Global market insights provider, Innova Market Insights, shared its Top Ten Food and Beverage Trends 2025 report. Based on consumer trends, the findings show 58% of buyers around the world seek out quality ingredients and products when making food and beverage purchase decisions. Another key stat: With demand for added value continuing to rise in the new year, companies should look to prioritize pushing their standards for quality well beyond ingredients in order to continue seeing high returns in 2025. The data also points to personalized nutrition, renewed focus on gut health, naturalness in plant-based products, flavor mashups, and the tangible effects of climate change on the F&B space and consumer choices, as key trend drivers over the next 12 months.
Survey Says
The yearly list of direct consumer trends serves to identify shifts in behavior, preference, on product launches, and on-pack information from the food and beverage industry. For this year's report the top 10 trends were:
- Ingredients and Beyond
- Health - Precision Wellness
- Flavors - Wildly Inventive
- Gut Health - Flourish from Within
- Plant-based - Rethinking Plants
- Sustainability - Climate Adaption
- Beauty Food - Taste the Glow
- Food Culture - Tradition Reinvented
- Mood Food - Mindful Choices
- AI - Bytes to Bites
Breaking Things Down
Global Insights Director at Innova, Lu Ann Williams, explained the importance of ingredient quality with regards to consumer purchasing decisions: “Our top trend for 2025, ‘Ingredients and Beyond,’ underscores the necessity for companies to captivate consumers by enhancing the quality attributes of their ingredients. Freshness, nutrition, health benefits, and ingredient sourcing are paramount to consumers. Brands can distinguish themselves in the market by offering superior quality ingredients.” This same focus on quality ingredients explains why store brands that emphazize ingredient quality are having a moment.
With almost 60% of consumers admitting to being focused on their health, the #2 trend of "Health - Precision Wellness" describes shoppers looking for balanced nutrition through easy-to-consume functional food and beverages that cater to their specific lifestyle and health objects. Those same shoppers are eager to explore unexpected, fusions between cuisines, cobranding, cobranding, unusual formats, cross-category mashups, and limited editions, which lead to trend #3.
"Gut Health - Flourish from Within" accounts for consumers continued interest in gut health, fiber, probiotics, and digestive health, followed by "Plant-based - Rethinking Plants" at #5, which highlights the 23% average annual growth in vegan/plant-based products with natural claims since 2019, "Sustainability - Climate Adaption" ranks #6 as sustainability continues to be a focus point for consumers and companies within the industry.
For a further breakdown of the list and to access additional insight from Lu Ann Williams, be sure to check out Innova Market's free Top Ten Food & Beverage Trends 2025 webinar.
