The annual trends report from delivery giant Just Eat has revealed a dramatic shift in what Britons are ordering, moving far beyond traditional takeaways. The 2025 data highlights a powerful wave of nostalgia, the unstoppable influence of social media, and a growing focus on wellness, all delivered to the nation's doorsteps.
The Nostalgia Boom: Noughties Snacks and Alcobops Return
Driven by fond memories, a significant number of UK consumers are turning back the clock. The report, which analysed order data and surveyed 2,000 adults, found that 32% of Brits were inspired by childhood trends from the 2000s this year, with 18% specifically embracing retro snacking.
This nostalgia has translated into staggering sales increases for iconic lunchbox items. Orders for Cheestrings soared by 143%, while Dairylea Lunchers saw a 47% rise. Even the alcopop, a staple of the era, made a remarkable comeback, with orders for Bacardi Breezers skyrocketing by 1,519%.
TikTok Trends and Global Flavours Dominate Orders
Social media continues to be a major force in shaping the nation's palate. A third of respondents (32%) said trends on platforms like TikTok make them more likely to discover new global foods. This influence is clear in the data, with certain items experiencing meteoric rises.
Dubai chocolate-inspired products saw an incredible increase of 2,684% in orders during 2025. Meanwhile, interest in East Asian flavours remained strong, with Japanese-inspired matcha products, such as Matcha Mochi and Matcha Mojito, growing by 120%.
The demand for convenience extended to cocktails, with ready-to-drink option BuzzBallz surging by 1,055%. In a surprising crossover of delivery categories, viral collectible Labubu dolls witnessed an 850% increase in orders through the platform.
Wellness, Fitness and the Future of Delivery
The pursuit of health and performance was another dominant theme. The 2025 boom in fitness events like Hyrox and marathons fuelled demand for specific products. Electrolyte orders jumped by 1,021%, and high-protein food and drink rose by 82%. One in ten Brits (11%) reported experimenting with creatine and green powders.
On-demand beauty and skincare also flourished, with Boots deliveries via Just Eat proving popular. The anti-ageing ingredient retinol saw orders climb by 590%, while collagen products increased by 240%.
Looking ahead to 2026, trends forecaster Dr Morgaine Gaye predicts mood-enhancing drinks will become a key category, targeting Gen Z's concerns over anxiety and sleep. She also expects 'nose-breathing' to gain traction, driven by TikTok interest in how breathing aids performance and recovery, with nasal tape for fitness and sleep becoming a wellness must-have available via Just Eat.
Conversely, the report suggests a potential decline in caffeine consumption as alternatives rise, and a continued shift away from eating out. More people are opting for hosting viewing parties and social gatherings at home, using on-demand delivery to access the latest trends while managing their spending.
