Traditional eating patterns are being replaced by different trends
Traditional set mealtimes and three-course menus are falling out of favour, according to new research.
A new report from Worldpanel by Numerator, entitled Demand Moments, shows the traditional structure of three set meals a day is fading and instead, people are eating across 14 distinct demand moments. These are real-life eating and drinking occasions shaped by need, emotion, setting and social context.
The traditional three-course menus are falling out of favour, even for traditional family meals. In fact the UK sits at the very bottom of all countries included in the report, investing the least amount of time on food preparation, homemade meals, menu composition and dish complexity.
Brits now typically spend between 11 and 20 minutes daily on food preparation, and just 20 per cent of evening meals are being cooked from scratch. Convenience plays a major role with single-bowl meals emerging as the go-to format as they are fast, nourishing and low-effort.
‘Eating out at home’
For Brits, replicating the experience of eating out at home through takeout, world cuisines and cost-effective alternatives has become the fastest-growing consumer need in the UK in 2025, and is now surpassing pre-Covid levels. From indulgent snacks to premium ready meals, this indulgence-driven demand is rising as people bring the joy of restaurant dining into their homes.
Nathan Ward, business unit director for usage at Worldpanel by Numerator, said: “Food and drink brands must ask themselves: are we built for three meals a day or are we catering to the 14 demand moments that occur throughout the day?
“The brands that win are the ones moving away from time slots and thinking instead about the jobs their products are doing. Versatility is the ultimate growth driver, and brands expanding into new moments are up to four times more likely to grow their consumer reach.”
High-protein mornings and the new face of healthy eating
‘Restore & Replenish’ is the fastest-growing demand territory, and it’s centred on food that is simple, healthy and serves a purpose.
Consumers are reaching for high-protein options, added fibre and gut-friendly ingredients such as kefir and chia. Products that manage to combine health, convenience and taste are best placed to succeed.
Appetite-suppressing GLP-1 drugs are also starting to influence behaviour, contributing to a move away from large meals and towards more functional, nutrient-dense choices.
Breakfast is a clear reflection of this shift, the research indicates, as consumers include more protein and fibre-rich foods at the start of the day, with items like eggs, avocado, nuts and cheese. Across Europe, savoury breakfasts now represent 38 per cent of all breakfast occasions, up 1 per cent year on year and 6 per cent from 2019.
