These six food and beverage trends will help you unlock the future of alternative proteins.

It’s time to think about what 2025 will bring. What will the food, ingredient, and product trends be in 2025? How will they impact the alternative proteins sector?

We have scoured the most recent food and beverage trends reports and analyzed ProVeg data, so you don’t need to. ), and compiled a list of the trends most likely to influence the plant-based, fermentation-enabled, and cultivated food markets. Continue reading to learn more about the future of alternative proteins.

Watch out for these food trends this year.

1. Foods that are healthy and functional

Food and drinks are becoming more important to consumers as they look for ways to optimize their nutrition and achieve functional health benefits. To accomplish this, consumers are taking a proactive approach to their health. They use nutrition to tackle specific challenges or to support overall well-being. While health is the focus, delicious food remains important.

Key drivers

• Growing Consumer Health Awareness: Increased Focus on Diet in Preventing and Managing Health Conditions and Enhancing Overall Wellness
• The future of personalized nutrition is a combination of wearable technology and AI. Data-driven solutions will allow consumers to make dietary decisions tailored to their individual needs.
• Growing interest in functional ingredients: Demand for foods that contain protein, vitamins and fibre, as well as probiotics.
• Accessibility of health information: wide use of digital and social platforms to learn about nutrition and health. Empower consumers to make informed choices.
• Shifts in culture and generation: Gen Z and younger generations view wellness as an accessible and holistic goal. They embrace functional foods and drinks as part of their daily lifestyle.
• Gut Health: Increased awareness of gut and microbiome health, as well as a growing digestive industry. Globally, the digestive health industry was worth USD 51.62 Billion in 2023. It is expected to grow by 8.3% CAGR from 2024 to 2030.
• Weight loss drugs: The emergence of weight-loss medications, redefining ‘food as medicine.
• Protein bars and powders are not the only way to get your protein fix.

Alternative protein industries:

• Expand functional product portfolios: develop foods and beverages based on plant-based, prevision-fermented, and high-protein nutrients, such as fibre and probiotics. These products will address diverse health needs, including gut health, immune system and energy. Products that could be developed include fibre-rich and gut-healthy snack bars, dairy-free chocolates to boost mood and meat, milk and yoghurt substitutes with high protein. These products should be fortified with essential vitamins and minerals, such as B12, calcium, iron and B3, and low in fat, sugar and salt.
• Improve existing products: Reformulate and fortify plant-based product lines with essential nutrients to address common nutritional deficiencies.
• Personalized Solutions: Offer tailored plant-based meals, protein shakes, and snacks to help individuals achieve their health goals, such as muscle recovery and weight management.
• Fermented Ingredients: Center products and dishes on ingredients that contain fermented, plant-based ingredients, such as miso, tempeh or kimchi. This will provide functional benefits for gut health.
• Simplify Health Claims: Use clear, evidence-based labels to highlight functional benefits such as “high in protein” or “supports muscle development”, making products more accessible for new consumers.
• Create multi-functional products: develop alternative protein products to address multiple health concerns. Examples include high-protein bars with probiotics to improve gut health and protein bars which boost energy.
• Position on preventative health: Promote alternative proteins in a proactive strategy for health, highlighting benefits like reduced cholesterol, better digestion and long-term heart health.
• Take advantage of the latest trends in health and immunity: Incorporate immune-supporting ingredients such as superfoods or antioxidants into alternative protein products.
• Educate consumers on functional ingredients. Use digital content and packaging to inform them about the benefits of plant-based protein.
• Affordability: Focus on creating cost-effective and nutrient-rich options to reach price-sensitive consumers while maintaining premium quality.
• Introduce alternative protein products to functional categories such as baked goods, snacks and beverages.
• Collaborate With Fitness and Wellness Brands: Partner with gyms and nutritionists to promote alternative protein as the ideal choice for health-conscious consumers and fitness enthusiasts.

2. Reduced processed foods and wholefoods

The consumer is also more selective about labels and leans towards whole foods.

