If the last few years have taught us anything, it’s that shoppers are thinking more carefully about what they eat.
This is not just in terms of indulgence, but wellness too.
Health has become a daily priority rather than a passing phase.
Lesley Parker, Senior Brand Manager for Kühne at UK distributor RH Amar, comments: “At Kühne, we’ve seen that first-hand through the rise of naturally pickled, clean-label products that bring both flavour and function to mealtimes. Whether it’s a plant-based BBQ, a deli-style sandwich, or a quick weeknight dinner, people want food that’s simple, natural and full of taste, and that’s where we’re winning by delivering bold flavours through this leading range of gherkins.”
Health and wellbeing are now central to how people make food choices. Nearly nine in ten households (89%) say it’s important to look after their health, and more than half have made healthy nutrition a greater priority in the past five years (NielsenIQ). What’s interesting is that this shift isn’t about fad diets, it’s about everyday wellbeing, and almost two in three (64%) shoppers think that highly processed foods are unhealthy, while 73% recognise the value of eating a variety of plant foods (Mintel).
“People are taking a more holistic view, and they’re choosing brands they can trust to deliver natural, wholesome products,” adds Parker. “That’s why Kühne’s additive-free, naturally pickled vegetables are resonating so strongly. They’re low in calories, free from preservatives, and bring that perfect balance of flavour and health-consciousness to modern meals.”
Consumers are looking for nutritionally balanced food that includes key macros, carbs, proteins and fats, but balance means something different now. It’s not just about counting grams of protein or carbs; it’s about understanding how food makes you feel. Research from NielsenIQ shows a growing group of ‘Body Conscious’ and ‘Health Balancer’ consumers who actively seek out foods that help them feel energised and maintain a healthy diet. Many are building their meals around lean proteins or plant-based alternatives, then looking for natural, low-fat sides and condiments to round out the plate. Kühne’s pickled vegetables add crunch, acidity and natural goodness to both plant-based and protein-rich meals, all without adding unnecessary calories or fats.
HFSS legislation has prompted brands to think more creatively about how they deliver flavour without relying on excess sugar, fat, or salt. Kühne’s products are naturally low in fat, with no artificial colours or preservatives, and several of its products contain no added sugar at all.
“We’ve found that shoppers appreciate this transparency, says Parker. “They know what’s in our jars, and they trust that it’s good for them. In a market where compliance is becoming increasingly important, Kühne is a brand that ticks all the right boxes for both taste and nutrition.”
The biggest trend is still the rise of plant-based and flexitarian eating. Whether for environmental, ethical, or health reasons, more people are choosing to eat more plants — and 73% of UK consumers now believe that variety is essential to wellbeing (Mintel).
“Another huge trend is gut health. Probiotic and fermented foods are booming, growing as much as +26% year on year (NielsenIQ), and consumers are making the link between digestion, immunity, and overall wellness. Products like our sauerkraut and naturally fermented pickles fit perfectly into that conversation,” continues Parker.
“Then there’s the cultural side. Social media continues to drive food discovery. From pickle martinis to burger stacks, the ‘pickle trend’ isn’t slowing down. And of course, at-home entertaining remains strong, with shoppers recreating restaurant-quality meals at home using the best ingredients.”
Kühne’s core Whole and Sliced Gherkins (330g) are consistently top performers in retail and wholesale. They’re the everyday essentials that shoppers recognise and love.
But the real growth story has been the Gourmet Selection range. The Honey Cornichons are up +144% year on year, with the Herb Cornichons not far behind at +135% (NielsenIQ). Sweet & Sour Gherkins are up +58.5%, and the Burger Crinkle Cut Gherkins have grown +38.5%. These results show that shoppers are willing to trade up for premium flavours and quality.
Kühne’s Gourmet Selection has expanded again with Chilli Cornichons, which tap into the growing appetite for bolder, globally inspired flavours.
