The British food market is changing: price remains important, but it is no longer the only factor driving choice. In 2025 and 2026, UK consumers are looking for value, convenience, perceived quality, and products suited to new consumption occasions.
According to Savills, the UK food and grocery market is worth approximately £195.3 billion and is forecast to grow to £214 billion by 2028. This growth, however, is not only about consumption: retailers need to focus on margins, volumes, promotions, and differentiation within their offer.
Where UK Grocery Retail Is Heading
- Structural promotions: at Christmas 2025, according to Kantar, 33.3% of grocery spend was linked to promotions and offers, the highest level since before the pandemic.
- More premium private label: premium own-label grew by 9%, reached 7.5% of sales, and exceeded £1 billion for the first time in December 2025.
- Stronger discounters: in 2026 Lidl overtook Morrisons to become the fifth-largest supermarket in Great Britain, with an 8.6% market share.
- Evolving convenience retail: the channel is no longer just about quick shopping, but also food-to-go, chilled food, ready-to-eat products, lunch solutions, and proximity purchases.
The Most Interesting Food Trends
- Snackification: premium savoury snacks, finger food, dips, antipasti, baked goods, and small formats are gaining ground for aperitif occasions, quick lunches, and informal dinners.
- Dine-in at home: consumers are looking for restaurant-style experiences to enjoy at home. This creates space for premium ready meals, aperitif kits, high-end sauces, gourmet side dishes, and meal solutions.
- Frozen pantry: frozen food is increasingly seen as a smart pantry: practical yet high-quality products that can reduce waste and preparation time.
- Health, fibre and protein: products rich in fibre and protein are growing, with recognisable ingredients and a lower perception of being ultra-processed.
- Flavour boosters: sauces, pestos, flavoured oils, savoury spreads, preserves, and condiments respond to the need to cook less while eating better.
- No- and low-alcohol: during Christmas 2025, Kantar reported a 14% growth in category spend, involving 2.7 million households.
The UK market remains competitive, but it is not driven by price alone. Consumers are looking for value, convenience, and perceived quality; retailers are looking for products suited to promotions, premium private label, discounters, convenience retail, and new consumption occasions.
In Food & Beverage, the opportunity is not to chase every trend, but to select products that align with these trends and bring them to market with a clear, reliable, and well-positioned proposition.
Venietiam works in this space: reading the market, identifying tangible opportunities, and guiding food & beverage products towards increasingly sophisticated channels, formats, and consumers.
Sources consulted
Savills UK | Spotlight: UK Grocery Report – 2025
Kantar, Promotions, premium own label and no alcohol options
Waitrose / John Lewis Partnership, Food & Drink Report 2025/26
IFE, Five food and drink trends set to shape 2026