Source: Pexels/Vanessa Loring

Key drivers

• Growing scepticism about ‘ultra-processed’ foods: Studies linking ultra-processed food to health concerns have fuelled the demand for alternatives which are less processed and closer to their natural state.
• New guidelines and labelling standards encourage brands to give clearer and more accurate information about ingredients, increasing the trust of consumers in natural and minimally processed options.
• Health awareness: an increasing emphasis on wellness is driving interest in whole foods. Minimally processed foods are perceived as healthier and more aligned to ‘natural diets’.
• The rise of plant-based food: As plant-based diets gain in popularity, consumers are looking for products that meet their sustainability, health and simplicity needs.
• Focused on Digestive Health: Interest in gut-friendly foods: consumption of whole, fibre-rich foods is preferred over heavily processed alternatives.
• The perceived link between “naturalness” and sustainability: Consumers often associate ‘natural’ practices with eco-friendly ones, aligning themselves with broader environmental concerns.
• Poor Products: Consumer dissatisfaction over some plant-based processed products (e.g. some meat mimics “not tasting like meat”).
• A move to Whole Foods. An increasing interest in whole foods and ingredients that are ‘back-to-basics’. In ProVeg’s Smart Protein Survey 2023, for example, 53% of European consumers stated that they planned to increase their legume consumption.
• Want for clear labels and recognizable ingredients: Concerns about artificial additives and preservatives have led to consumers preferring products with shorter ingredient lists. 17

Alternative protein industries:

• Recognizable Ingredients: When developing meat substitutes, give priority to simplicity, taste and affordability. Emphasize recognizable ingredients and health benefits on packaging.
• Create products inspired by whole foods: create products that are nutrient-dense and minimally processed using ingredients like legumes, nuts, seeds and whole grains.
• Transparency is the focus: provide detailed information on sourcing, production methods, and origins of ingredients to assure consumers that your products are natural.
• Simplify the ingredient list: promote ‘clean-label formulations’ with fewer and recognizable components as a means to build trust and cater to label-savvy consumers.
• Plant-forward products: go beyond the imitation of meat and create a unique plant-forward product that celebrates natural flavours, textures and tastes. Beyond, for example, has released a line of Sun Sausages that focuses on whole foods.
• Less-processed proteins: shift away from protein isolates and towards less-processed concentrates in order to appeal to consumers who are looking for cleaner labels. (These have a lower density of protein but can provide a more interesting story because they’re less processed.
• Work with farmers and producers: Partner with sustainable agriculture initiatives for high-quality ingredients that are minimally processed, increasing brand credibility and aligning the trend of “natural” products.
• Educate the public on alternative proteins. Use storytelling and educational material to show how alternative proteins are nutritious and minimally processed and dispel myths about so-called “overly engineered” plant-based products and precision-fermented foods.

3. Aquatic foods with innovative ingredients

Innovative ingredients will be at the forefront of consumer demand for more healthy and sustainable food. Plant-based aquatic ingredients, such as seaweed, duckweed, and sea moss, will lead this trend. These are notable for their high iron, magnesium and fibre content and sustainable sourcing. Seaweed is a good example of this trend. Consumers are looking for new and exciting flavours in food and drinks.

Key drivers

• Health-conscious Consumer Behaviour: Growing awareness of nutrient-dense products such as seaweed or duckweed that are rich in iron, magnesium, and fibre among health-conscious shoppers.
• The demand for sustainable food is increasing. This increases interest in aquatic plant-based ingredients that have a small environmental footprint.
• Social Media: The growing popularity of seaweeds and sea moss on social media channels.
• Consumers’ desire for a culinary thrill: A search for novelty in foods and beverages leads to curiosity about “weird, unexpected” flavours. Unconventional ingredients such as seaweed and sea moss become more appealing.
• Adoption of plant-based and flexitarian diets: The growing demand for meat-free foods and innovative ingredients to add nutritional value and variety is a result of the increasing number of flexitarians.
• Superfoods: The appeal: the narrative of’ superfoods’ around nutrient-rich ingredients such as seaweed and duckweed captures consumers’ interest and reinforces its health halo.
• Visual appeal: unique textures, vibrant colours, and unique flavour profiles are what make aquatic ingredients stand out in the social media-driven food culture.

Alternative protein industries:

• Use aquatic ingredients to innovate: Incorporate nutrient-dense plants such as seaweed, sea moss, and duckweed into food service offerings and product formulations in order to enhance nutritional profiles and align with sustainability goals. By creating delicious plant-based snacks, meals, and toppings, you can focus on the white spaces that are ready for innovation.
• Create unique flavour experiences: Use the ‘weird’ and ‘unexpected’ flavour profiles found in aquatic ingredients to create exciting, differentiating products that will stand out within the alternative protein market.
• Highlight health benefits. Emphasize ingredients, their high nutritional content, or their health benefits to attract consumers.
• Promote sustainability: Highlight the low environmental impact aquatic ingredients to attract consumers who are looking for sustainable options.
• Create regional connections: Draw inspiration from traditional foods that use aquatic ingredients in order to create authentic and culturally inspired plant-based products.
• Improve social media: Leverage the visual and sensory appeal of aquatic ingredients to attract younger, trend-savvy customers.

