From emerging occasions to clean eating evolution and the true premium shoppers will pay for high-protein products – tap into the latest opportunities in the fast-moving UK food and drink market.
Vypr’s August 2026 Emerging Trends report examines four assumptions that have shaped food and drink strategy for years: whether health claims justify premium pricing, how eating occasions are changing, if smaller appetites mean a shrinking market, and whether consumer cutbacks reflect broader withdrawal.
Drawing on more than 80 consumer steers and Vypr’s nationally representative UK panel, the report highlights the biggest opportunities and challenges across food, drink and quick service restaurants (QSR).
The findings show that while natural ingredients and fewer artificial additives remain strong trial drivers, health claims alone do little to increase willingness to pay. Although 52% of consumers say they would pay more for cleaner food, pricing tests showed an uplift of less than half a percentage point. Consumer trust is also declining, with 24% trusting no health claims at all.
The report also reveals that the eating day is consolidating rather than fragmenting. Lunch is growing, while breakfast and late-night eating continue to decline. In QSR, 44% of consumers rarely or never change their usual order, highlighting the power of habit.
Portion sizes are getting smaller, with one in three adults serving less food at home than a year ago, particularly for takeaways and treat occasions. Protein follows a similar pattern to reformulation: 48% actively seek high-protein products, yet 55% would not pay extra for them. Among those cutting back, cost and health are equally important motivations.
Overall, the research suggests brands should focus on existing consumer behaviours rather than trying to create new ones, with the strongest opportunities in mid-morning and afternoon occasions, premium smaller portions, and GLP-1-friendly QSR formats that still deliver indulgence.
Complete the form below to download the free report now.
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