2026 rewarded teams who read the signal. In 2027, UK food and drink teams who act on it first will win.
Food trends 2027 one bite summary
Food trends 2027 are the consumer, menu and retail shifts Tastewise expects to define next year. Consumers now decide what a meal is for before they decide what it is. In our US consumer panel, intentional eating grew 862% in a year and generic healthy fell 13%.
Food and beverage industry trends for UK teams
This forecast reads the food and drink industry trends that will shape UK menus, shelves and launches in 2027. It is built for NPD, insight, category and marketing teams at UK food and drink brands, and for foodservice and hospitality operators: pub groups, hotels, restaurant groups and contract caterers. Every trend is tied to a demand signal, with its figure, universe and window.
The 10 food and drink industry trends defining 2027
The forecast names 10 trends, each with the demand signal that put it on the list. You get the figure, the universe it was measured against and the window it covers, so the call survives the room you present it in.
Agentic Appetite: the shelf brands don't know they're on
The End of The Health Promise: nutrients and mechanisms beat health goals
Private Label Hopping: one weekly shop across four retailers
Macro shifts behind the 2027 food and drink trends
Every trend here sits on a larger consumer force. Consumers work out what a meal is supposed to do for them first, which makes occasion the axis you compete on. A line review sorted by category and price is sorted on the wrong one.
Eleven reasons consumers give for what they eat, ranked by reach and growth (US consumer panel)
Why convenience became the floor and stopped being the decision
The one reason losing consumers, and what is taking them
Formats, flavours and functions
Provenance is the claim carrying a price in 2027. Fats sold on a health story are losing ground, and the functional ingredient your menu needs next is probably already in your kitchen.
Premium butter took a 9% (US) price rise in a year the category got cheaper
Provenance language runs 9.8 to 1 (US) against nutrition on beef tallow
Salt named for hydration reaches menus 2.4 times faster (US) than salt named for finishing
The four cultural drivers behind 2027 food trends
Consumers have more to choose from than ever and less say in what reaches them. So people are asking for four things back, and every trend in the forecast runs on at least two of them.
Control, decide what a meal is for, then build to it
Realness, know what it is and where it came from
Belonging, eat as a way of being with people
Delight, choose something because you want it
+862%
Growth in intentional as a reason US consumers give for what they eat
Tastewise US consumer panel
−13%
Decline in consumers reaching for generic healthy
Tastewise US consumer panel
10x
Brands already quoted in AI answers collect more than ten times the quotes of the quarter below
Goodie analysis of 58.6M AI citations across ChatGPT, Gemini, Claude and Perplexity, Oct 2025–Mar 2026
4M+
Foodservice locations covered
Tastewise data universe
Every figure in the report carries its source, its universe and its window.
Forecast methodology for 2027 food trends
Five data sources sit behind the forecast. A consumer panel across 59 markets, home cooking and recipes, retail sales and assortment, away from home menus and e-retail shelf data. The Tastewise ontology and context layer lines them up, so a claim, an ingredient and a need mean the same thing across all five.
GenAI models score each signal for growth, channel spread and durability, and analysts validate the shortlist against menu launches and retail movement. Every figure carries its source, its universe and its window, so any call you present can be audited.
The data universe behind it: 1T+ structured F&B data points, 72B observed eating and drinking moments, 4M+ foodservice locations, 59 markets refreshed daily and 95% F&B classification accuracy.
Alon Chen
Co-founder and CEO, Tastewise
The brands that win 2027 are the ones that can say what a product or dish is for in a sentence an AI assistant, a discerning consumer, and biology will accept.
Get the 2027 UK food and drink industry forecast
The full forecast is live. You get all ten trends, the four cultural drivers behind them, and every figure with its source, its universe and its window. Quarterly signal updates follow through 2027.
September 2026
Forecast published
All ten trends, the macro read behind them, and the evidence for every call.
Your categories
Run it against your own shelf or menu
Bring your categories to a working session and we run the forecast against your shelf, menu and audience.
Through 2027
Quarterly signal updates
Each quarter you get a refreshed read on how the trends are moving.
Who uses the 2027 food and drink industry forecast in the UK
Product innovation and R&D
Shortlist the ingredients and formats earning a development slot in 2027.
Marketing and brand
Find out where AI assistants name you, and write the number they can quote.
Foodservice, hospitality and menu strategy
For pub groups, hotels, restaurant groups and contract caterers: name the hour on the menu, because the meal clock is coming apart.
Category and shopper insight
Read own-label exposure retailer by retailer across the UK grocery multiples.
FAQs about 2027 food trends
01 What are the biggest food and drink industry trends for 2027 in the UK?
The biggest food and drink industry trends for 2027 are ten shifts Tastewise tracks across consumer, menu and retail data. They run from AI assistants naming brands on a shelf nobody can buy into, through nutrient claims replacing health goals, to own label winning on differentiation. Each one arrives with its demand signal.
02 When does the 2027 Food Trends Forecast come out?
The 2027 Food and Beverage Forecast is out now, published in September 2026. You can download the full report from this page. Quarterly signal updates then run through 2027, so you get a refreshed read on how each of the ten trends is moving.
03 What are the top food and beverage industry trends for 2027?
The top food and beverage industry trends for 2027 cover food and drink across foodservice, retail and home cooking. Beverage formats, provenance claims, functional ingredients and occasion language all sit in the forecast, and each of the ten trends arrives with the demand signal that put it on the list.
04 Which food trends are losing ground in 2027?
Generic health claims are losing ground fastest. Healthy fell 13% (US) among food and beverage consumers, and weight management lost more than a fifth of its consumers (US) in a year. Kombucha, a category whose name is a health promise, fell 26% (US) in consumer demand.
05 How does Tastewise forecast 2027 food and beverage trends?
Tastewise forecasts 2027 food and beverage trends in three steps. Data collection runs across consumer panels, menus, retail sales and e-retail shelf data in 59 markets. GenAI models score each signal for growth, spread and durability. Analysts validate the shortlist, so every call carries its source, universe and window.
06 What are the hospitality and foodservice trends for 2027 in the UK?
Breakfast, Lunch, Dose: morning runs 1.4 times bigger than breakfast (US data). For pubs, hotels and restaurant groups, name the hour on the menu rather than the meal.
