While lunchtime foods bought from retail shops remain a popular choice in 2025, they are not a frequent go-to for most people, only 17% eating them at least three times a week. These foods face competition from foodservice, other meal options in supermarkets and homemade alternatives. While the ongoing financial uncertainty lends retail products an edge over the former, it has dialled up the appeal of the cost savings offered by the latter.
An image of being highly processed poses a threat to lunchtime foods in retail. 72% of people who eat and buy these foods hold this opinion, while 58% report making more lunches at home due to concerns about ultra-processed foods (UPFs). This rises to 64% among those who see these foods as highly processed, signalling a pressing need for retailers and brands to address such views.
A lunchtime food being filling is a priority for just under half (47%) of people who eat and buy these. While no nutrients are approved to claim to offer satiety, brands can tap into the widely held views that high-fibre and high-protein foods keep you fuller for longer.
High-protein and -fibre options offer strong potential to cater to demand for filligness. However, the category must overcome challenges related to its UPF image.
Isabelle Shilling, Research Analyst
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