BENEO’s global food and drink trends
Health continues to drive consumer choices in 2025 and beyond, as they increasingly seek food and drink options that align with their health and wellness needs.
Food and drink trends are redefining consumer’s behaviour, driven by key and mega-trends that highlight evolving priorities and lifestyle shifts. Mega-trends, which are long-term shifts that shape industries and societies over a decade or more, impacting and shaping how we live, eat, and consume include: Clean and green nutrition, emphasizing transparency and sustainability; Fast-paced convenience, where flexible lifestyles drive demand for time-saving food options, Age well revolution, focusing on long-term health across generations; and adapting to uncertainty, where rising costs push consumers to prioritize value for money.
BENEO identified 6 key trends, which are more specific expressions of these broader mega-trends. They reflect evolving consumer preferences and market dynamics over a shorter time frame. Plant-based proteins are gaining popularity for their natural, health benefits, reflecting the rise of plant protein power. Meanwhile, Microbiome momentum emphasizes the growing awareness of the gut-brain connection and the impact that the gut microbiome and health has on overall well-being. Feeling energized is also closely tied to mental wellness, as consumers seek food & drink to support mood, mind, and energy levels.
Additionally, indulgence is being redefined as consumers look for snacks that deliver not only great taste but also nutritional and functional benefits. The focus on functional forward further underscores the desire for products that offer preventive and protective health advantages. Finally, Weight wellness has become a lifestyle priority, with people seeking food and drink that supports both looking and feeling good.
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Plant protein power
Consumers are seeking diverse protein sources, including plant-based options, that deliver both great taste and health benefits.
Microbiome momentum
Rising consumer awareness of the gut-brain connection is shedding light on the vital role of the gut microbiome for overall health and well-being.
Weight wellness
Looking and feeling good is a powerful consumer motivation, weight wellness is het over-arching driver of many consumer food choices – even if consumers don’t acknowledge it.
Indulgence redefined
Finding the sweet spot: Today’s snacks must do more than taste good — consumers want convenient options with nutritional and functional benefits.
Functional forward
The future is functional. Functionality signals health, providing consumers with another opportunity to make healthier choices for preventive and protective benefits.
Mood, mind and energy
There is a deep connection between energy and mental well-being, as feeling energetic is often one of the keyways people express positive mood and mindset.
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