Bidfood, a major distributor and wholesaler to foodservice operators in the United Kingdom, has released analysis of food and drink trends it expects to impact the out-of-home market in 2025. The Slough, Buckinghamshire, England-headquartered company worked with CGA by NIQ to survey consumers and obtain exclusive research findings on which to base conclusions. It also visited and interviewed out-of home food sellers in London and Bristol to obtain direct input.
As well as value, quality and elevated experiences, this year’s trends are influenced by the desire of consumers to make healthier and sustainable choices, as well as emotional drivers such as comfort, tradition, reward and sharing. More than half of those surveyed identify as “foodies,” and this group is especially keen to sample the latest food offerings. From buns and bowls, to gut-heathy high fiber dishes, authentic global cuisines and lesser known British classics, to indulgent chocolatey drinks and desserts, the trend line leads to great flavor to savor.
In supporting the foodservice industry in addressing these new trends, Bidfood has released its 2025 interactive guide with shoppable features, helping operators to not only respond to shifts in consumer demand and keep up to speed with the changing market, but make informed product choices that can applied straight to their menus.
Also included in the report is a range of useful tools including extensive web content, new additions to the trends safari video series, new recipes and more.
Descriptions of the major trends follow:
Flavors Less Traveled
Trying new and unique cuisines are top of many consumers’ priorities and a key factor influencing this year’s report, with 55% of those surveyed frequently looking to enjoy new taste sensations when eating out. The flavors less travelled trend encourages consumers to embrace their sense of adventure with authentic ingredients, flavors and formats, while experiencing and learning about the cultures they come from. Research has shown that the global cuisines gaining momentum are:
• Southern States – Southern USA cuisine, which has seen a rise in popularity with consumers who consider themselves to be “foodies,” refers to Deep-South comfort food from Louisiana, Mississippi, Florida and other southern states. Offering diversity, the cuisine can be adapted to suit lunch and dinner, as well as-on-the-go occasions. Hearty and comforting, this is a trend full of potential with a real gap in the market ready to be filled.
• Turkish – Turkish cuisine is growing in popularity right now, appealing to a whopping 79% of consumers. Offering bold and aromatic flavors, warming spices and meze sharing dishes, this cuisine has far more to offer than just kebabs that many Brits associate it with.
• Greek – Characterized by its simplicity, Greek cuisine serves up nicely as street food as well as in sit-down venues. The menu boasts familiar favorites including grilled meats, feta salads and creamy dips such as hummus and tzatziki, alongside many lesser-known dishes like courgette balls.
• Argentinian – In a country with more cattle than people, the cuisine of Argentina is characterized by hearty flavors rooted in locally-grown and sourced ingredients. Classic dishes include steak, chimichurri, empanadas and dulche de leche
• Portuguese – Despite being an already familiar cuisine to one in five consumers in the UK, the food of Portugal still has a wealth of authentic dishes waiting to be discovered by Brits. Although piri piri chicken and Portuguese tarts will always be popular, operators should consider offering one-pot rice dishes (called arroz), rice pudding (known as arroz doce), and mixed seafood stew (cataplana de marisco).
• Swiss – Dishes featuring cheese, potatoes, cream and meats are at the heart of this cuisine. Popular with consumers but often hard to come by in UK restaurants, Swiss dishes includes sharing options such as fondue, breakfast offerings like rosti and bircher museli, and of course, cheese.
Closer to Home
As consumers continue find provenance on menus appealing, many seem to be drawn to learn more about those cuisines that are on their doorstep, but which offer something different to the traditional English classic dishes that are familiar. Nearly half (43%) of consumers in the UK are interested in trying Scottish, Welsh and Irish cuisine, due to its traditional flavors and comforting nature, as well as a desire to support British suppliers. Tasty choices are warm and hearty Irish stew, rich and flaky Scottish salmon and tender Welsh Lamb. However, a number of lesser known dishes such as stovies, oggies and coddle also have appeal.
Buns and Bowls
In today’s fast-paced world, consumers are busier than ever. It’s therefore no surprise that on-the-go options have become a staple for people seeking convenience without sacrificing quality. While over 40% of consumers already eat staples such as wraps and cakes when away from home, the move to try the lesser eaten options like poke, acai and Buddha bowls as well as chia pots is increasing in popularity. This is coupled with a desire for next level hot and cold premium sandwiches, packed with quality fillings.
Friendly Fiber
Healthy eating is increasingly front of mind for consumers, in particular among those with awareness and understanding of gut health. Bidfood’s identification of the friendly fiber trend explores how this important nutrient helps keep one’s digestive system healthy, which foods are rich in fiber, and how operators can include a variety of tasty dishes on menus that debunk the myth of high-fiber foods not tasting good.
Proactive Practices
Consumers are still highly conscious of the environmental impact within their own lifestyles. This is evident when they make choices in the out-of-home sector, with seven in ten saying that sustainability is an important factor when deciding which away-from-home venue to patronize. Not only will consumers be more likely to visit, but they will also pay more if they can see that the food and drink comes from sustainable sources. Some of the areas that customers are most interested to see operators engage with are food waste, carbon reduction, seasonality, certifications, regenerative farming and sustainable seafood.
Chocolicious
The Chocolicious trend reflects innovation that’s dominating the hot drinks and dessert categories, with diners looking for affordable luxuries when they eat out – particularly with premium chocolate. With over 80% of consumers seeing chocolate as an affordable treat, operators can leverage the trend by offering premium hot chocolate and desserts with innovative flavors and toppings that look the part.
“It’s great to see that this year’s trends are shaped by consumers’ eagerness to experiment and try something new, along with their desire for indulgence, premiumization and comfort. This will allow chefs to showcase their creative skills, while providing operators the opportunity to increase margin,” said Catherine Hinchcliff, head of corporate marketing and Insight at Bidfood .
She added: “Encouraging sustainable practices remains incredibly important for us as a business, and so it is reassuring to see this reflected within the trends this year. Similarly, gut health is also emerging as a key area of interest to consumers in 2025, something we feel well equipped for with our expert nutrition team on hand to support with implementing this trend.”
