# What are British grocery shoppers hungry for in 2021?

- URL: https://www.askattest.com/our-research/what-are-british-grocery-shoppers-hungry-for-in-2021
- Published: 2021-02-16
- Updated: 2026-06-24
- Description: Looking for 2021 F&B trends? With data from 1,000 British consumers, see how the pandemic has changed grocery shopping habits.

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# What are British grocery shoppers hungry for in 2021?

What impact has the coronavirus pandemic had on British consumers’ grocery shopping habits? How has it changed attitudes and beliefs about food? And where are our diets headed as we move towards recovery? We answer these questions through in-depth research with 1,000 UK consumers, giving F&B brands invaluable insight for their forward planning.

 

 

 ![](https://emx2zzfzxax.exactdn.com/wp-content/themes/okd/static/img/circle-check.svg)Thanks — check your inbox for the report link.

 

 

 

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### What’s inside?

- How Brits’ priorities are changing when it comes to important issues like sustainability and the cost of food.
- How changed shopping habits have created opportunities for e-commerce, D2C sales and subscriptions.
- What the outlook is for consumer spending on food and drink and which categories will benefit.
- Ways your brand can support consumers to earn their trust and loyalty.

 

 

## Introduction

What impact has the coronavirus pandemic had on British consumers’ grocery shopping habits? How has it changed attitudes and beliefs about food? And where are our diets headed as we move towards recovery?

We answer these questions through in-depth research with 1,000 UK consumers, giving F&B brands invaluable insight for their forward planning. The data uncovers a variety of themes, including increased environmental awareness, a desire to make diets healthier and an ever-growing interest in plant-based nutrition.

Comparing data from our [**2019**](https://www.askattest.com/original-research/the-future-of-food-and-drink-report-2019) and [**2020**](https://www.askattest.com/original-research/future-of-food-and-drink-sustainability) F&B reports, we’re able to see interesting changes in meat consumption and alcohol consumption. Meanwhile, there are shifts in consumer spending as household incomes decrease and grocery spending goes up, resulting in a variety of winning and losing categories.

In addition to short-term behaviour changes, we’ll explore the behaviours that look set to stick around (like online grocery shopping). And we’ll see how the pandemic has opened up new opportunities for brands and retailers, with Brits looking for new ways to cook, eat and shop. So, sit down, make yourself comfortable and get ready to tuck into the very freshest F&B industry data.