A report published last month by The Australian Trade Commission has identified a number of major trends gaining popularity in the UK, including 'free from', 'super premium', ethical, convenience and digestive health.
The Austrends 2009 Report says that food with digestive health benefits is being driven because consumers feel the subject is taboo. Research shows that over 40% of British people are uncomfortable with communicating intimate problems to their doctor. As a result, they are turning to self-prevention and cure through nutrition and food products as a discrete way of tackling such issues without the embarrassment factor.
Another trend gaining popularity in the UK is being propelled by a "thriving foodservice sector", it adds. By 2015, the UK takeaway and convenience food sector is predicted to experience double-digit growth, reaching a value of £12.3bn.
"This huge growth will be driven by mounting interest in online purchasing and ordering; rising consumer time pressures; interest in at-home dining; and eating while on the go," says the report.