UK consumers are still spending on meals that deliver value and experience, despite inflationary pressures and reduced dining frequency.
According to new research from AHDB, the out-of-home food market reached £49.9 billion in the past year (Worldpanel by Numerator UK, 52 w/e 7 September 2025), driven by a 5.8% rise in average price paid — but with fewer everyday occasions, consumers are prioritising occasion-led, protein-rich meals.
British and American-style meat dishes — fried chicken, roast dinners, steak, sausages — remain the backbone of out-of-home consumption, accounting for £7.9 billion in sales and consumed by 64% of GB adults (52 w/e 15 June 2025). For manufacturers, this signals sustained demand for core protein formats and familiar flavour profiles.
Chicken remains the leading protein at 62.4% share, but lamb and beef are gaining momentum, with growth rates of 6.4% and 2.7% respectively.
Roast lamb and beef are driving double-digit volume growth, particularly in Sunday lunch occasions, as consumers trade up for premium experiences.
While burgers and pizzas are still popular, they’ve lost share due to reduced frequency and repertoire fatigue. In contrast, Asian, Indian, and Mexican cuisines are expanding, with Mexican being the only category to recruit new shoppers — a clear signal for manufacturers to explore spice-forward formats, fusion applications, and globally inspired NPD.
Kim Heath, lead retail insight manager at AHDB, advises: “Manufacturers should track emerging cuisines and protein preferences to support innovation and align with evolving consumer needs. Communicating quality — whether through sourcing, butchery, or sustainability credentials — is key, especially with three in four consumers being quality-led when choosing a meal out (Lumina Intelligence, UK Menu & Food Trends Report, 2024).”
