Creed Foodservice has launched its 2026 Trends Report as the wholesaler looks to set an agenda for the hospitality industry as it navigates another year of change and challenge and opportunity.
Using analysis, consumer insight, and practical experience, the report identifies six key micro trends shaping the UK’s out-of-home food and drink landscape – from digital disruption and economic pressure to flavour exploration and wellness priorities.
Macro Trend for 2026: Accept the Challenge
The UK’s hospitality sector stands at a crossroads. With consumer behaviour still reactive, strong economic headwinds lingering, and expectations rising, operators must continue to adapt with both purpose and precision. Businesses need to move from just managing pressure to leading innovation.
Gabrielle Evans, insights executive at Creed Foodservice, commented on the backdrop to the 2026 trends report and what Creed is trying to achieve: “In 2026 the challenge isn’t just to endure, but to survive, thrive and lead the change with agility and bold thinking. Our mission is to empower operators with real insight and creative inspiration. This report is our rallying call for operators to Accept the Challenge.”
Read more: Creed Foodservice director Philip de Ternant set to retire
Six Micro Trends Shaping the Out-of-Home Market in 2026
Create Value: Consumers define value as more than just price – it’s about emotional reward, fairness and perceived quality.
Redefine Experience: Dining is about more than just food, it’s driven by our need for connection through experiences with friends and family.
Green Intelligence: Sustainability is no longer just a buzz word and has matured into measurable accountability, with social governance keeping it in check.
Embrace Digital: Tech is the invisible engine behind modern hospitality.
Evolve Health: Health continues to move beyond low-calorie and high protein options into functional, feel-good eating.
Ignite Flavours: Consumers crave flavour fusion – bold twists on nostalgic favourites, regional cuisine celebrations, and story-driven dishes that blend authenticity with excitement.
