Why Young Talent is Avoiding the UK Food and Drink Industry: Shocking Pay and Parental Pressures Revealed

Misconceptions Holding Back Young Talent

New research from the IGD highlights a growing guidance gap in the UK's food and drink industry, with poor pay perceptions and parental disappointment deterring young people from pursuing careers in this sector.

IGD research showed many young peoples’ passions lined up with opportunities the industry can offer

Key Findings from the Study

• 37% of individuals aged 16 to 25 believe the industry is poorly paid.
• 27% admit that a career in food and drink would disappoint their parents.
• 19% are unaware of the job opportunities available, despite their interests aligning with the sector.

Sarah Bradbury, CEO of IGD, emphasized that this disconnect forces young people to choose between their passions and parental expectations, putting them in a difficult position.

Industry Challenges and Responses

Sharon Blyfield, Head of Early Careers at Coca-Cola Europacific Partners, noted that hiring has become tougher post-COVID, with the industry competing for the same shortage of talent as others. She stressed the need to rebrand the sector as modern and high-tech, moving away from outdated stigmas, especially in manufacturing and warehousing roles that have seen rapid automation.

Blyfield highlighted that talented individuals often opt for more tech-heavy industries perceived as agile, underscoring the importance of showcasing career pathways—such as running a multimillion-pound factory by age 30.

The Mmmake Your Mark Campaign

IGD's campaign aims to bridge this gap by addressing public misconceptions. Alarmingly, 72% of young people do not see the industry as a place to discover purpose or learn essential skills.

To combat this, the industry must engage directly with schools and young demographics, moving beyond traditional career fairs to demonstrate real opportunities. Bradbury called for a more candid conversation to balance well-intentioned guidance with the true breadth of available careers.