Retailers, buyers, and producers will all ask themselves, ‘What does the consumer want?’ as they begin a new year.

Social media is driving a rapid change in consumer buying patterns, wants, and needs regarding Food and drinks.

Shoppers can access a daily stream of incredible content from the comfort of their kitchen. Content that takes them around the world and introduces them to new flavours, concepts, ingredients, and recipes.

They want to see their experiences reflected in the aisles of local supermarkets and speciality food stores. Find out what the experts think will be the top food trends and foods in 2025.

1. Natural Honey

Shoppers have been shocked to learn that around 90% of British Honey contains added sugar. Honey Authenticity Network tested 30 samples in November 2024. Of the 25 jars, 24 were deemed suspicious.

It makes consumers more aware of the honey they put on their breakfast tables. Look for smaller producers who are more ethical and look for products that claim to be 100% authentic, without added sugar.

Hot honey is also a major player in the spreads category and will continue to do well at retail in the coming months.

2. Spanish Food

Speciality retailers will rejoice to hear that consumers are interested in Spanish cuisine and ingredients. Bidfood’s report on 2025 trends states that consumers want to go beyond the traditional paella and explore more regional, special cuisine. They also want to learn about Spanish baking.

Skyscanner identifies San Sebastian, in Northern Spain, as the driving force behind this trend. More people want to try the classic Basque cheesecake with a burnished top and pintxos (small bar snacks). You can easily recreate many pintxos using the ingredients you find at your local deli counter.

3. Asian Flavours

Asian condiment manufacturers such as Yep and NOJO, as well as White Mausu, are reporting growth and strong sales. Retailers also confirm that products like Chilli Crisp have become regular bestsellers. This is an important trend. Tim Dela Cruz is the head chef of Smiths of Smithfield. He says, “Get ready for an explosion of Southeast Asian flavours with Filipino and Vietnamese cuisine leading the charge.” Pavel Baranovs agrees. Home cooks have popularized pan-Asian flavours, but I think 2025 will be the year of adventurous flavours. I can’t wait for people to try out the zesty yuzu sauce, spicy Sichuan Pepper, and sweet Char Siu Sauce. These flavours are versatile, unique and exciting.

Skyscanner predicts that banh mi and pho will grow in popularity. Whole Foods Market also sees an increase in the number of people exploring dumplings, especially those with clean and authentic ingredients.

4. Pistachio

It’s going to be an ‘it’ ingredient in 2025. In 2024, confectioners and bakeries have already expanded their ranges by adding pistachios. Imagine pistachio croissants, Danishes, bonbons filled with pistachios, pistachio-flavored cakes, pistachio-flavored creams, or pistachio-flavored ice creams. The ‘Dubai Chocolate Bar’, a bar filled with pistachio pastry and knafeh crisps, has been a major factor in this trend. Chocolate giant Lindt has picked up the trend, and more are sure to follow.

5. Authentic World Flavors

Bidfood says that 55% of consumers want to try new foods. Soul food from the southern states of America, especially Creole or Cajun, is popular with foodies. Turkish, Greek, and Argentinian Food, as well as Portuguese, Swiss, Turkish, and Swiss cuisine, are also popular.

6. Impulse Treats

The ‘treat-me’ moment was a popular theme in 2024 and is not going away. FMCG Gurus claim that there has been a shift in consumer behaviour towards ‘permissible pleasure’. Consumers are looking for flavours and textures they can enjoy without feeling guilty. This has led to an increase in artisanal and premium products that promote balance and moderation. Brands focus on sensory-rich experiences, which deliver pure enjoyment. This is reshaping narratives around guilt-free indulgence.

Imogen Smith of Flower & White agrees. “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 shift to mindful indulgence, where treats not only satisfy but also reflect their values.

Mandy Saven from Stylus believes that the ‘little treats’ culture will flourish in 2025. She says it is “anchored in a desire for flavours and ingredient exploration. “

Mandy agrees that “big brands and small ones can both place themselves in this space.” Consider the collaboration between premium British retailer Fortnum & Mason and Leeds-based bakery Get Baked, where slices of the cult ‘Bertha” cake were sold in co-branded boxes. Both brands benefitted from the association of one another. Fortnum & Mason displays its ‘in-the-know’ status and Get Baked shows how it can play in the upper echelons foodie world.”

Hot drinks, such as hot chocolate, are also a great treat to think about. Hot chocolate has been hailed as the ‘one to look out for’ in 2025. Bidfood’s Trends Report revealed that 38% of respondents considered hot chocolate a cost-effective indulgence. Cafes and retailers have also reported an increase in hot chocolate sales, both in-store and at home.

Bidfood suggests that you tap into this trend by investing in super-luxury products and customizing them with gourmet marshmallows, flavoured syrups, and other toppings. Consider expanding your single-origin hot chocolate range.

7. Buy a Sustainable Product

Euromonitor reports that more than 60% of consumers are trying to adopt planet-friendly habits. FMCG Gurus states that 32% of consumers want to avoid harmful ingredients to the environment. In response, brands are adopting more sustainable methods. They look more closely at ethical sourcing and carbon footprints and champion social and environmental issues.