4. Food tech, sustainability, and traceability

In 2025, the sustainability trend will intensify as consumers place greater value on eco-friendly food and beverage production and demand transparent sourcing. This increased awareness. This increased awareness will lead to a greater acceptance of innovative production techniques and a focus on traceability.

Climate change and geopolitical issues will continue to influence supply chains and, therefore, meal choices. Consumers are more likely to accept adaptations by food and beverage manufacturers, such as the use of advanced technologies and alternative ingredients.

Key drivers

• Increased environmental awareness: Increasing consumer awareness of the impact of food production and climate resilience on the planet.
• Transparency: Increasing expectations of clear, traceable data about the sourcing and production process in order to guarantee food safety, ethical practice, and environmental accountability.
• Adoption of sustainable products: Consumers are more willing to adopt environmentally friendly products and methods due to their ecological concerns.
• Disruptions in the supply chain: Global food supply-chain challenges resulting from climate change, geopolitical events and other factors will lead to a gradual acceptance by consumers of food produced using technology. 23 Provided that consumer benefits, such as taste and nutrition, are prioritized.
• Geopolitics and climate change: increased awareness about how global events and climate change impact the food supply chains. This leads to a greater consumer interest in learning more about the production processes and origins of food.
• Food tech advances: technologies like upcycling and alternative proteins are aligned with sustainability goals, and consumers are becoming more interested.
• Traceability Innovation: Growing use of technology for tracing food origins, from farm to table, while addressing safety and environmental concerns.

Alternative protein industries:

• Emphasize sustainability by creating delicious products with upcycled ingredients and alternative ingredients, such as citrus peels, sustainable proteins, and climate-resistant plants; focus on low waste and seasonal and local menus in order to appeal to conscious consumers.
• Use storytelling to engage consumers: use compelling stories to connect with caring customers
• Be prepared for disruptions in the supply chain: Offer solutions that maintain quality standards despite environmental challenges. Integrate advanced technologies into food production to maintain a continuous flow of tasty and sustainable products.
• Be transparent. Clearly communicate any changes, such as a change in formulation, the use of substitute ingredients, or alterations to production methods. Use social media to communicate how these changes will benefit consumers and the environment.
• Diversify your sourcing: Explore alternative growing/sourcing areas to mitigate supply-chain risks.
• Address concerns of consumers about technology. Recognize the emotional nature of food and reassure them about new technology in food, explaining that technological advancements improve taste, nutrition and texture while also supporting sustainability. Use storytelling to educate consumers about technological advancements and encourage adoption.
• Create trust: Position your brand as a credible agricultural innovator and educator. Transparency and reliability are key to gaining consumer trust.
• Prioritize the benefits to consumers: Focus on tangible benefits for consumers, such as improved taste and nutrition, as well as accessibility, in order to ensure that technological advances are accepted.
• Share success tales: highlight accomplishments in sustainability and innovation through direct-to-consumer channels, creating a positive narrative about your brand.
• Engage in collaboration: partner with local farmers, tech innovators, and sustainability-focused organizations to foster trust and ensure a consistent supply of ethical and innovative products.
• Promote traceability using technology: Use blockchain and another tracking system to give consumers end-to-end visibility into the food journey and build trust in sourcing.
• Showcase the environmental benefits that innovations bring: show how your initiatives help to reduce waste and increase sustainability. This will reinforce your brand’s commitment towards the planet.

5. Tradition and cultural fusion reinvented

It combines global influences with authenticity and heritage to reimagine traditional cuisines. This trend reflects the growth of international and hybrid snacks that introduce consumers to different cultures. The flavour of the products and dishes is important, while storytelling is used to connect consumers with new experiences. Overall, food and drink products are developed from a foundation of tradition.

