British food buyers are increasingly rejecting the additive-packed refined foods that were once staples in favour of more natural ingredients.

With European food and drink preferences apt to change with surprising regularity, Hong Kong food and drink exporters / importers are well advised to keep track of the shifting preferences within the continent’s massive market. Overall, one of the hardest to predict markets is the UK, which was always something of an anomaly, even when it was part of the EU.
It used to be that browsing the food aisles of UK grocery outlets meant being greeted by row after row of attractive but highly processed, additive‑stuffed, packaged food brands. Recently, though, British shoppers have begun demanding more from their food, favouring healthier, less processed ingredients, more responsible sourcing and production, and better flavours.
Shoppers are moving away from processed products and towards more natural foods, often driven by health concerns. As well as prompting big‑brand established players to revise their ingredients, this growing demand for healthier food is also benefiting up‑and‑coming businesses such as plant‑based
tofu company Tofoo Co in Yorkshire.
The shift in shopper focus has been noted by the firm’s Head of Food Service, Lawrence Hill. Outlining how his company has reacted to this change, he said: “Consumers are moving away from ultra‑processed food. Our products are now made from just three ingredients.”
Functional foods are also growing in popularity, as consumers become more aware of ingredients and their impact on wellbeing. Aidan Monks, Owner of Lancashire craft bakery brand Lovingly Artisan, was keen to emphasise the health benefits of his company’s products, saying: “Ancient grains and sourdough have a positive effect on your gut biome.
“It’s that fact that we tell stories about, for every one of those grains and the loaves that they make and the health benefits they bring. It’s those stories that engage people and make them become regular customers.”
Natural remedies
As well as seeking out less processed foods, growing numbers of shoppers are adding diet supplements and natural remedies to their menu – often favouring natural over highly processed products. One beneficiary of this trend is Norwich‑based firm Smarter Naturally.
The company makes an increasingly popular branded ‘super soup’ based on a nutrient‑packed strain of broccoli discovered on a Sicilian hillside. At present, it offers powdered soup sachets for around £5 per serving, and claims that just one serving of the soup can support metabolic health.

Herbal remedies are another area of growing interest. One business that specialises in this area is Vogel Herbal Remedies, founded by Swiss pioneer Alfred Vogel. The company’s range of herb‑infused unrefined sea salts is much in demand, thanks to a combination of natural ingredients and greater mineral content.

The company also claims that, compared with refined table salt, unrefined sea salt retains small amounts of beneficial trace nutrients, including electrolytes, magnesium, potassium and calcium, which can be lost during excessive processing.

‘Greenwashing’ claims

Another area where UK shopping preferences are changing is environmental protection. According to The Grocer, a leading retail industry magazine, British consumers are no longer prepared to take brands at their word, but are increasingly looking for proof that environmentally‑friendly claims are true.

Responding to this new level of consumer expectation, many food brands are making improvements to how their products are packaged. Debbie Hammonds, Managing Director of Yorkshire‑based Farmhouse Biscuits, for one, stressed the importance of this, saying: “We’re constantly talking to people about packaging. So, whether that is reusable packaging or anything that is completely sustainable, removing plastic, using more card.”

This sentiment was echoed by the co‑founder of Glasgow‑based firm BeeHype, Stela Aleksieva. Emphasising the company’s planet‑conscious approach to shipping its honey, Aleksieva said: “We care about our planet, so we say no to bubble wrap and only post our jars with an eco‑friendly paper alternative. Our packaging is 100% reusable and recyclable.”

Modern consumers also expect brands to be kind to their suppliers, as well as kind to the planet, with shoppers favouring ethical as well as green behaviour. This is another important part of BeeHype’s story, which sources its honey from small‑scale beekeepers in Bulgaria who use ethical methods.