For Gen Z and younger millennials this is of particular importance, with 60% now following a specific diet.
While Circana data shows purpose-driven consumption is reshaping menus, there remains a significant opportunity to go further. According to the insights firm, one in four Brits say they are switching dining venues due to a lack of suitable options around high protein and low calories.
Functional food and beverages – those supporting energy, immunity, and weight management – are among the fastest-growing segments of demand, influencing both menu design and venue choice.
At the same time, momentum in GLP-1 adoption is gaining traction, with awareness of these weight loss medications having shot up by six percentage points since May 2025 – reaching 75% in January 2026.
Restaurants are starting to adapt with portion controlled, protein-forward menus and lower-sugar offerings. However, as social media accelerates awareness and behaviour change, and access to weight loss drugs becomes more widely available, there is potential for more innovation.
“Price, loyalty and function are no longer decisive factors for British consumers, who are increasingly motivated by the eating/drinking out experience. They are seeking variety, healthier options, and the excitement of discovering new places and formats. This is where growth is being unlocked,” said Circana’s Edurne Uranga, VP of foodservice Europe.
Although Europeans eat out less often than Americans, spend is often greater. 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.
Despite economic headwinds, Circana says demand for foodservice across the UK has been weathering the storm well.
British consumers made 127 visits per capita in 2025, down by just 1.4% - equating to 8.8 billion visits to British restaurants. The British foodservice industry is now valued at £71 billion – which represents a 3.6% rise on 2024 figures.
“Commercial restaurants now account for 77% of visits in Europe and 85% in Great Britain. At the same time, retail foodservice continues to gain traction in Europe, now representing 6% of visits (+3.5%), while in Great Britain it accounts for a more established 10% share (-4.0%), highlighting a more mature market despite a year-on-year dip and further blurring the lines between retail and hospitality,” continued Uranga.
The road ahead
Circana predicts growth in restaurant revenue in 2026 of 3% across Europe and 4% in Great Britain, signalling steady but increasingly competitive expansion.
“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,” she added.
“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.”
