28 food and drink trends to watch in 2025

As retailers, buyers and producers dip their toes into a new year, one of the big questions on the tips of their tongues will be ‘what do shoppers want?’.

Consumer buying patterns, desires, wants and needs are changing at a faster pace than ever before when it comes to food and drink, driven largely by social media.

From the comfort of their own kitchens, shoppers have access to a phenomenal stream of delicious content every day. Content that’s taking them across the world, introducing them to recipes, flavours, ingredients and concepts they’ve never seen before. 

And they want to see these experiences reflected on the aisles of their local supermarkets and specialist food stores. Read on to find out what experts predict will be the biggest food and trends of 2025.

1. Natural Honey
Shoppers were shocked recently when it was revealed around 90% of British honey contains added sugar. The Honey Authenticity Network sent 30 samples for testing in November 2024, with 24 out of 25 jars considered to be ‘suspicious’.
This, in turn, is making consumers think more carefully about the honey that lands on their breakfast table. They’ll be looking for jars from smaller, more ethically minded producers, and for claims of 100% authenticity, with no added sugar.
Hot honey also continues to be a driving force in the spreads category, and should perform well in retail in the months to come.

2. Spanish Food
It will be music to speciality retailers’ ears that Spanish food and ingredients have piqued consumer interest. Bidfood’s 2025 trends report expresses they want to dive in deeper than the typical paella, exploring cooking more regional, specialist cuisine, and taking the time to try a bit of Spanish baking.
Skyscanner picks out San Sebastian in Northern Spain as driving this trend, with more people than ever wanting to try the classic burnish-topped Basque cheesecake and pintxos – small tapas-like bar snacks. Many pintxos are easy to recreate using what you have in the deli counter.

3. Asian Flavours
Asian condiment makers such as Yep, NOJO and White Mausu are all reporting strong sales and growth, backed by retailers, who say products such as chilli crisp are becoming regular bestsellers. This is a trend that shouldn’t be ignored. “Prepare for a surge of Southeast Asian flavours with Filipino and Vietnamese dishes leading the way,” says Tim Dela Cruz, head chef at Smiths of Smithfield. Pavel Baranovs, head chef at UBA, agrees. “Pan-Asian flavours have become popular with home cooks over the years, but I expect 2025 will see adventurous flavours really being championed. I’m excited for people to experiment with zesty yuzu, spicy Sichuan pepper, and sweet char siu sauce. These flavours are unique, versatile and exciting to use.”
Pho and banh mi will see a rise in popularity, says Skyscanner, while Whole Foods Market points to a rise in the exploration of dumplings – especially those putting authenticity and clean ingredients first.

4. Pistachio
This is going to be one of the ‘it’ ingredients of 2025. Bakeries and confectioners are already upping their game here, having expanded out their existing ranges to include pistachio in 2024. Think pistachio croissants and Danishes, pistachio filled bon bons, pistachio cakes, pistachio creams, and pistachio ice creams. This has largely been driven by the enormous online interest in the ‘Dubai chocolate bar’ filled with pistachio paste and crisp knafeh pastry. Even chocolate giant Lindt has tapped into the trend – with more surely to follow.

5. Authentic World Flavours
Bidfood cites ‘flavours less travelled’ as a major food and drink trend for 2025, saying 55% of consumers are looking for new food experiences. There are leanings towards the soul food of America’s Southern states – especially Creole and Cajun. Turkish, Greek, Argentinian, Portuguese and Swiss food are all resonating with food lovers too.

6. Impulse Treats
Indulging in ‘treat me’ moments was a theme throughout 2024, and it’s not going anywhere. According to FMCG Gurus there’s been a shift towards ‘permissible indulgence’, with consumers seeking gratifying flavours and textures free of guilt. “This has led to a rise in premium and artisanal products promoting balance and moderation. Brands are focusing on providing sensory-rich experiences that deliver pure enjoyment, reshaping the narrative around guilt-free indulgence.”

