Our latest industry-defining trend report is now available. Explore ‘Food & Drink Futures 2026: Value, Vitality & Visceral Pleasure‘ to stay ahead of the shifting landscape.
As we look ahead, the UK eating out market is on track to reach an estimated £108–£109 billion by 2028. But for brands, operators, and retailers, navigating this growth requires a brand-new map. In our conversations with clients, we are seeing a major cultural collision point: today’s consumers are no longer willing to compromise. They want sharp value, credible health, and unapologetic, visceral pleasure all at once.
To bring you the most robust insights possible, we have analysed the latest data and synthesized findings from some of the industry’s most respected market intelligence sources and reports, including Lumina Intelligence – Tastewise – Bidfood – Mintel and Egg Soldiers.
Drawing from these key industry insights, we’ve identified the five big dynamics shaping the future of food and drink:
- Value Has Grown Up: For today’s cash-conscious consumers, “good value” is no longer just about the lowest price. It’s a negotiation that folds in quality ingredients, freshness, and the overall experience.
- The End of “Fake Meat Cool”: Demand for protein is soaring, but trust in highly processed meat alternatives is cooling. We’re seeing a powerful shift toward “anti-fake steaks” – meaning better quality, regenerative meats and “veg-first” dishes that celebrate natural ingredients without trying to mimic meat.
- The “New Body OS” & GLP-1: The rise of weight-management medications is normalising a new set of dietary guardrails. Consumers are looking for metabolic stability, smaller but nutrient-dense portions, and “food-first” functionality (like protein-packed dips or botanical drinks) over clinical promises.
- Customisation & Portion Play: Fixed menus are making way for flexible, modular dining. Formats like “build-your-own” bowls, high-quality snacks, and customisable portion sizes are giving consumers back a sense of control over both their appetite and their wallet.
- Sensory Maximalism: In a cautious economy, the real growth isn’t in giant portions, but in giant moments. To justify a spot on the menu, food and drink must deliver a tactile, highly photogenic experience – think “swicy” (sweet + spicy) flavours, crackling textures, and visually layered, dessert-like drinks.
Whether you are a brand, a hospitality operator, or a retailer, our report includes an actionable playbook designed to help you turn these insights into commercial success.