While the total gherkin market grew modestly at +2.1% value and +3.3% units (NielsenIQ), Kühne surged ahead with +26% value growth and +27% in units (NielsenIQ).
Carmen Ferguson, Brand Manager at Windmill Organics, comments: “It’s pretty clear the pandemic made people more health conscious and the food and drink you consume is obviously a big part of that. When you add in the increased understanding about the potential long term health impacts of consuming too much ultra processed food, it’s no surprise that healthy living is high on many people’s agenda, and organic is the natural choice.
“While the early surge in free-from demand was driven by health concerns and medical needs, the category is now thriving on taste, quality and ethics. At Windmill Organics we’ve always believed that food should be great for you and the planet, without compromising taste. That’s why across our brands, from Biona to Amisa, Profusion and, RAW we focus on organic, sustainable ingredients; meaning they are free from any nasty pesticides, stabilisers or chemicals – including our gluten-free range.”
With the UK free-from market now worth £3.9bn (Kantar, 52 w/e 14 April 2024) – almost double its value from five years ago – the demand is still strong, especially from consumers seeking clean-label, minimally processed food. The rise in concern around ultra-processed foods is fuelling a shift towards organic as the ‘gold standard’ in free-from.
The Amisa brand is born from the belief that food should always be nutritious and delicious. Very often, ‘free from’ foods use traditional ingredients, simply processing out the gluten, but Amisa doesn’t take that approach. Instead, it uses ingredients that are naturally gluten free, and combine them in clever recipes to create satisfying, exciting food.
“Our ProFusion brand is one of the most innovative brands in grocery, created specifically to address the growing demand for protein-rich plant-based foods,” adds Ferguson. “The key mission at the heart of ProFusion is the goal to harness the power of nature through functional nutritious food with complete organic plant protein. One of our most popular ProFusion products is our Pea and Fava protein chunks, which contain 50g protein content per 100g and acts as a perfect meat substitute in things like wraps or curries. As well as the obvious protein benefit, they are gluten-free, soya-free, high in fibre and simply need rehydrating before cooking. These plant-based chunks are made from pea protein and fava bean protein only, and this is possible with food extrusion.
Food extrusion is a game-changing technology that’s revolutionising the way we create meat alternatives, unlocking new ways to harness the power of plants like lentils, fava beans or chickpeas. As this technology continues to evolve, it’s unlocking new possibilities for delicious, sustainable, and protein-rich products that are reshaping the future of food.”
Plant-based foods sales have suffered as many of the products offered are expensive, and there’s a growing consumer awareness that ultra-processed and artificial vegan and vegetarian foods are not as healthy as they look, leading to an increase in demand for natural alternatives. With the ongoing cost-of-living crisis coupled with increased concerns around UPFs, this has meant many consumers instead turning to whole foods like beans and pulses as meat alternatives, and that’s certainly been reflected in sales of those products in the Biona portfolio.
Consumers now realise there is so much inspiration available for an interesting and tasty plant-based diet, whether that be from the vast range of cookbooks available, or the wealth of online foodie influencers who use platforms like Instagram to showcase their exciting plant-based recipes, some of which we work with,” says Ferguson.
When it comes to free-from, one of the best-selling products in the Windmill Organics range is Amisa Organic Pure Wholegrain Oats which are reassuringly batch tested for gluten using the ELISA method. Whether enjoyed in a bowl of warming porridge, or in bakes; oats provide a great source of soluble fibre and keep you feeling full for longer. They are also packed in fully recyclable paper packaging and have won a Great Taste Award. The Amisa breakfast cereal range also includes Apple Cinnamon oats, Four grain Porridge and Fruity Oat Muesli – all certified organic and batch tested for gluten.
“Retailers should bear in mind that many consumers are now looking for more than just ‘free-from’ labels,” advises Ferguson. “They’re seeking transparency, sustainability, and quality, so brands like Biona, ProFusion and Amisa, which combine certified organic status with great taste, tick all three boxes.”
