NEW YORK — As consumers head into 2026, they’re striving for a healthier new year while staying mindful of their budgets. According to the latest Consumer Digest from Kroger Precision Marketing powered by 84.51°, households are planning to eat out less, focus on nutrition basics and rein in spending.
Resolutions Take Center Stage
Nearly half of households say they’ll set New Year’s resolutions for 2026, prioritizing physical and mental health, finances, self-care and relationships. Those focused on physical health plan to emphasize exercise (78%), nutrition (64%), weight loss (56%), health maintenance (40%), and better sleep and recovery (32%).
Many are refocusing on nutrition basics: staying hydrated, eating more fruits and vegetables, limiting added sugar and processed foods and aiming for balanced meals.
Where They’re Struggling
Even with good intentions, consumers say motivation (44%), time management (39%), routine changes (34%), financial constraints (32%), and competing priorities (29%) stand in the way. High food costs, lack of time and taste fatigue make healthy eating particularly challenging.
The Functional Food Gap
Functional foods, those offering benefits like improved gut health, immunity, or reduced chronic disease risk, remain a missed opportunity. Despite their potential, 39% of households are hesitant to buy them, citing high prices (51%), poor taste (26%), and doubts about health claims (25%).
