Food & Drink Wholesale UK welcomed wholesalers, suppliers, retailers and industry experts for this year’s FWD Live! conference at the Crowne Plaza, Stratford-upon-Avon.
Joe Wicks MBE – The Body Coach was the 2026 keynote speaker. In conversation, Joe explored health trends, changing consumer behaviour and the power of influence. He shared practical insights on building resilient brands and connecting with today’s customers, and what that means for the future of food, drink and wholesale.
The day opened with expert-led conference sessions setting the agenda on policy, business resilience and the key challenges shaping our industry. Delegates could then choose from focused breakout workshops on cyber security, AI and technology, sustainability, retail and foodservice insight, marketing and building resilient teams.
Throughout the day delegates had dedicated time to network with wholesalers, suppliers and partners, and to visit the Sponsor Hub showcasing the latest ideas and services for the sector. From strategic insight to practical takeaways, the programme was designed to help delegates and their teams plan, adapt and succeed.
Opportunities through innovation
The Foodservice Insight & Customer Panel sought to understand the customers, trends and pressures shaping foodservice growth.
Lumina Intelligence and leading operators had a focused discussion exploring the changing foodservice landscape and what it means for wholesale businesses. The session examined evolving customer expectations, market trends and commercial opportunities across catering and hospitality, alongside a live customer panel sharing practical insight from the front line of foodservice today.
The speakers were Ed Sibley, Joint Managing Director, Lumina Intelligence, John Want CEO, HCL School Catering and Matt Crowther Founder & Director, Beer & Coffee Co.
Key Takeaways
1. Changing Consumer Trends
Growing demand for healthier options and a backlash against ultra-processed foods.
New influences like weight-loss medications (e.g. GLP-1 drugs) are affecting purchasing habits.
Customers increasingly prioritise: Quality, Value, Health and Experience.
Foodservice remains resilient, but expectations are rising.
2. Role of Wholesalers
Customers want wholesalers to act as partners, not just suppliers.
Increasing demand for: Menu inspiration, data insights and business support.
3. Retail & Convenience Insights
A small group of customers (~6%) drives a large share of sales
Growth can come from: Increasing visit frequency and encouraging larger basket sizes.
Key challenge: overcoming perceptions of high prices and poor store experience.
4. Innovation & AI
AI adoption is delivering major benefits: Automating time-consuming tasks, improving ordering and telesales efficiency.
Advice for businesses: “Just do it” when considering AI and carefully assess suppliers and understand their capabilities.
5. ESG & Sustainability
Scope 3 carbon reporting will soon be mandatory for many companies
Businesses should: Set net-zero targets, build emissions baselines and collaborate with suppliers.
Social responsibility focus includes: Labour shortages, diversity and inclusion and workforce engagement.
6. Regulatory & Cost Pressures
Key concerns raised: Packaging regulations (EPR) and deposit return schemes (DRS) rolling out in 2026.
Rising costs: Business rates, Minimum Wage and National Insurance.
Additional pressures: HFSS rules and employment law changes.
7. Retailer Panel Insights
Successful retailers emphasise: Customer experience and differentiation, creative use of products (e.g. reducing waste by turning it into new offerings) and strong supplier relationships beyond transactional deals. Growth can come from: Innovation, agility and community engagement.
Bottom Line
The session highlighted a sector that is: Facing cost and regulatory challenges, but also seeing strong opportunities through innovation, AI, and customer-focused strategies.
Stay relevant, engaging and convenient
The Retail Insight & Customer Panel aimed to understand the trends shaping customer behaviour and wholesale growth.
In a focused session, industry experts explored the latest retail and consumer insight impacting the wholesale sector. From changing purchasing habits to emerging opportunities across convenience retail, the session unpacked the data behind customer behaviour and what it means for wholesalers looking to stay competitive and commercially resilient.
Retail Insight was brought by Jayne Webb, Director of Insight, TWC, while Vicki Baker, Head of Retail Trade & Hospitality, Cirkle, hosted the Customer Panel.
The panellists were Harj Dhasee from Wilmcote Stores – Spar, Suki Athwal of Shop Around the Clock, Tenterden and Atul Sodha from Londis Harefield.
Key Message
The convenience retail channel is declining overall, mainly because: Fewer shoppers are visiting stores (reduced footfall), customers are buying fewer items per visit (smaller baskets) and even though prices have increased, this isn’t enough to offset the decline.
Where Spending Is Going Instead
Customers are shifting their spending to: Supermarkets (strong promotions and value perception), Hospitality (especially coffee shops, takeaways, frequent small purchases) and Digital subscriptions and entertainment (e.g. streaming, gaming).
