In 2024 we predicted that customers would prioritize their health and well-being, paying closer attention to the foods and beverages they consume. As 2025 progresses, it’s clear this trend is gaining momentum. Our experts have identified three major themes that are influencing global consumer behavior, while also recognizing that local perspectives may vary due to factors such as food regulations, cultural standards and other regional influences.
2025 trends in Food & Beverage: what's trending now
49% of consumers globally indulge in premium food and beverage to alleviate their mood, which indicates that consumers' dietary choices are being influenced by their wish for mental wellbeing. Although still very niche, this trend presents opportunities for brands to craft innovations that reduce stress and enhance attention (13% year-over-year growth in botanical ingredients with a stress relief claim). APAC consumers are the most interested in dietary solutions for mental health, with 26% seeking Omega-3-rich choices. Europe prefers magnesium and vitamin B for brain health, although North America still has space for improvement in this area.
With the rapid growth of the cosmetics industry, now is the perfect time to introduce beauty-enhancing ingredients into food. The connection between food and beauty is stronger than ever, as more people seek products that enhance skin health and overall appearance. So much so that 1 in 5 consumers globally have purchased F&B to improve their physical appearance/beauty in the last year.
Functional elements such as collagen, antioxidants and vitamins are increasingly important in beauty-focused foods and beverages. APAC leads in this trend, with one-third of Gen Z consumers purchasing food and beverages for skin health. Meanwhile, the beauty focus in North America is on hydration, particularly through bottled water. Europe is slow to adopt this trend, but interest is growing.
For the past decade, consumers have consistently turned to functional foods and beverages, mostly for their digestive health, with the gut often referred to as our "second brain". Probiotics, fiber and vitamin D remain some of the most sought-after ingredients for supporting gut health. In fact, products with digestive health claims have increased by 8% year to year. This trend is particularly pronounced in the APAC region, where 36% of customers seek digestive enzymes in their food and beverages, compared to 23% globally.
The latest research from Innova shows a growing trend from last year - consumers are seeking food and beverages that support their specific health goals, whether it’s weight management, improved digestion or increased energy. Younger generations, in particular, are driving this change. They’reactively seeking easy, functional products that suit their lifestyles, specifically in the areas of cereal and energy bars, meal replacements, drink concentrates and mixes, as well as snack nuts and seeds. In APAC, immunological health is a top priority, with a demand for foods and beverages with fortified ingredients. In North America, 41% of consumers are focused on weight management, while in Europe, medical nutrition is becoming increasingly popular.
The issue of climate change has a major influence on many people’s purchasing decisions. Almost half of all customers worldwide are highly aware of the impact on food production, with increased costs being the most visible effect. This concern is generating interest in sustainable agriculture, water conservation and food waste reduction. Crop failure is a greater issue in APAC than price rises, driving customers to seek alternative products.
Consumers are embracing alternative ingredients across the industry, from plant-based honey to climate-resilient cereals, looking for innovative yet environmentally friendly options.
Meanwhile, in North America and Europe, many customers say they will continue to buy coffee even if costs rise a consequence of limited availability caused by climate change. The factors described create potential opportunities for premiumization. Transparency is another growing priority. Consumers want clear supply chains, reduced packaging, and food with a longer shelf life. In Europe, sustainability also ties into health, with people favoring plant-based options not just for the planet but for their well-being.