“We’re seeing a growing trend of shoppers treating themselves to small indulgences that feel both luxurious and justifiable,” agrees Imogen Smith of Flower & White. “Products that balance indulgence with quality ingredients or align with values like sustainability or health-consciousness, are becoming the go-to choice for consumers looking to make their everyday moments a little bit more special.” Treats coming in under 100 calories per serving continue to gain popularity Imogen adds, as are options that create a sense of comfort and joy. “There’s a clear shift towards mindful indulgence – where the treat not only satisfies, but also resonates with their personal values, from ethical sourcing to reduced waste.”

Mandy Saven from Stylus thinks ‘little treat’ culture will thrive in 2025, saying it’s “anchored in desire for flavour and ingredient exploration”.

“Big brands and small brands can happily place in this space,” Mandy says. “Consider premium British retailer Fortnum & Mason’s collaboration with Leeds-based bakery Get Baked [where slices of the cult new ‘Bertha’ cake were sold in customised co-branded boxes]. Both brands benefited from the halo of association with one another. Fortnum & Mason shows off its ‘in the know’ status, and Get Baked artfully demonstrated how it could play in the upper echelons of the foodie world.”

Treats to consider include premium single serve cakes, baked goods and miniature chocolate bars – but also hot drinks. Hot chocolate is especially being championed as ‘one to watch’ in 2025. Bidfood’s trends report revealed 38% of those asked considered hot chocolate as a cost-effective way to indulge, while cafes and retailers anecdotally say they’ve seen a rise in sales of both at-home and in-store hot chocolate purchases.

Tap into this trend, Bidfood says, by investing in super luxury products, and offering customisation using flavoured syrups, gourmet artisan marshmallows and other toppings. Also consider expanding your range of single origin hot chocolates.

7. Sustainable
According to Euromonitor more than 60% of consumers say they’re trying to adopt more planet positive habits, while FMCG Gurus says 32% of consumers want to avoid ingredients harmful to the environment. Brands are increasingly adopting more sustainable practices in response, they say, looking more closely at ethical sourcing, mitigating carbon footprints, and championing social and environmental causes.

“Spending on sustainable products remains a conscious decision based on personal values,” says Inga Klebanskaja, senior research consultant at Euromonitor. “But consumers also pay close attention to the key benefits these products deliver. Sustainability claims require tangible evidence.”

The trend, she continues, “Challenges businesses to create the right claims on the right products for the right audience. Sustainability is no longer brand-enhancing, but a prerequisite for innovation that drives growth.”

8. International Snacking
It’s not just mealtimes consumers want to pep up with global flavours – they’re looking for something different in the snacking aisle as well. Whole Foods Market says this sector of retail is a “perfect place for disruption” with emerging British and established international brands taking on salty snacks like popcorn and crisps, giving them a twist to create “fusion foods that have mass appeal”. “On packaging brands can tell their snack story by sharing their cultural roots and nostalgic childhood food memories.” The retailer points to interesting options including mango sticky rice chips, and chilli crunch oil edamame and nut mix.

9. ‘Clean’ Labels
UPFs (ultra processed foods) were a hot topic in 2024, with The Tape Agency saying the conversation is largely being fuelled by Gen Z and social media who are “increasingly concerned” about what’s going into their food and drink. They want natural, organic and minimally processed products, the agency adds.
“2025 will see consumers move away from buying food with additives to cooking more with natural ingredients, in addition to eating more seasonal vegetables and only eating meat and fish on weekends or special occasions,” agrees chef Theo Randall. 

10. Crunch
Think about introducing more texture into your product lines, says Whole Foods Market. “From crispy grains and granola to sprouted and fermented nuts, roasted chickpeas and mushroom chips - consumers are reaching for these items to enhance meals and add texture to breakfast, lunch and dinner,” the retailer explains.
“Brands are creating crunchier versions of the ever-popular chilli crisp, while new seasonings marketed for their texture are stars of salads and roasted veggies. Dehydrated fruits and candy are taking over social media, with consumers seeking that light, airy crunch. This trending texture can also be seen in beverages and desserts, like crème brûlée espresso martinis or pistachio-topped pastries.”

11. Tea
The popularity of functional products should not be underestimated. More of us are trying to squeeze every bit of goodness out of everything we’re consuming. Tea has become an easy way to bump up our nutrition, and varieties infused with vitamins, minerals and health or wellbeing-boosting additions are booming. Holland & Barrett’s 2025 trends report reveals the functional tea market could be worth a whopping £12.2 billion by 2032.