“Fruit snacking has long been a lunchbox hero and remains one of the most flexible and inclusive formats around, bringing healthy options that are suitable for all ages. That’s backed by the numbers, with adult and kids’ fruit snacking now worth a combined £268m in retail sales and growing +13% year on year (Circana),” says Jo Agnew, Marketing Director at Lotus Natural Foods.
“At BEAR, we see the lunchbox as a thriving category, with the need for natural, grab-and-go snacks stronger than ever before. For kids, lunchboxes with great tasting and healthy options are still a daily essential. And for adults, whether it’s a sweet fix after a gourmet sandwich, a snack in the gym bag, or fuel for the afternoon slump, fruit-based snacking is having a moment of its own.”
This growing appetite for healthier, portable fruit snacks has been seen across both Lotus Natural Foods’ kids’ and adult ranges. That’s why, in 2024, the company brought everything together under one BEAR masterbrand. The kids’ line is all about making healthy choices fun and exciting for little cubs – with flavour-packed, tactile formats like BEAR Yoyos and BEAR Fruit Splits, complete with collectable cards kids love to swap and play with. BEAR Fruit, the grown-up range, keeps things simple: just real dried fruit, in resealable packs that are fuss-free, fibre-rich and perfect for everyday grazing. With food waste such a hot topic, the brand’s dried fruit snacks offer a no-fuss, no-waste alternative. No more tossing overripe fruit – BEAR’s always ready, and always in perfect condition.
Data shows that BEAR Kids is especially loved by families with pre-school and school-age children. But BEAR Fruit is making big gains too – particularly with young adults and parents who are picking up a pouch for themselves as well as their cubs (Dunnhumby). Many of these shoppers fall into the ‘moderate balancer’ camp – those who want snacks that tick the nutrition box, without losing that sweet hit (B4 Parenting). For them, BEAR brings just the right blend of feel-good and fun.
Lunchboxes aren’t just for kids anymore – they’ve become a shared space for smart snacking across the board. And in that space, fruit snacks are stepping up: naturally nutritious, lunchbox-friendly, and trusted by families, professionals, and anyone looking for a snack that does more.
Elin Roberts, CEO at Better Nature, comments: “The explosion of protein and gut health – coupled with UPF concerns over meat alternatives – has catapulted tempeh into the limelight in the past 12 months.
“Tempeh has long been a protein staple in Indonesia, but when we launched Better Nature in the UK 5 years ago, it was often mistaken for tofu or labelled as a plant-based ‘alternative’ rather than a centre of plate protein.
“Today, awareness of tempeh as a gut-friendly protein staple has gone mainstream. The category is rapidly gaining momentum and we are seeing strong brand growth.”
The brand recorded its best-ever quarter in Q2 2025, with 128% year-on-year sales growth, and it is now the UK’s No.1 tempeh brand by volume, with 38.1% market share, leading the category’s impressive 41% growth.
The brand repositioning its messaging to ‘supercharged protein’ has been central to its marketing this year. Not only does this play into the growing consumer appetite for protein, but it also resonates with health-conscious shoppers looking for gut-friendly, high-fibre protein swaps.
‘Tempeh’ was dropped from the brand name, moving to ‘Better Nature’ to attract a more mainstream audience.
Earlier this year, Better Nature launched a new and improved version of its best-selling Organic Tempeh, with more protein plus gut health benefits.
Better Nature is also launching its biggest marketing campaign to date, challenging the mindless consumption of chicken to help health-conscious consumers make the swap from chicken (so-so protein) to tempeh (supercharged protein) which has a similar protein content to chicken while being supercharged with fibre, gut-health benefits and antioxidants.
“I expect to see protein aisles in every major supermarket in the UK and beyond within the next 5 years,” adds Roberts.
“Right now, Better Nature is largely hidden from shoppers as it’s tucked away in the meat-free aisle of the supermarket, where not everyone chooses to visit.