In many cases, spending decisions are made before shoppers even reach stores.
What’s Still Driving Growth
Despite the decline, some areas are performing well: High-volume products (e.g. energy drinks, RTDs), Viral / trending products that attract footfall (e.g. novelty snacks, TikTok-driven items) and health & wellness products (small but growing strongly).
These products work because they give shoppers a reason to visit.
Key Shopper Types
Three major customer segments are highlighted:
1. Stability seekers ? older, value routine and trust
2. Discovery shoppers (younger) ? seek new, trendy, and innovative products
3. Price-sensitive shoppers ? focused on affordability and promotions
What Successful Independent Retailers Are Doing
The strongest-performing retailers are succeeding through four strategies:
1. Discovery
Offering new, unique, or viral products and creating a reason to visit the store.
2. Community & Human Connection
Building relationships with customers and personal service driving loyalty (not just price or promotions).
3. Creating More Occasions
Expanding beyond traditional retail into ready-to-eat / immediate consumption and increasing frequency of visits.
4. Convenience & Availability
Offering rapid delivery and meeting customers wherever they choose to shop.
Rapid Delivery Insight
Delivery baskets are ~3x larger than in-store baskets. It creates additional purchases, not just replacing store visits.
Implications
For Retailers & Channel Growth
Convenience retail must evolve into: A discovery destination, a community hub, an on-demand service and the goal is to win back footfall and increase basket size.
For Suppliers & Wholesalers
Focus on: Driving store visits (hero products), supporting shopping missions and occasions, bringing innovation and trends to retailers and role shifts from “distributing products” to helping retailers grow.
Bottom Line
Consumers are still spending, but: They are spending differently and elsewhere and success depends on staying relevant, engaging, and convenient.
Growth and change
The Wholesale Leaders Summit brought together senior voices from across the sector for an honest and forward-looking discussion on the future of wholesale.
Exploring leadership, resilience, growth and industry change, the session offered delegates valuable insight from some of the sector’s leading businesses.
Sarah Guest, Managing Director at Rowan International, Noel Robinson, Joint Managing Director, Parfetts, Tom Gittins, Managing Director Retail for the Wholesale Group, Cathal Geoghegan, Managing Director at Henderson Foodservice and Charles Abraham, Foodservice Director at Bestway Wholesale discussed future opportunities, challenges, and strategies in the wholesale and foodservice sectors.
Key Themes & Takeaways
1. AI and Technology as Major Opportunities AI is seen as one of the biggest opportunities for the next 5 years.
Businesses are using AI to: Reduce admin workload (e.g. automated note-taking), improve efficiency and insights and act as a “virtual assistant” across operations.
Key point: AI is meant to support employees, not replace them.
2. Changing Consumer Behaviour
Consumers (especially younger ones) increasingly want: New, experiential products, innovation and variety.
Retail and foodservice businesses must adapt by: Continuously introducing new product concepts and Creating engaging store or service experiences.
3. Cost Pressures and Economic Challenges
Businesses are under pressure from: Rising costs (fuel, labour, taxes) and Brexit-related trade friction and fees.
This is impacting: Hiring decisions, Profit margins and Ability to scale quickly. In response, companies are focusing on efficiency and smarter use of resources.
4. Innovation and Diversification
There are strong opportunities in: Food service growth within retail (e.g. food-to-go, coffee, hot food), Cross-channel products that work in both retail and food service and Innovation must be balanced with risk, as new products don’t always succeed.
5. Collaboration Across the Supply Chain
Success depends heavily on: Close relationships between wholesalers, suppliers, and retailers, Early collaboration to solve problems and manage excess stock and “Collaboration” is seen as more valuable than traditional “partnership” language.
6. Trade and Regulation Challenges
Post-Brexit bureaucracy (e.g. paperwork, delays, costs) is a major operational burden.
Businesses want: Simpler, more frictionless trade agreements and regulation also affects hiring, cost structures, and supply chain speed.
7. Competition and Market Evolution
Wholesalers face increasing competition from: E-commerce platforms (e.g. Amazon-like services).
To compete, they must: Improve service, deliver faster and offer more tailored solutions.
Bottom Line
The wholesale sector is facing significant cost and regulatory pressure, but there are strong growth opportunities through: AI and technology adoption, innovation in product and service offerings and better collaboration across the supply chain.
Businesses that adapt quickly and use data, automation, and partnerships effectively are best positioned to succeed.
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