buy healthy groceries at supermarkets. The study found that supermarket deals, pricing strategies, and how much money people have all play big roles. Interestingly, people often end up making environmentally friendly choices (like buying less meat) simply because they’re trying to save money—not because they’re thinking about the environment. The biggest takeaway? People said the real solution isn’t just about making better choices at the store; it’s about having enough money and support from the government in the first place.

The Quick Take

  • What they studied: What helps or stops people living with obesity and food insecurity from buying healthy, sustainable food at supermarkets?
  • Who participated: 25 adults living in Scotland and England who said they struggle with obesity and don’t have enough money for food. The study also included 7 focus groups (small group discussions) with similar participants.
  • Key finding: People face many barriers to healthy eating, including supermarket pricing, limited budgets, and the overwhelming experience of shopping in stores. Importantly, when people try to save money by buying less meat and wasting less food, they accidentally help the environment—but this doesn’t mean they’re eating healthier overall.
  • What it means for you: If you struggle with food costs, know that the challenge isn’t just about making better choices—it’s a real system problem. The study suggests that real change needs to come from having better wages and government support, not just individual willpower. This applies especially if you’re managing weight while dealing with food insecurity.

The Research Details

This study used a qualitative research approach, which means researchers focused on understanding people’s experiences and perspectives rather than collecting numbers. Between June and December 2023, researchers conducted one-on-one interviews with 25 people and held 7 focus group discussions (small group conversations) with adults in Scotland and England. All participants identified themselves as living with obesity and food insecurity—meaning they struggle with both weight and having enough money for food.

The researchers asked open-ended questions to understand what helps or hurts people’s ability to buy healthy, sustainable food. They then carefully reviewed all the conversations to find common themes and patterns in what people said. This approach is particularly good for understanding the ‘why’ behind people’s choices and the real-world challenges they face.

The study was conducted in a real-world setting (supermarkets and communities) rather than a laboratory, which means the findings reflect actual experiences people have when shopping for groceries.

This research approach matters because it goes beyond just looking at numbers—it captures the real human experiences and barriers that statistics alone can’t show. When people living with food insecurity try to buy healthy food, they face complex challenges involving money, emotions, social pressure, and store environments. By listening directly to these people, researchers can understand what actually works and what doesn’t in the real world. This kind of understanding is essential for creating solutions that actually help people, rather than solutions that look good on paper but don’t work in real life.

This study has some important strengths: it included people directly affected by the problem, used a respected research method (thematic analysis), and was published in a peer-reviewed journal. However, readers should know that this is a small study (25 people) focused on the UK, so the findings may not apply everywhere. Because it’s qualitative research, it’s meant to explore and understand experiences deeply rather than prove something works for everyone. The researchers were careful to find themes that most participants agreed on, which makes the findings more reliable. This type of study is excellent for understanding ‘what’ and ‘why,’ but it’s not designed to measure ‘how many’ or test whether an intervention actually works.

What the Results Show

The research identified six main themes that affect people’s ability to buy healthy food. First, supermarket deals and promotions are confusing—people aren’t sure if they’re actually saving money or being tricked into buying things they don’t need. Second, people are skeptical about supermarkets and the food system in general, questioning whether high prices are fair and recognizing that bigger economic forces control food costs.

Third, other people in their lives—family, friends, and even store employees—significantly influence what people buy and eat. Fourth, people who aren’t UK citizens face extra financial barriers because they can’t access certain government benefits. Fifth, shopping in supermarkets can feel overwhelming with too many choices and temptations, making it hard to stick to a healthy shopping list. Finally, when people try to save money by buying less meat and wasting less food, they’re actually making environmentally friendly choices—but this doesn’t necessarily mean they’re eating healthier food overall.

An important secondary finding is that people’s money-saving strategies and environmental sustainability sometimes work together by accident. For example, buying less meat to save money also helps the environment. However, the study found that these cost-saving practices don’t always lead to healthier diets. People might be buying less meat but still choosing cheaper, less nutritious options. Another key finding was that non-UK nationals face unique challenges beyond just having less money—they have legal restrictions on accessing benefits that other residents can use, making their situation even more difficult.

