During pandemic lockdowns, many Britons got into the habit of buying groceries locally and/or online, with ethics, provenance, and convenience becoming central factors in their decision-making. As the UK emerges from the crisis, how can brands in the sector adapt to these new priorities?

With the cost of living surging in the UK, food security is becoming a bigger problem. For those on the cusp of food poverty but disqualified from food banks, social supermarkets plug a gap, letting Britons purchase surplus food at heavily discounted prices or by paying what they can.

The appetite for cookbooks surged during the pandemic as at-home cooking became the norm for many people confined to their homes. Ruby Tandoh, author of Cook As You Are, is among a new generation of writers stepping up to make food writing less elitist and more accessible for all.

As the economic fallout of COVID-19 is exacerbated by credit cuts and climbing energy bills, 3 million households are struggling to afford essentials. With governments failing to step in with tangible solutions, rather than aim at aspiration, people want brands to support lower-income households.