“We want to change that. That’s why we’re pushing for integrated protein aisles in supermarkets – not meat or meat-free, but all centre of plate proteins together, so shoppers can decide for themselves.”
The nation’s growing appetite for healthy food, with more people claiming to eat healthily most of the time (40% vs 37% two years ago, IGD), is driving more consumers to the salad category, and to brand leader Florette.
Florette continues to invest in the category through a combination of new, insight led products that target key consumer demands and promotional support. Florette is clear in its role of making healthier food more interesting and accessible for shoppers by addressing consumer concerns that eating healthily is more expensive than eating unhealthily.
“As the No.1 salad brand, we recognise our responsibility to attract more shoppers to the category and to ensure that we meet the demands of the growing number of consumers looking for proactive health benefits when choosing food, including those who are price-sensitive,” says Polly Davies, Florette’s Head of Category UK and Ireland.
The benefits of stocking Florette couldn’t be clearer at a time when almost one in five food servings are chosen due to their health benefits (Worldpanel). Consumers and shoppers are gravitating towards more natural products when buying healthy products and are actively looking to avoid nasties and artificial ingredients (IGD).
Health means different things to different people but health trends continue to evolve, for example one in four households are now looking for foods that are high in fibre (Kantar). Florette continues to act with purpose to bring more shoppers to the fixture and it’s working, with almost 15% more shoppers (+0.5m) buying Florette products this year vs last year (Kantar).
The combination of long-standing brand trust, recognition and a money-back freshness guarantee are playing their part, but so too are the basics like being washed and ready to eat. Differentiated NPD, sustained promotional and shopper marketing support (such as on-pack promotions) are helping Florette to stay ahead of the competition.
Stephen Hann, CEO, Genius Foods, comments: “For years people have had to compromise on ingredients, taste or quality, with the rise in conversation around natural ingredients and brands like Jasons doing a fantastic job of reappraising bread with cleaner labels and natural ingredients. Gluten Free shoppers deserve the same and we saw a clear gap in the market.”
Baking gluten free is a hugely scientific craft with a unique process and ingredients combination to replace gluten and still get that delicious taste, strong structure and fewer all natural ingredients. Genius Foods tackled this challenge head on utilising its 16 years of gluten free bakery expertise.
Bread and rolls are a core staple in the UK diet, from golden toast for breakfast, a soft loaded sandwich for lunch or a burger stacked into a golden brioche on a bank holiday, Genius Foods’ best sellers really reflect the heart of British favourites.
Genius has made its first brand collaboration with the launch of Rocky Roads with Candy Kittens, which has seen the brand win in subcategories like Sweet Treats.
The brand’s newest launch sees it collaborate with diagnosed coeliac, bestselling author, singer and household name Megan McKenna to launch ‘Naturally Genius’ – a six-strong range of artisan and sliced breads with nothing artificial.
Together, they’ve created gluten free breads that taste as good as they look, are free from artificial preservatives, flavourings and emulsifiers. Showcasing their market leading expertise to develop a unique range set to transform the standards of gluten free bread.
“We have fantastic relationships with our retail partners. Together we can champion free from, with them helping us shout about it to colleagues and customers. We would love to see Free From get more space outside of the aisle and front of store. Particularly with the rise in shoppers and many people knowing someone with a need for free from even if not themselves,” adds Hann.
“We’re working with our retailers on exciting activation plans, including in store POS, sampling and coupon activity to encourage consumers to try our new range and ensure that we stand out in store.”
Lucy Grogut, Marketing Director at Quorn & Cauldron, comments: “Attitudes towards nutrition are certainly changing in the UK, with 53% of UK consumers saying healthy nutrition has become more important to them in the last five years (NIQ). Protein leads this conversation, especially within the meat alternative category with 64% of shoppers stating increased protein content as one of their main concerns when shopping for food or drink (vs 20% for total GB, NIQ).”
