U.K. Fox Nut (Makhana) Market- Trend Analysis & Forecasts

U.K. fox nut market valued at US$ ** million in 2024 and is projected to witness a CAGR of **% during the period from 2024 to 2030. The U.K. fox nut market is poised for moderate growth through 2030, driven by rising demand for healthy, plant-based snacks. Although the nation relies heavily on imports, the evolving wellness trend and increasing retail availability are reshaping demand dynamics. However, supply chain vulnerabilities and price fluctuations remain key challenges.

Market Overview

The fox nut, also known as makhana or gorgon nut, is gaining popularity in the United Kingdom as a low-calorie, high-fiber, and gluten-free superfood snack. Traditionally consumed in India and East Asia, fox nuts have found a niche in Western markets due to growing awareness around wellness and functional foods. In the U.K., the market is still nascent but growing, fueled by the convergence of health-conscious consumer behavior and the rising trend of ethnic and exotic snacks.

According to recent data, the U.K. fox nut market was valued at US$ ** million in 2023 and is projected to grow at a CAGR of **% through 2030, reaching an estimated USD ** million by the end of the forecast period. This growth is supported by the increased presence of fox nut products in health food stores, e-commerce platforms, and mainstream supermarkets. Fox nuts are being sold in various flavored forms—ranging from traditional roasted to modern variants such as wasabi, peri-peri, and cheese flavors.

While domestic production is negligible, the U.K. has emerged as a significant importer, particularly from India, which accounts for over **% of the global supply. Regulatory clarity and quality standards will be vital to sustaining market momentum.

U.K.'s Significance in the Global Supply of Fox Nut

The United Kingdom plays a strategic role in the global fox nut supply chain, not as a producer but as a key re-exporter and consumer in Europe. Given its established trade infrastructure, the U.K. acts as a gateway for fox nut imports into the broader European market. Indian exporters, who dominate global production with over **% market share, rely on the U.K.'s favorable import channels and efficient customs regulations to distribute fox nuts across Western Europe.

Additionally, U.K.-based food companies are instrumental in adding value to raw fox nut imports through innovative product development, packaging, and private-label branding, often aimed at high-income, health-conscious consumers. This has positioned the U.K. as a trendsetter in premium fox nut offerings in Europe. The country's growing demand is also influencing global pricing and encouraging Indian manufacturers to comply with international safety and labeling standards, enhancing supply chain integration.

U.K. Fox Nut Demand Trend

Fox nut cultivation is virtually non-existent in the United Kingdom due to climatic unsuitability. The crop, which requires stagnant water bodies and specific temperature conditions, is primarily grown in the Mithila region of Bihar, India. Thus, the U.K. market relies entirely on imports for its fox nut needs.

Despite the lack of production, the U.K. is witnessing an uptick in domestic value addition. Several small-scale food processors and startups are importing raw fox nuts and roasting, flavoring, and packaging them locally. Brands like “BEPPS Snacks,” “Plant Pops,” and “Native Snacks” are examples of companies driving innovation and adding value to imports.

From 2020 to 2024, the number of fox nut-based food startups in the U.K. grew by over **%, reflecting the increasing entrepreneurial interest in this category. This localized processing trend contributes to job creation, product innovation, and market diversification, reducing reliance on fully-finished imported products.

Demand for fox nuts in the U.K. has shown a consistent upward trajectory since 2018, driven by the confluence of health trends, plant-based diets, and a preference for clean-label snacks. From niche ethnic stores to mainstream supermarket chains like Tesco, Sainsbury's, and Waitrose, fox nut products are increasingly occupying shelf space.

In 2023, the consumption volume in the U.K. was estimated at ** tonnes, a **% increase from the previous year. The demand surge is especially prominent in urban centers like London, Manchester, and Birmingham, where a multicultural population and higher disposable incomes support premium health food consumption. E-commerce platforms like Amazon U.K., Ocado, and niche wellness portals also play a significant role in making fox nuts widely accessible.

The popularity of fox nuts is further supported by influencers and nutritionists who promote them as a “smart snack” for weight loss, diabetes management, and anti-aging. These endorsements have contributed to a **% increase in online searches related to “fox nuts” and “makhana” over the past three years.

The U.K. foodservice sector is also beginning to explore fox nuts in gourmet dishes, fusion recipes, and vegan menus. Restaurants and cafes are including roasted fox nuts in salads, yogurt bowls, and even as crunchy toppings for soups and desserts. This trend is expected to continue, expanding fox nut demand beyond snacking into mainstream culinary applications.

