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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Menu Trends market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Under-35s are eating out differently from older generations and they are pushing for vital change within the foodservice market, including demand for zero-waste concepts and vegan dishes.


Whereas under-35s prioritise environmental concerns when it comes to eating out, older consumers are more likely to think about the impact on their health compared to their younger counterparts. When choosing what to eat and where to eat out this group are more likely to be influenced by food safety standards such as hygiene ratings, menu labelling and allergy warnings.

Expert analysis from a specialist in the field

Written by Trish Caddy, a leading analyst in the Foodservice sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With more consumers making conscious choices based around their health, animal welfare and environmental concerns, menu offerings that do not reflect their changing values and priorities will fall behind. That means marketing messages which explain how food is prepared and what ingredients it contains should cater to the thoughtful consumer Trish Caddy
Senior Foodservice Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Rewarding operators that promote healthier eating
              • Ambitious target to cut food waste
                • Creating a National Food Strategy
                  • Companies and brands
                    • Vegan concepts take root
                      • Fleshing out sustainable eating
                        • Four in five Britons either dine out or order takeaway
                          • Figure 1: Overall participation in eating out, November 2019
                        • Younger consumers go beyond simple savoury flavours
                          • Figure 2: Most popular flavours of different meal occasions, November 2019
                        • Under-35s tend to be foodies
                          • Figure 3: Frequency of trying something new, November 2019
                        • Older consumers want more seasonal offerings
                          • Figure 4: Interest in menu trends, November 2019
                        • Under-35s: the biggest champions against the throwaway culture
                          • Figure 5: Attitudes towards menu trends, November 2019
                        • Environmental concerns will support long-term veganism
                          • Figure 6: Perceptions of meat substitutes, November 2019
                        • What we think
                        • Issues and Insights

                          • Diners want transparency
                            • The facts
                              • The implications
                                • Eco-friendly matters
                                  • The facts
                                    • The implications
                                      • Indulge with balance
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Consumers are becoming more thoughtful about what they eat
                                              • Rewarding operators for cutting calories
                                                • Ambitious target to cut food waste
                                                  • Creating a National Food Strategy
                                                  • Market Drivers

                                                    • Most people do not follow any diets…
                                                        • Figure 7: Types of dietary preferences, November 2019
                                                      • …but flexitarians are thoughtful eaters
                                                        • Figure 8: Wellbeing Trend driver, by dietary preferences, November 2019
                                                      • Tougher new rules to tackle childhood obesity
                                                        • Ambitious target to cut food waste
                                                          • Creating a National Food Strategy
                                                          • Companies and Brands – What You Need to Know

                                                            • Vegan concepts take root
                                                              • Playing the breakfast market
                                                                • Sustainable eating is more accessible
                                                                • Launch Activity and Innovation

                                                                  • Fleshing out sustainable eating
                                                                    • Vegan fast food
                                                                      • Insects go viral
                                                                        • Get your goat
                                                                          • Climate-friendly foods
                                                                            • Wake up and smell the burger
                                                                                • Figure 9: Breakfast range, by Five Guys (London)
                                                                            • The Consumer – What You Need to Know

                                                                              • Four in five Britons either dine out or order takeaway
                                                                                • Under-35s tend to be foodies
                                                                                  • Older consumers want more seasonal offerings
                                                                                    • Making thoughtful food choices
                                                                                      • Environmental concerns will support long-term veganism
                                                                                      • Participation in Eating Out

                                                                                        • Most Britons eat out
                                                                                            • Figure 10: Overall participation in eating out, November 2019
                                                                                          • Dinner claims a sizeable share of meal occasions
                                                                                              • Figure 11: Dine out vs takeaway occasions, November 2019
                                                                                            • City dwellers drive all-day dining
                                                                                              • Figure 12: Repertoire of dine out meal occasions, November 2019
                                                                                            • Potential for all-day meat-free dining
                                                                                              • Figure 13: Dine out meal occasions, by dietary preferences, November 2019
                                                                                            • More than half order takeaway for just one mealtime
                                                                                              • Figure 14: Repertoire of takeaway meal occasions, November 2019
                                                                                            • Vegan/vegetarian consumers drive all-day takeaways
                                                                                              • Figure 15: Takeaway meal occasions, by dietary preferences, November 2019
                                                                                          • Most Popular Flavours

                                                                                            • Savoury dishes win the day
                                                                                              • Figure 16: Most popular flavours of different meal occasions, November 2019
                                                                                            • Spicy grills for dinner
                                                                                              • Sweet cravings at lunch
                                                                                                • Smokin’ hot breakfasts
                                                                                                  • Vinegar-infused snacks
                                                                                                  • Types of Eaters

                                                                                                    • Under-35s tend to be foodies
                                                                                                        • Figure 17: Frequency of trying something new, November 2019
                                                                                                      • Vegans/vegetarians are most adventurous
                                                                                                        • Figure 18: Dietary preferences, by types of eaters, November 2019
                                                                                                    • Interest in Menu Trends

                                                                                                      • Plant power for under-35s
                                                                                                          • Figure 19: Interest in menu trends, November 2019
                                                                                                        • Over-45s eat the seasons
                                                                                                          • Young diners shun fish/seafood
                                                                                                            • Young families enjoy meat
                                                                                                              • Strike balance between health and indulgence
                                                                                                                • One in four desires festive menus
                                                                                                                • Attitudes towards Menu Trends

                                                                                                                  • Making thoughtful food choices
                                                                                                                      • Figure 20: Attitudes towards menu trends, November 2019
                                                                                                                    • Wining over cautious diners
                                                                                                                      • High food hygiene standards
                                                                                                                        • Transparency of food preparation
                                                                                                                          • Nutritional information on menus
                                                                                                                            • Older diners don’t want change – CHAID Analysis
                                                                                                                              • Figure 21: Attitudes towards restaurants and takeaways – CHAID – Tree output, November 2019
                                                                                                                          • Perceptions of Meat Substitutes

                                                                                                                            • Consider environmental concerns when crafting vegan narratives
                                                                                                                              • Figure 22: Perceptions of meat substitutes, November 2019
                                                                                                                            • A third of over-45s think meat substitutes are expensive
                                                                                                                                • Figure 23: Associations with meat substitutes, by types of eaters, November 2019
                                                                                                                              • Vegans are confused about meat substitutes
                                                                                                                                • Figure 24: Associations with meat substitutes, by dietary preferences, November 2019
                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                • Abbreviations
                                                                                                                                  • Consumer research methodology
                                                                                                                                    • CHAID methodology
                                                                                                                                      • Figure 25: Attitudes towards restaurants/takeaways – CHAID – Table output, November 2019

                                                                                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                                                  • Market

                                                                                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                                                  • Consumer

                                                                                                                                    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                                                  • Brand/Company

                                                                                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                                                  • Data

                                                                                                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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