As the UK’s No.1 meat-free brand (NIQ), Quorn is worth almost £154m (NIQ) and currently the largest player in frozen meat free, an awareness of consumer needs such as protein is central to its activity. Recent research revealed that 56% of consumers now consider the protein intake in their diet and 90% are interested in including new sources of protein in their diet (Toluna).
To drive this exploration of alternative protein choices, Quorn has more boldly highlighted its ‘High in Protein, No Artificial Ingredients’ claim across packs after removing all artificial ingredients from its popular frozen ingredients range earlier this year.
May 2025 saw the brand launch its Mission Snack Swap campaign. Backed by a multi-million-pound investment, the campaign featuring Quorn’s puppet pals, Perry, Clarence and Chickson, was a huge success, recruiting over 500K new buyers (NielsenIQ) and delivering record breaking share for the products. The brand’s chilled vegetarian, high protein, and low in saturated fat snacks value grew year on year by a staggering +22.9% (NielsenIQ), with brand awareness growing by an impressive 15PPTS (Blue Yonder).
In October Quorn landed back on TV with its biggest campaign for frozen meat free in over four years. ‘Nothing to Hide’ is a multi-million-pound campaign celebrating Quorn’s high protein, no artificial ingredients range, complete with a brand new ad creative.
The 10-week blitz which includes TV, VOD, social, influencers, podcasts and PR will reach millions of consumers across the UK. The activity also includes the brand’s biggest ever shopper marketing campaign in over 1,500 supermarkets in the UK. The activity will reach shoppers at up to 8 different touchpoints on their path to purchase, including branded freezers, gondola ends, instore radio and online activity.
Quorn has also teamed up with one of the UK’s most popular nutritionists Rhiannon Lambert as part of a myth-busting movement set to combat misinformation and reframe the conversation around meat alternatives and nutrition. As well as providing valuable and concise insight for shoppers, this campaign celebrates the brand’s versatile, convenient, and high in protein, no artificial ingredients frozen range.
Caroline Hughes, Marketing Director at Gosh! Food, comments: “Health has officially surpassed ‘cost of living’ as the no.1 concern for consumers (Nielsen), and in the years ahead, food is expected to play a more central role in enhancing consumers’ health and wellbeing (IPSOS). 71% of people try to eat healthily all or most of the time (Food Manufacture) and 39% of consumers view ultra-processed foods negatively (NIQ), highlighting the potential for clean label, natural, and plant-based foods to win over consumers.”
Functional foods have been a key driver in the shift to healthy living, with consumers looking for foods that are high in fibre, protein-packed, or gut friendly. We are increasingly seeing trends based around gut health appearing, including fibremaxxing, which is taking an existing recipe and boosting it with high fibre ingredients like seeds and beans, as well as eating 30 plants a week which is a concept taking over from 5-a-day.
“Gosh! is embracing this concept of ‘plant points’, which ensures we are consuming a broad spectrum of nutrients needed to keep our bodies and in particular our guts, healthy,” adds Hughes. “Additionally, Gosh!’s products are a source of plant protein and fibre to help consumers meet their health goals.”
Rachael Hall, Director of Health & Beauty at Love Mushrooms, comments: “The concept of healthy living has seen a significant rise in the past few years, driven by the desire for feeling good overall and improving productivity. Social media has been at the forefront of this gradual shift, acting as a database of numerous opinions on ‘how to live a healthy lifestyle’. Another driving factor towards healthy living is the upsurge of interest in mushroom supplements. Across the media you will see numerous articles on the best mushroom supplements, what mushroom supplement will work for you, and the overall benefit of mushroom supplements. Consumers are consciously investing in choices that help them feel energised, balanced, and resilient in daily life.”
Mushrooms have been long used in traditional wellness practices and now are recognised as a modern lifestyle ingredient. They are specifically praised not only for their adaptability and benefits, but also for the way they naturally align with plant-based and sustainable living.
