As brands and retailers look to satisfy UK consumers’ latest whims, a look across the Pond (and back) can spotlight some key trends on the cusp of developing in the market.
Trends in the US and the UK are like ping pong balls: sometimes they bounce from the US to the UK and sometimes the reverse.
Both nations are an eclectic mix of ethnicities and cultures and, from that base, great ideas emerge. One example is hot honey. Although a simple product, it takes the classic pairing of sweet and hot, which rightfully is embraced by many cuisines. From its early days as a portable condiment developed by its Brooklyn inventor for squeezing on his pizza, it grew to become a major business. Now, if you walk the aisles of US supermarkets, you’ll see co-brands where hot honey is the hero – anything from crisps to mustard, to cheeses and baked goods. It didn’t get lost in translation – UK supermarkets are now offering the same, to include brands and private-label.
There is always a budding trend somewhere, you just have to spot it. And, nowadays, trends spread faster than ever, spurred on by the swiftness and ease of communications, a perfect example being Tik-Tok. One influencer can put a product on the map. And a hot new trend can strip shelves more efficiently than a swarm of locusts.
The growing popularity of food on-the-go
Take micro-stores, or subsites, which convey the message of what they sell with the targeted precision of William Tell’s arrow. Lewis Carroll’s ‘Eat Me, Drink Me’ showed what a marketing visionary genius he was. That particular theme is now trending. Meals on the move, food on the go… however one describes them, they are a growth area both in the UK and the US.
A recent article in The Grocer revealed news of Co-op’s new micro food-to-go chain, which is offering key meal and snacking solutions to take one through the day.
With people returning to the workplace post-Covid or settling into hybrid working, eating breakfast or lunch on-the-go or at a desk is standard for many people. Snacking is intrinsic and traditional meals have become blurred around the edges, often replaced by mini-meals.
A survey by the US-based International Food Information Council (IFIC) , which interviewed 3,000 Americans aged 18 to 80 years, to gain an understanding of their behaviour with regard to food purchasing choices, found that more than half of them replaced meals with snacking or smaller meals. Not surprisingly, hunger or thirst was identified as the motivation to snack. Next in line were 30% who wanted a snack as a treat, closely followed by those identifying a sweet treat.
Protein and the focus on diet
In total, the study also revealed that 73% of Americans snack once a day and 71% identified a desire to eat more protein. Consumers will search out protein-fortified foods, not just consuming a chicken breast or steak, but checking protein content in cereals, pastas, snacks and even desserts. This trend doesn’t yet show signs of waning, thereby providing a convenient hook to hang NPD on.
Indeed, it will get a further boost due to the advance of those using weight loss injections (such as GLP-1 receptor agonists: Tirzepatide, Semaglutide) to lose weight. This will only grow, as will micro-dosing. Nobody wants the weight they lose to come back, yet food noise is truly the whispering cartoon imp on the shoulder. Micro-dosing can keep that little scamp at bay.
A growing number of brands are now creating new food products designed to be high in protein and fibre, while being portion-aligned for a reduced appetite. They also contain essential nutrients, which can drop when calories are reduced.
According to KFF – a US independent source for health policy research, polling and news – the US currently has a higher percentage (13%) of its population using weight loss injections, than the UK; an estimated 1.5 million UK consumers (March 2025) were using them, representing a significantly smaller fraction of the total adult population. But it is rising, and is unlikely to subside. And the recent announcement of price rises in the private sector are not likely to impact demand for the weight loss support these medications offer.
Look to the US for inspiration
The US is a great place to search for new trends. Food Export USA – Northeast and Midwest hosts Buyers’ Missions, which align with key trade shows covering a spectrum of industry sectors from speciality and fine foods, health, free-from, plant-based and natural foods, confectionery, pet foods, private-label manufacturing, seafood, foodservice, BBQ, ingredients and agriculture. Learn more about the missions here: https://www.youtube.com/watch?v=2fKSg6LBth0
Food Export USA – Northeast will be exhibiting (stand L333) at the upcoming Lunch - National Food-To-Go, Retail and Coffee Shop Trade Event. Spotlighted will be a selection of new-to-market brands from exporters in the New England region. The trade show takes place at Excel on 24th-25th September 2025. Trade tickets can be applied for here: https://www.lunchshow.co.uk/
For information on any of the topics discussed here, contact: Anne Dettmer, in-market representative, UK and Republic of Ireland. Email: artisannes@aol.com Mobile: 07774 103867
Also check LinkedIn feed for activity updates: https://www.linkedin.com/in/anne-dettmer-38796112/ www.foodexport.org
