As the final quarter of the year approaches, the anticipation for next year’s food trends begins to build. Mintel has identified four key trends that will shape the global food and drink industry in 2025 and beyond. These trends reflect changing consumer priorities and behaviors that brands and retailers must address to stay relevant.
1. Fundamentally Nutritious
One of the most significant shifts in consumer mindset revolves around health and nutrition. The recent rise of weight-loss medications, such as Ozempic, is changing how consumers view their food choices. Rather than seeing “food as medicine” merely as an additional functional ingredient, individuals are beginning to perceive it as essential for meeting daily nutritional needs.
To cater to this new perspective, brands must simplify their health claims by clearly stating the critical nutrients in their products. For example, emphasizing elements like protein, fiber, vitamins, and minerals can attract not just those using weight-loss medications but also consumers who want to personalize their diets based on how they feel. A study by Mintel highlights that health claims that resonate with consumer experiences are more likely to influence purchasing decisions.
2. Rule Rebellion
Today’s consumers are increasingly embracing a philosophy of “perfectly imperfect.” They seek out brands willing to challenge culinary conventions and help them explore new, unconventional food experiences. This trend is about breaking away from traditional norms and expectations, allowing for greater creativity and adventure in food selections.
For brands, this presents an opportunity to innovate by introducing products that encourage experimentation and playfulness. For instance, brands like Ben & Jerry’s have successfully tapped into this trend by launching unconventional flavors that embrace quirky combinations. This kind of product positioning satisfies adventurous consumers looking to break culinary rules and enjoy unique flavors.
3. Chain Reaction
Frequent disruptions in the food supply chain have prompted consumers to reevaluate where their food comes from. This trend underscores the need for transparency regarding the origins of ingredients. As challenges like climate change and geopolitical factors continue to impact food availability, brands must advocate for new sourcing strategies that resonate with consumers.
Retailers can play a critical role here by educating customers on the benefits of locally sourced ingredients. For example, some brands are adopting a “farm-to-table” approach that provides consumers with insight into their food’s journey from farm to plate. By actively engaging consumers about ingredient sourcing, they can foster trust and encourage more sustainable consumption patterns.
4. Hybrid Harvests
Technological advancements in agriculture are another rising trend. As consumers express increased interest in sustainability, brands must demonstrate how agricultural innovations benefit not only consumers but also farmers and the environment. For instance, vertical farming and hydroponics are making it possible to grow fresh produce in urban environments with reduced environmental footprints.
Companies that showcase their use of technology to enhance agricultural efficiency and sustainability can win over environmentally-conscious consumers. Brands need to communicate the value of these innovations clearly, showcasing how they contribute to not only product quality but also the well-being of the planet.
Conclusion
In anticipating consumer behaviors for 2025, Mintel emphasizes the importance of adaptability for brands and retailers. The trends of being fundamentally nutritious, encouraging rule rebellion, understanding chain reactions, and leveraging hybrid harvests will require businesses to engage with consumers in new and meaningful ways. By prioritizing transparency, health, and innovation, food and beverage brands can address evolving consumer preferences and thrive in a competitive market.
The full Mintel report provides an in-depth look at these trends, including consumer data and product opportunities that will shape the future of food and drink.
