IGD’s director of shopper insights, Rhian Thomas, explores trends shaping the UK food industry in 2026.
The UK food industry is in flux. Economic pressures, lifestyle changes, and new expectations around health and sustainability are shifting shopper and consumer behaviours and redrawing the food landscape.
To help businesses navigate this transformation, we’ve released four reports exploring the trends driving choice and growth across key UK food sectors: Grocery, Shoppers, Away From Home and Food to Go. Here’s a look at the highlights.
Grocery retail: rethinking loyalty in an age of choice
Customer expectations are higher than ever. They want affordable options that don’t compromise on quality, and they expect businesses to make sustainability simple, health guidance clear, and availability consistent.
Our grocery retail report explores how these priorities are driving choices, from the growing importance of value and wellness to the role of memorable experiences in driving trade-up.
For retailers and brands, success will come from balancing cost and convenience with clarity, resilience, and emotional connection.
Shoppers: understanding the new choice drivers
Shoppers will remain cautious in 2026 but expect quality and value. They are savvy and experienced, prioritising affordable options that don’t compromise on experience.
Our shopper report explores how value, sustainability, health, and resilience are shaping behaviour.
Consumers want businesses to make sustainable choices simple, provide clear health guidance, and ensure consistent availability. For retailers and manufacturers, success in 2026 means balancing cost, convenience, and conscience, while delivering experiences that resonate.
Away From Home: redefining value, experience, and purpose
The UK’s away from home sector faces a cautious but opportunity-rich 2026. Consumers are dining out, yet their choices are shaped by tighter budgets and higher expectations. Value now means more than price as it emphasises quality, convenience, and experiences that feel worth it.
Our away from home report shows demand for affordable options that don’t compromise on enjoyment, alongside a growing appetite for health and sustainability as standard.
Operators that combine smart pricing with agile menu design, tech-enabled efficiency, and memorable experiences will win loyalty in a challenging economy. The next phase of growth will come from delivering experience-led value.
Food to go: convenience with a conscience
The UK’s food to go market remains resilient and fast-moving, shaped by economic pressures, changing work patterns, and evolving consumer expectations.
Our food to go report explains that consumers will want more than low prices in 2026. Health and sustainability have become non-negotiable, with demand for clear nutritional information, responsibly sourced ingredients, and packaging that makes sustainable choices simple.
At the same time, technology is redefining convenience, from self-serve kiosks and automated retail to loyalty apps and digital touchpoints that enhance speed and engagement.
Winning in this market means balancing value with innovation, delivering quick, accessible options that meet health and sustainability goals, while creating experiences that connect.
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