Most Britons are concerned about harmful ingredients in everyday consumer products

Key findings: 

• 61% of Brits are concerned about the safety of ingredients in products such as food, cosmetics, and personal care items.
• Over a third (37%) say they are more concerned about harmful substances than they were a year ago.
• 44% say they have avoided certain products or brands, while 32% have switched to products perceived as more “natural” or “clean.”
• Nearly half (48%) of Brits say too little is being done to ensure products are safe from harmful ingredients.
• Over half of Brits (56%) say manufacturers should provide greater transparency about ingredients and sourcing

Product recalls and growing scrutiny over ingredients in everyday products have kept consumer safety concerns in the spotlight in recent years. Food and consumer goods brands have faced increased attention over issues, ranging from additives and contaminants to product transparency and labelling practices.

Meanwhile, social media discussions and online reviews have made it easier for consumers to share concerns and research ingredients themselves.

New YouGov Surveys data shows that concern about harmful substances in consumer products is widespread among Britons.

Insight #1: Most Britons are concerned about the safety of ingredients in everyday consumer products

Just over six in 10 Brits (61%) say they are concerned about the safety of ingredients in products such as food, cosmetics, and personal care items. Around one in seven British adults (14%) say they are very concerned, while nearly half (47%) say they are somewhat concerned.

Meanwhile, 31% say they are not very concerned, while 6% say they are not concerned at all. Around 2% are unsure.

Women are more likely to express concern about ingredient safety than men. Half of women (50%) say they are somewhat concerned compared to 44% of men, while men are more likely to say they are not very concerned (34% vs. 29%).

Insight #2: Britons’ concerns about harmful substances have either increased or remained consistent over the past year

Most Britons say their concern about harmful substances has either increased or remained unchanged over the past year. More than a third of British adults (37%) say they are more concerned about harmful substances than they were a year ago, while 61% say their level of concern hasn’t abated. Just 1% say they are less concerned, and another 1% are unsure.

Insight #3: Researching product ingredients is the new normal for many British consumers

Nearly half of Britons also say they actively research ingredient safety. Around 47% say they have searched online for information about ingredients or product safety, while 46% say they have read and researched ingredient labels.

Smaller proportions say they have asked friends or family for advice (15%), used a mobile app to check products (15%), consulted a doctor or healthcare professional (5%), or relied on social media content or influencers (5%). More than a quarter (27%) say they have done none of the listed actions.

Checking ingredient safety has also become a regular part of the shopping process for many Britons. More than a third of UK adults (35%) say they sometimes check ingredients for product safety before making purchases, while 20% say they do so often and 9% say they always do so. Around a quarter (24%) say they rarely check ingredients, while 11% say they never do.

Insight #4: Ingredient concerns are impacting purchasing behaviours

Concerns about harmful ingredients are influencing how many Britons shop. More than four in 10 British adults (44%) say they have avoided certain products or brands because of concerns about harmful ingredients, while 32% say they have switched to products perceived as more “natural” or “clean.” Around 29% say they have reduced their use of certain product types, and 17% say they have paid more for products they perceive as safer.

Women are generally more likely than men to report changing their purchasing behaviour due to ingredient concerns. Women are more likely to say they have avoided certain products or brands (48% vs. 39%) and switched to alternative “natural” or “clean” products (35% vs. 28%).

Meanwhile, men are slightly more likely than women to say they have not taken any of the listed actions (33% vs. 28%).

Insight #5: Almost half of Britons think too little is being done to ensure product safety

Many Britons believe stronger safeguards are needed around harmful ingredients in consumer products. Nearly half of British adults (48%) say too little is being done to ensure products are safe from harmful ingredients, while 32% say about the right amount is being done.

Only 2% say too much is being done, while one in five (20%) are unsure.

Insight #6: Britons want greater transparency and clearer labelling around ingredients

Britons are most likely to support measures that improve transparency and ingredient communication. More than half say manufacturers should provide greater transparency about ingredients and sourcing (56%), improve labels highlighting potentially harmful ingredients (56%), and use clearer, easier-to-understand ingredient labels (54%).

Around half also support stricter limits or bans on certain ingredients (49%) and faster action when risks are identified (47%). Meanwhile, 41% want more research into ingredient safety and 33% support more frequent product testing.

The findings suggest that concerns about harmful ingredients are becoming embedded in how many Britons evaluate products and brands. As awareness around product safety and transparency grows, brands may face increasing pressure to clearly communicate ingredient information and demonstrate stronger safety standards.

Methodology:

YouGov polled 1,007 UK adults online on 31 March 2026. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, region, and social grade.

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