As many of our New Year’s resolutions fade, new research from Co-op has uncovered why nearly a quarter (23%) of Brits abandon healthy habits after just seven days.
It explains that our brains are wired to favour what feels easiest - even when it means sabotaging our own goals. In addition, it has termed the time of day when resolve is at its weakest Quitter’s Hour.
Brits have been found to ditch their healthy eating habits at the same two times every day - between 2-5pm and after 8pm, when energy levels drop. Nearly a quarter (23%) of Brits abandon a health kick within the first week, with junk food typically the first thing to creep back in.
actors such as a lack of motivation (38%), stress (24%) and boredom (31%) are reasons for abandoning healthy habits, but the brain is ‘hardwired’ to default to what’s easy – causing unintentional self-sabotage of healthy habits when tiredness kicks, according to Chris Armitage, professor of health psychology at The University of Manchester.
Armitage said: “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.”
This month, 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, called Yes, which will appear across more than 450 of its food and drink lines.
Additionally, the retailer has launched a new Good Fuel healthy meal range (above), covering 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 for customers, including through our new health icon, specifically designed to help them make healthier choices at a glance.”
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