Upcycled foods refer to products made by repurposing surplus ingredients and food production by-products that would otherwise go to waste, turning them into new, value-added items. As manufacturers face ongoing cost pressures and increasing scrutiny of waste across the supply chain, upcycling is emerging as a practical route to reduce waste, improve resource efficiency, and strengthen sustainability credentials. The trend also creates opportunities for brands to differentiate and appeal to environmentally minded consumers. This is substantiated by a 2025 Q3 survey*, in which 50% of consumers said whether a product was sustainably sourced always impacted their purchasing decision, says GlobalData, a leading intelligence and productivity platform.
Food waste contributes an estimated 8-10% of global greenhouse gas emissions and costs the global economy around $1 trillion each year, according to the Food and Agriculture Organization (FAO) of the United Nations (UN). In response, companies are launching brands centred around “upcycling” foods, by rescuing unappealing-looking fruit and vegetables and making products from waste to attract environmentally minded consumers.
Molly Day, Consumer Analyst at GlobalData, explains: “As consumers become more aware of the supply chain and food waste, demand for sustainable and environmentally friendly food options is on the rise. As such, food upcycling may offer an opportunity for manufacturers to economize, reduce waste, and attract eco-conscious consumers, particularly when it is positioned at an accessible price point.”
Retailers scale “rescue” models as upcycling gains traction
Two prominent retailers capitalizing on food upcycling are the US company Misfits Market and the UK company Oddbox. Both companies rescue excess fruit and vegetables, which are available for purchase through a subscription model. Essential to both companies’ success are credible claims and substantiated environmental impact.
Opportunity in the UK market for upcycled foods
In addition to selling rescued fruit and vegetables at a discounted price, the US company Misfits Market also offers its own upcycled food products. These include Upcycled Rice Pudding made from broken rice, Upcycled Stroopwafel made from recycled edge pieces, and Upcycled Original Beef Sticks made from imperfect variations from the production line. In contrast, Oddbox’s model is focused primarily on “rescued” fruit and vegetables, as well as “rescued” food products with short-shelf lives at a discounted price, suggesting an opportunity for UK retailers to sell more directly “upcycled” products.
Cost-of-living pressures make price a decisive factor
Although consumersare increasingly aware of environmentally friendly practices and demand for sustainable options is rising, price remains a key factor in consumer purchasing decisions. According to the GlobalData 2026 Q1 consumer survey*, 25% of consumers state that they are spending more money on grocery shopping for food and drink to consume at home compared to three months ago because prices have risen. Moreover, 22% have cut back on this to make savings compared to three months ago. This indicates that price is a key consideration for consumers when spending on grocery shopping and may deter them from purchasing upcycled foods. This is reflected in the GlobalData Q3 2025 survey, with 33% of consumers citing high prices as a barrier to purchasing environmentally friendly food and drink products.
Day concludes: “Rising awareness of the environmental and economic cost of food waste is creating clear momentum for upcycled foods. However, sustainability alone is unlikely to secure long-term growth while consumers remain under financial pressure. To ensure long-term growth and build a loyal consumer base, brands will need to keep upcycled options affordable.”
*GlobalData 2025 Q3, and 2026 Q1 global consumer survey, 21,000 respondents across 42 countries
