Is the cost of living crisis making us more vulnerable to Winter illness?

As the winter flu season sets in, a new study has revealed that over one-third (31%) of British adults have missed work this year due to seasonal illnesses such as colds or flu.

With rising food prices and changing diets, experts say that many could find themselves more vulnerable to illness during the colder months. These factors, along with a lack of preventative health measures, may be contributing to the increasing number of sick days seen across the country.

A survey conducted by Nourished*, highlights how flu and cold-related absences are affecting the UK workforce. The data shows that younger adults, particularly those aged 25-34, are the most affected, with 52% of this group likely to call in sick due to seasonal illnesses. Regionally, stark differences emerge, with 55% of respondents in London saying they are likely to take time off, compared to just 22% in Yorkshire. The study also found that men are more likely than women to take time off work due to illness, with 42% of men admitting to calling in sick compared to 34% of women.

Despite these high rates of illness, 58% of Brits are not taking any supplements that could help boost their immune systems, with 10% saying they never take supplements during the autumn and winter months. 

This lack of preventative measures may leave people more susceptible to colds and flu.

Last year’s DEFRA report showed a 15.4% drop in vegetable purchases and 11.5% in fruit, while cakes and pastries rose by 4.6%. Meat decreased by 12.5% and fish by 11.9%, suggesting families may be cutting back on protein sources essential for maintaining a healthy immune system. Without these key nutrients, the body’s ability to recover from illness or fight off infections may be compromised, contributing to the rising rates of absenteeism. The newly released DEFRA Family Food Report for 2022/2023 is expected to show a continued decline, highlighting the difficulties families face in maintaining a nutritious diet.

Melissa Snover, CEO and Founder of Nourished said: "The connection between poor nutrition and rising illness rates may also be tied to the cost of living crisis. As financial strain grows, there is concern that access to fresh, nutritious foods may become increasingly out of reach, leading to higher illness rates during the winter months. The increase in cakes, buns, and pastries — cheaper but lacking in essential vitamins - suggests a growing reliance on less nutritious options. While these foods offer temporary energy, experts say that they don’t provide the immune-boosting benefits of fruits, vegetables, and protein-rich foods.

This shift in dietary habits has led to concern in the context of immunity, and that, as fresh produce becomes more expensive, families may be forced to rely on processed foods that are higher in sugar and lower in nutrients, potentially weakening immune systems and leaving them less able to fend off seasonal illnesses."

According to research, younger people aged 18-24 are more likely to take preventative measures, with 41% regularly taking supplements to improve their immunity. However, older generations appear less proactive, with only 16% of those aged 65 and over saying they take supplements during the winter. This may contribute to the higher rates of illness seen in younger working adults, who often face greater financial pressures and more stressful environments.

Regional differences in sick day rates have been highlighted. Melissa said: "Londoners (55%) are much more likely to take time off work due to illness compared to those in Yorkshire (22%). This could reflect differences in work culture, stress levels, or even access to fresh food and healthcare resources. The higher absenteeism rates in the capital may indicate that city dwellers feel the pressures of modern living more acutely, leading to greater vulnerability to seasonal illnesses.

The combination of dietary changes, a lack of preventative health measures, and rising food costs paints is leading to concern for the months ahead. With fresh produce becoming less affordable for many and immunity potentially compromised by poor nutrition, all these factors may contribute to the nation’s health challenges this winter."

* The research was conducted by OnePoll for Nourished, among a sample of 2,000 British Adults, aged 16 to 65+. The data was collected in September 2024 and was nationally representative.