New research from Co-op uncovers why nearly a quarter (23%) of Brits abandon healthy habits after just seven days, revealing that our brains are wired to favour what feels easiest – even when it means sabotaging our own goals.
Cutting out junk food is usually the first habit to fail, with one in 10 abandoning a health kick on the first day!
But willpower doesn’t fail randomly. The brain’s natural response to tiredness and low energy means Brits are far more likely to abandon healthy habits during two key times every day: between 2pm and 5pm and after 8pm – which Co-op has coined the ‘Quitter’s Hour’.
Brits’ shopping habits mirror the ‘Quitter’s Hour’, as the most popular time to purchase less healthy foods is after 4pm*, with higher sales of these items taking place between Thursday and Saturday – reflecting Brits’ ambition to start the week with good intentions.
Although one in seven say they have weak willpower, timing, emotions and pressure derail the healthy habits that well-intentioned Brits are setting. The most common reasons people give up include:
Lack of motivation – 38%
Boredom – 31%
Stress – 24%
Lack of time – 25%
Hunger – 23%
Negative emotions – 22%
Social pressure also plays a role, with one in ten saying it’s the main reason they break a healthy habit.
However, mindset matters more than discipline. One in six Brits view a single slip-up as a total failure, while over three quarters admit to feeling guilty after breaking a healthy habit.
A single setback can derail progress, with nearly half (48%) admitting it takes several days or more to resume a healthy habit, if they return to it at all.
Chris Armitage, Professor of Health Psychology at The University of Manchester, explains further: “People don’t stop their healthy habits because they lack willpower, they stop because human psychology is shaped by timing and environment. When energy dips and self-control fades, especially mid-afternoon and late evening, the brain defaults to what’s easy, not what’s ideal.
“Early slips are common, yet many interpret them as personal failure rather than a predictable phase of behaviour change, which leads to giving up altogether. The key to prevention isn’t more motivation, but better design: realistic goals, supportive environments, and planning for moments of weakness. Sustainable change happens when we expect vulnerability and prepare for it, instead of demanding perfection.”
When it comes to motivation, these differ by age. Older generations (aged 55-64) are more driven by self-determination (49%), whereas younger generations (aged 25-34) are more motivated by having a goal to work towards (33%).
Nearly half of Brits (48%) say having a quick, healthy option available at the exact moment temptation strikes could be the difference between sticking with a habit and quitting. However, more than a third (37%) say meal prep is boring or repetitive, making it harder to stay consistent.
This January, Co-op is rolling out major changes across its 2,400 stores to make it easier for shoppers to choose healthier choices with the introduction of a new health icon ‘Yes’, which will appear across more than 450 food and drink lines.
Additionally, the convenience retailer has launched a new Good Fuel healthy meal range – quick, convenient and nutritionally balanced options designed to fit into busy lives and help customers stay on track during critical ‘Quitter’s Hour’ moments.
Bryonie Hollaert, senior nutrition manager at Co-op. said: “It’s important to recognise that for many people, staying healthy isn’t about a lack of intention, but about what’s available when life is busy or willpower is low. That’s why Co-op is committed to making healthy choices simple and convenient for customers, including through our new ‘Yes’ health icon, shown on over 450 products across our stores; specifically designed to help shoppers make healthier choices at a glance.”
Hollaert’s top tips for Brits can support their healthy eating goals:
“Mindful eating – such as slowing down and removing distractions like phones or TV – can help people recognise when they’re full and make better choices.
Irregular eating or skipping meals often leads to hunger and poorer food choices, so consistency really matters.”
