The European food and beverage sector continues to evolve, adapting to changing consumer habits and preferences.
In recent years, alongside growing concerns about consuming natural, healthy and environmentally friendly products—trends that have been on the rise in recent years—there are trends that reflect changing consumption patterns across age groups, developments driven by new technologies, and the rise of new dietary movements globally.
As in previous years, global market research firms Innova Market Insights and Mintel have published their food and beverage trends report for the coming year. Here’s our roundup of all of them.
Nine food trends for 2025
Here are some of the main trends you should be aware of in 2025. Take note!
1. Rule rebellion: innovation and personalisation
Mintel’s «rule rebellion» trend reflects consumers’ desire to challenge traditional food norms and make dietary choices that express their individuality and creativity. This has led to increasing demand for personalised products, innovative formats and unexpected flavour combinations.
2. A rising focus on nutritional profiles
According to Mintel, consumers are increasingly aware of the importance of optimal daily nutrition, driving them to seek functional foods that support their dietary needs. Similarly, Innova Market Insights highlights the «precision wellness» trend, pointing towards personalised health solutions based on specific ingredients.
The industry is obsessed with developing nutrient-rich products and is working to communicate fundamental nutritional benefits more clearly and simply.
Nuts and other plant-based foods feature prominently here thanks to their nutritional profile. Rich in protein, healthy fats, vitamins and minerals, these products fit perfectly into the functional nutrition narrative. For example, the incorporation of nuts into plant-based drinks or healthier snacks aligns with this trend.
Continue reading: How to maximise the value of plant proteins using nuts
3. The supply chain, reimagined: impact and transparency
Mintel’s «chain reaction» trend focuses on food traceability and its social and environmental impact. Consumers are demanding more information about product origins and production methods, making sustainability a crucial factor.
Natural ingredients like nuts have a considerable advantage here, as they enhance food traceability and support clean labelling. Moreover, products such as nut butters and pastes, as well as plant-based drinks made from almonds or walnuts, can highlight their lower carbon emissions compared to traditional dairy alternatives.
4. Hybridisation: innovation in combined foods
The «hybrid harvest» trend explores the fusion of different food categories to create unique, functional products. This includes combining plant-based foods with animal proteins or integrating different sensory profiles within a single product.
Nuts fit well into this paradigm due to their versatility and complementary nature. For instance, manufacturers can create hybrid yoghurts combining almonds with animal proteins, or snacks that blend nuts with dehydrated vegetable crisps. This approach also promotes the inclusion of emerging ingredients, such as nut flours, in baked goods that combine nutritional benefits with appealing flavours.
Hybridisation is the last of Mintel’s four major food and beverage trends for 2025. The following trends are drawn from Innova Market Insights’ research.
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5. A focus on active ingredients
Innova Market Insights’ «ingredients and beyond» trend emphasises ingredients with compelling stories and tangible benefits. Consumers seek clean labels and products that highlight their key components. A notable trend will be emphasising ingredient quality as a crucial factor in consumer purchasing decisions.
New product developments and recipes aim to captivate consumers by highlighting ingredient quality attributes: freshness, nutrition, health benefits, origin, cultivation, and production processes are becoming increasingly important to consumers.
You may also be interested in: Key applications of nuts in food industry product development
6. Digestive health
Innova Market Insights highlights how products aligned with gut microbiota and specific health needs are gaining momentum.
Digestive health is the primary physical health aspect driving consumers’ functional food and beverage purchases, with an 8% year-on-year growth in products making these claims.
Nuts play a significant role in this area, as many contain fibres and probiotics that promote a healthy microbiota. New product lines enriched with probiotics are emerging to capitalise on this demand.
7. Original, disruptive flavours
The «wildly inventive» trend emphasises the exploration of unconventional flavours and innovative sensory experiences.
Consumers are eager to explore unexpected flavours, fusion cuisines, brand collaborations, unusual formats, category blending, and limited editions. According to Innova Market Insights, more than half of global consumers are interested in trying flavour fusions.
8. Plant-based: rethinking plants
The plant-based revolution continues to advance, with a renewed focus on product quality, sustainability, and functionality.
With an average annual growth of 23% over the past five years, 55% of consumers believe plant-based products should stand on their own merit rather than being positioned as meat and dairy alternatives.
9. Sustainability: climate adaptation
Climate adaptation and sustainability are crucial for conscious consumers. This trend shows how the sector is responding to climate change effects and consumer opinions.
Nearly half of global consumers are highly aware of climate change’s effects on the food industry, with price increases being the most notable impact. According to Innova Market Insights, this climate uncertainty may offer innovation opportunities, such as developing alternatives to climate-sensitive crops like cocoa, coffee, and olive oil.
In conclusion
The 2025 trends from Innova Market Insights and Mintel reveal a transforming food landscape, where nuts and plant-based foods play a central role throughout. From innovations in flavours and formats to a focus on health, sustainability, and personalisation, these ingredients not only meet current demands but also anticipate future consumer needs.
For hospitality professionals and food industry manufacturers, understanding and capitalising on these trends is essential to maintain competitiveness in a market that increasingly values innovation, transparency, and positive environmental impact.
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