Fast, Flexible, Frictionless: The Future of Food & Drink To Go

Lauren Beedie
6 hours ago
7 min read

Food and drink on the go used to mean one thing: convenience. Not anymore. Today it's fuel, treat, control, social occasion and often, all in the same week, sometimes the same day in busy urban areas. The UK food-to-go market reached £24 billion in 2025, up 3.3% [1] and understanding why people are buying and where from is now just as important as understanding what.

Here's an overview of the key learnings before you dive deeper.

Food & Drink on the Go growth is need-state driven (e.g. fuel, treat, control, social) it’s not just about convenience.

SO WHAT: Imperative that we understand fully both the why and where behind each occasion, not just the what.

There are BIG generational & worker style splits in spend.
SO WHAT: It is clear that a segment strategy is needed (e.g. hybrid vs. WFH vs. younger spenders) and one approach won't work.
Both Value and premium are growing together.
SO WHAT: Audit range for gaps at both ends in your offers, there is not a blanket shift to value despite continued economic pressure on consumers.
Health has traditionally lost out to convenience but can equally drive on the go purchases today.

SO WHAT: ‘Healthy’ and ‘on-the-go’ are part of the same NPD brief.

The fastest growing channels are the hardest to measure.
SO WHAT: If you're only seeing panel data, you're missing exactly where the growth is happening.

The Story

From meal deals picked up at train stations to lunches ordered with a tap on an app, food and drink on the go has become an everyday default. What was once a convenience-led solution is now a defining feature of modern life, shaped by time pressure, changing routines and evolving expectations. By 2025, the UK food-to-go market reached £24 billion, growing at 3.3%, [1] highlighting its continued strength within the wider eating-out landscape.

And demand is still growing. According to our WindowOn data, food and drink “on the move” is becoming more embedded in everyday behaviour, with 29% of consumers now buying while out and about, up from 25% the previous year. But this growth is no longer driven by convenience alone. Instead, it reflects a more complex set of needs, shaped by lifestyle shifts, economic pressures and digital innovation.

Food and drink consumption beyond the home remains firmly part of daily life. WindowOn research shows that 56% of consumers purchased food or drink out of home in 2024, underlining the category’s continued relevance. Yet this sits alongside a notable counter-trend; nearly half of consumers are now preparing food or drink at home and taking it with them when away from home. This shift reflects a growing desire for control, whether over cost, routine or health, signalling that while food on the go remains essential, it is now more consciously managed.

At the heart of the category’s continued growth are three key drivers: busy lifestyles, shifting working patterns and frictionless access to food. The return of commuting, albeit in hybrid form, is helping to fuel demand, particularly at key moments like breakfast and lunch. Lunchtime alone now accounts for over 32% of food-to-go occasions,[1] with growth driven by office-based working patterns and midweek routines. At the same time, technology is reducing barriers to purchase, with apps, self-checkouts and click-and-collect enabling consumers to order, pay and pick up with minimal effort.

Alongside these structural shifts, the café and coffee shop sector continues to play a central role in shaping habits. The UK now has around 24,000 coffee shop outlets, highlighting the scale and resilience of this part of the market. More broadly, the coffee shop segment is worth over £6 billion as of 2025. Supported by strong consumer demand and ongoing premiumisation, the market is only set to increase with the ever-changing and evolving product ranges. The food market within coffee shops and cafes has also seen a large turn around with an increase from 6.6% in 2022 to 7.1% [3]. These spaces are not just transactional; they are increasingly embedded in daily routines, from morning commutes to informal meetings and solo breaks.

However, the way consumers engage with food on the go is being reshaped by mounting economic pressure. Eating out is increasingly seen as discretionary, making it one of the first areas consumers cut back on when budgets tighten. Our data shows that 32% of Brits planned to reduce spending on restaurants and takeaways in 2025, a trend supported by wider industry findings. For example, 35% of consumers say they intend to cut back on dining out [4], while more than half have already reduced non-essential spending, with eating out the most frequently cut category [5].

This financial strain is reflected more broadly in consumer sentiment. 39% report that the cost of bills is their main source of stress, followed by the cost of groceries at 36%, reinforcing the pressure on discretionary categories. As a result, consumers are becoming more selective, not abandoning food/drink on the go altogether but rethinking how and when they engage.