Mushrooms can be widely acknowledged as being one of the most sustainable ingredients on the planet: they require minimal land space and resources to grow, alongside emitting a low carbon footprint, and even help store CO2 in the soil. Moreover, Love Mushrooms capsules and tinctures are created using organic inputs at each stage of production, which is extended further with our warehouse partners maintaining our organic standards.
“At Love Mushrooms, we stand out as one of the only UK brands dedicated to creating premium mushroom-based wellness products that are organic, vegan, and sustainable. We are proud to demonstrate how a business can support local economies in a cruelty-free, chemical-free way to benefit both people and the planet. Our mushrooms are grown using organic substrate and grain at each stage of the process, and the glycerine we use in our extraction is organic too, ensuring a sweet taste with zero alcohol. We believe the shift towards mushrooms is part of a bigger cultural turn towards holistic, ethical living, and want to make sure our customers know we support this. To seal all this together, we are organically certified by the Soil Association,” adds Hall.
“Responding to customer demand, our Plus range has expanded to offer innovative blends built around the functional power of mushrooms. We call it the Plus range because it’s Lion’s Mane plus the good stuff – ingredients like ashwagandha, magnesium, multivitamins, zinc, and vitamin D3 to support focus in everyday life. Our core range, which includes Lion’s Mane, also consists of Cordyceps for energy, and Reishi for calm.” The brand’s new skincare range combines vegan collagen with bioactive mushroom extracts to create new products that are both effective and sustainable. Each item is formulated using cruelty-free, paraben-free, vegan ingredients, offering a more sustainable solution without compromise. The Love Mushrooms Skincare range will consist of a toner, cleanser, face serum, moisturising cream, and face mask, with the rose quartz gua sha available as part of the gift box. The Love Mushrooms Empower collagen capsules complement the range, bringing an added boost of vollagen for overall wellness.
“The healthy snacking market presents a significant opportunity for convenience retailers. No longer defined by diet bars and sugary pick-me-ups, the category is evolving around a new set of priorities: natural ingredients, functional benefits and enjoyable experiences that align with modern wellbeing. And it’s not just a trend – it’s a complete consumer mindset shift,” says n?kd. Marketing Manager, Ash Byrne.
In the past two years, the Better For You segment of snack bars has grown by +£44.1m, while calorie-controlled, weight management bars have declined by -£35.9m (Circana). It’s clear that shoppers are moving from restriction to replenishment – and the brands that understand this shift are the ones driving growth.
Growth in Better For You snacking is being fuelled by two key areas: Everyday Nutritious snack bars (+£31m in two years, Circana), which prioritise natural ingredients, and Lifestyle Energy bars (+£13m in two years, Circana), which focus on added protein. This represents a real shift towards holistic health. Consumers want to understand what they’re eating and why it’s good for them, and they want snacks that reflect that without being overly engineered or complicated.
People are more ingredient-savvy than ever, with 78% of shoppers now checking ingredient labels – and nearly one in five doing so every time they shop (Vypr). This means that the demand for short, recognisable ingredient lists is higher than ever. This scrutiny has brought the conversation around ultra-processed foods into sharper focus, prompting brands to reconsider how they formulate products, and what kind of transparency they offer.
“There’s a growing expectation that snacks should be simple, nutritious and made from things you’d find in your kitchen. That’s been core to n?kd. since day one – and it’s a big part of why we’re continuing to grow,” adds Byrne.
“Every n?kd. bar is made from fruit and nuts, has 100% natural ingredients, no additives and no added sugar. All of our bars contribute to 1 of your 5-a-day, and our health credentials are prominent on pack to help shoppers recognise n?kd. bars as a standout, healthy snack range.
“This has helped n?kd. grow +£7m over the past two years (Circana), with our core snack bar range now contributing 69% of sales (Circana). Recent innovation, including n?kd. Protein and Fruit & Fibre, has helped us to tap into rising demand for added functional benefits like protein. We know this is resonating with consumers, because n?kd. Protein has delivered +£4.9m in growth year on year, making the range now worth £7.6m (Circana).”
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