Flavors & Claims That Matter: UK Consumer Priorities in 2025
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Flavors & Claims That Matter: UK Consumer Priorities in 2025
User responses 1,175,838
Survey Type Market Research
Audience All Audiences
Top Insight
- Respondents prefer new food and drink products made with all-natural ingredients over those with other claims.
- Respondents prefer trying creamy and indulgent flavors in 2025 over other flavor profiles.
- Convenience is the most popular reason why respondents purchase gene-edited fruits and vegetables.
1.
When choosing a new food or drink product, which of the following claims most influences your decision?
Insight
57%
More than average
respondents prefer new food and drink products made with all-natural ingredients.
57.85%
All-natural Ingredients
All-natural Ingredients
57.85%
360,301
Supports Gut Health
28.6%
178,168
Sustainably Sourced
25.84%
160,974
Low In Sugar
16.31%
101,592
High In Protein
15.96%
99,386
2.
Which of these flavor profiles are you most interested in trying in 2025?
Insight
2.8X
More than average
Consumers chose trying creamy and indulgent flavors than smoky and charred flavors.
59.19%
Creamy & Indulgent
Creamy & Indulgent
59.19%
695,922
Zesty & Citrus-forward
41.06%
482,839
Smoky & Charred
21.12%
248,300
Spicy & Fermented
21.03%
247,292
Floral & Botanical
5.82%
68,430
3.
What is the main reason for purchasing gene-edited fruits and vegetables?
Insight
2.9X
More than average
respondents prefer gene-edited fruits and vegetables for convenience than for their attractiveness.
48.74%
Convenience
Convenience
48.74%
2,930
Freshness
37.95%
2,281
Nutrients
25.04%
1,505
Premium
16.99%
1,021
Attractive
16.59%
997
Shelf life
1.21%
73
4.
Which of these product attributes would make you more likely to trust a brand in the UK market?
Insight
80%
More than average
consumers prefer brands that transparently communicate their health benefits.
80.92%
Transparent Health Benefit Claims
Transparent Health Benefit Claims
80.92%
32,927
British-grown Or Locally Made
18.73%
7,621
Third-party Certifications (E.g., B Corp, Soil Association)
4.16%
1,692
Carbon Footprint Labeling
1.46%
596
Clear Ingredient Sourcing (Traceability)
0.46%
188
5.
What’s most important when choosing a plant-based product?
Insight
6X
More than average
respondents prefer a plant-based product for its functional health benefits than for its alignment with their ethical values.
80.8%
It Offers Functional Health Benefits (E.g. Immunity)
It Offers Functional Health Benefits (E.g. Immunity)
80.8%
56,569
It Tastes As Good As Or Better Than Non-plant Alternatives
37.24%
26,076
It Aligns With My Ethical/environmental Values
13.4%
9,379
It’s Affordable And Widely Available
6.33%
4,431
It Uses Minimal Or Clean Ingredients
5.26%
3,680