Market Growth Factors

The U.K. fox nut market is benefiting from multiple reinforcing growth drivers. One of the primary catalysts is the surge in demand for plant-based and functional foods. As British consumers become more health-conscious, they are actively seeking low-calorie, gluten-free, and high-protein snacks—attributes that align well with fox nuts. Additionally, the rise of veganism, which now influences the dietary preferences of over 2 million Britons, supports the consumption of natural and minimally processed plant products like fox nuts.

The growing awareness of Ayurveda and Eastern wellness systems has also introduced U.K. consumers to traditional superfoods, including makhana. With fox nuts being perceived as a better alternative to fried or sugary snacks, their inclusion in health food regimes has become more common. Retail expansion, digital marketing, and e-commerce availability further fuel growth by enhancing product accessibility and consumer engagement.

Finally, product diversification, with flavors catering to local tastes—such as sour cream, salt & vinegar, or paprika—has broadened appeal beyond South Asian communities, capturing a more mainstream audience. This trend, coupled with rising investments in health food startups, underscores a favorable growth outlook.

U.K. Healthy Snacking Industry Trend

The healthy snacking industry in the U.K. has undergone a transformative shift in recent years, driven by evolving consumer lifestyles, greater awareness of nutrition, and increasing demand for functional foods. As traditional meal patterns give way to more flexible eating habits, consumers are increasingly turning to snacks not only for convenience but also for health benefits. The U.K. market, valued at US$ ** billion in 2024, has seen a surge in products that cater to wellness-oriented preferences, including low-calorie, high-protein, plant-based, and gluten-free options.

Health-conscious consumers, particularly Millennials and Gen Z, are leading this demand. They seek transparency in ingredients, favoring clean-label snacks that exclude artificial additives, preservatives, and excess sugar. This trend has fueled innovation in the form of vegetable crisps, protein balls, trail mixes, seaweed snacks, and puffed grains like fox nuts and quinoa. The demand is especially prominent in urban centers and among working professionals who seek nutritious, portable snacks that align with fitness and dietary goals.

Retailers have responded to this shift by dedicating more shelf space to health-focused brands and launching their own private-label healthy snacks. Online channels have further accelerated the trend, offering consumers access to a wide variety of niche, functional snack products. Moreover, sustainability is becoming a decisive factor, with eco-conscious packaging and ethical sourcing now key purchase drivers.

The healthy snacking trend in the U.K. is poised to grow at a CAGR of over **% through 2030, driven by innovation, lifestyle changes, and increasing integration of wellness into daily dietary choices.

Market Restraints & Challenges

Despite growing demand, the U.K. fox nut market faces several restraints. A major hurdle is the lack of domestic production, which leads to complete reliance on imports, particularly from India. This dependence makes the market vulnerable to geopolitical tensions, fluctuating freight costs, and inconsistent supply due to weather-related crop failures in producing regions.

Price sensitivity among consumers poses another challenge, as fox nuts are generally priced higher than other snack alternatives. This limits widespread adoption among budget-conscious buyers. Additionally, limited consumer awareness outside health and ethnic food segments remains a bottleneck, preventing mass-market penetration.

Regulatory compliance related to food safety, labeling, and pesticide residue standards is another critical barrier. Imported fox nuts must adhere to stringent U.K. and EU norms, which can sometimes delay shipments or result in product rejections, increasing operational risks for importers and sellers.

Fox Nut Price Setting Power of U.K.

The United Kingdom has limited influence on the global pricing of fox nuts due to its role as a non-producing, importing nation. The price-setting power largely rests with Indian producers and exporters who dominate over 90% of global supply. However, U.K. importers can affect local market prices through brand positioning, packaging, and flavor innovation.

Premiumization strategies—such as organic certification, exotic flavoring, and sustainable packaging—allow sellers in the U.K. to command higher retail prices, influencing consumer perception rather than global market dynamics. While global prices fluctuate based on Indian harvests, freight costs, and currency exchange rates, U.K. retailers focus on margin optimization through value-added branding and product differentiation.

Between 2018 and 2023, the average import price of fox nuts in the U.K. increased from US$ ** to US$ ** per metric ton, primarily due to rising demand and supply-side constraints in India. Wholesale prices, meanwhile, have ranged between US$ ** to ** per kilogram, depending on quality, flavoring, and packaging.

Price spikes were observed during the COVID-19 pandemic due to global freight disruptions, which led to temporary shortages. In 2022, the price further surged following erratic monsoons in India that impacted fox nut yields. As of Q1 2025, prices have stabilized but remain higher than pre-pandemic levels.

Export prices from India to the U.K. have also shown a rising trend due to growing value-added exports like roasted and flavored fox nuts. Going forward, pricing will remain susceptible to inflationary pressures, exchange rate fluctuations, and changes in Indian agricultural policies, which may include minimum support prices or export restrictions.

