​Caught Between Surplus and Shortage

The UK labour market is in a strange place right now. Unemployment has risen slightly to around 4.7%, the highest in four years, suggesting there’s more available labour. But in food manufacturing and fresh produce, the reality couldn’t feel more different.

Across commercial, technical and managerial roles, skilled candidates remain in short supply. Vacancy rates have crept up again this year, and according to the Food and Drink Federation, they now sit close to 4%. That might not sound like much, but in a sector already stretched thin, it represents a real challenge for employers trying to attract and retain experienced people. So, while headlines talk about a cooling economy, most of the relevant candidates are still in work, often settled, cautious about moving, and very aware of their value. It’s less about a lack of jobs and more about a lack of movement.

What’s driving it?

It’s a mix of things. After the pandemic, people have opted for stability over change, while businesses have tightened their budgets and raised the bar. They’re now looking for marketers who can wear several hats: commercially minded, digitally fluent, and sustainability aware, a combination that’s not easy to come by.

For candidates, that creates a mixed picture. On one hand, there’s no shortage of opportunity; food and drink manufacturing continues to generate billions for the UK economy and demand for skilled talent hasn’t slowed. On the other hand, competition is getting tighter at the top end, with employers being more selective.

At the senior end of marketing, it’s noticeably tougher right now. Over the last few months, I’ve spoken with a lot of experienced marketers - heads of category, brand leads, marketing managers who’ve found the market surprisingly quiet compared to previous years.

In my opinion, anecdotal experience and client conversations, there are multiple reasons for that. Businesses have tightened budgets after two volatile years, with marketing spend coming under more scrutiny. Instead of hiring senior permanent roles, some are spreading responsibilities internally or leaning on interim and project-based support. At the same time, those senior positions that are available often require a blend of commercial, digital and strategic skills that narrows the talent pool significantly.

That said, there are good reasons to stay optimistic. Hiring cycles tend to lag behind consumer confidence — and with inflation easing, many food and drink businesses are already looking ahead to growth in 2026. When that happens, marketing will be one of the first functions to rebound. I’m also seeing more conversations about brand innovation, NPD and digital transformation, early signs that investment in marketing capability will pick back up.

So yes, it’s a challenging market for senior marketers right now - but it’s also a temporary one. The landscape is shifting, not shrinking, and those who keep visible, stay connected, and continue to articulate their commercial impact will be the ones best placed when the tide turns.

In conclusion:

If you’re looking for a new role heading into 2025, treat it like a marathon, not a sprint. The search can feel stop-start, and the market can be frustratingly inconsistent, but persistence pays off. Keep networking, stay visible and work with recruiters who understand your space. Remember: some of the best opportunities never make it to a job board!

The paradox remains: unemployment is rising, yet skilled candidates in food manufacturing are in higher demand than ever. For those with the right experience, this isn’t a shrinking market; it’s a selective one. That means the people who can demonstrate commercial impact, adaptability, and clear value will continue to have the upper hand.