For decades, airplane food functioned more as a service component than as part of the overall experience. Today, however, that picture is changing — and not merely in terms of taste, but in how airlines strategically position themselves toward a public that travels frequently, compares services and brings its everyday wellness habits onboard. Inflight dining is gradually becoming a tool of differentiation in an environment where comfort, functionality and quality carry new weight.

One of the clearest signs of this shift comes from the United Kingdom. A new survey by dnata Catering & Retail, conducted among 2,000 adults, shows that 47% of passengers now say they are more wellness-oriented when choosing food and beverages during flights compared to five years ago. Specifically, 56% seek fresh and minimally processed ingredients, while 50% believe airlines should offer low-sugar or low-carb options that reflect modern dietary trends.

The survey further defines what “better food” in the air now means. Some 53% of respondents want more hydration-enhancing options, such as electrolyte water or vitamin-enriched drinks. Meanwhile, 45% are turning toward higher-protein meals, and 46% prefer lighter or calorie-controlled portions tailored to travel needs.

From indulgence to functionality

This shift is not simply a passing trend. Nearly one in five passengers (19%) say they would pay extra for meals or drinks that support gut health or the immune system. At the same time, 41% report having already replaced alcohol with juices or vitamin-enriched beverages during flights. Younger age groups appear to be accelerating the change, favoring protein-rich, plant-based and hydration-focused options.

Industry executives note that inflight dining is evolving at the same pace as passengers themselves — with less emphasis on heavy consumption and greater focus on how food affects the overall travel experience, from energy levels upon arrival to a sense of wellbeing after a long-haul flight.

The operational challenge behind the menu

Although 46% of respondents acknowledge that airline food has improved in recent years, 41% believe wellness-oriented options still lag behind. This highlights a competitive field that extends beyond taste to strategic positioning in a market where passengers demand transparency, quality ingredients and a clear nutritional direction.

At the same time, operational constraints remain significant. Meals are prepared on the ground, transported, stored and simply reheated onboard — at a scale measured in millions of portions annually. In the UK alone, dnata Catering & Retail serves 22 airlines and produces approximately 20.5 million meals per year, supporting more than 1,000 flights daily.

A new area of differentiation for airlines

In a market where seat comfort and fares are increasingly comparable, food is taking on a new role as a differentiator. The shift toward lighter, functional and higher-quality options is not only about nutrition but about how airlines position their product to a frequent-flying audience that knows what it wants and is willing to pay for experiences that stand out.

As a result, food is no longer a routine amenity. It is becoming part of the flight’s overall value proposition — where luxury is measured not only in materials and service, but in how well the airline cares for the passenger before, during and after the journey.