The trends from that dominated the UK Food & Drink Shows, and what they mean for brands with export ambitions.

UK Food & Drink Shows 2026

13–15 April 2026

Birmingham, UK

The UK Food & Drink Shows returned to the NEC Birmingham in April 2026, bringing four exhibitions under one roof. We were there to do what we always prioritise: spending time with clients who were exhibiting, connecting with the wider network, and getting a clear sense of where the industry is heading. Here is what stood out.

1,500+

Exhibitors across four shows

30,000+

Visitors over three days

4 Shows

Under one roof

ON THE GROUND

A noticeable shift in energy

With 30,000 visitors across three days, the scale of the shows was significant. What stood out more was the mood: more confident conversations, stronger brand positioning, and a clear sense of forward momentum. Victoria joined the panel for the Dragons’ Pantry, the live pitching competition where brands present directly to industry experts.

“It was fantastic to be involved, with an impressive mix of innovation and clear export potential on display,”
Victoria Boldsion

WHAT CAUGHT OUR EYE

Trends worth watching from the show floor

Three categories stood out at the UK Food & Drink Shows, each with direct relevance for brands considering international growth.

FUNCTIONAL DRINKS

Low-Sugar Functional Drinks

One of the most visible categories across the shows, with brands leading on low-sugar credentials and clear functional benefits messaging. The timing is particularly relevant for brands considering the Gulf: the UAE’s updated sugar tax framework creates a more favourable entry window for products in this space, and buyer appetite is building. Brands with strong on-pack claims and clean formulations are well positioned.

PREMIUMISATION

Premium Ingredients at Scale

Truffle appeared across multiple categories, from snacking to condiments to ready meals, signalling continued consumer demand for premium flavour profiles delivered in more accessible formats. Brands are finding smarter, more scalable ways to deliver perceived luxury, and the category continues to stretch into new product types. Premium positioning remains a strong differentiator in export markets, particularly for retail buyers in the Gulf.

FUNCTIONAL FIBRE

Fibre is Going Mainstream

Fibre is moving fast. What was a niche health claim is now appearing across mainstream product categories with significant shelf presence.

Brands not already thinking about fibre positioning may find themselves behind the curve; the window to establish credibility in this space before it becomes crowded is narrowing.

KEY TAKEAWAYS

What the UK Food & Drink Shows 2026 tells us

  • The energy across the shows was noticeably more confident; brands are moving forward with intent rather than caution
  • Functional drinks are well timed for the Gulf, with the UAE’s updated sugar tax creating a stronger entry window for low-sugar and functional products
  • Premium ingredient formats continue to evolve towards accessibility and scale, with truffle appearing across multiple new categories
  • Fibre is moving into the mainstream; brands not yet considering this positioning should be watching the space closely
  • UK product quality is high; the challenge for most brands is not what they are producing, it is choosing the right markets to prioritise
BOLST INSIGHT

The quality and ambition coming out of the UK food and drink sector is clear. What we consistently see, however, is that strong product alone does not drive export success. The brands that scale internationally approach market selection with structure; they choose where to go first based on commercial fit and timing, not simply where the door seems most open. For functional and premium segments in particular, the Gulf remains one of the most compelling opportunities available to UK brands right now.

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