This research builds on what scientists already know: that poverty and food insecurity make it harder to eat healthy. Previous studies have shown that low-income families often buy cheaper, less healthy foods because they have to stretch their money further. This study adds important new understanding by showing that the problem isn’t just about individual choices or knowledge—it’s about the entire system, including how supermarkets price food, how they market products, and how government support (or lack of it) affects people’s ability to buy healthy food. The finding that people accidentally make sustainable choices while trying to save money is relatively new and interesting.

This study has several important limitations to keep in mind. First, it’s small—only 25 people—so the findings represent these specific people’s experiences rather than all people facing food insecurity. Second, it only included people from Scotland and England, so results may differ in other parts of the UK or other countries. Third, because this is qualitative research (based on conversations rather than measurements), it can’t prove that one thing causes another or measure exactly how big an effect something has. Fourth, the study relied on people’s own reports of their experiences, which can sometimes be affected by memory or how comfortable people felt sharing. Finally, this research describes the problem well but doesn’t test solutions, so we don’t know yet what changes would actually help people buy healthier food.

The Bottom Line

Based on this research, here are evidence-based recommendations with confidence levels: (1) HIGH CONFIDENCE: Governments should increase wages and benefits for low-income households—participants strongly agreed this is the main solution. (2) MODERATE CONFIDENCE: Supermarkets could make healthy food more affordable and easier to find, and could make promotions clearer so people understand real savings. (3) MODERATE CONFIDENCE: Community support (from family, friends, and social programs) matters for helping people make healthier choices. (4) MODERATE CONFIDENCE: Making the shopping experience less overwhelming (clearer labeling, smaller stores, or online shopping options) might help people stick to healthy choices. These recommendations come from what people actually said they need, rather than from testing specific interventions.

These findings are most relevant for: people living with food insecurity and obesity who want to understand why healthy eating feels so difficult; policymakers and government officials who make decisions about benefits and wages; supermarket managers and food companies thinking about pricing and promotions; healthcare providers working with low-income patients; and community organizations trying to help people eat better. People with stable incomes and food security should care because this research shows that individual willpower and knowledge aren’t enough when the system itself creates barriers. This isn’t about blaming people for their choices—it’s about understanding that the problem is bigger than personal responsibility.

Realistic expectations for change: If government benefits and wages increased significantly, people might see improvements in their ability to buy healthy food within weeks to months. If supermarkets made changes to pricing and promotions, some people might notice differences in their shopping experience and costs within a few months. However, changing eating habits and seeing health improvements typically takes 3-6 months or longer. The most important point: these changes require action from governments, supermarkets, and communities—not just individual effort. People shouldn’t expect to solve this problem alone through willpower or better shopping strategies.

Want to Apply This Research?

  • Track your weekly grocery budget and what you actually spend versus what you planned to spend. Also note which supermarket deals you used and whether they actually saved you money. This helps you see patterns in your spending and identify which promotions are genuinely helpful versus which ones tempt you to buy unnecessary items.
  • Use the app to plan meals before shopping and create a specific shopping list based on what’s on sale that week. The app could help you compare prices across supermarkets (if available in your area) and alert you to genuine deals on healthy foods. You could also use it to track which family members or friends influence your food choices, so you can plan strategies to stay on track when shopping with others.
  • Over 2-3 months, track: (1) Your weekly food spending and whether it’s sustainable; (2) How often you stick to your shopping list versus making impulse purchases; (3) Which healthy foods you actually buy and eat; (4) How the shopping experience feels (overwhelming, manageable, etc.). This long-term tracking helps you understand your personal patterns and identify what strategies actually work for you, rather than following generic advice that might not fit your situation.

This research describes people’s experiences and perspectives about buying healthy food while living with food insecurity and obesity. It is not medical advice and should not replace consultation with a healthcare provider, registered dietitian, or financial advisor. The findings are based on interviews with 25 people in the UK and may not apply to all situations or locations. If you’re struggling with food insecurity, obesity, or related health concerns, please speak with a healthcare professional who can provide personalized guidance. Additionally, if you’re experiencing food insecurity, contact local food banks, community organizations, or government agencies that may be able to provide immediate assistance with food access.