The three macro trends that will define 2025

Consumer expectations have never been higher. Health, sustainability, and trust are no longer optional: they’re the pillars of success that will shape the food and drink industry in 2025 as big trends.

This year will be a defining moment in how food and drink brands rise to meet those expectations. As weight-loss drugs like Ozempic reshape the wellness narrative, brands face growing pressure to deliver meaningful change. Those that adapt to shifting demands, while staying authentic and affordable, will set the standard. Here are the key trends I expect to define this year.

1. Food as medicine

The conversation around health is evolving, and a deeper understanding of the link between food and wellbeing is driving change. Consumers are moving away from ultra-processed foods and seeking nutrient-dense options that support holistic wellness.

Leading brands are already responding. Marks & Spencer’s Brain Food and Yay Mushrooms lines highlight how functional health benefits are being woven into product innovation. Pret’s biggest-ever menu overhaul champions the idea of “feeling good every day”. Yet scaling these shifts depends on farmers who grow nutrient-rich vegetables and produce high-protein foods – the backbone of this movement.

Inequality remains a barrier. Without addressing price parity, functional foods risk becoming a luxury item. Bridging the gap between what consumers want and what they truly need requires co-ordinated efforts from brands, policymakers, and investors. With the right alignment, the industry has an opportunity to make nutrient-dense, functional foods accessible to all, laying the foundation for meaningful progress.

2. Trusted claims

In an era of heightened scrutiny, trust is both a necessity and a challenge. Consumers demand more than marketing claims, they want proof: scientific validation, credible partnerships, and visible action.

Brands like Sainsbury’s are stepping up with initiatives such as the Healthy Choice label, which benchmarks over 1,300 products to make healthier shopping easier. Similarly, Marks & Spencer’s collaborations with the Royal Botanic Gardens and the British Nutrition Foundation underscore the value of authenticity, backed by expertise.

Trust doesn’t stop with consumers. It extends across the supply chain, including the farmers who are increasingly visible as stewards of sustainable production. Transparent storytelling from figures like Anna Jackson, who shares the realities of farming life on social media, fosters accountability and connection. Strengthening these links from field to shelf isn’t just good for business, it’s essential for building a resilient food system.

3. Sustainability as a mainstream priority

Sustainability has shifted from niche concern to mainstream priority. Startups are leading the charge with innovations that challenge legacy systems, from British-grown pulses to locally sourced ingredients. These ‘change brands’ are setting new standards for impact and accountability.

But startups alone can’t drive systemic change. Larger brands have the resources to scale these innovations, making them accessible to the masses. The challenge lies in maintaining authenticity.

Regenerative agriculture exemplifies this delicate balance. Once a buzzword, it is now on the brink of mainstream success, with companies like Wildfarmed proving its potential. Its partnership with Waitrose on a meal deal is a milestone, but price accessibility remains key.

The trends shaping this year – health, trust, and sustainability – are not just opportunities but necessities. Businesses must align their strategies with long-term, systemic change, ensuring every link in the supply chain, from farmers to consumers, is part of the solution. The companies that embrace this broad strategic shift will not only thrive in 2025, but set the standard for decades to come.