Speciality Food March 2026

6 @specialityfood caution and a need to continue to balance budgets. This is felt most by two-thirds of households who still expect to be moderately or severely impacted by cost-of-living increases.” “However, what's interesting is that as well as a shift to essential food and drink there is continued interest in health and nutrition, fuelled by new product launches. For example, we are seeing a 20% boost to sales of cereal bars where there is a protein claim.” importance (31%) than salary and benefits (51%) and work-life balance (39%). Matt Stewart, managing director at Citation, said, “Our research shows there are SME employers out there ready to take on young, fresh talent. Andmany of the things Gen Z value in a role align perfectly with what an SME can offer. Working for a smaller business, you don’t feel like a cog in a bigger machine; you’re able to effect greater change, be exposed to more personalised opportunities for hands-on training and development, and benefit from a smaller, more close-knit team environment.” The data shows that sales for both protein-based foods and fibre-based foods have seen an considerable increase, of 9.6% and 14.1% respectively. The meat/fish/poultry sector saw a 7.7% increase in sales, and no/low alcohol options were found to be popular, with sales of low/ no cider growing by 28% and low/no spirits by 8%. Mike Watkins, head of retailer and business insight at NielsenIQ, said, “Shoppers have entered 2026 with Recent research has found that, despite its reputation, the Gen Z workforce holds qualities that make it an ideal source of candidates for jobs within SMEs. Citation, HR and employment law experts, found that 55% of SME firms agreed that Gen Z graduates are confident with new technology and solutions, 48% states that they valued Gen Z’s fresh perspective, and 32% appreciated their desire to challenge the status quo. Gen Z is widely considered to have high demands when it comes to workplace flexibility, but Gen Z respondents stated that it is of lower Health is top priority for UK shoppers in 2026 Gen Z workforce highlighted as natural fit for SMEs According to NielsenIQ, sales figures for the first fewweeks of 2026 are demonstrating a growing consumer awareness around nutrition – as well as increased instances of ‘looking behind the label’. THE POWER OF PRICE 50% of UK shoppers say the total price is the first thing they look at when judging value 42% think “Everyday Low Pricing” offers the best value for money 71% approve of loyalty pricing schemes, but fairness concerns persist if non- members feel left behind 55% of consumers feel reassured by price-match schemes, yet 25% say they’re confusing or gimmicky SOURCE: VYPR PRICING REPORT Many of the things Gen Z value in a role align perfectly with what an SME can offer