Spending patterns highlight these differences clearly. Younger consumers remain the most engaged, with those aged 25–34 spending an average of £54.09 per week on food/drink on the go, compared with just £18.83 among those aged 65+. Working patterns also play a major role: hybrid workers are the highest spenders at £51.29 per week, while those working from home spend significantly less, averaging £32.00. This reinforces the importance of mobility and routine in driving the category.

Despite ongoing economic pressures, the sector remains notably resilient. One key driver is its inherent flexibility, spanning everything from value-led meal deals to more premium, experience-driven propositions. This breadth enables consumers to continue participating in the category, even as household budgets tighten. As IGD Insight highlights, food/drink to go remains one of the most adaptable and resilient segments across both retail and the eating-out market. Something reflected in recent activity from Tesco, which has launched a £5.50 Clubcard meal deal aimed at consumers on the go. The offer combines a hot breakfast item with a lunch component, further demonstrating how retailers are evolving value propositions to meet changing needs across multiple dayparts.

Health is also becoming an increasingly important factor in decision-making. Convenience is no longer the sole priority; consumers are seeking food that aligns with their wider wellbeing goals. This is driving demand for fresher, higher-quality and more functional options that can be consumed on the move. Traditional staples are being elevated, with premium sandwiches featuring artisan breads and gourmet fillings, while functional ranges, such as M&S’s “brain food” and “gut health” propositions, are gaining traction. Retailers are responding accordingly, with examples such as Boots’ BOOST range, which focuses on high-protein, high-fibre and lower-calorie options designed to support healthier lifestyles.

There is also a clear generational divide shaping the category. Younger consumers are significantly more engaged, over-indexing across hot food, chilled food, drinks to go and delivery usage. Families with children also show higher engagement, reflecting the role of convenience in busy households. In contrast, those aged 65+ remain largely disengaged, with lower purchase frequency and spend, highlighting an ongoing gap that is likely to persist.

Technology is further accelerating change. Digital ordering, delivery platforms and frictionless payment systems are transforming how consumers access food. The UK food delivery market alone is projected to reach £14.3 billion in 2025, having nearly doubled since 2019. Currently, over one in five consumers report using a delivery service in the past seven days, though usage varies significantly by age, rising to 45% among 25–34-year-olds and dropping to just 12% among those aged 55–65+.[2] This demonstrates how digital behaviours continue to skew younger.

In response, brands are evolving their formats. Tech-enabled stores, self-service ordering and smaller footprint locations are becoming more common, reflecting demand for speed, flexibility and control. The rise of fast-casual models and hybrid formats further blurs the lines between dine-in, takeaway and delivery.

Category trends are also shifting. The on-the-go drinks market is thriving, particularly among younger consumers who are embracing trend-led options such as matcha and ube coffees. Premiumisation, ready-to-drink formats and cold coffee are all gaining traction, reflecting a desire for both convenience and experience. Meanwhile, snacking, takeaway and delivery continue to act as key growth drivers across the wider category.

Workplace behaviour remains a critical influence. Around six in ten adults are currently working, with a mix of fixed workplaces, hybrid roles and remote working. Those based in workplaces, and particularly hybrid workers, are far more likely to engage with food-to-go during the day, while those working from home tend to rely more on food prepared at home. Hybrid workers, in particular, show the highest engagement across multiple food-to-go missions, from cafés to takeaways.

Looking ahead, the long-term outlook remains positive. The UK food-to-go market is forecast to grow to £26 billion by 2028 [6], reflecting continued demand and opportunity within the sector. More broadly, the market is expected to grow significantly compared with pre-pandemic levels, driven by evolving lifestyles and consumption habits.

However, growth is becoming more nuanced. Consumers are no longer driven purely by convenience, they are balancing cost, health, quality and experience in increasingly complex ways. For brands, the challenge is to respond to all of these needs simultaneously.

Food and drink on the move is no longer just a quick solution for busy lives. It has become a reflection of how people live today, flexible, fragmented and constantly evolving. The brands that succeed will be those that understand this shift, offering not just convenience, but relevance in a world where every purchase is more considered than before.

Want to learn more about food and drink on the move? Then don’t fret, we’ve got more exciting developments in the area coming soon. Contact one of the team or reach out to us at hello@shoppercentric.com to hear more.

Lauren Beedie & Lauren Chappell

Assumptions cost money. Understanding behaviour makes it.