Beyond the individual: what the public really thinks about Scotland’s obesity crisis

In a survey of 1,415 adults across Scotland, carried out with the Diffley Partnership, we explored public attitudes to obesity and the food environment. These findings, drawn from our latest evidence briefing on public support for healthier food environments, offer clear insight into the changes that Scots want to see.

People pointed to unhealthy habits as a key driver of obesity – but they didn’t stop there. The cost and availability of food was also strongly expressed, suggesting a wider awareness of how the food environment shapes unhealthy behaviours. Notably, factors such as lack of time to cook or exercise were seen as far less important, challenging some common assumptions about the causes of obesity. In other words, the public recognise that obesity isn’t just about individual decisions — it’s also about the conditions those decisions are made in.

That said, individuals were still seen as having the greatest responsibility for their own health. However, the public also recognised that other actors have a role to play. Notably, food and drink manufacturers, supermarkets, the media and government. Tackling obesity is therefore seen as a shared responsibility, with the onus not placed solely on individuals but alongside a growing expectation for systemic change to support healthier choices.

This is reflected in strong public support for government action. Around two-thirds (65%) of respondents agreed that the Scottish Government should actively promote healthier options, rather than leaving it entirely up to individual choice. Notably, Scots do not see treatment, such as weight loss medications, as a silver bullet to tackling the obesity epidemic. In fact, only a small minority (7%) think treatment alone should be prioritised, with the overwhelming majority supporting prevention either on its own (41%) or alongside treatment (45%). There was clear backing for preventative measures — such as improving access to nutritious food — alongside treatment options. This sends a clear signal that the public want to see a greater focus on prevention at a population level.

The cost-of-living crisis is also shaping what people are able to eat.

Most (65%) said that the cost-of-living crisis has made it harder for them to buy healthy food — and this was especially true in Scotland’s most deprived communities, rising to 79%. This points to a clear inequality gap: those who are already most affected by obesity are also facing the greatest barriers to eating well.  Without appropriate action to address these disparities, they risk becoming further entrenched.

Not only did people want a focus on prevention and inequalities, but there is also a strong expectation that the Scottish Government need to step in. A large majority (83%) agreed that action is needed to make healthy food affordable and accessible, and many said they would be more likely to support a political party committed to doing so. This consistent link between policy action and political support suggests a clear public mandate for change.

The public also backed wider changes to the food environment, with a clear demand for greater empowerment over their food choices. Three quarters of respondents want more information about what they eat, with clearer calorie and nutritional information on the front of food packaging. There is also appetite to give local councils and communities more say over fast-food outlets in their area. These are straightforward, practical steps that could be implemented now.

Concern for childhood obesity and the inequalities gap was also strong.

Children in Scotland’s most deprived communities are twice as likely to be at risk of obesity as those in the least deprived areas – a stark inequality that Scots want to see addressed. This is one of the clearest areas where urgent action is needed, as Scotland is not currently on track to meet its target of halving childhood obesity by 2030.

People support measures such as restricting fast food outlets in areas used by children and young people, such as schools and parks. More than 80% of respondents also back providing free, nutritious school meals for all primary pupils – which is currently limited to Primary 5 in Scotland. This indicates clear public appetite for expanding this provision – a tangible step towards reducing inequalities and supporting children’s health.

The public also see children’s exposure to junk food advertising as hard to escape.

People described how difficult it is for children to avoid exposure, with adverts appearing across everyday physical and digital spaces — particularly online and on social media, but also in shops, on TV and outdoors.

For many, this level of exposure feels pervasive, raising real questions about whether current regulations go far enough to protect children and young people*. This is particularly relevant given the lack of outdoor advertising restrictions in Scotland and the growing dominance of online marketing. Stronger regulation is needed to ensure children in more deprived communities are not disproportionately exposed to unhealthy food marketing.

There is strong support for tighter restrictions across these everyday spaces, particularly given children and young people’s increasing daily screen time. For example, 78% of respondents support restricting unhealthy food advertising to children online – a measure that would require coordination between the Scottish and UK Governments. Again, many also said they would be more likely to support a political party prepared to act, reinforcing the strength and consistency of public opinion in favour of intervention. The challenge now is translating that support into coordinated policy action.

Overall, the message is clear: people want a food environment that makes healthy choices easier, protects children’s health and reduces inequalities. Taken together, these findings point not just to public concern, but to a consistent mandate for preventative, population-level action. The evidence is there — and so too is the opportunity for policymakers to act.

For a deeper dive into the data and full methodology, read the full evidence briefing.

Dr Ellys Feather

Policy & Communications Officer

Obesity Action Scotland

*Research by Nesta also highlights the various loopholes in existing TV and online regulations.