Key drivers

• Access to global flavours is easier, as the growth of digital media and multicultural communities has exposed consumers to a variety of cuisines. 26 The demand for innovative, authentic food products is increasing.
• Exploring cultures through food: Growing consumer curiosity about different cultures and cuisines is driving interest in traditional dishes that have a modern twist. This is especially true for younger generations who are looking for unique flavours.
• Consumers are increasingly looking for products that provide a sense of adventure and authenticity.
• Blending heritage and innovation: The fusion of traditional dishes with contemporary techniques appeals both to the consumer who wants familiarity as well as novelty.
• Shoppers prioritize authentic ingredients and traditional cooking methods. Even when dishes are reimagined or modernized, authenticity is still a major selling point.
• Sustainability of local ingredients Consumers are interested in products that incorporate locally sourced ingredients into global recipes. This enhances sustainability and maintains cultural authenticity.

Alternative protein industries:

• Cultural storytelling: Position products as authentic global recipes to connect with a wide audience and emphasize how a plant-based approach can replicate traditional dishes while aligning them with modern dietary values. Use packaging to tell stories about products. These can be used as a way to explain the culture behind the ingredients or the recipe.
• Innovate classic dishes: create plant-based versions (e.g. dumplings, kebabs and curries) to appeal to consumers who appreciate heritage but embrace innovation.
• Fusion between tradition and modernity: Create fusion snacks or dishes that include alternative proteins along with flavours from different cultural cuisines to appeal to adventurous eaters.
• Use local ingredients: emphasize the use of locally sourced ingredients to enhance sustainability and authenticity.
• Convenient Global Snacking: Develop globally inspired snacks to cater to busy lifestyles while maintaining cultural authenticity. Think of savoury snacks like quinoa and chickpea puffs with garam masala, miso-flavoured bars, soya meat samosas or seaweed crisps with paprika.

6. Everyday indulgence

Indulging is less of a sin and more about self-love.

Key drivers

• Shifting notions of indulgence: Consumers increasingly see indulgence as a form of self-care rather than a negative thing. They prioritize moments of everyday pleasure without feeling guilty.
• The desire for affordable luxury: Economic pressures force consumers to look for small, cost-effective treats to live life without spending too much.
• Convenience is a priority: hectic lifestyles drive demand for food and beverages that are easy to prepare and access and can easily be integrated into daily routines.
• The focus is on emotional well-being: a growing awareness of mental well-being encourages consumers, as part of their wellness regimens, to enjoy delicious food.
• Balanced health: Consumers are adopting a balanced approach to their health, where indulgences coexist with healthy eating habits and reduce the stigma associated with treats.
• Trends in Premiumisation: The growing demand for premium ingredients and artisanal methods of production elevates everyday indulgence to a refined experience.
• Cultural Shifts in Guilt-Free Indulgence: A shift away from guilt-driven messages to narratives of self-reward and self-appreciation is changing how indulgences are perceived.
• Cross-category appeal: daily indulgence extends beyond sweets and snacks to include savoury food, beverages, and even meal kits with a touch of luxury.

Alternative protein industries:

• Develop plant-based comfort food products with the same indulgent qualities as classic comfort foods. Develop alternative proteins that mimic the indulgent quality of classic comfort foods.
• Highlight premium ingredients: incorporate premium, high-quality ingredients.
• Innovate with flavours: Introduce bold, unique or nostalgic flavours that evoke indulgences, such as salted caramel, smoky barbecue, or international fusion flavours.
• Develop snackable options: develop small portions of plant-based snacks for convenience.
• Use emotional messaging: market plant-based treats to consumers as moments of self-care aligned with mental well-being values.
• Increase visual appeal: focus aesthetics with attractive packaging and visually striking presentations of products to tap into social media-driven foodie cultures.
• Offer products that combine indulgence and health. Offer plant-based treats such as delectable yet low-sugar sweets or savoury snacks fortified with essential nutrition.
• Diversify your offerings across meals: Expand indulgent options beyond snacks and desserts to include breakfast, lunch, and dinner.
• Partner with premium brands and artisanal foods: Partner with high-end and artisanal food companies to create indulgent, plant-based products that elevate the category’s status and appeal.
• Positioning as an affordable luxury: produce plant-based indulgent foods as accessible luxuries, allowing consumers to experience premium experiences for a reasonable cost. Working with supermarkets and ingredient suppliers to keep prices low.

Trends are important to keep an eye on

In 2025, the food and beverage industry will be characterized by a growing demand for products that are focused on health, indulgence and sustainability. These trends are a reflection of changing consumer values and responses to global geopolitical shifts and environmental changes.

What can you do in order to be successful? You should keep an eye on the latest trends, be aware of changing consumer preferences, find a balance between affordability and premium products, and invest in technologies that are aligned with societal and environmental priorities. You will not only be able to meet the current trends, but you will also be able to help shape the future of food.