As economic pressures persist, shoppers are expected to look to convenience stores for affordability more than ever in food-to-go, states a recent report, adding that health and wellness will also be a major consideration for the shoppers in the coming year.
IGD recently launched its UK trend reports for 2026 from an away-from-home and food-to-go perspective, setting 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.
IGD’s 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.
“The trends shaping the UK food-to-go and away-from-home market will demand agility, innovation and deep consumer understanding for growth,” said Shannon Goldsmith, Senior Insight Analyst at IGD.
“While they are the key trends for 2026, their longer-term impact on business operations and consumers must be considered.”