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What you said
Insights from our latest surveys
How Hybrid Working Is Changing the Way We Eat - And Why Your Voice Matters
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​You often tell us you’d love to know what happens after you share your thoughts in surveys and focus groups. So here’s a closer look at what you helped uncover – and how your opinions feed directly into the decisions food and drink brands make.
Thanks to your time, honesty and brilliant feedback, we’ve been able to explore how hybrid working is reshaping out-of-home eating, from commuting habits to lunch choices, snacking patterns and health priorities like protein and fibre. This is what you told us:
Out-of-Home Eating Isn’t Disappearing - It’s Just Changing​​
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Hybrid working now shapes most people’s routines, and food habits have shifted alongside it. You told us that:
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75% of you buy food during the workday
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34% buy food on the way into work
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41% pick something up on the way home
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Rather than one “lunch moment”, food purchases now happen across the day – before work, during work, and on the commute home. These smaller food moments are becoming just as important as lunch itself.
Where You Buy Food Depends on the Day (and Your Mood)
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There’s no longer one “go-to” place for workday food. Instead, you switch between options depending on convenience, value, quality and how you’re feeling that day.
You told us you buy food from:
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Supermarkets – 61%
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Cafés and delis – 52%
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Workplace canteens – 51%
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Fast food – 31%
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Vending machines – 11%
This mix shows brands that flexibility matters – shoppers want choice, not commitment to a single channel.
Workday Eating Habits Are Shifting Fast​
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Only 10% of you said your workday eating habits haven’t changed in recent years. Most of you are making conscious adjustments, including:​
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Eating more healthily (40%)
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Cooking at home more often (38%)
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Reducing food waste (36%)
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Watching spending more closely (32%)
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Prioritising protein (30%)
This tells brands that workday food needs to fit around home habits, not replace them.
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Fibre Is On Your Radar – But the Advice Isn’t Always Clear​
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Fibre emerged as a strong theme in your responses.
You told us that:
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Over 75% of you consider fibre very or somewhat important when choosing food
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Fibre ranks as one of the top health priorities, second only to protein
However, there’s still confusion:
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50% feel their fibre intake is “about right”
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Only around 20% know the recommended daily amount (30g+)
Despite this, fibre is already part of everyday eating:
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Over 80% actively include fibre regularly
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20% prioritise fibre at every meal
This shows fibre is important to you – even if guidance doesn’t always feel clear or accessible.
Why Your Feedback Matters​
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Everything you see here comes directly from real people, real routines and real decisions. Brands use these insights to:
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Improve product choices and formats
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Understand when and where food is bought
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Balance value, health and indulgence
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Design food that fits modern work patterns
Your voice helps brands create food that works better for everyday life – whether that’s a quicker lunch, a healthier snack, or something more exciting during the workday. You can read more on how we used this research on the HRA Global website here.
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Thanks for your involvement in our latest surveys and for being part of The Taste Collective. By sharing your experiences, you help shape the food and drink choices you’ll see on shelves, menus and meal deals in the future.
We’re looking forward to uncovering even more insights with you,
The Taste Collective Team
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Congratulations to our prize draw shopping voucher winners:
Caroline, Wendy, Farah, Kate, Hannah and Sydney