Spotlight on Global Food and Drink Trends for 2025

Spotlight on Global Food and Drink Trends for 2025

29 January 2025

2025 promises to be a bumper year for new and exciting trends across the entire spectrum of the global food and beverage industry.

Food experts agree that health and wellness will continue to be a driving force for food and lifestyle choices, with increasing demand for product ranges that pledge such benefits. Leading UK supermarket Waitrose reports that 61% of consumers are choosing to cook from scratch to reduce the amounts of processed foods they eat, with 51% preferring ‘pure and simple’ ingredients to low-fat, highly processed products. According to the Waitrose beverage team, juniper berries will soon be enhancing flavoured waters, cold-pressed juices and herbal teas, as well as featuring in mouthwatering recipes created by celebrated chef, Rhavinder Bhogal.

Continuing the health-related theme, Marks and Spencer will be promoting their brain food ranges designed for consumers who lack omega 3 (DHA) and zinc in their existing diets. M&S head of nutrition, Sophia Linn explained, “In the past, trends tended to centre on strict calorie counting and restriction attitudes towards health vs today, where we see a much wider range of attitudes to health, depending on customers individual needs.” M&S are confident that unusual fruit and vegetables will retain their popularity with consumers, with a nod to red-fleshed kiwis, Flavorking Plums and purple sweet potatoes.

Plant-based products look certain to remain a high priority for consumers worldwide, with several brands using natural pigments to mimic the colouring of conventional proteins. This ensures that plant-based alternatives stay more palatable and familiar to consumers, as well as maintaining the desired health-conscious and minimally processed profile. In a separate development, Whole Foods Market expects to see a rise in “plant-based aquatic ingredients,” like seaweed, water lentils, and sea moss.

In Germany plant-based consumption has been accelerated by the introduction of the ‘V-Label’ as a new category for vegan certified foods. This has enabled ProVeg, an organisation responsible for issuing the V-Label in Germany, to provide market researchers with a comprehensive list of all V-Label licensed plant-based products in the country.  As clear labelling and product safety remain a prime concern for consumers, adherence to the stringent requirements of kosher certification is also perceived as extremely beneficial.

Speciality Food Magazine has highlighted twenty-eight food and beverage trends likely to grab headlines in 2025.  Pistachios are forecast to become ‘one of the ‘’it’’ foods, including current ranges of pistachio croissants and Danishes, pistachio filled bon bons, pistachio cakes, pistachio creams / pastes (e.g. KLBD client Pisti), and pistachio ice creams.  Hot honey (e.g. KLBD client Hilltop) is tipped to flourish in the spreads category, with ethically minded production and lack of sugar satisfying consumer demands.

Flying high in the same listings is Asian cuisine, with condiment makers optimistic about sales and products such as chilli crisps becoming regular bestsellers. Head chef at Smiths of Smithfield, Tim Dela Cruz, observed, ‘Prepare for a surge of Southeast Asian flavours with Filipino and Vietnamese dishes leading the way.” His comments were supported by UBA head chef Pavel Baranovs: “Pan-Asian flavours have become popular with home cooks over the years, but I expect 2025 will see adventurous flavours really being championed. I’m excited for people to experiment with zesty yuzu, spicy Sichuan pepper, and sweet char siu sauce. These flavours are unique, versatile and exciting to use.”

In the US, star-studded chefs have posted their thoughts on trailblazing trends for the year ahead. San Diego’s Michael Manoocheri from Valencia Resort & Spa believes that miso, koji, kimchi and tempeh will enhance sauces, breads and condiments, while health-boosting superfruits like baobab, camu camu and yuzu will be the accompaniment of choice for cocktails, sauces and desserts. Corporate executive chef, Patrick Ocha, for INK Entertainment in Miami, predicts that truffles and exotic mushrooms will be a sought-after addition for elevating gourmet dishes to a luxury experience.

Food experts agree that in a climate of heightened cost and mental health awareness, consumers will look towards small treats, with a hint of luxury, for personal indulgence. Saffron may have been associated with luxury in the past, but now features in rice snacks, hummus and dips. Elsewhere, SFA trendspotter Kantha Shelka expects to see the calming appeal of lavender prevalent in food and beverage products, commenting ‘Expect to see it soar in confectionery, preserves and speciality drinks.’ Rhubarb and lavender are emerging as a winning flavour duo in canned sparkling products that work well in both alcoholic and non-alcoholic drinks e.g. Cawston Press Rhubarb (not kosher certified).

The popularity of functional beverage products is evident from the ever-increasing varieties on supermarket shelves. Teas that are infused with vitamins, minerals and health-boosting additions are booming, with Holland & Barrett’s 2025 trends report revealing that the functional tea market may be worth a massive £12.2 billion by 2032. Whole Foods Market anticipates growth in tea-flavoured products (such as Chai and Earl Grey) alongside a demand for new steeping formats, including tea strips, cold-brew bags and powders. The joys of cocoa, both hot and cold are also on the horizon, with global market experts Mintel recognising the benefits of British ‘Sleep Well’ hot chocolate sachets, bolstered with valerian, to combat insomnia. Canada’s Monin group believes that mushroom coffee will gain a loyal following, with adaptogenic varieties like Lion’s Mane, Chaga, and Reishi to boost energy and cognitive benefits.

The functional beverage trend looks set to also influence cocktails, with Protein Espresso Martinis and ‘Brothtails’ competing with mainstream options for ‘Happy Hour’. Emerging trends will include such imaginative concoctions as feta martini, in addition to traditional spirits infused with olive oil or savoury flavours. Innovative tonic combinations blending port and tonic and espresso with tonic, are predicted to make their own significant impact.  ‘Zebra Striping’ has also caught the imagination of a new demographic choosing to alternate between alcoholic and non-alcoholic drinks. Emily Hutchinson, co-founder of drinks consultancy Sweet & Chilli commented, ‘The zebra striping movement celebrates a shift in socialising, blending balance and inclusivity.’ The Bacardi Global Brand Ambassador Survey concludes that savoury and herbaceous blending is on the rise, with immersive and multi-sensory venues the go-to experiences for a taste of adventure.

Sustainable practice in food manufacturing remains a key issue for many consumers. Euromonitor’s Inga Kiebanskaja recently commented that “Spending on sustainable products is a conscious decision based on personal values”. Brands will increasingly adopt more sustainable responses, prioritising ethical sourcing, mitigating carbon footprints and championing social and environmental causes. A separate report by Forbes suggests that companies unable to dispense with product packaging completely will endeavour to make some or all of their packaging compostable.

As Artificial Intelligence continues to evolve at an exponential rate, its potential to boost efficiency and innovation within the food industry looks certain to be fulfilled. Professor Christian Janiesch of Dortmund University commented, “Generative A.I. makes it possible to discover ingredient combinations and production methods that better meet the wishes of consumers and may be more cost-effective at the same time.

Along with other exciting trends to watch in 2025, it seems certain that groundbreaking advances in A.I will shape the future operations of food and drink companies across every corner of the globe.

 

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