Flexitarian Britain Is Rewriting The UK Menu For 2026

A new trend report has highlighted a significant shift in UK foodservice towards plant-forward menus, driven by flexitarian consumers and growing demand for inclusive dining options that balance plant-based ingredients with familiar comfort foods.

The report suggests plant-forward dining is becoming a more permanent feature of the UK hospitality landscape, even as the number of strict vegans remains stable. Instead, a broader section of consumers is increasingly choosing plant-based meals on a regular basis, prompting operators to rethink menu development across a wide range of formats — from pubs and bars to fast-food outlets.

According to the report, the move towards plant-forward menus presents both challenges and opportunities. Operators are being encouraged to ensure plant-based options are not only visible and varied, but also consistently appealing, while maintaining flavour, value and operational simplicity.

One of the most notable emerging trends is the adaptation of classic comfort foods using more plant-based ingredients. The report points to items such as loaded fries and potato-based bowls, using simple and versatile ingredients including potatoes and vegetables, often paired with global flavours. This approach is presented as a way of meeting consumer demand for comfort-led dishes while supporting plant-forward menu strategies without adding complexity in kitchens.

Economic pressures are also influencing the direction of menu design, with the report noting that plant-forward dishes can support portion control and help manage food costs — particularly when built around cost-effective ingredients such as potatoes. These dishes are also described as adaptable across multiple dayparts and dining occasions, supporting menu flexibility from lunchtime to late-night service.

The report also notes that pubs and bars have historically been slower to adopt plant-based menus, but are increasingly recognising the need for broader dietary choice, particularly in group dining settings. It highlights the potential for plant-forward comfort-style options — such as seasoned wedges or shareable potato platters — to help these venues remain relevant to a wider audience.

The report concludes that as plant-forward dining continues to grow, it is reshaping menu strategies across the UK hospitality sector, with operators who embrace the shift expected to be better placed to meet changing consumer expectations in 2026 and beyond.

Read the report here.