Health is becoming increasingly visible across both retail and away from home with conversations around ultra processed foods, protein, and fibre shaping how consumers think about food and drink. As one of our key trends for 2026, this is prompting retailers and operators to rethink how they support healthier choices across menus, formats, and marketing, even as eating out remains a space where many consumers relax their own health rules.

Our latest research into the role of health out of home shows that consumers often use these occasions as an opportunity to relax, as eating out is seen as a treat or a social occasion.

Our research divides consumers into five segments based on their attitudes and behaviours towards health – the full detail of this segmentation can be found on our ShopperVista service (non-subscribers can read a free summary here). Within these segments, there is variation in commitment to making healthy choices in and out of home; with only those who are most engaged with their health sticking to this most consistently when out of home.

However, this does not mean the away from home market is fully protected from the wider consumer shift towards healthier choices. We have identified nine key health trends shaping the away from home market in 2026, from the decline in alcohol consumption to the role of policy and legislation in the catering sectors. Two of the biggest trends, however, span across all aspects of food and drink: protein and GLP-1s.

Protein is a growing conversation, but not a universal driver

Protein is one of the most visible health trends in food and drink, dominating headlines, packaging, and innovation across the industry. Despite this prominence, just 9% of consumers say they consider their protein intake more when they eat out, while 37% pay the same amount of consideration out of home as they do in home.

Protein focused positioning can resonate with the most health-engaged consumers, with around 23% saying menu or signage call outs spotlighting protein help them to choose healthier options.

For operators, the most effective approach is to keep things simple. Clear cues, simple signposting, and transparent nutritional information can help to support health engaged consumers in making informed choices, while ensuring menus remain appealing and accessible for those less focused on protein.

Focus on protein: how operators are responding

Operators are responding to rising interest in protein in several ways, including:

• Leading with high protein menu innovation, using cues such as “30g of protein” to help dishes stand out

• Offering protein-rich add-ons to give consumers more flexibility to meet their own goals

• Reformulating traditionally indulgent categories to up the protein content, such as pizza or coffee

Chipotle: making protein simple and accessible

Chipotle has added a high protein cup that delivers 30g of protein as a snack or easy add-on. This helps health engaged consumers boost their protein intake, while keeping the core menu flexible and yet accessible for those who are less focused on protein. By offering customisable options, Chipotle is meeting growing demand for protein without complicating its broader offer.

The rising influence of GLP-1s

Weight loss is becoming increasingly significant in out of home dining, fuelled by the rise of GLP-1 drugs and greater calorie and nutrition awareness. While only a small proportion of adults have used weight loss medication (5.2% as of January 2026), this is growing rapidly, from just 3.1% in June 2025. Users eating habits are already shifting towards healthier, lower-calorie options and less frequent visits to fast food outlets. The challenge for operators is to meet these needs to retain visits, finding opportunities to premiumise and mitigate reduced spend from shrinking volumes.

Focus on weight loss: how operators are responding

Operators are trying to protect against the impacts of GLP-1s by rethinking menus, formats, and messaging, including:

• Introducing lighter or reduced portion sizes

• Reframing portion control with friendly wording, such as “mini meal” or “lite bites” that provide moderation, while still feeling indulgent

• Pairing smaller portions with nutrient boosting add-ons, such as Pret

Ready to eat portion control: how Pret is making moderation easier

Pret’s has adapted its existing range by making halving its baguettes to cater to those looking for smaller portions or with smaller appetites, making moderation accessible without diluting the core offer. This supports consumers who want control over calories or portion sizes, while keeping the experience enjoyable for everyone. It is also encouraging pairing these baguettes with a portion of soup, helping consumer boost the nutritional content of their meal.

Responding to the changing health landscape in away from home

Growing demand for health and personalisation of health is shaping consumer behaviour away from home, albeit to a lesser extent than other food and drink environments. However, operators and suppliers cannot be complacent about these shifts and must support healthier choices for those who want to make them, without compromising the occasions for those who take the opportunity to relax their health rules.

Away From Home subscribers can discover the rest of the trends shaping the market in full report, which also features a detailed breakdown of consumer behaviours across the different segments.

Download a free summary of the segmentation here, or ShopperVista subscribers can read the full report.