The food and beverage industry continues to evolve, driven by changes in consumer preferences and global trends. Every year, the international analytical agency Innova Market Insights conducts extensive research and publishes a list of ten key trends for the coming year. These trends cover product launch categories, product attributes, ingredient selection and packaging labelling, helping to predict the future direction of the global food and beverage market.
Factors influencing food and drink trends
Trends in the food and beverage industry are shaped by a number of global factors. One of the key drivers of these changes is megatrends - political, economic, social, environmental and technological factors that are transforming the world. These include the drive for sustainable development, continuous technological advancement, demographic and social change, economic and political instability, and a growing focus on health and wellbeing.
Macro trends, including changes in consumer lifestyles, attitudes and behaviour, determine their priorities. Today's consumers seek self-sufficiency, value quality and transparency in brands, and seek genuine emotional connections. They prefer positive experiences and choose products that align with their personal values and aspirations. All these factors are creating new opportunities for innovation in the food and beverage industry.
Trend #1 - Ingredients and more
According to research Innova Market InsightsConsumers are increasingly paying attention to the quality of ingredients. The trend "Ingredients and Beyond" emphasises the importance of distinctive ingredients in product differentiation. When choosing food and beverages, consumers prefer ingredients with high characteristics: health benefits, nutritional value, freshness, long shelf life and naturalness.
Product quality plays a crucial role in consumer decisions: 61% of shoppers say they pay attention to the quality of branded products in supermarkets. This factor is important for all generations, although their priorities may differ. For example, in the protein food category, the focus is shifting from protein content to quality and additional benefits.
In an inflationary environment, the value for money becomes even more important. Manufacturers are improving product composition to offer cost-effective options without compromising on quality. By using high-quality ingredients and emphasising their value through storytelling and visuals, brands can attract conscious consumers and help them make informed choices.
Trend #2 - Precision Wellness
Consumers are increasingly concerned about their health, using nutrition as a means of addressing specific issues. The growing demand for personalised solutions highlights the effectiveness of individualised nutrition plans, which is driving this trend.
The Precision Wellness food trend reflects the influence of the information culture, which encourages brands to respond to the specific nutritional needs of people at different stages of life. It combines personalisation, balanced nutrition and convenience with functional foods and drinks.
Weight management remains one of the top physical health concerns for consumers globally, leading to a 10% increase in the number of new products with claimed weight management properties over the past year. Women's health, nutritional solutions for different age groups, lifestyle nutrition and effective functional foods are key areas of development for precision wellness.
Brands have the opportunity to fill gaps in targeted nutrition by creating innovative solutions. They are expected to focus on developing specialised nutrition through regular foods, beverages, nutritional supplements and fortified foods that meet specific needs at different stages of life.
Trend #3 - Flavours: extremely inventive
Consumers are craving bold and unusual flavours, and 43%s around the world are looking for unique gastronomic combinations that will bring maximum pleasure. The Wildly Inventive trend highlights this desire for unusual culinary experiences, encouraging brands to experiment with flavour combinations that surprise and delight.
Social media is increasing interest in unexpected combinations, contributing to their popularity in the online space. Seasonal flavours and limited editions play a special role, significantly influencing consumer choice. Over the past five years, the number of products labelled as "limited edition" has increased by an average of 16% annually.
Modern gourmets are interested in unconventional combinations, such as dessert mixes, unusual snacks, main dishes with unexpected notes, and combinations of salty and sweet. This combination of creativity and enjoyment opens up new opportunities for brands to experiment, creating not only original flavours but also an unforgettable experience for consumers.
Trend #4 - Gut health: prosperity from the inside out
Following the pandemic, consumers are once again paying more attention to gut health, making it a key factor in choosing functional foods and beverages. The 'Gut Health: Flourish From Within' trend reflects the growing awareness of the role of the microbiome and creates opportunities for ingredients that support digestion, such as fibre. Demand for such products is growing steadily: last year, the number of products with digestive health claims increased by 8%.
The main ingredients in functional foods for gut health are fibre, vitamin D and probiotics. This category is particularly attractive to older generations, as digestive health is directly linked to maintaining immunity, strengthening bones and controlling weight.
To capitalise on this trend, brands can expand their range of gut-friendly products by adding appropriate ingredients to biscuits, cereals, energy bars and even coffee. This will help meet the growing demand for convenient and multifunctional products that combine health and comfort.
Trend 5 - Plant-based: rethinking plants
In recent years, this food trend has remained relevant globally. At the same time, consumers are not fully satisfied with the available plant-based products - they are looking for more natural, less processed options with improved taste, texture, health benefits and a lower environmental impact. The "Plant Based: Rethinking Plants" trend is indicative of a shift in approach - people are increasingly preferring natural plant-based products in their natural state.
