October 16, 2025 – Just like other countries, the countries that make up the United Kingdom (UK) have their preferences and influences for food and beverages. Innova Market Insights found that despite subtle changes socially and economically, the base of the issues and drivers for consumption of a variety of products remains firmly rooted in taste, flavor, cost, and natural factors. To explore this further, Innova Market Insights takes a deep dive into the category of growth drivers in the UK.
What Remains Challenging for UK Consumers?
In the United Kingdom, there are a number of issues that are of concern to consumers. The most troubling for them is the health of the planet, which has led to further insecurity around personal health, food, and economically tied issues. Tensions on a global scale are also in the back of many consumers’ minds and should not be overlooked. While there is a general consciousness of opinions about what matters most, each one has an individual influence on consumer thinking.
Putting more of a priority on personal concerns, consumers have one eye on the financial complexities of their budgets, which are subject to the dynamic and challenging environments that remain volatile. Secure assurances and transparency help alleviate these worries, where honesty and certainty are appreciated. Advances in technology, while creating concerns around job security and privacy, are also creating a space for innovative solutions to flourish and combat pressing global issues, and empowering consumers in areas such as work, health, and entertainment.
What are the Important Drivers in the UK Food and Beverage Industry?
Across categories, there are a number of concurrent trends shaping everyday choices. In the UK, it is no different, as taste or flavor, freshness, and value are leading elements of decision-making. Across food and beverages in the region, cost is also a factor, particularly among hot drinks, baked goods, and meal preparations. While changes in the day-to-day lifestyles of shoppers are also seeing less alcohol being consumed, but a rise in soft and hot drinks as a result. Health-focused choices, such as better-for-you claims, are creating an appeal for certain products in the food industry in the UK. While reduced sugar and fat or evidence of high protein or fiber are increasingly sought after. If products possess a functional claim like omega-3 or 6 in seafood or caffeine-free hot drinks, many consider these helpful. The same can be said for food and beverage in categories such as hot tea, cereal or energy bars, plant-based products, and sports nutrition.
Are Beverage Preferences in the UK Changing?
As for beverages, there has been a noticeable decline in alcohol consumption. Leading to a counter swing with a rise in non‑alcoholic alternative beverages, and premixed cocktails which are gaining ground in the UK. The purchasing penetration of alcoholic beverages is higher than the global average. Beer, wine or sparkling wines, or champagne are popular, as are hard alcohol, liquors, and spirits. Although there has been a slump in alcohol consumption seen across the food industry in the UK, this has been influenced by budget constraints, mindful drinking, health concerns, and evolving lifestyle needs.
There is a strong preference for taste and cost among alcoholic beverage choices, perceived by over 40% of UK consumers. Tradition and premium-quality ingredients have an enormous influence, while the absence of artificial flavors and colors, as well as indulgence, shaping decisions.
Does a Healthy Perception Fuel Bottled Water Growth?
In the UK, bottled water is perceived as a healthier option, with 67% of consumers citing this as a key reason for their increased consumption. The absence of artificial flavors or colors is also significant in the rising popularity of bottled water. As is the case with the wider category trends, taste or flavor are the reasons why people purchase bottled water and soft drinks. Two out of every five consumers indicate this as the key factor. Other important attributes influencing purchases include cost, brand, and freshness.
What About Everyday Staples in the UK?
Consumers in the UK prioritize high sources of fiber and protein, as well as natural claims, when selecting bread and breakfast cereals. As for bread and bread products, those have a purchasing penetration of 77%, which matches the global average. Consumers also place strong importance on claims such as no artificial flavors or colors, natural ingredients, and traditional crafting methods. If we take a look more directly at breakfast cereals, the purchasing penetration exceeds the global average. While nearly 50% of UK consumers believe that cost and flavor are the most important purchasing considerations.
Do Dairy Product Choices Reflect a Preference for Cost or Clean Label Claims?
Taste, cost, and clean label claims drive the choice of dairy products, with cheese being the most preferred of the products in the food indsutry in the UK. There is a strong demand for cheese compared to global counterparts, while milk and flavored milk drinks have a slightly lower penetration. UK consumers consider taste or flavor and cost as substantial attributes when purchasing dairy products, with over one in three citing these factors across most categories. While traditionally made or organic claims are favored in general.
What Influences Meat and Fish Choices in the UK?
In the UK, taste or flavor, cost, freshness, and nutritional claims influence meat and fish choices. Consumers are particularly interested in high sources of protein. While a high source of omega-3 or 6 is also considered important in fish and seafood, which was cited by nearly one in three consumers. However, purchasing penetration for meat and fish is slightly below the global average.
Does Variety and Flavor Influence Meal Preparation?
Consumers prioritize clean label claims and premium-quality ingredients in their meal preparation choices, and it is very much the same in the UK. Taste and flavor are the top factors influencing meal preparation choices, identified by over 50% of UK consumers across most categories. It should be noted that, as with other food and beverages, cost also plays a powerful role.
How Do Snacks and Treats Compare?
The UK consumes more snacks and treats than the global average, showing a strong interest in these products. Taste and cost are the main reasons for purchasing, with over 40% of UK consumers choosing snacks and treats on a regular basis. They value claims like real ingredients, no artificial flavors or colors, reduced sugar or fat, and traditionally made. While indulgence and premium-quality ingredients are influential, health concerns and budget limits have led to less consumption of salty snacks and desserts.
What About Plant-Based Foods and Special Diets?
When it comes to plant-based food and special diets, those in the UK have a higher interest in meat and dairy alternatives. As is the case for many other areas of the food and beverage landscape, taste, flavor, and cost drive consumer choice. Meanwhile, health benefits, sustainability, and ethical values also boost consumption. Demand for sports and functional nutrition comes from exercise habits and health concerns, as mentioned by over one-third of UK consumers. Indicating that consumers also want functional ingredients and scientifically proven claims.
What’s Next for Food Trends in the UK Market?
Creating affordable and tasty offerings will be key going forward, as the more products with flavor and cost-efficient attributes will win out. Seasonal flavors can also boost the level of interest without compromising on budget. This can hold particular value for bread, ready meals, and hot drinks. A degree of healthier options with added benefits can infiltrate the growing consumer’s focus on reducing sugar and fat. Added functional benefits are a plus within this area of new product development, particularly in the food industry in the UK.
Highlighting real ingredients and quality can build consumer trust. Indulgence and sustainability are two huge areas for brands to tap into. By using recyclable packaging, ethical sourcing, and information about the supply chain, more trust can be built, and goals can be met. Shining a spotlight on health benefits and natural ingredients alongside those sustainability measures can strengthen trust and appeal.
This article is based on Innova’s Category Growth Drivers in the UK. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.