Health, convenience and batch cooking: The opportunities behind autumn meal planning

Autumn reset is encouraging more planned behaviour 

Autumn is a time when many settle back into old routines. With summer holidays over, shorter days and kids at school, shoppers are adopting a more planned approach to weeknight meals. 

Shoppers often plan their meals in advance; 29% agree they usually sit down and make a meal plan for the week before visiting the store, up from 27% in 2025. Meanwhile, 36% of shoppers agree they usually plan some or most of their meals 2-3 days in advance. 

Health moves back up the agenda  

After a summer of spending, socialising and general indulgence, many shoppers return to routines with health top of mind; 36% plan to eat lighter meals this Autumn. September was uncharacteristically hot for the U.K so shoppers shifted their focus to fresh, lighter products rather than the hearty comfort meals often associated with the changing of seasons. With October bringing temperatures closer to average, we expect to see shoppers turning to more hearty foods again. 

Shoppers are meal prepping for the week ahead 

As shoppers plan for the Autumn months, they are placing greater emphasis on cooking from scratch. 37% will cook from scratch and prepare everything on the day of eating more often (up from 34%). Meanwhile, 35% cook everything from scratch and prepare meals in advance, signalling a wider shift towards batch cooking and meal prepping. Those aged 15-34 (47%) and 35-44 (52%) were more likely to meal prep for the week; This demographic is more likely to prioritise health and often value convenience, and batch cooking ensures they eat fresh meals while balancing busy schedules.  

Implications 

These shoppers rely on meal planning for practicality; recipe inspiration that helps stretch versatile ingredients into multiple meals will appeal to them most.  

Parents prioritise cooking from scratch 

Those with children at home are also more likely to cook from scratch both on the day (51%) and in advance (56%). The government's efforts to reduce childhood obesity and new school food standards may motivate parents to cook from scratch. Younger shoppers and parents are highly convenience-oriented and often value nutritious, balanced diets.  

Implications 

Retailers can target these shoppers with tailored meal recommendations built around children's preferences, supported by recipe QR codes and cross-category merchandising. 

Convenience drives younger shoppers 

Shoppers under 24 tend to have lower cooking confidence and plan to eat more ready meals (42%) and premade sauces (42%); they seek easy and time-saving solutions. Many younger shoppers value health, but tighter budgets restrict their choice. Target these shoppers through transparent value and health cues, while keeping convenience at the heart of communications.  

Implications 

As these shoppers plan to order more food and groceries for delivery, there is an opportunity to target them by promoting convenient solutions on quick and social commerce. 

Dining out and takeaways inspire at-home meal occasions 

Some shoppers are building room for splurges in their meal plans by budgeting for takeaways and meals out. Those aged 18-24 are the most likely to order takeaway (30%), reflecting a preference for in-home experiences. Retailers and brands can target these more impulsive shoppers through partnerships with food delivery sites, using loyalty data and timely promotions to serve relevant offers and bundled orders. Meanwhile, those aged 25-34 are more likely to eat out.  

Implications 

As dining out and ordering in become more considered indulgences under tighter budgets, brands and retailers can appeal to these shoppers by leveraging trusted restaurant brands, such as Iceland's growing range of partnerships. They can also recreate the feel of eating out through premium ready meals, occasion-led meal inspiration and multi-course meal deals.