Selling into the UK Market: 5 Trends Every Global F&B Brand Should Know

The UK F&B market is changing fast—and global brands that move slowly will be left behind.

63% of UK consumers say they’ve switched food brands in the past year due to concerns over sourcing or sustainability. Meanwhile, over 50% now expect functional benefits from everyday foods—not just niche health products (IGD, 2024).

Add to that the UK’s fast-tracking of gene-edited foods, menu fragmentation across regions, and rising pressure on retailers to show transparency—and it’s clear: this is no longer a market you can generalize.

What UK Consumers Want in 2025

New Tastewise AI survey data reveals how UK consumers are sharpening their expectations—and their preferences are anything but subtle.

• Natural wins: 58% of consumers now choose all-natural ingredients over any other product claim. This surpasses claims like “gut health” and “sustainably sourced” by a significant margin, confirming that clean labels aren’t just a bonus—they’re a baseline.
• Flavor forward: Indulgent is in. Creamy & indulgent flavor profiles outperform smoky & charred by 2.8X in consumer interest, suggesting a shift toward comfort-driven innovation—even in wellness-oriented categories.
• Gene-edited foods? It’s about convenience: When asked why they would buy gene-edited produce, convenience topped the list at nearly 49%, followed by freshness and nutritional value. Appearance and shelf life lagged far behind, suggesting the opportunity lies in time-saving narratives, not aesthetics.
• Brand trust = health transparency: 81% of respondents said they trust brands that are transparent about health benefits. Just 19% cited “British-grown” as a trust driver—an important distinction for brands trying to position as local.
• Plant-based with purpose: The strongest motivator for choosing plant-based? Functional health benefits. 81% of consumers value things like immunity support more than taste or ethical concerns.

The takeaway? UK shoppers are leaning into indulgence, impact, and intelligence. Flavor still matters—but only when it’s paired with clear function and transparent value. Data like this allows global brands to localize not just what they launch, but why they launch it.

To break into the UK market—and win—brands need real-time data, faster decision cycles, and localized positioning. These five trends show exactly where to focus next.

1. Gene-edited superfruits: a new benchmark for health and shelf life

Precision-bred fruits like non-browning bananas and long-life strawberries are no longer a distant idea. The UK food trends 2025 landscape includes government-backed gene-editing legislation, with the first wave of consumer-facing products expected by 2026. These crops bring benefits in nutrition, sustainability, and reduced food waste.

According to The Guardian, the UK’s Genetic Technology Act could speed up approvals for gene-edited crops, with consumer rollout by 2026.

Brands that start testing messages around gene editing now will be ahead. Use tools like Tastewise’s survey insights to track shifting consumer opinions and local differences.

2. Retail expectations: transparency isn’t a nice-to-have

Across the UK food retail transparency conversation, the message is clear: consumers expect to know where their food comes from and how it was made. This means clean labels, carbon footprint tracking, and ingredient traceability.

According to IGD’s April 2023 report, 87% of shoppers say they are trying to eat more healthily, and 79% claim the impact on the environment is important to them when choosing what food or grocery product to buy. 

Packaging needs to do more than list ingredients—it needs to communicate values. Precision messaging that avoids vague claims is essential. Data-backed platforms like Tastewise help brands match packaging language to real-time shopper sentiment.

3. Plant-based is shifting: function is the new differentiator

Consumers still want plant-based—but now they want it to do something for them. Think gut health, energy support, immune defense. The bar is higher. Plant-based functional foods are dominating new product development across beverages, snacks, and supplements.

Tastewise data shows massive year-over-year growth for ingredient needs like:

• Citrus for immune support (+824%)
  
• Mindfulness-associated foods (+285%)
  
• Low glycemic impact ingredients (+362%)
  

These shifts aren’t just about health—they’re about daily performance. Brands need to match function to lifestyle. This hibiscus-forward superfruit recipe is an example of that trend in action.

4. Localised foodservice strategies: one menu doesn’t fit all

The UK foodservice insights are clear: what works in London may flop in Leeds. Regionality isn’t a trend—it’s a requirement. Tastewise shows that dishes like smoothie bowls and protein shakes are booming in some regions but barely mentioned in others.

Foodservice teams that operate from national-level menus miss out. Hyper-local data helps tailor offerings with precision—from taste to portion size to function.

For example, functional superfruits like camu camu and acai show high correlation with smoothie popularity in urban centres. But the same isn’t true in smaller cities or rural areas.

Use granular data to test, refine, and localize—not just launch and hope.

5. AI food innovation is no longer a bonus—it’s expected

UK retailers, foodservice operators, and even investors now expect brands to use AI food innovation tools. That includes consumer insight platforms, automated R&D suggestions, real-time market tracking, and more.

What does that look like in practice?

• Using GenAI to write claims that work
• Building new flavour profiles based on trend data
• Speeding up go-to-market by reducing testing cycles

And it’s not just about looking smart. It’s about showing partners that you can adapt, move fast, and lead. Use GenAI tools to cut time, reduce risk, and improve how you pitch your brand to UK buyers.

As UK consumers become more conscious of ingredients and functional benefits, ultra-processed foods are facing increased scrutiny. But scrutiny doesn’t have to mean rejection—brands that prioritize clarity, reduce unnecessary complexity, and focus on nutritional performance can still win trust. The key? Understanding where ultra-processed fits into everyday lives, and how to tell that story with precision.

Conclusion

The UK market isn’t waiting for global brands to catch up. Retailers are gatekeepers. Consumers are selective. Local foodservice is a patchwork of fast-changing demand. What works in Boston won’t work in Birmingham.

But brands that move fast—armed with real-time data, adaptive messaging, and function-first products—can scale smarter than ever. This isn’t about fitting in. It’s about showing up ready to win.

If you’re not using tools like Tastewise to localize, position, and launch faster, you’re not just behind—you’re out of the conversation.

FAQs

What is the timeline for gene-edited food availability in the UK?

The first gene-edited foods are expected to reach UK consumers by 2026, following new government legislation passed in 2023. Global brands should start testing messaging, reformulation, and claims strategy now—waiting until 2026 means missing the window to define the category and win early trust. Use platforms like Tastewise to track public sentiment around gene-edited foods UK and adjust in real time.

How can brands identify regional food preferences in the UK?

Platforms like Tastewise allow you to break down food and flavour preferences by location, time of year, and foodservice channel. This helps brands tailor offerings that match local demand, rather than relying on national averages. Without hyper-local strategy, your launch risks failure—even within the same region. A smoothie bowl that sells in Shoreditch may tank in Sheffield. Data tools that map UK foodservice insights city by city are essential to drive trial and avoid wasted R&D and menu space.