Source: GlobalData
The interconnectivity of all health concerns could offer food and beverages brands innovation opportunities in 2025 by addressing multiple wellness concerns at once.
Several key trends are set to influence consumer purchasing behavior in 2025, including personalized health and wellness with a focus on women, health longevity, personalized products and experiences, and sustainability solutions aided by new technologies. GlobalData, a leading data and analytics company, highlights four food and beverages trends that are set to offer consumer packaged goods brands innovation opportunities in 2025:
Personalized Health and Wellness: Women’s Health
Women’s health has long been under-researched, presenting an opportunity for brands to create new products and new marketing initiatives to meet women’s unique health needs.
In the supplements market, product ranges catering to reproductive and hormonal health concerns are now expanding into women’s fitness, digestion, and sleep – all of which require different supplements to men. Brands like Women Best recognize this and solely target women, providing them with supplements to support their dietary needs with functional benefits such as energy, focus, and stress relief. Unilever’s SmartyPants Vitamins range also offers multivitamins and pre and probiotic supplements that cater specifically to women’s health needs. In line with this, the women’s supplement market has seen double-digit value growth over the last two years, according to GlobalData Market Analyzers.
Fahima Omer, Food Consultant and analyst at GlobalData, comments: “Whilst the health benefits of supplements are harnessed in products such as vitamins and protein bars, consumer packaged goods manufacturers could explore opportunities to develop new food and beverages products using supplement ingredients. One such opportunity is to recognize the interconnectivity of all health concerns and release more products aimed at addressing multiple wellness concerns at once.”
Sustainability solutions based on new technologies
Cell-based foods first emerged in 2013 when a scientist in the Netherlands managed to cultivate a burger patty. With new technological advancements and the use of molecular biology, brands such as GoodMeat create meat simply by feeding cells in a sterile environment. Widespread adoption of cell-based meat products has been slow thus far, but this developing technology offers the potential to produce meat products at scale in a more sustainable way. This is becoming increasingly important as The Food and Agricultural Organization at the United Nations* revealed in its 2017 report, “Tackling Climate Change Through Livestock”, that livestock is a significant contributor to climate change with emissions estimated at 7.1 gigatonnes CO2, representing 14.5% of human-induced GHG emissions.
According to GlobalData’s consumer survey (Q3 2024), this kind of sustainability initiative resonates with 74% of global consumers who say that ‘sustainable/environmentally friendly’ is an ‘essential’ or ‘nice to have’ feature when deciding to make a product purchase.
Cell-based foods could also address food insecurity. In a UN/WHO** joint report from 2022, the organization estimated that 11% of people globally suffer from undernourishment despite the planet being able to produce enough food.
Health Longevity: An aging population and the rise of personalization
With 22% of the world’s population expected to be over 60 years old by 2050, according to WHO***, there will be growing demand for food and beverage products that support this cohort’s desire for a long, healthy, and active life. Meal kits with claims around health management have grown in value by 67% during 2016-23, according to GlobalData Market Analysers’ health and wellness data on prepared meals.
As older adults become more proactive about their health, they are choosing products that align with their wellness goals, including dietary supplements and foods rich in vitamins and nutrients that support longevity. Food manufacturer Chin Huay has responded to this demand with a selection of snacks formulated with probiotics, which support senior consumers’ dietary needs, and coffee brand UDA infuses several longevity-centric supplements to help fight aging. These include NMN, which increases metabolism and aids DNA repair; cognitive enhancer L-Theanine; quercetin, an anti-senescence and anti-inflammatory; and ashwagandha, to reduce fatigue and stress.
This trend reflects a broader societal shift towards preventative health measures and lifestyle improvements, which have gained traction following the pandemic. Personalized health and wellness solutions from companies that provide health advice from the analysis of personal health data are growing in popularity. Everlywell provide at-home test kits that check age and gender-related conditions with the aim of providing consumers with specific lifestyle recommendations.
Flavor expansion in Foods and Foodservice
The ubiquity of foreign travel and the rise in social media usage have exposed consumers to global cuisines and flavors, which they have embraced, providing companies with the opportunity to expand their product and flavor choices beyond core brands and gain awareness for them through social media.
According to GlobalData’s Consumer Survey (Q1 2024), 56% of 25-34-year-olds, globally, use social media to discover products and new flavors. A further 51% of the same age group agree with the statement ‘when I find a product in a new flavor I like, I enjoy sharing this knowledge on social media’.
Foodservice operators such as UK-based Los Mochis have been successful in merging Japanese and Mexican cuisines using ingredients such as chipotle and kombu broth to create a chipotle miso soup, exposing their customers to bold new flavor choices.
Omer adds: “Food and beverages trends in 2025 will reflect a complex interplay of functional health & wellness, sustainability, digitalization, and flavor choice. Innovation will not only cater to consumers’ immediate health needs but also prioritize health longevity. There could be a renewed focus on lab-grown meat which has the potential to address food insecurity whilst also combatting climate change. These trends will also present opportunities for brands to sell more value-added and premium products to meet the evolving expectations of consumers in a rapidly changing marketplace.”
* Source: The Food and Agricultural Organization at the United Nations 2017 Report: Tackling Climate Change through Livestock
** Source: UN/WHO joint report: State of Food Security and Nutrition, 2022
*** Source: WHO website ‘Ageing statistics’
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