Consumer behavior impacts the market for UK food and beverage manufacturers. Manufacturers have to navigate new recipes, packaging, labels, and demand for new products.
Chasing every consumer fad isn’t a sustainable way to grow a profitable business. Successful food and beverage manufacturers must prepare themselves to meet changing demands.
Here is a closer look at 10 of the latest food and drink trends.
Learn more about this year’s trends—and what they mean for UK manufacturers—in our Food and Beverage Industry Trends white paper.
British people are more concerned about climate change than ever before. One-fifth of consumers would choose brands with a clear sustainability vision over others.
This “shop local” trend ensures that people eat the freshest ingredients. In addition, it helps reduce carbon emissions linked to climate change.
Even though the BBC show “Blue Planet II” first aired back in October 2017, it continues to make waves today. Footage showing animals struggling against pollutants affected viewers. Because of the programme, 88% of viewers altered their behaviour.
Zero-waste initiatives gained in popularity. Many businesses have banned disposable straws, plastic water bottles, and single-use coffee cups.
UK vegans—people avoiding all animal products—numbered 3.5 million in April 2018, up from 150,000 in 2006. A new category called “flexitarians” has popped up as well. Flexitarians choose certain days or meals to avoid eating meat.
Animal welfare is the primary reason for these dietary choices. Consumers want to know their meat and dairy comes from humane farms. In 2018, 65% of meat shoppers said traceability is important to them.
The UK wastes more than 10 million tonnes of food each year. 20% of that number—about £1.4 billion worth—comes from food manufacturing. People throw out food because it’s not eaten in time, or because they misunderstand the expiration dates and toss things that are still safe.
Another type of food waste is “wonky” fruits and vegetables. Supermarkets often reject misshapen or blemished produce. Asda found that 75% of customers would buy oddly shaped foods if they cost less, so some stores market “ugly veg” at a discount.
The widespread “mindfulness” trend—being present in the moment—expanded to include mindful eating. Mindful shoppers seek nutritious, safe, ethically sourced foods. They study food labels and buy brands that demonstrate commitment to quality.
It’s not only famous foodies influencing the public. Millions of people photograph their meals and drinks to share their favourite finds. Colourful, interesting new foods and drinks posted online catch on quickly. Trends like sparkly mermaid toast and unicorn Frappuccinos generate buzz overnight.
Social media sites constantly lift “in-vogue” ingredients from near-obscurity. Just a few years ago, few consumers had heard of aquafaba, chia seeds, or sea vegetables. Now, they’re becoming mainstream.
The most common “free-from” foods are dairy-free and gluten-free diets. Free-from food sales in the UK grew by £230 million in 2017. The number of people who say they regularly by free-from foods grew from 19% to 43% between 2015–2017.
Sensitivities such as lactose intolerance and coeliac disease boost sales for dairy-free milk. 15% of all UK households now avoid gluten—even if they don’t suffer from coeliac disease. They perceive the gluten-free diet to be healthier.
Interest in healthy eating is on the rise. New diets arise all the time—keto, paleo, 5:2, Dukan, Atkins, and others are popular among consumers. Each of these diets increase demand for food substitutions. For example, many choose “courgetti” in place of pasta, cauliflower for rice, and lettuce for wraps.
People also seek out foods that improve brain health. Maturing adults value foods rich in omega-3 fatty acids, B vitamins, and antioxidants such as oily fish and leafy greens to boost brain power.
UK consumers look to other countries and cultures for inspiration. Staples such as fish and chips and the Sunday roast now rank below curry as the favourite British meal. Foods from Korea, Hawaii, Portugal, Japan, Mexico, Cuba, the Philippines, and the Middle East are gaining popularity.
Social media is another major contributor to trendy international cuisine. As people share travel and dining photos with friends and family, they increase interest in new dishes and ingredients.
Many people today feel time-poor. Adults work longer hours and often face longer commutes than in years past. The average time people spend preparing dinner at home shrank from an hour in 1980 to 24 minutes today. Many British households rarely cook as delivery services such as Deliveroo and Just Eat become more popular.
Consumers often stop to shop for their evening meal after work. These habits boost demand for high-quality convenient meals. Some businesses now sell gourmet freezer meals and vegan ready-meals. Others produce recipe boxes filled with all the necessary ingredients to cook at home. Spending on these recipe kits was up by 65% in the first half of 2016 compared to the same period in 2015.