Inga Klebanskaja is a senior research consultant with Euromonitor. She says that spending on sustainable products is a conscious choice based on individual values. However, consumers pay attention to the key benefits that these products provide. “Sustainability claims must be backed up by tangible evidence.”

She continues: “The trend challenges businesses to create the correct claims on the products that are right for the audience.” Sustainability is not only a brand enhancer but also a requirement for growth-driven innovation.

8. International Snacking

Not only do consumers like to spice up their meals with international flavours, but they also want something new in the snack aisle. Whole Foods Market believes this retail sector is “perfect for disruption,” with established and emerging brands from the UK and abroad taking on salty snacks such as popcorn and crisps and giving them a twist to create “fusion food that has mass appeal.” On packaging, brands can share their heritage and childhood memories by sharing their cultural roots.

9. ‘Clean Labels’

The Tape Agency said that UPFs were a hot issue in 2024. Gen Z, social media and the general public are “increasingly worried” about what goes into their Food. The agency says that they want products that are natural, organic, and minimally processed.

Chef Theo Randall agrees that by 2025, consumers will stop buying foods with additives and cook more with natural ingredients. They will also eat more seasonal vegetables and only meat and fish at weekends or on special occasions.

10. Crunch

Whole Foods Market suggests adding more texture to your product line. The Company explains that consumers want to add texture and flavour to their meals by adding items like roasted chickpeas, sprouted and fermentation nuts, crispy grains, and granola.

Brands are creating crunchier versions of the ever-popular chilli crisp. New seasonings, marketed for texture, are the stars of salads or roasted vegetables. Social media is flooded with dehydrated candy and fruits, as consumers are looking for that light, airy texture. The trending texture is also seen in drinks and desserts like creme-brulee espresso Martinis or pistachio-topped pastries.

11. Tea

It is important not to underestimate the popularity of functional products. We’re all trying to get the most out of our Food. Variety teas infused with vitamins and minerals or boosting health and wellbeing are in high demand. Holland & Barrett’s 2025 trends study reveals that the functional tea market is expected to be worth a staggering PS12.2 billion in 2032.

According to the health store, modern science is driving consumers towards exciting flavour profiles and functional products. The audience also incorporates coffee shop culture into tea drinking, placing more emphasis on it being an experience as well as an activity. The popularity of loose-leaf green tea is also on the rise.

Whole Foods Market has seen a growth in the sales of tea-flavoured items (such as Earl Grey and Chai) and a growing demand for new steeping formats such as tea strips, powders, and cold-brew tea bags. Vintage-inspired adult tea parties are set to replace happy hour, as customers seeking function will seek out brews that have added adaptogens.

12. Sea Ingredients

Whole Foods Market says that seaweed has gained in popularity over the past couple of years. It has also given consumers the confidence to try other aquatic plants for sustainable sources of nutrients and protein. Sea moss has become a popular wellness ingredient due to its high iron, magnesium, and iodine content. Duckweed, or water lentils, is a newcomer to the market, with a higher level of protein than other leafy vegetables. Agar-agar, on the other hand, is promoted as a digestive aid.

13. Protein

Protein will continue to be a popular trend for many years as consumers value it as a healthy addition to their food and drink choices. Holland & Barrett predicts that in 2025, protein consumption will increase in the wellness space outside of the traditional bodybuilding market. It will be used in products like snack bars and bone broths to promote ‘beauty within’.

Whole Foods Market says there is a focus on increasing protein intake at meals and snacks. Cottage cheese recipes may have sparked customers’ desire to look for protein in whole food sources. Consumers now prioritize animal protein.

Organ meats have been hailed as superfoods, providing significant amounts of protein, vitamins, and minerals. This has led shoppers to look for meat blends combining traditional muscle meats like ground beef and organ meats, making it easier to get the nutritional benefits without having to know how to prepare kidney, liver, or heart.

14. Nights in

In 2024, the ‘Big Night In” became more popular as we decided to entertain at home rather than pay for eating out. Recent OnePoll research showed that 38% of respondents preferred small socials to be held at home. Around 35% cited the current cost of living crisis. 48% enjoyed the intimacy they could create. And 58% appreciated the quieter home, which allowed them to have more meaningful conversations. In 2024, the average adult will host two house parties while attending at least three others. Half of those surveyed would like to attend more parties. As we head into 2025, party snacks and drinks are essential for fine food retailers.

15. Water with a Twist

Holland & Barrett says that water is not just about drinking it. It’s also seeing a rise in innovative products designed to help people drink more H20. The retailer says that “adaptogen-enriched kombuchas, which combine both hydration with functionality, as well as water with collagen fibre and will be on everyone’s lips.”

Whole Foods Market says it’s hard to ignore this trend. You’ll see popsicles containing electrolytes, sparkling water from coconut, chlorophyll water, and even protein waters. New players are entering the market, such as cactus water, which contains antioxidants and electrolytes, and healthier alternatives to sugary, artificially colored sports drinks.

Mandy Saven of Stylus says that in 2025, the importance of hydration is going to be more prominent as consumers begin to connect their daily liquid intake with overall health. The focus will be on the health benefits that invisible minerals and sea salts can provide. The consumers will also be encouraged to take a proactive approach to hydration. They will not wait until they are thirsty but act more consistently and organically. “Easy access to electrolytes can be a game changer for consumers who want to protect their holistic wellbeing.”