Noom Review UK (2026)
The psychology-based weight loss app with over 50 million users - but is the UK pricing justified?
What is Noom?
Noom is a US-based weight loss app that combines food logging with psychology-based coaching. Unlike pure calorie counters, Noom focuses on why you eat, not just what you eat. It uses principles from cognitive behavioural therapy (CBT) to help users understand their eating triggers and build lasting habits.
The app has been around since 2008 and claims over 50 million users worldwide. It's heavily marketed in the UK with TV and social media ads, and Women's Health UK reported an 850% increase in UK searches for the Noom diet.
How Noom Works
Noom's approach centres on three elements:
- Daily lessons (5-10 mins): Psychology-based content on habits, emotional eating, and behaviour change
- Colour-coded food logging: Green (eat freely), Yellow (moderate), Orange (limit) - no foods banned
- Coaching support: AI-assisted coaching with human coaches available on higher tiers
Key Features
- Psychology curriculum: Daily CBT-based lessons covering motivation, habits, stress eating
- Colour-coded food system: Categorises foods by calorie density, not "good" vs "bad"
- AI + human coaching: Chat-based support from coaches trained in the Noom method
- Food logging: Database of 1M+ foods with photo logging option
- Weight tracking: Daily weigh-ins encouraged with trend analysis
- Step tracking: Integrates with phone pedometer and rewards activity
- Community circles: Group support with other Noom users
UK Food Database
Noom's food database is large (1M+ items) but, like most US-based apps, it's not specifically optimised for UK users. You can find most UK supermarket products, but may need to search a few times or add items manually.
The barcode scanner works for UK products but coverage is inconsistent. American foods dominate the database, so you might find more entries for Walmart products than Tesco ones.
Noom Pricing UK
Noom is significantly more expensive than most calorie tracking apps. UK pricing varies based on subscription length and promotional offers:
Noom UK Pricing (January 2026)
| Plan | Price | Monthly Cost |
|---|---|---|
| 14-day trial | £1 | - |
| Monthly | £45/month | £45 |
| 4 months | £120 | £30 |
| 6 months | £130 | ~£22 |
| Annual | £149-200 | £12-17 |
Note: Prices vary based on promotional offers. NHS workers may get additional discounts.
Pros & Cons
Pros
- Psychology-based approach
- Daily lessons on behaviour change
- No foods completely banned
- Coaching support included
- Good for emotional eaters
- Focuses on long-term habits
- Large food database
Cons
- Expensive (£17-45/month)
- US-centric food database
- Requires significant time commitment
- Daily weigh-ins not for everyone
- Cancellation complaints common
- Marketing can feel aggressive
- Coaching quality varies
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What Real Users Say
Noom has 65,000+ reviews on UK Trustpilot with a 3.5/5 rating - polarised between those who love the approach and those frustrated by billing issues:
"I have found Noom to be really helpful in changing how I think about food rather than just following a diet. I like the psychology based approach and daily lessons that keep me accountable." - Trustpilot review, January 2026
"I couldn't lose weight with NOOM, and I hated weighing myself daily. I also don't like logging my food every day and they keep reminding you to do that too." - ConsumerAffairs review, January 2026
Common praise: Psychology content helpful, good for understanding eating habits, supportive coaching
Common complaints: Difficult to cancel, expensive, daily weigh-ins triggering for some, coaching inconsistent
Who Noom Is Best For
Emotional Eaters
If you eat for reasons beyond hunger - stress, boredom, emotions - Noom's psychology approach addresses the root causes.
Yo-Yo Dieters
If you've lost weight before but always regained it, the behaviour change focus may help break the cycle.
Beginners
The educational content is genuinely good for people new to nutrition and calorie awareness.
Budget Flexibility
At £17-45/month, you need to be comfortable with the premium price point.
Who Should Look Elsewhere
- Budget-conscious: At £150+/year, there are much cheaper options
- Macro trackers: Noom's macro tracking is basic compared to dedicated apps
- Those with eating disorder history: Daily weigh-ins and food logging may be triggering
- UK food database priority: Database is US-focused
- Time-poor: Requires 10-15 mins daily engagement minimum
The Bottom Line
Noom offers something genuinely different - a psychology-first approach that addresses why you overeat, not just what you eat. The daily lessons are well-produced and can provide genuine insights into eating behaviours.
But it comes at a premium price. At £150-200/year, you're paying significantly more than basic calorie counters. The cancellation complaints are concerning, and the US-centric database isn't ideal for UK users.
Our verdict: Worth the £1 trial if you're curious about the psychology approach - just set a calendar reminder to cancel before you're charged.
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