Focus on Food To Go: Health, Value and Changing Consumer Habits

Insights from Finsbury Food Group

Food-to-go operators are stepping up their health-orientated offerings. In July, Café Nero began the first phase of a “health-focused” snacking range review and Pret a Manger launched its Super Plates salad. Meanwhile, at Tesco, there’s further evidence to suggest that on-the-go is on a health kick: hard-boiled eggs are now the number one meal deal snack.

Below, Charlotte McCready, Category Manager at Finsbury Food Group, shares her perspective on how the food-to-go market is evolving, what’s driving change, and what operators can expect next.

Who’s Doing What Exactly?

“The UK food-to-go market is set to grow by +3.3% to a value of £24bn, outpacing the market growth of the total eating out market (Lumina Intelligence, March 2025). We’re seeing a clear fork in the road in food-to-go strategies, on one side, fast food operators like Chopstix, Popeye’s and McDonalds are doubling down on value-driven menus to appeal to cost-conscious shoppers. On the other, there’s a growing emphasis on premium snacking, functional wellness and all-day availability.

Market research we carried out with Lumina Intelligence found that premium snack pots and drinks are growing in popularity. This is reflective of the ‘lipstick effect’ – in times of economic downturn, sales of lipstick rise as this is a small indulgence that consumers can enjoy even when purse strings are tightened. The same can be said for treating yourself to a coffee on your way to work, meaning coffee shop occasions are on the rise.

Health is a growing priority for food-to-go consumers, with 47% of consumers identifying as ‘very health conscious’ (Lumina Intelligence, March 2025). This rise of health-focused NPD, such as M&S’s recent gut and brain health launches, is notable, and aligns with consumer demand for recognisable benefits such as boosting immunity. We’re seeing this reflected in calls for ingredients like chia, spirulina and matcha, alongside protein-rich or portion-controlled formats that still offer indulgence. Increases in consumer interest and education around functional health means people are seeking more recognisable benefits rather than vague ‘better for you’ claims.

Made to order hot items are also on the rise, including Gregg’s hot chicken burger (£4), Leon’s Build your own Super Bowl (from £7.99) and Coco di Mama’s Pinsa range (£5.95). These are all freshly made at the point of order, boosting operator freshness credentials, aiding quality perceptions and the ability to customise your order.

At Finsbury Food Group, as a bakery wholesaler supplying foodservice and retail channels, we’re particularly focused on understanding these shifts and responding with formats and flavour profiles that can flex across channels, dayparts and missions, whether it’s coffee shops, quick serve, convenience retail or forecourts.”

What’s Driving This Activity?

“Affordability, health consciousness and hybrid working are reshaping food-to-go. Consumers want food that feels worth it, whether that’s via functional benefits, premium ingredients or exciting formats. Lunch remains the top-performing daypart, but there’s growing interest in products that work across all-day missions, like a filled muffin at 11am or a layered yoghurt as a mid-afternoon pick-me-up.

NPD focuses on catering to all-day consumers and new products in the all-day daypart have grown their share by +15ppts (Lumina Intelligence, March 2025). Busy consumers are seeking versatile options that are available to them throughout trading hours, this is also seen in the trend of made to order hot food.”

Where Does This Leave Indulgent Food-to-Go?

“‘Because it’s a treat’ is the third largest reason why consumers purchase food-to-go (Lumina Intelligence, March 2025). This shows there’s still room for indulgence, but consumers are more selective. It’s about occasion-appropriate products that feel exciting and justified. A celebration-style cookie might have a place in the meal deal, but consumers increasingly expect it to be relevant to the moment, whether that’s through seasonal flavours, better-for-you tweaks or reduced pack sizes.”

What’s in Store for the Coming Year?

“The year ahead will be defined by a shift from ‘grab and go’ to ‘considered convenience.’ Consumers are becoming more intentional and are seeking products that feel tailored to their needs, from portion-controlled indulgence to mood-boosting drinks and snacks.

Hybrid working is pushing demand earlier in the week when people tend to frequent offices and is also stretching traditional peak periods, for example, there’s a rise in people looking for hot food offerings from the likes of Greggs after work, before visiting the pub with colleagues on days they come into the office.

We’re also predicting a rise in limited time offers or limited-edition flavour drops as there’s no better way to drive demand in the food-to-go sector than by creating both buzz and scarcity around a product.

We expect to see further segmentation in both pricing and positioning, with premium and functional products rising in tandem with value-driven mainstays. We’re already seeing this with supermarket meal deals where salads and sushi are part of more expensive, premium meal deals, with many shoppers happy to pay more in the knowledge they are opting for a healthier choice.”

