In this brief discussion we examine the link between the cost of living crisis and health including how we might mitigate the worst effects. The increased cost of living is at the top of the news, coming in the wake of the Covid-19 lockdowns and the ongoing Ukraine war. With a current annual CPI inflation rate of 7% but a ‘real inflation rate’ in double figures we are seeing a dramatic increase in everything from food to fuel. All households but particularly those on low incomes are feeling the squeeze.
The link between health and wealth
In April 2022 the Consumer Confidence indicator in the United Kingdom fell to its lowest level since July 2008. This was the second lowest since records began nearly 50 years ago (GfK group1). For many, particularly the most vulnerable, this is leading to hard choices as to whether to ‘heat or eat’.
Typically the poorest in society have worse health outcomes than more affluent members of society. From 2018 to 2020, men living in the most deprived areas were living 9.7 years fewer than those living in the least deprived areas. The gap stood at 7.9 years for women (ONS April 20222). The reasons that underpin these differences are many and varied. They include the tendency for those on low incomes to buy less healthy foods, exercise less and smoke more than their affluent counterparts.
For those on squeezed incomes feeling full is often more important than feeling healthy. The purchase focus being on unhealthy value options rather than fruit and vegetables or more expensive functional foods. The tightening of budgets will likely force even more people into lower cost options with its associated consequences for health.
Mental health at serious risk
As well as the direct physical affects, several mental health charities have warned the cost of living crisis will have damaging effects on mental health, driving some to despair and even suicide.
A recent report by the University College London3, has found that concerns about finance have been increasing since summer of 2021. These have now reached levels on a par with the start of the pandemic. They reported that just 1 in 3 adults aged 18-29 felt in control of their mental health (35%), compared to 47% of adults ages 30-59 and 61% of older adults.
Impact on health businesses
Food, functional food and food supplement manufacturers are being faced with significantly increased input costs for packaging and transport. Ingredients such as whey protein, food grade oils and a range of globally imported bio-actives are also seeing major rises. Some of these costs can be mitigated through formula changes or pack size adjustments. However, this will inevitably impact margins where increased costs cannot be passed onto consumers. Higher finished goods prices may in turn force many to purchase cheaper options or to cut back on what they buy.
Gyms and sports clubs are also likely to be impacted as disposable incomes continue to fall. Some will question whether they can afford to join or re-join. Others may swap to less costly forms of exercise while some simply exercise less. Demand for sports nutrition products might be expected to decline in such an environment.
Can we mitigate the worst harms?
Despite political and consumer pressure the Government has yet to provide any meaningful relief. In fact we appear to be going in the opposite direction with increased taxes and now loans rather than fuel bill subsidies.
It therefore falls on us to act by tightening our financial belts and taking responsibility for our own health and wellbeing.
Eating healthily and cooking at home with fresh locally produced ingredients is something to be encouraged. However, it seems there is an increasing trend towards app ordering of relatively expensive and unhealthy takeaways. Many will remember home economics classes in schools where we learnt the basics of cooking and healthy eating. We could do worse than restore such lessons to schools.
A drive from all quarters to increase exercise should be at the centre of our efforts. Running and walking in the fresh air is free and plays a key role in helping to maintain cardiovascular health. It’s hugely positive impact on mental health is also increasingly recognised.
The food industry also has a role to play, including in the innovation of healthy and affordable options for those on a tight budget. Retailers can also play a key role by leading healthy lifestyle initiatives and education programmes through their stores.
In summary
The relationship between the cost of living crisis and health is set to bring with it far reaching negative effects. Both the nations physical and mental health are already suffering with signs it will become even worse. It therefore falls on individuals and industry alike to do all they can to mitigate the worst effects.
References
- GfK press release, UK Consumer Confidence Index (April 22, 2022).
https://www.gfk.com/en-gb/press/uk-consumer-confidence-in-freefall-as-index-crashes-in-april-to-36
- Health State Life Expectancies by National Deprivation Deciles, England: 2018 to 2020; UK Office for National Statistics (April 25, 2022).
- Covid-19 Social Study, Results release 44, Department of Behavioural Science & Health, University College London (April 7, 2022).
https://www.covidsocialstudy.org/_files/ugd/064c8b_c525505ffa6b432f96dc41d6b6a985ea.pdf