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Mintel, experts in understanding consumer desires and motivations, have identified four key trends that will influence the global food and beverage industry in the coming years. By 2025 and beyond, we can expect GLP-1 weight-loss medications to highlight the importance of essential nutrients like protein and fiber. Additionally, unconventional “rule-breaking” food and beverages will provide consumers with new ways to indulge and express themselves. The sourcing of ingredients will become more diverse, while the humanization of technology will be crucial for consumers who are wary of the role technology plays in creating and modifying the food they consume. The Mintel 2025 Food and Drink Trends are as follows:
Fundamentally Nutritious: The introduction of weight-loss drugs like Ozempic will reshape how consumers view food as a form of medicine. Rather than focusing on products with added functional ingredients, consumers will prioritize nutritious products that meet their daily essential nutrient requirements.
Rule Rebellion: Brands can appeal to a growing number of “perfectly imperfect” consumers by offering products that challenge traditional norms in the food and beverage industry.
Chain Reaction: Given the increasing disruptions in the food supply chain, the industry must adapt by encouraging consumers to embrace new sources, ingredients, and flavors.
Hybrid Harvests: Companies in the food and beverage sector must demonstrate how technology and agriculture can work together to benefit consumers, farmers, and the environment.
Fundamentally Nutritious
Jenny Zegler, director of Mintel food & drink, explains, “The emergence of GLP-1 weight-loss medications, like Ozempic, will prompt consumers to rethink the relationship between food and medicine. Starting in 2025, brands will need to focus on the essential nutrients contained in their products. Simplified claims highlighting protein, fiber, vitamins, and minerals will resonate with consumers using weight-loss drugs, as well as those who base their dietary choices on individual needs and preferences.”
“We can anticipate a rise in nutrient-rich product innovations aimed at improving overall health. Understanding the importance of meeting daily nutritional requirements will be a critical lesson for consumers. Brands will need to simplify their health claims and emphasize the essential nutrients in their products. By promoting well-known nutrients, brands can effectively differentiate themselves in a saturated market where information overload is common.”
Rule Rebellion
“As societal norms evolve, food and beverage brands can cater to consumers who embrace imperfections. By challenging conventional rules around consumption, brands can offer products that align with how consumers want to enjoy their food and drinks, rather than how they believe they should. This shift will lead to innovative solutions that cater to consumer demand for novelty in taste, texture, and aroma,” explains Zegler.
“In the coming years, brands will break traditional norms by introducing unconventional products. Collaboration within and outside the industry will drive innovation and address health-related issues often overlooked in the mainstream. This includes mental health management, which is gaining recognition within the food and beverage sector.”
Chain Reaction
“With climate-related challenges impacting food production and consumer awareness on the rise, brands must clearly communicate changes in sourcing to benefit consumers. Multinational collaboration and scalable tech solutions will play a crucial role in ensuring a sustainable supply chain. Consumers will feel the effects of these changes firsthand, prompting brands to provide transparent solutions,” says Zegler.
“The future will see a shift towards alternative sourcing regions and a focus on highlighting the benefits of diversified sourcing. As consumers become more globally connected, brands will need to adapt to changing preferences influenced by social media, immigration, and travel.”
Hybrid Harvests
“The integration of technology in food and beverage production is inevitable, but consumer acceptance remains a challenge. Producers must emphasize how technology complements traditional methods to address issues like the climate crisis and food security. Consumers need to see tangible benefits in taste, nutrition, and sustainability as technology advances,” Zegler concludes.
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Emil Kovács graduated from the Journalism program at Eötvös Loránd University in Hungary. During his journalism studies, he focused on data journalism, investigative reporting, and multimedia storytelling. He gained experience by writing for the university’s student newspaper, where he gained attention for his articles on social issues. After graduation, Emil began working as a reporter at a European news agency, where he conducts in-depth analyses of international news and current events.