The Overall Picture: Hybrid Working and Its Impact

“Hybrid working is here to stay, reshaping demand in the food-to-go sector. Mondays and Wednesdays appear to be popular days to be in the office, pushing a rise in breakfast and lunch purchases on these days, with lunch the top performing daypart.

This trend benefits retailers and coffee shops with high footfall, so those located near transport hubs, high streets, city centre convenience and forecourts. It also fuels growth in flexible snacking formats, with consumers seeking comfort, functionality and a break in their day.”

Which Channels Are Seeing Growth?

“Retailers with strong food-to-go propositions are leading the way. Supermarkets are seeing strong performance, supported by meal deals, loyalty programmes and own-label innovation. Travel sites and forecourts are also outperforming expectations, benefitting from commuter recovery.

On the out-of-home side, value-focused QSR chains like McDonalds, Greggs and KFC are seeing momentum, while mid-tier chains are under more pressure due to cost sensitivities and rising input costs. Greggs has furthered its position as a market leader, holding 11% of food-to-go occasions (Lumina Intelligence, March 2025). We’re also seeing growth in specialist operators with a wellness focus and curated menus, especially those that deliver functional or seasonal innovation.”

What Trends Are Taking Off in Food To Go?

“Health-positioned snacking is huge with one in three consumers actively looking for high-protein or low-sugar options in meal deals (Lumina Intelligence, March 2025). We’re seeing functional products with ‘added benefit’ eg protein, gut health or energy, outperforming generic healthier options, with consumers attracted to nourishing products targeted to specific areas or containing particular ingredients such as chia seeds or lion’s mane. Many are trying to practise more mindful eating as well as being more mindful of the ingredients they consume as they move away from ultra-high processed products.

Miniaturisation or lighter choices is another trend, with consumers drawn to scaled-down versions of their favourite snacks. This allows them to enjoy a treat moment and a bit of indulgence without feeling guilty.

Global fusion flavours are also on the up: Korean, Japanese and Middle Eastern flavour profiles are showing up more and more in bakery and food-to-go innovation to entice consumers. Meanwhile, seasonal and limited-edition formats continue to drive excitement, particularly when aligned to pop culture moments and brand collaborations.

Generally, we are seeing fast food operators and coffee shops diversifying their offering into dayparts, allowing them to capture as much consumer spending power as possible. At Finsbury we keep an eye on trends and notice shifts to ensure we respond with product pipelines that bring together trend-led flavours, functional value and premiumised snacking moments.”

Promotions, Marketing and Loyalty

How Are Operators Using Meal Deals?

“Meal deals remain a key lever and influence purchase decisions in terms of where people choose to shop. We’re seeing a shift towards tiered structures (basic, premium and protein-focused) offering value and choice across price bands.

Food-to-go brands adapt through value-driven innovation: in a strategic move to attract budget-conscious consumers, Chopstix and Popeye’s have recently introduced new value menus. With economic pressures heightening price sensitivity, these initiatives tap into consumer demand for budget-friendly yet high-quality meal options.”

What About Marketing?

“Marketing in food-to-go has become increasingly channel-specific and experience-led. Brands that succeed are those that align their messaging with the mission, so whether that’s fuelling a morning commute, offering a moment of indulgence during a busy day or adding seasonal joy.

Retailers are focusing on digital-first promotion, with loyalty apps and real-time offers becoming the go-to for activation.

Co-branding and partnerships remain a powerful method, and we continue to see success with licensed brands and limited-edition flavours that tap into pop culture and current events.

Celebrity collaborations drive engagement and brand affinity, such as McDonald’s collaboration with Stormzy, which exemplifies the power of celebrity influence in driving engagement and relevance, particularly among younger consumers.”

How Important Are Loyalty Schemes?

“Loyalty is evolving fast, and the days of slow points systems are fading. Consumers are increasingly demanding instant value, shifting away from traditional long-term points-based systems. Access to exclusive discounts or personalised offers are a clear driver in loyalty scheme sign-ups in a climate where value remains paramount for consumers.

QSR brands are prioritising loyalty innovation and digital transformation to enhance customer engagement and drive repeat business. Itsu has shown how a smarter app strategy can drive instant value and repeat visits with their revitalised loyalty app driving a 200% increase in app-driven transactions and revenue, addressing previous gaps where rewards catered only to the most loyal customers. Popeye’s has also invested in digital engagement with its new app reporting 75,000 downloads in its first week.

In addition to attracting repeat customers, loyalty schemes give food-to-go providers excellent insight into their customers and their preferences, providing a rich seam from which to mine and make decisions around future product innovation. The challenge for suppliers is ensuring ranges can be easily activated through digital promotions, particularly as retailer apps become the primary promotional space.”

Discover how Finsbury Food Group can help your food-to-go business stay ahead of the trends – get in touch today to explore our range of bakery products and insights.