Just Eat Reveals the Cultural Trends Shaping Britain’s Orders in 2025

Just Eat, the UK’s largest on-demand delivery service, has launched its second annual trends report. The report not only reveals some of the most popular trending orders of 2025, including Buzzballz (+1055% YoY), retinol (+590% YoY), and Dubai Chocolate (+2684% YoY), but also explores the cultural phenomena driving these choices.

From noughties nostalgia and the rise of K-beauty to viral TikTok food trends and Hyrox-mania, these influences have shaped what the nation has been ordering. 

Drawing on Just Eat’s order data and consumer research, the report looks back on 2025 to uncover the standout products and trends of the year…

Just Eat, Delivered: Trends Report 2025

1. Noughties nostalgia 

As predicted by Dr Gaye in last year’s Trends Report, 2025 was a year of nostalgia, set within the cultural backdrop of noughties throwbacks, from Freaky Friday’s return to screens, Craig David’s’ 00s-inspired viral track with Just Eat, to Sabrina Carpenter’s pop princess revival. 

A third (32%) of Brits say they’ve been inspired by ’00s childhood trends this year, and 18% have embraced retro snacking, as orders of Cheestrings and Dairylea Lunchers on Just Eat rose by 143% and 47% respectively – both cult packed-lunch classics that defined a generation’s childhood. 

It’s not only childhood memories driving orders, though. As Gen Z ditch big nights out for bigger nights in, alcopops have made a comeback. Orders of Buzzballz – the drink of the summer, surged by 1055%, according to data from Just Eat, whilst Bacardi Breezers rose by 1519%. 

2. TikTok Tastebud Travel 

TikTok’s influence on food trends shows no signs of slowing, with a third of Brits (32%) saying trends on the app make them more likely to discover new global foods. Orders of Dubai Chocolate-inspired products on Just Eat rose by a huge 2684% in 2025, whilst orders of Japanese-inspired matcha products, such as Matcha Mochi and Matcha Mojito, have more than doubled at 120%.

3. Functional fixes 

This year saw several significant sporting moments, including the Lionesses’ EURO victory, Lando Norris’ F1 win, and the Women’s Rugby World Cup triumph. As a result, one in five (19%) Brits said they altered their diet based on their favourite sports people last year. Lucy Bronze’s ongoing partnership with Gatorade and Beth Mead’s protein-rich pre-match diet have helped shape what Brits are putting on their plates.

Just Eat has seen an increase in performance-enhancing basket purchases, including electrolytes (+1021%) and high-protein food and drink (+82%). Also inspired by 2025’s Hyrox and marathon-mania, one in ten Brits (11%) have jumped on the fitness bandwagon by dabbling in creatine and green powders.

4. K-beauty to Collagen 

The ‘Glass skin’ trend erupted in 2025 and was then magnified by the rise of K-beauty and even Kris Jenner’s facelift. On-demand beauty has become increasingly accessible via Boots on Just Eat, and orders of retinol surged by 590% YoY**, whilst collagen products were up 240%. Celebrities like Gossip Girl’s Leighton Meester helped popularise another unique ingredient – snail mucin, as orders of COSRX snail mucin products more than quadrupled at 340%. COSRX isn’t the only K-beauty brand to have popped off this year – K-beauty purchases rose by a huge 738% overall on Just Eat, with one in ten (9%) Brits having been inspired by K-culture. 

2026 cultural barometer

Looking ahead, Trends Forecaster Dr Morgaine Gaye predicts what’s set to influence and de-influence our orders in 2026.

Hot

1. Mood-enhancing drinks 

In 2026, flavour alone isn’t enough. Consumers are increasingly choosing food and drink based on the mood they want to create. We’re already starting to see this with heavily celeb-endorsed brands, such as TRIP, backed by celebs such as Joe Jonas and Grace Beverley – it offers CBD-infused varieties labelled ‘Calm’ and ‘Mindful Blend.’ Another brand gaining popularity, Tenzing, also co-founded by athletes, promotes energy and focus with clean, natural sources – all available to purchase on Just Eat. With anxiety and sleep issues on the rise, especially in Gen Z, we can expect to see a lot more focus on ‘mood’ as a USP. 

2. Nose breathing 

High-profile sporting moments, such as TCS The London Marathon, will bring nasal breathing into the mainstream, sparking curiosity about how proper breathing can support performance, sleep, and recovery.  TikTok has already turned nasal strips, which are available on Just Eat via Boots, into a popular wellness product. Nasal tape and aerated mouth strips for fitness and nighttime benefits will be a must-have for our wellness hacks in 2026. 

Not

1. Caffeine

Celebrities like Zendaya, Jennifer Lopez and even TikTok wellness creators have popularised choosing non-caffeine alternatives for sleep and health benefits. The decades of extra-caffeinated soft drinks, coffee shots, and all things hyper-energising are also on the decline. We will be embracing all the decaf options, nootropics and calming herbals in the search for drinks which harness our potential. 

2. Eating Out 

From major sporting fixtures to must-watch TV moments, like The Traitors and Bad Bunny’s Super Bowl halftime show, 2026 is all about shared experiences at home. Instead of heading out, more people are hosting viewing parties, inviting friends over and building social moments around food and drink at home, enabling them to save money and manage spending choices through dish-sharing tactics. 

With Just Eat’s on-demand delivery, it’s easier than ever to get the latest food trends, grocery essentials and beauty must-haves delivered straight to your door. No matter what’s influencing the nation, they can get everything they need, all in one place, with Just Eat.

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