2025 Food & Drink Trends: Nutrition, Sustainability, and Consumer Trust

In 2025, numerous changes are expected in the food and drink industry, with brands committed to adapting to new needs of consumers, who are increasingly attentive to the contradictory topic of health and pleasure relating to food. There is a growing trend for more practical and individualised nutrition, with a focus on the topic of “food as medicine”. Consumers pay more and more attention to what they put on their plate and favour products that not only taste good, but are healthy in general.

At the same time, the current socio-economic situation and the challenges on the production side will require companies to be increasingly transparent about the supply chain and the sourcing of raw materials, focusing on the use of new ingredients, thereby highlighting their sustainability. Integrating nature and technology will clearly be the key to meeting food demand and environmental challenges, balancing tradition and innovation by boosting agricultural productivity with a sustainable and resilient approach.

All these factors emerged in an analysis conducted by Mintel, clearly documented in the “2025 Global Food & Drink Trends”, which explains what is expected to influence the food industry in the coming year.

The Future of Food and Drink: 4 Key Trends for 2025

According to the report, 2025 will stand out for the contradiction between wanting to eat wholesome foods, with a view to improving and maintaining one’s health, and the desire to indulge in satisfying foods without feeling guilty. This contradiction can be found in two trends highlighted in the report under the headings “Fundamentally Nutritious” and “Rule Rebellion”.

FUNDAMENTALLY NUTRITIOUS is the trend strictly related to the concept of “food as a medicine”, also in view of the current widespread use of drugs prescribed for weight-loss. This means that more and more consumers will look to foods that provide a feeling of satiety, such as products rich in protein and fibre. Product claims concerning the presence of vitamins will also be important for the consumer, but to make the most of this opportunity, brands need to provide consumers with very clear information about the benefits of eating a particular product. Once again, simplicity is key, as consumers may show some scepticism towards assertions that they do not understand or that seem very different from what they are used to.

RULE REBELLION, on the other hand, is the trend that reflects the desire of consumers to be able to feel free to eat what they want, without feeling guilty for not following a consistently healthy diet, which is often not feasible due to a lack of time and money. This trend is mirrored by the willingness of consumers to embrace their ‘imperfect’ eating habits, also showing an interest in products offering new textures and flavours to spice up their meals. For brands, this trend offers the chance to innovate, even through cross-industry partnerships, by creating new food products that cater to the yearning of consumers for daily moments of indulgence.

At the same time, concerns about supply chains and sustainability are becoming ever stronger, presenting food companies with a challenge to provide transparent product information and search for alternative products. On the other hand, critical issues related to agricultural outputs and the sourcing of certain raw materials pose further challenges, highlighting the need for new technologies that can defy the often contradictory concept that distinguishes nature and automated production. These issues are embodied in the last two trends highlighted in the report, namely “Chain Reaction” and “Hybrid Harvest”.

CHAIN REACTION is about the need for companies to be able to respond to consumer demands when confronted with challenges related to the supply chain of certain ingredients. The problems related to sourcing will persist into the future, as they are often linked to the geopolitical situation and climate change. This issue will require food companies to be transparent with their consumers, disclosing to them any changes in ingredients and recipes in products due to disruption or shortages in supply. This represents an opportunity for brands to gain the trust of consumers by showing an ethical approach to sustainability and sourcing. On the other hand, it provides an opportunity to use alternative and innovative ingredients, produced with alternative cultivation and production methods, or produced from different raw materials, such as alternative ingredients to cocoa, to coffee, or to conventional saturated fats, which have gained interest in recent years.

HYBRID HARVEST is the latest trend highlighted in the report and is related to the use of new technologies to improve natural processes. In this regard, while the use of new technologies in food production is essential, many consumers are not ready to give up traditional methods. Brands will have to explain how nature and technology can complement each other to solve problems such as the climate crisis and population growth. Despite this, food is still a topic that stirs emotions: in 2025, many consumers would rather stick to traditional methods and see food as a link to their cultural heritage.

What lies ahead

In conclusion, 2025 will be a significant year for the food and beverage industry, and companies will be challenged to meet new consumer demands. The need for a balance between health and pleasure, coupled with the demand for transparency and innovation in the supply chain, will increasingly influence the way companies position themselves and advertise their products. Moreover, it will be essential for brands to make use of technologies that maintain a balance with nature, addressing both environmental concerns and supply chain needs. This scenario may offer an opportunity to meet the demand for healthy, genuine products, which have always been crucial in gaining the trust of consumers.