Fava beans have become a popular source of vegetable protein, and almond and lentil proteins are entering the market. Companies are gradually moving away from imitating meat and dairy products, instead offering cleaner formulations with minimal processing and affordable prices. It is expected that plant-based products will be increasingly integrated into familiar dishes and formats, complementing them with fresh ingredients to enhance their natural appeal
Trend 6 - Sustainability: climate adaptation
Innova Market Insights research shows that consumers are increasingly concerned about the state of the planet. The food trend "Sustainability: Climate Adaptation" highlights how brands and shoppers are combining personal values with product choices to respond to climate challenges. Consumers are increasingly aware of the impact of climate change, and half of them consider it a critical issue. They support sustainable agriculture, climate-resilient crops and innovative growing technologies.
The production of cocoa, coffee and olive oil is under threat due to climate change, prompting brands to look for alternative ingredients and new recipes. At the same time, consumers believe that prices are the main aspect affected by climate change. To balance affordability and sustainability, brands should focus on their sustainability efforts, helping consumers make informed, environmentally responsible choices.
Trend #7 - Savour the glow
The "Taste the Glow" trend reflects the growing consumer interest in beauty-promoting food and drink, driven by the booming cosmetics industry. One in five consumers worldwide has purchased beauty products in the past year, and the younger generation is actively choosing food and drink for skin health. Over the past five years, the volume of products with skin health claims has increased by 15%.
Bottled water, nuts, seeds and food additives, which are positioned as beneficial for the skin, are of the greatest interest. Vitamins play a key role in this, driving the development of the category. This opens up opportunities for brands to create innovative products focused on skin, hair and general body care.
Trend #8 - Food culture: traditions reinvented
Trend "Food Culture: Tradition Reinvented" reflects the growing desire of consumers to reconnect with their culinary heritage and value authenticity and tradition in food. Almost half of the world's consumers believe it is important that food trends reflect their culture and diversity. The demand for authentic global cuisine is growing, and the transfer of traditional flavours from one country to another allows us to open up new gastronomic horizons. Consumers especially appreciate dishes made with local ingredients, familiar flavour profiles and traditional methods. Brands are actively tapping into consumer nostalgia by reviving authentic recipes and catering to the 65% of shoppers who want to see more traditional products on supermarket shelves. The categories with the greatest potential for innovation are sauces, condiments, soups, breads and pastries, which allow for a combination of classic flavours and modern production approaches.
Trend #9 - Food for the mood: careful choice
Consumers are increasingly focusing on mental health: 36% of people worldwide cite emotional well-being as their top health goal. The Mood Food: Mindful Choices trend reflects the growing demand for products that support mental and emotional well-being.
However, there is a gap between consumers' high interest in mental health and low awareness of functional foods and beverages.
Key ingredients that contribute to mood improvement include vitamins B6, B9, B12, C, D, E and magnesium. In recent years, the number of products with B vitamins that support brain health has increased by 51%. In addition to vitamins, botanicals are gaining popularity as natural stress relievers.
Brands are actively innovating, creating new products to improve mood. In the coming year, consumers will have even more opportunities to support their mental well-being through food.
Trend #10 - AI
The food industry trend AI: Bytes to Bites" demonstrates how brands are beginning to fully utilise the power of artificial intelligence. They are moving from abstract perspectives to real solutions that improve consumer experience. The number of food and beverage products with claimed AI applications is growing exponentially.
The beverage market is leading the way in AI adoption, with companies actively unlocking its potential. Artificial intelligence is used to accelerate the development of new products, select ingredients, create unique flavours, automate production, control food safety and improve environmental performance.
Innova predicts that the role of AI in the industry will increase significantly in the coming year. Brands will increasingly emphasise its benefits in their communications and product features. This trend could fundamentally change the approach to innovation and consumer engagement in the food and beverage industry.
Turning trends into real products requires not only creativity but also professional judgement. The professional tasting competition Favorite Food & Drinks has proven to be the most effective platform for testing food innovations and new products, where leading industry experts assess the quality, taste, originality and compliance with current trends. Participation in this competition gives manufacturers not only valuable feedback from experts, but also the opportunity to gain consumer recognition, as awarded products attract much more attention from customers. Favorite Food & Drinks has become a kind of compass in the world of food trends - winning here is a testament to a successful combination of innovation, quality and compliance with consumer expectations, and the recognition of the expert jury opens the way to the hearts and taste preferences of millions of consumers.