The food and drink market is changing. Political, social and economic issues are impacting our industry – and our consumers. Now more than ever, they are seeking knowledge to help them make the right decisions. And it’s up to brands to show them the way.
With insights from Mintel’s 2025 Global Food and Drink Trends Report, here’s what we can expect to see over the next 12 months.
Focus on Health
In a post-pandemic world, consumers are paying more attention to their health and wellbeing, and making dietary choices to support this. But this sudden demand for health products has led to a tidal wave of new active ingredients and bold claims. Recent conversations around HFSS, clean labels and UPFs, coupled with (often questionable) advice from health and diet influencers, have led to an overwhelmed and confused consumer. In order to sort the wheat from the chaff, consumers are seeking strong, scientific backing of claims and real social proof before trusting a product or brand.
We are already seeing the effects of UPF concerns on the market – even though there is no legal definition for the term. UPF doesn’t always mean bad. Advances in food and ingredient technology means that processing can offer benefits such as boosted nutritional value or a longer shelf life. Similarly, unfamiliar ingredients can offer benefits that traditionally used alternatives don’t. Brands need to educate consumers on the ingredients they use and the benefit it adds.
Seeking Knowledge
It’s not just the manufacturing process that is sparking curiosity in consumers. Regular people are becoming hyper-aware of the impact global issues have on their food. Recently, price increases and shortages have proved that no industry exists in a vacuum.
Recently we have seen wider interest from consumers on agricultural practices, supply chain disruptions and technological advancements (such as genetic engineering).
Sustainability is still a huge factor in purchasing decisions. And as Gen Z grow into our core consumers, this focus on our planet’s health will only become more imposing to brands. Environmental issues are a key concern, but true sustainability also considers how people in the supply chain are treated, what happens to packaging after use, how much product is wasted, animal welfare, water usage and logistic costs. Consumers will demand answers and will use this knowledge to support brands who align with their values.
Give it to me straight
We know, that’s a lot of information to cover. And you can’t print the entire story of your supply chain on the back of a protein bar wrapper. But consumers will seek out this information, so make sure it’s available. A clear message will help you cut through the competition and reach the right consumers. It’ll also help you earn their trust.
Today’s consumers are looking for transparency, and an authentic tone of voice. They want to buy from brands they identify with, and who aren’t afraid to be honest.
Unique experiences
The effects of social media are going nowhere, and so consumers are always looking for share-worthy experiences.
Fusion cuisines have been popular for some time, but we are now seeing consumers drill down into more specific ingredients within global cultures to find new and interesting combinations. One example is gochujang, a Korean red chili paste which has gained considerable popularity in western countries over the last few years.
Another area of growth is in unexpected flavours. In a recent webinar by Nutrition Integrated, Managing Director Nick Morgan said “Originality has never been more important, and one interesting area is flavour.” Nick points to Bloom and Precision’s Original flavours as examples.
“The concept of original flavours is really interesting. I personally believe the one reason consumers choose one superfood brand over another is because of their original, unflavoured [version]. If we create brands with four or five flavours, all you do is create a homogenised category of the same flavours, where it becomes less of a differentiating factor. There is huge originality in having original flavours.”
Conclusion
Ultimately, consumers are looking for authenticity and relatability in food and drink brands. They are looking for brands and products that align with their lifestyle, and don’t compromise on quality, flavour and sustainability. In 2025, and beyond, it will be the brands who can stand out from the crowd who will win big.
