Today, more than ever before, consumers are scrutinising product labels and brands before making purchases. In the food and beverage industry, much of that scrutiny falls on ingredients labels, with an increasing number of consumers considering ingredient quality to be non-negotiable.
Ultimately, people want to feel good about what they consume. However, the types of products that deliver that feel-good factor will vary depending on personal priorities and preferences.
For some, it’s all about eating natural, fresh foods with no additives or preservatives. Others, meanwhile, may favour products with strong sustainability credentials, added health merits, or beneficial nutritional values.
With so much to consider, let’s delve into some of the major health ingredients trends that are likely to shape the market through 2025.
The future of Food is Medicine (FIM)
As new research studies continue to make the impacts of our dietary choices clearer, consumers are leaning further into nourishing ingredients, seeking products that benefit rather than hinder their health.
We expect the Food Is Medicine (FIM) movement to gather greater momentum this year in line with the wider adoption of holistic approaches to health and wellness, with consumers striving to manage and prevent health-related issues through food.
Greater education on the bodily impacts of what people put in their mouths is growing, with consumers moving away from ultra processed foods, opting for low salt, sugar and fat options, and leaning into those brands that provide clean, lean and natural products.
At the same time, FIM will also drive-up demand for personalised nutrition as individuals seek products that align with specific health requirements – from weight management to women’s health and athletic performance.
Gut and mental health will remain a major focus
The rise in consumer education on food health is also likely to improve understanding about the impact of consumption habits on mood and mental health.
Here, gut-friendly ingredients such as fibre and prebiotics that are key to feeding microbiome are set to take centre stage. Although this remains a relatively new area of research, there’s increasing evidence that improving your gut health can help reduce symptoms such as anxiety and depression.
The connection between digestive and emotional health is becoming clearer among consumers, opening up opportunities for relevant innovation. This may include developing products that incorporate ingredients associated with mental health benefits, such as mushrooms or vitamins. And we also expect that demand for pro-gut products will expand into other segments, such as snacks.
Young generations will continue to seek beauty foods
Mental health isn’t the only consumer priority set to drive a shift in consumption preferences. Equally, others are interested in the correlation between nutrition and skin health.
This is particularly prevalent among younger generations for whom skin care is more of a priority, with ingredients such as vitamins, antioxidants and collagen expected to attract increasing attention from consumers and manufacturers alike.
Sustainability to further influence purchasing decisions
Beyond the impacts of food and beverages on body and mind, purchasing habits will continue to be driven by the impact of specific brands, products and diets on the planet.
For many consumers, the way in which products reach the shelves and the toll they take in doing so is becoming just as important as their quality and contents. In fact, according to PwC, consumers are willing to spend an average of 9.7% more on sustainably produced or sourced goods, even as cost-of-living and inflationary concerns weigh.
In 2025, food and beverage brands must consider this, embracing planet friendly practices and products – be it sustainable farming, packaging solutions, or otherwise – to meet shifting consumer demands.
AI’s influence will grow
AI’s impact on the food and beverage sector will also grow exponentially during 2025.
For manufacturers, technologies are set to play an ever-greater role in everything from product innovation and flavour development to ingredient formulations, automation and food safety enhancement.
Among consumers, meanwhile, we’re likely to see a growth in the uptake of AI recipe tools as people seek to improve their meal planning, reduce food waste and find ingredient substitutions in the home. And for restaurants, AI may also start to be used more widely in areas such as quality control to ensure all meals meet consistent standards.
A big year for Agritech?
Just as AI’s influence will grow, so too will the role of agritech solutions.
With farmers faced with a series of complex challenges, from unpredictable weather patterns to supply chain problems and sustainability pressures, we feel that many will begin to look towards technologies as a means of reducing operational burdens.
Rapid improvements in robotics and data analytics capabilities are paving the way for a variety of new productivity and yield improvement solutions, helping farmers achieve everything from automated planting, spraying and harvesting to optimising water usage and soil conservation.
2025 is poised to be a landmark year for the food and beverage industry. At EMG, we’re here to help our clients stay in tune with market demands, aligning their marketing and communication strategies with consumer preferences to capture attention and improve brand value. Contact us to see how we can support your brand today.
