1. Health & Wellness as a Market Differentiator

Consumers increasingly prioritize nutrition, functional benefits, and clean ingredients. Numerous global and national pledges have played a vital role in enhancing diets and nutrition. 

For instance, Sustainable Development Goals 2 and 3 set wide-ranging objectives to eliminate all forms of malnutrition and lower early deaths caused by non-communicable diseases (NCDs) by 2030. In the UK, 68% of shoppers now check nutrient claims before purchase. An understanding of this can inspire your creative campaigns, here are a few tips for you – 

• Segmentation & Messaging: Leverage first-party data to identify “wellness seekers” and A/B test benefit-led copy (e.g., “Probiotic-powered refreshment”) versus feature-led copy.
• Creative Campaigns: Produce short-form video series showcasing product origins and health benefits, driving trial via shoppable Instagram Stories.
  Looking to capture health-focused consumers in the UK? Intense Group builds data-driven wellness campaigns that boost trial and loyalty.
  

  2. Plant-Based Innovation Goes Mainstream

  According to gfieurope, “Plant-based cream sales increased in value by 24% to €138 million with falling prices contributing to the category’s strong performance. It is now cheaper on average than branded conventional cream in both Germany and the UK.”.  

  Today, plant-based foods have gained broad consumer acceptance and become part of the mainstream. It’s now normal to see plant-based options in grocery stores, restaurants, and even fast-food outlets.

  This is also a playbook to explore . Partnering with food-tech influencers to promote your plat-based products will boost up awareness and sales. Finding the influencers can be a hard nut to crack, most importantly when you desire trackable results, but it is easier, if you are familiar with the UK influencer market.

  Looking to capture health-focused consumers in the UK? Intense Group builds data-driven wellness campaigns that boost trial and loyalty.

  3. Clean Labels & Radical Transparency

  People want to know what they’re eating. That’s the bottom line. In the UK, “no additives” is one of the top three reasons people choose a product. Shoppers are more likely to trust a brand when they can trace ingredients from farm to shelf. So if your product still has a long, complicated ingredient list or vague sourcing claims, it’s time to change that. Here is what we recommend 

  Build a simple page (or microsite) that shows where every ingredient comes from, straightforward, visual, and easy to find. Run paid ads to it. You’ll increase trust and keep people on your site longer. You can as well adopt influencers to speak about your product ingredients, amplifying its health benefits. All of these are to build and increase trust.

  4. Omnichannel Purchasing Behaviors

  People don’t stick to one way of buying anymore. Families in the UK typically use three different shopping methods for the same product , like online stores, subscriptions, and physical shops. What We’d Do as an agency : 

  We will do smart retargeting., Showing ads based on how someone last shopped. For example, if they looked at their phone, we would show mobile-friendly ads. Make the ads feel personal and relevant.

  5. Sustainability & Ethical Sourcing

  More shoppers care about the planet and where their food comes from. In 2024, UK brands with carbon-neutral programs grew 12% faster. Get local media talking about your brand’s real work, like supporting farmers or recycling projects. People want to hear about the impact.

   

  Technology & Martech Trends

  A. AI-Powered Personalization

  AI isn’t just a buzzword anymore, maybe it is, I don’t know, but it delivers well, that i can tell.  AI is getting really good at figuring out what customers want before they even do. Right now, smart algorithms can predict who’s likely to buy or who might stop buying with about 85% accuracy.

  How we use it: We set up AI-powered recommendation tools on your direct-to-customer website that suggest the right products at the right time. This usually means customers spend more per order and come back again and again.

  B. Marketing Automation & CRM Integration

  Automation is like having a smart assistant who knows exactly when to check in with your customers, whether that’s a reminder to reorder or a thank-you after they try your product. Using automation can boost customer retention by up to 25%.

  How we use it: We create customer journeys in your CRM that send timely messages,  for example, reaching out two weeks after a purchase with a friendly reminder to restock. Then we track how much extra revenue that brings in.