U.K. Fox Nut Market Segmentation

The U.K. fox nut market can be segmented based on form, flavor, and packaging format. In terms of form, the market primarily comprises raw (unroasted) fox nuts, roasted plain fox nuts, and flavored variants. Raw fox nuts are mainly used by foodservice providers and artisanal snack companies for further processing. However, flavored and ready-to-eat roasted variants dominate the retail shelves and account for over 65% of the market share by value.

Flavor segmentation has become a crucial differentiator. While traditional flavors such as salted and peppered fox nuts continue to attract South Asian consumers, global fusion flavors—like peri-peri, wasabi, cheese & onion, and sweet chili—are gaining ground among the mainstream British demographic. The demand for innovative and bold flavors has led to increased experimentation, giving rise to premium-priced gourmet varieties.

From a packaging perspective, single-serve packs (20g–30g) and medium snack pouches (70g–100g) dominate the market, especially for on-the-go snacking. However, bulk packaging (250g and above) is becoming increasingly popular through online channels, particularly among regular consumers. Environmentally friendly packaging—such as biodegradable pouches and recyclable containers—has also emerged as a key trend among eco-conscious consumers.

Additionally, a small but growing segment of fox nut-based composite products—such as energy bars, trail mixes, and granola—shows promise for expansion. These diversified offerings not only cater to varying taste preferences but also increase consumption occasions, which is essential for long-term market sustainability. The future of segmentation lies in further product innovation, driven by consumer lifestyle trends and health awareness.

U.K. Fox Nut Trade (Export & Import) Trend

The U.K. fox nut trade is overwhelmingly import-driven, with over **% of fox nuts sourced from India. According to HM Revenue & Customs data, fox nut imports into the U.K. stood at approximately ** metric tons in 2023, up from ** metric tons in 2021, reflecting strong and growing domestic demand.

India, especially the state of Bihar, remains the primary exporter, contributing more than 90% of all fox nut shipments into the U.K. These imports comprise both raw and value-added (roasted/flavored) fox nut products. Importers typically include food distributors, ethnic grocery suppliers, and health-focused retailers.

The re-export market, while still small, is gradually emerging. Some U.K.-based companies repackage imported fox nuts for distribution across EU markets, particularly Ireland, Germany, and the Netherlands. Brexit has added complexity to this process, with added paperwork, regulatory checks, and delays affecting trade fluidity.

Looking ahead, trade volumes are expected to rise steadily, driven by health food trends. However, cost volatility due to currency fluctuations and freight charges could impact pricing dynamics. Closer sourcing partnerships and investment in direct trade models could help mitigate some of these trade-related risks.

U.K. Fox Nut Market Competitive Analysis

The U.K. fox nut market is moderately fragmented, with a mix of ethnic food importers, health food brands, and niche startups competing for market share. Leading players differentiate through flavor innovation, brand storytelling, and premium packaging. Price competition is less intense due to the premium positioning of the product.

Brands like BEPPS Snacks, Native Snacks, and Plant Pops have established strong footholds by leveraging e-commerce and health-focused retail channels. They focus on unique flavor offerings and sustainable packaging to attract young, urban consumers. Private labels from large supermarket chains like Tesco and Sainsbury’s are also entering the segment, intensifying competition.

Smaller ethnic importers, such as TRS Foods and Natco, continue to serve the South Asian diaspora with raw and traditional fox nut offerings. However, their reach into the mainstream health food segment remains limited.

Marketing strategies, including influencer collaborations and wellness-based storytelling, are helping startups increase brand awareness. Innovation in product formats (e.g., fox nut butter, trail mixes) is another avenue competitors are exploring to stand out. Strategic partnerships with Indian suppliers and contract manufacturers are increasingly being used to ensure consistent quality and supply.

Key Companies in U.K. Fox Nut Market include (Importers/Suppliers)

■ BEPPS Snacks Ltd.
■ Plant Pops Ltd.
■ Native Snacks Ltd.
■ Sattviko
■ Phool Makhana
■ K.K. Products
■ Shakti Shudha Industries
■ Gopal Snacks Pvt. Ltd.
■ Makhana Krunch
■ Natco Foods
■ TRS Wholesale Co. Ltd.
■ Tropical Wholefoods

Future Outlook

The U.K. fox nut market is expected to continue its upward trajectory through 2030, underpinned by rising health consciousness, expanding retail availability, and product innovation. With consumer demand shifting toward sustainable and functional foods, fox nuts are well-positioned as a nutritious snack alternative. While supply chain challenges persist, improved sourcing practices, regulatory clarity, and local value addition are expected to support market stability. Strategic partnerships, enhanced marketing, and the introduction of new consumption formats—such as trail mixes and energy bars—will shape the next phase of growth, propelling the market to exceed US$ ** million by 2030.