Food, glorious food (deals)

Anna Cooper gives you a taste of what's shaping food and beverage deals

Hello Rainmakers,

There have been a veritable McFlurry of tasty food and drink deals over the last few months.

Some of this is down to rapidly shifting consumer trends and reflects a real change in how we are eating and caring for our bodies.

The UK Food & Beverage (F&B) industry is undergoing a major transformation, driven by shifting consumer demands and an increasing focus on health and wellness.

In recent months, a flurry of high-profile acquisitions has revealed how giants and disruptive brands are meeting evolving trends.

But targeted nutrition is increasingly popular, with 3 in 4 British consumers taking a form of supplement.

According to Holland & Barrett’s Wellness Trends for 2025 report, the wellness market worldwide is expected to be worth $8.4 trillion by 2027, showing a growth rate of 8.6%.

In the UK, an ageing population is prompting consumers to prioritise preventative health. While life expectancy is rising, only about 80% of life is spent in good health, sparking a surge in interest in targeted nutrition.