IGD shares 2026 trend predictions for Away From Home and Food to Go
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- Feb 2
- 2 min read
IGD has launched its UK trend reports for 2026 from an Away From Home and Food to Go perspective.
The four key trends identified are Affordable and accessible, Elevated experiences, Sustainability simplified, and Health as a lifestyle driver. Technology acts as an enabler for each of these trends.
The reports set the scene for why each trend is important, including examining current responses from industry and highlighting actions to take in 2026 and considerations for 2027 and beyond.
The four key trends for 2026:
1. Affordable and accessible
As economic pressures persist, value remains a top priority. Consumers will continue to seek the best value for money, but this doesn’t always mean the lowest price.
Retailers and operators will be challenged to keep improving their value proposition, improving range and quality while still being affordable.
Convenience and accessibility for consumers will also play a key role as the expectation for instant gratification grows.
2. Elevated experiences
While food to go missions are primarily quick and convenient, the experience encompasses all touchpoints the consumer has with the brand.
Price still matters but in a world of choice, experience is increasingly a differentiator. People will be drawn to brands and eating out establishments that offer something memorable, whether through service, environment, or digital engagement, creating opportunities to build deeper emotional connections.
3. Sustainability simplified
Consumers expect the government, operators and manufacturers to lead on sustainability, not only in packaging. Back-end investment remains vital as legislation evolves, but making sustainable choices visible and their benefits clear is key to driving engagement.
4. Health as a lifestyle driver
Health is evolving from a goal to a way of life. Consumers are increasingly integrating wellness into everyday choices, prompting retailers and operators to rethink how they support holistic health across menus, formats, and communications.
Consumers want help choosing healthier options therefore, transparency will be essential to help them make informed choices.
Shannon Goldsmith, Senior Insight Analyst at IGD, comments: “The trends shaping the UK food to go and away from home market will demand agility, innovation and deep consumer understanding for growth. While they are the key trends for 2026, their longer-term impact on business operations and consumers must be considered.”
A summary of the ‘UK trends 2026: the food to go perspective’ report can be found here:
A summary of the ‘UK trends 2026: the away from home perspective’ report can be found here: https://www.igd.com/commercial-insight/away-from-home/reports/highlights-uk-trends-2026-the-afh-perspective/71896.
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