If you’re in the food business, staying ahead of the curve is critical. The UK’s vibrant food scene is no exception, with evolving consumer preferences driven by health, sustainability, and convenience shaping the industry at an unprecedented rate.

Whether you're a restaurant owner, food entrepreneur, or part of the supply chain, this post dives into the key food business trends reshaping the UK market. By the end, you’ll have actionable insights to apply to your business and keep ahead in this dynamic industry.

1. Sustainability as a Dominant Factor

A Shift in Consumer Expectations

Sustainability is no longer just a buzzword; it’s a key expectation for consumers. According to a recent report by Deloitte, over 60% of UK consumers actively consider the environmental impact of their food purchases. Whether it’s the reduction of food waste or the transition to eco-friendly packaging, businesses that prioritize sustainability gain both customer loyalty and a competitive edge.

How Businesses are Responding

Innovative solutions such as surplus food marketplaces (e.g., Too Good to Go) and zero-waste cafes are gaining momentum in the UK. Additionally, sustainable food packaging—compostable, reusable, or made from algae—has taken center stage in reducing single-use plastics.

For food businesses, implementing green measures like sourcing locally, cutting down on food miles, or emphasizing seasonal produce can meet this growing consumer demand while cutting operational costs.

2. Plant-Based Eating Continues to Evolve

Beyond Veganuary

The rise of plant-based eating isn’t limited to January's buzzy "Veganuary" promotions anymore. The plant-based category is now a mainstay in supermarkets and menus year-round. Recent studies from The Vegan Society show that the number of Britons identifying as vegan has quadrupled in recent years, with more than 13 million Brits now actively reducing their meat consumption.

Trend Watch

Innovative alternatives, including cultivated meats and plant-based seafood, are pushing the boundaries of this category. Businesses like THIS™ and Oatly continue to dominate with creative marketing and superior product quality. Additionally, flexitarianism—a balance of plant-based and meat consumption—is prompting businesses to offer versatile menu options, such as half-meat, half-vegetable burgers.

3. Ghost Kitchens Are Thriving

Reinventing Food Delivery

The explosion of food delivery services post-pandemic has brought “ghost kitchens,” or delivery-only kitchens, to the forefront of the industry. According to Euromonitor, the ghost kitchen market could generate revenues exceeding £1 billion in the UK by 2030.

For food entrepreneurs, this business model offers an affordable way to enter the market, with no investment required in physical restaurant space. Ghost kitchens also allow brands to test out new concepts and dishes in different regions without the heavy commitment or overhead costs.

Key Players

Big players such as Deliveroo Editions and Uber Eats Kitchens are leading the way by collaborating with food businesses. For smaller businesses and startups, ghost kitchens provide the perfect setting to innovate and experiment.

4. Technology in Food Production and Service

Tech-Driven Solutions for Efficiency

From AI in food delivery logistics to robots flipping burgers, technology is transforming the food sector at lightning speed. Businesses are turning to tech not only to improve operations but also to enhance customer experience.

Examples of Cutting-Edge Innovation

• AI in Inventory Management: Tools like Winnow Vision are being deployed in commercial kitchens to measure and reduce food waste.
• QR Code Menus: Many UK restaurants have embraced QR code menus post-COVID, offering contactless ordering and payment methods. This tech trend is great for convenience and upselling opportunities.
• Personalized AI Tasting Notes: Consumers want food tailored to their unique preferences. AI platforms are creating curated wine or recipe suggestions based on customers’ taste data.

For smaller businesses, adopting simple tech like inventory software or POS systems can drive massive efficiencies.

5. The Rise of Functional Foods

What Are Functional Foods?

Functional foods, those enriched with additional nutrients or health benefits, are becoming a UK staple. With a wellness boom across demographics, products such as protein-enhanced snacks, CBD-infused drinks, and gut-health-focused options are burgeoning.

Danone’s Activia or Bio&Me granola by Dr. Megan Rossi are examples of mainstream FMCG brands tapping into this wellness trend. If you're launching a food business, incorporating "superfoods" or adding health-related messaging to your offerings may resonate strongly with UK consumers aiming to boost their well-being.

Moving Beyond the Aisle

From cafés offering adaptogenic lattes to restaurants promoting omega-fatty meals, the idea of functional eating is going beyond shelves and becoming a dining habit for many in the UK.

6. Hyper-Regional Menus

Consumers Craving Authenticity

The modern consumer is all about authenticity—and in the food business, this means regionality and storytelling. Hyper-regional menus that emphasize the unique characteristics of a location bring an elevated sense of connection and cultural appreciation.

Bringing It Home

For UK businesses, this could mean highlighting British heritage recipes like Cornish pasties or Black Country faggots. Alternatively, exploding global cuisines such as West African or Filipino street food offer opportunities to thrive in bustling food markets.

Restaurants showcasing not just dishes but the cultural origin behind them are finding success on both local and international levels.

7. Subscription Meal Kits Stay Strong

Throughout the last few years, meal kits from providers like HelloFresh and Gousto have enjoyed steady growth. These kits offer convenience, variety, and value for money—qualities UK consumers find appealing.

Beyond weekly meal plans, newer companies are focusing on health and customization. From vegan-only kits to high-protein focused subscriptions for fitness enthusiasts, tapping into niche markets is proving profitable.

8. Booze-Free Beverages on the Rise

Healthier Drinking Habits

With campaigns like Dry January and growing interest in moderation, the non-alcoholic beverage market is booming. Think no-alcohol spirits from brands like Seedlip or botanical seltzers turning into bar staples.

Non-alcoholic wine and beer offerings are becoming more sophisticated, offering authentic flavors without compromise. For businesses, having a robust selection of alcohol-free drinks on the menu can attract the growing number of “sober-curious” consumers.

The Key to Thriving in 2024's Food Business Market

The UK food industry is poised for continued innovation and transformation in 2024. By incorporating sustainability, appealing to new consumer needs, and leveraging technology, your business can stay ahead in this competitive marketplace.

Not sure where to start? Take the first step by identifying which trends align with your goals and vision. By integrating even one or two of these into your business strategy, you’ll set yourself up for growth and success this year.