The health store says the market is being driven towards function, coupled with exciting flavour profiles, backed by modern science. “The audience are also bringing coffee shop culture to tea drinking, meaning they place more emphasis on it also being an experience and an activity in itself. Another development is the rise again in popularity of loose-leaf tea.”

Whole Foods Market is seeing growth in tea-flavoured products (such as chai and Earl Grey) alongside a demand for new steeping formats, including tea strips, cold-brew bags and powders. “Vintage-inspired adult tea parties are poised to replace happy hour as customers looking for function can seek out brews with added adaptogens and benefits,” they said.

12. Sea Ingredients
Seaweed has been gaining in popularity for a couple of years, and has given consumers confidence to explore other aquatic plants as sustainable sources of protein and nutrients, says Whole Foods Market. “Sea moss, in particular, has been making a splash as a buzzy wellness ingredient, especially touted for its iron, magnesium and iodine content. Duckweed (or water lentils) is emerging on the scene now, boasting a higher protein content than other leafy greens, while agar-agar is being promoted for supported the digestive system.

13. Protein
The protein trend will be around for a long while yet with consumers valuing it as an addition to a catalogue of foods and drinks. Holland & Barrett believes in 2025 protein will grow further in the wellbeing space (outside of its traditional place for the bodybuilding market) being used as an ingredient that promotes ‘beauty from within’ in products such as snacking bars and bone broths.

There’s an emphasis on ramping up protein consumption at mealtimes and in snacking, adds Whole Foods Market. “Recipes incorporating cottage cheese may have kick-started customers’ desires to seek out protein in whole food sources, with consumers now prioritising animal protein.” Shoppers, the retailer continues, are looking for blends of muscle meat such as ground beef, combined with offal to gain its nutritional benefits without having to learn how to prepare liver, kidney or heart.

Organ meats are being touted as a superfood providing significant protein, vitamins and minerals, leading shoppers to seek meat blends that combine traditional muscle meat like ground beef with organ meats and making it easier to enjoy the nutritional benefits without having to learn how to prepare liver, kidney or heart.

14. Nights In
The ‘Big Night In’ gained popularity in 2024 as more of us decided we preferred entertaining at home, rather than incurring the expense of eating out. A recent OnePoll survey showed 38% of participants favoured small socials at home. Around 35% said it was because of the cost-of-living crisis, 48% liked the intimate atmosphere they could create, and 58% liked the fact their home was quieter, so they could hold more meaningful conversations. The average adult hosted two house parties in 2024, attending three or more at others’ homes, and half of those polled would like to go to more parties. The crux is this – party snacks, drinks and meal solutions are key in fine food retail as we get stuck into 2025.

15. Water with a Twist
Water is no longer just water, says Holland & Barrett, which says it’s seeing a sharp incline in innovative products to aid H20 intake. “Adaptogen-enriched kombuchas combining both hydration and functionality, and water with collagen and fibre will be the liquids on everyone’s lips,” the retailer reveals.

“It’s impossible to ignore the trend at food and beverage shows,” says Whole Foods Market. “You’ll find popsicles with electrolytes, sparkling coconut water, chlorophyll water and even protein water. New players are emerging in the space, like cactus waters that contain antioxidants and electrolytes, and better-for-you competitors to sugary and artificially coloured sports drinks.”

“In 2025 hydration will spin into sharper focus as consumers join the dots between their everyday liquid intake and overall wellness,” says Mandy Saven of Stylus. “Here, emphasis will be on the hard-hitting health benefits of invisible minerals and salts. Equally, consumers will be propelled to adopt a preventative approach to hydration. They won’t wait until they feel thirsty, but will act in a more organic and consistent way. Easy access to essential electrolytes is a game-changer for consumers wanting to safeguard their holistic wellbeing.”

