Despite British consumers still feeling the pinch of the cost of living crisis, out-of-home forecasts suggest diners are ready to flock back to comfort and affordable luxury in 2025
Based on bespoke research in collaboration with CGA by NIQ, Bidfood’s 2025 Trends look at consumer intentions when it comes to out-of-home for the year ahead.
Among the findings of the foodservice wholesaler’s survey of 2,000 consumers, health will play a key role in the out-of-home market, but we can also expect to see more indulgent menu items at the top of consumers’ priorities, with steak and malbec, chocolate truffles, and premium bowls likely to prove enticing.
Meat comeback in global and local flavours
Bidfood has identified six ‘flavours less travelled’ that consumers are eager to try, or are planning to eat more of. Starting with the most in-demand, they are Southern US (80% interested in trying), Greek and Turkish (79%), Portuguese (72%), Swiss and Argentinian (67%).
Meat is a recurring theme, from ‘comfort’ southern US dishes such as chicken jambalaya and gumbo, to barbecue and grill-heavy Turkish and Argentinian menus.
Argentinian steak and meat empanadas, kofte kebabs, piri piri chicken, and cajun and creole fried and grilled staples are also among the dishes consumers are most keen to try.
A taste for premium meats is also in evidence when it comes to ‘closer to home’ flavours, with 52% of consumers expressing a preference for Aberdeen Angus steak, and respectively 37% and 40% for Irish coddle (sausage stew) and Welsh lamb.
“It’s not surprising to see meat dominate the out-of-home sector,” says Bidfood development chef Damon Corey.
“Many Brits that consume less meat at home opt for a steak night or something special like an Argentinian asado when dining out, looking for a more premium meat experience.”
Premiumisation of food to go
With Bidfood data showing 40% of Brits already consume wraps and cakes regularly on the go, the new year sees a shift towards healthier and more refined options.
In fact, demand from for healthier options has skyrocketed, with 89% saying they seek them, up from 59% last year. Fibre-filled and gut-friendly items such as Budda bowls, pokes and chia pots are among those trending, says the report.
The humble sandwich is also getting upgraded, with 46% of respondents seeking out hot and cold premium sandwich and panini offers.
Plant-based
While meat is in demand for special dining out occasions, plant-based is high on the agenda for many when it comes to day-to-day meals.
In fact, over 70% of consumers believe a plant-focused diet is essential for good health, of which 38% say they would debunk the myth that foods heavy in fibre don’t taste good.
Ingredients such as quinoa, chickpeas, beetroot and cauliflower take centre stage in Bidfood’s menu development guide, and are seen as connected to wider healthier eating out trends.
Chocolate indulgence
The cost of cocoa may be soaring, but 81% of consumers still see chocolate as an ‘affordable treat’, according to Bidfood’s research.
The wholesaler puts the trend down to the so-called ‘lipstick effect’ – a phenomenon that sees consumers turn to comfort and affordable luxuries during times of economic uncertainty.
Consumers seeking to boost their mood are five times more likely to choose a premium flavoured hot chocolate drink than a coffee or tea to do so, according to the research.
Operators can make the most of the trend by introducing new toppings and flavours, and “elevating their hot drink offer from functional to extraordinary”.
While this trend appeals to treat-led consumers across demographics, the research has found there is a slightly higher appeal for 18 to 34-year-olds.
With ‘premium’ and ‘indulgence’ as the buzzwords of the year, operators have an opportunity to capitalise on consumers’ desire to experiment with new cuisines and indulge in comfort foods while not compromising on health, and help drive the hospitality sector out of the value-focused climate of recent years.
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