The research shows that 45% of UK adults are now following a specific diet, with adoption rising to 60% among Gen Z and younger millennials. This is influencing both menu design and venue choice, particularly as consumers seek options that align with high-protein and lower-calorie preferences.
Circana’s data also indicates functional foods and beverages - supporting energy, immunity and weight management - are among the fastest-growing areas of demand.
“Price, loyalty and function are no longer decisive factors for British consumers, who are increasingly motivated by the eating and drinking out experience,” says Edurne Uranga, VP of foodservice Europe at Circana.
“They are seeking variety, healthier options, and the excitement of discovering new places and formats.”
Restaurant brands are starting to adapt by introducing portion-controlled meals, protein-forward dishes and lower-sugar dishes. In July last year Pret a Manger launched a range of more nutrient- rich salads that contain a high amount of protein and health-focused QSR brands such as Atis and Farmer J continue to expand as demand for healthier food out of home grows.
The report also says that awareness of GLP-1 medications has increased from 69% in May 2025 to 75% in January 2026, although adoption in Britain remains limited due to regulatory factors.
Britain’s position in the global foodservice market
British consumers made 127 visits per capita to foodservice outlets - down 1.4% - equating to 8.8bn visits to British restaurants, according to Circana, which values the GB foodservice market at £71bn - up 3.6% on 2024 figures.
Its data shows that across Europe, foodservice often accounts for a greater share of total household spending than America despite making fewer visits. In Spain, foodservice outlets account for 9.9% of total spend, followed by Great Britain (7.1%), Germany (6.8%) and Italy (5.9%), compared to 5.1% in the U.S.
Circana forecasts that restaurant revenue will grow by 3% across Europe and 4% in Great Britain in 2026, indicating continued expansion in the sector.
“As foodservice continues to evolve, restaurants and brands must rethink how they deliver value in a much broader sense so that every pound spent feels worth it for consumers,” adds Uranga.
“At the same time, the sector should look at how revamping menus will help tap into new consumption patterns in a way that feels locally relevant for the consumption occasion and channel.
“Those who can strike that balance will be best positioned to win in the next phase of foodservice growth.”