16. Fibre
Food and drink with added health benefits really are stealing the show in the industry right now. 
And fibre is king, says Bidfood, which reveals in its 2025 trends report that 73% of those asked said they knew it was good for their gut health, inspiring them to include more whole foods in their diets. Now’s the time, the wholesaler says, to elevate recipes and formulations to include added fruit and vegetables, pulses, grains and whole cereals in response.
“Fibre’s getting a glow up in 2025,” adds Holland & Barrett, explaining its analysts say the nutrient is beginning to follow in the footsteps of protein. Trending products include fibre-added or fibre-rich flours, and fortified sodas such as Dalston Soda’s Prebiotic Soda and Hip Pop.

17. Luxury Comfort
This trend has been gathering momentum for a while, says Caroline Chapman, menu creative manager at Egg Soldiers.
“By ‘luxury comfort’ I mean accessible, ‘fast’ food given indulgently higher end spins. Think lobster crumpets, fried chicken and caviar – decadent pairings that just work,” she explains. In retail the concept is being flipped on its head, giving speciality products indulgently comforting spins. I look to products like Crispy Chicken Skin Sambal from Edinburgh producer Mirin, to King of Feast’s Funky Burger Sauce, made with sun-dried tomatoes and molasses, and the Barrel-Aged Buffalo Hot Sauce from Big Jim’s Kitchen.

18. Nostalgia
“The topic of nostalgia has been hot for a few years now,” says Caroline. “One potential tangent is ‘Fully-Loaded Nostalgia’ - a doubling down on childhood cravings within single products.
“In hospitality I look to Medlock Canteen in Manchester with its deep-fried rhubarb pie with custard and edible glitter, its cinnamon crunch cereal with homemade pink marshmallows and chocolate milk, and its Eton Mess with BBQ strawberries.”

Another interesting tangent, she adds, comes from the intersection of Italian-American comfort food. “The likes of spag bol and garlic bread are nostalgic to Brits, regardless of origin, with a broader influx of NYC-driven cuisine coming into UK hospitality. Dishes such as baked ziti and chicken parm, recognised from nostalgic US movies and TV shows are now entering the UK food spotlight.”

Caroline says she certainly sees an opportunity for speciality brands in retail here, particularly in terms of sauces and condiments.

FMCG Gurus says its research shows 18% of global consumers want to see nostalgic flavours when they’re choosing food, with one of the prevailing aspects of the trend based around a resurgence in a retro mindset, and deeper appreciation for timeless traditions.

“Consumers are finding solace in the familiar, placing importance on tradition, heritage and nostalgia in their decision-making. This trend reflects a yearning for clarity, authenticity, and straightforward decision-making amidst the overwhelming abundance of information and choices available today.”

19. Beans and Pulses
Packed full of fibre and great for the gut microbiome, beans and pulses are being hailed as one of the ‘superfoods’ of the moment. The fact celebrity chefs and health podcasters have been singing their praises, against the backdrop of ‘noise’ around UPFs, hasn’t done them any harm at all. For the team at Sous Chef, the ultimate hero of this trend is Spanish Judion butter beans. “The ‘Rolls Royce’ of beans have an incredibly silky texture with a mild, mineral taste. These come from Navarra in Northern Spain and are popular either on their own as a pinxtos dish, or eaten in stews and part of a main meal.”
Jarred beans and pulses, favoured for their creamier texture and fuller taste, are worth investing in this year, as are organic varieties.

20. Fruit and Nuts
Fitting in with both the permissible snack and protein trends, there’s been clear growth in the snacking nut (and fruit) categories, with consumers viewing these products as a more natural, healthier way to boost energy when they hit the 3pm slump. Premium chocolate-covered dates and nuts are taking off, as are nuts in delicious, inspirational seasonings – particularly those with a kick of heat.

21. High Quality Meat
“Following a plethora of plant-based product development across just about every product category, from dairy and confectionery to seafood, meat makes a robust comeback in 2025,” says Mandy. “This is in part thanks to the proliferation of evolved diet trends – TikTok is awash with influencers promoting the wellbeing benefits of The Carnivore Diet. However, this is also about consuming meat for its wide-ranging health benefits, which include everything from supporting healthy hair growth to promoting vibrant skin. Ethical and sustainable meat producers can benefit from this heightened interest by offering curated selections of high-quality bites at accessible price points.”

