At Foodinjoy, the one-stop platform for how to make the most out of groceries in the UK, we completed two years this summer. The last 24 months or so, since we first shared our story with My Kolkata, have been a rollercoaster for us. The UK market comes with its own set of hurdles — from navigating complex regulations to catering to varied consumer needs, the journey has been frustrating at times. But, on the whole, it has been immensely rewarding. Looking back at how we have evolved, I want to share some of the unexpected challenges Foodinjoy has faced alongside highlighting some fascinating trends, which promise a compelling future.
The UK economy contracted in the past couple of years, in tandem with high inflation, rising energy prices and a cost of living crisis. It was even more difficult for us as both our end-consumers and business customers came under pressure. The return of full business rates, rising energy prices and reduced consumer spending not only impacted our margins but we also lost some clients as they folded their businesses. At some point, it seemed everybody went into survival mode. To deal with the cost of living crisis, the country witnessed the largest ever increase (20 per cent) in minimum wage, putting more pressure on our margins.
Thirty million steps got tracked and over 5.5 million product offers and deals were searched on Foodinjoy
Joydeep Pal posing with two of Foodinjoy’s recent accolades
With independent businesses like ours, we had to go back to the drawing board and change our short-term strategy to keep ourselves afloat. A focused two-pronged strategy helped us to stay competitive. We brought forward the development of our upgraded app with more functionality to entice consumers while setting up our Artificial Intelligence (AI) and market research services for empowering businesses.
We released a comprehensive market research report on consumer behaviour and the food sector in the UK after six months of qualitative and quantitative analysis. The report uncovered intriguing trends and was well received by our business audience, even when market research spending was cut down massively. We went on to be recognised as “Market Research Company of the Year 2023/24”.
On the other hand, the upgraded app went beyond our expectations with incredible user engagement. A staggering 30 million steps got tracked and over 5.5 million product offers and deals were searched. The Foodinjoy app won two Gold Awards at the Global Muse Creative Awards and entered the coveted list of Apple’s Top 100 Food and Drinks Apps in the UK. This also provided the foundation for building next-generation AI tools and services to empower sustainable retail practices.
At the same time, we uncovered several interesting trends in the UK market, which opened up new doors for our business as well.
The food trends to watch out for, including Brits’ experiments with bold spices
The original recipe of jhalmuri from West Bengal, replicated by Foodinjoy, has been a big hit in the UK
There has been a surge in flexitarian consumers in the UK, who primarily eat plant-based food but enjoy occasional meat or dairy items. This trend has exploded among the younger generations. While the majority of the British population are meat eaters, only 62 per cent of the Gen Z audience are consuming meat and demanding innovative vegetarian or plant-based, vegan menu options. A huge opportunity exists in bringing vegetarian and vegan versions of classic meat dishes, creating a win-win for both customer satisfaction and environmental impact.
It is no secret that Brits love snacking, with almost 80 per cent of them having a snack every day. However, the frequency of snacking is much higher among millennials and Gen Z. Forty-nine per cent of Gen Z in the UK snack two times or more on a daily basis, leaving millennials (43 per cent) marginally behind. Consumers are no longer willing to compromise on taste or convenience or nutrition when it comes to snacks. Sugar content, ethical sourcing and ingredient transparency are all high on the priority list for UK consumers. This hunger for innovation has fuelled the development of delicious healthy and vegan snacks packed with protein, fibre and flavour.
Unlike previous generations, young Brits are craving unique flavour profiles and are unafraid to experiment with bold spices. Thanks to social media, discovery is king in this ‘foodie’ culture and today’s consumers are constantly on the hunt for the next hidden gem or viral dish. Their palates are yearning for something more exciting than the traditional British fare. Over 74 per cent are curious to discover new food and drink products, in particular when it comes to snacks, fast foods or sweet treats. This adventurous spirit has opened the door for Indian street food, offering an explosion of tastes and textures radically different from the stereotypical takeaway curry. Mouthwatering dishes such as jhalmuri, chaat and phuchka, each with its vast regional variations and complex spice blends, are perfectly poised to capture this spirit of exploration.
Building a business in the UK has been an adventure
Joydeep with his team members at Foodinjoy
As an entrepreneur, I believe the aforementioned trends are here to stay. To capitalise on these, we have launched our very own food pop-up, MURI by Foodinjoy, bringing the live jhalmuri experience to the streets of London. Sticking to our authentic recipe from West Bengal, the reception has been phenomenal so far, from British and Indians alike. A common response we have heard from Indians, especially Bengalis, is that our jhalmuri transports them to the streets of Kolkata! We will be building on this success and introducing our beloved phuchka very soon as part of our offerings.
Building a business in the UK has been an adventure. While challenges abound, the market also presents exciting opportunities beyond those stemming from technology. Having said that, there is no doubt that technological advances have been crucial in our decision-making and in utilising the gaps in the market. With a focus on innovation, adaptation and embracing the evolving landscape, Indian entrepreneurs and businesses like Foodinjoy can continue to thrive in the UK’s dynamic environment.