22. British
Bidfood’s latest report shows consumers are looking for food and drink made closer to home, taking comfort in the quality and assurance of British produce. The most appealing Scottish foods were Aberdeen Angus beef, salmon and stovies. From Wales, consumers apparently crave rarebit, Welsh cakes and oggies. And they were most interested in farls, soda bread and coddle from Ireland.

23. Brave Flavour Profiles in Drinks
Three Cents co-founder, George Bagos, expects drinks menus to be dominated by bold choices in 2025 – think fat-washed spirits, and the addition of fermented and pickled ingredients. “They don’t all have to be daring savoury flavours though,” he explains. “Instead it’s tastes and ingredients that consumers are familiar with already but perhaps haven’t had in a drink before that are really making it in the mainstream.” Fig leaf, he thinks, will be a strong contender in 2025. “It is sweet and fruity, yet balanced by a subtle and earthy undertone.”

24. Tonic
Tonics and mixers are coming into their own, with some quirky new versions on the market – many of them being chosen as stand-alone drinks. “The rise in popularity of quality tonic waters is fuelling a wave of new and more experimental mixes,” says George. “They offer fabulous flavour combinations that sit in a real sweet spot – a more elevated experience than a wine or beer, and more refined than a spritz, yet not as extravagant as a cocktail.”
Port and tonic and espresso with tonic are two trends to watch in this space.

25. Spritz Culture
“Every summer there’s a spritz cocktail that makes a lot of noise,” says George. “The Hugo has been the most notable, but we’re also seeing drinks with more unconventional and complex flavours become a popular aperitivo option. In 2025 - as consumers get more adventurous - we have our eyes on a limoncello spritz becoming the go-to sundowner. 

26. Low and No Drinks
“There’s a real trend in consumers wanting to drink less but better, as well as those cutting out drinking altogether,” says George. “The industry has responded in a strong way and, as a result, we’re seeing incredible innovation in the low and no category for beer and spirit alternatives. “We’re also noticing that many ‘mindful drinking’ bar-goers are opting for quality soft drinks, ones that still offer complex flavour profiles and an experience that doesn’t make them feel like they’re missing out.”
George expects low and no menus to grow in size in the year ahead as new tonics and mixers come to market.

Low or no-alcohol spirits are gaining traction, adds WSET spirits educator Charlie McCarthy. “While many gin brands have produced zero alcohol versions, brands such as Everleaf and Three Spirit are having considerable success in creating original flavour and texture profiles, freed from the imperative to imitate existing spirit profiles.”

27. Premium Spirits
Gin sales continue to dwindle, but other premium spirits are rising up to take the drink’s place, says Charlie, who explains that discerning British drinkers are turning further towards rum and agave products. “ Across the board the concept of ‘super-premium spirits’ no longer simply equates to displays of luxury. These days, spirits with authenticity and sustainability at the heart of their story resonate more with consumers. Adventurous spirits enthusiasts are keen to engage with producer stories and unique flavour profiles, whether that be Piscos, Artisanal Mezcals, Haitian Clairins, or Japanese Shochus. These spirits convey a real sense of place, along with depth and complexity of flavour.”

Single malt Scotch remains enduringly popular, Charlie adds. “However, rising production costs have led to an uptick in prices, and a resulting fall in volume sales. This has spurred malt enthusiasts to explore single malts from the US, Germany, France, Australia, Israel, and even England.”

28. Sustainable Wine
Much like spirits, the premiumisation trend is expected to continue in the wine category, with more consumers drinking less but better, says WSET wine educator Anjali Douglas.
“An increasing awareness of sustainable practices will be reflected in the wine category – from grape to glass. In the vineyard, this means producers will emphasise their organic and biodynamic practices in their marketing, and we are likely to see a rise in producers adopting ‘regenerative viticulture’ (which focuses on promoting healthy soil) in their communications too.

“This heightened awareness of sustainability also relates to increased availability of high-quality wine in more sustainable packaging, particularly bag-in-box, and a movement towards light-weight glass bottles across all levels. Non-glass packaging will also be used to produce more single serve format wines (RTDs), such as wine in can, with the aim to become more attractive to younger drinkers.”