Health trends unpacked: The opportunities and risks for grocery in 2025

Health is back.

After taking a backseat during the cost-of-living crisis, health and nutrition are tipped to be some of the most important purchase drivers in 2025.

To keep up with this shift, retailers and brands can’t just rely on the health strategies of the past.

Much has changed in recent years. Whether it’s concern over ultra-processing, growing interest in hormonal health and healthy ageing, evolving protein needs or the rise of weight loss medications, consumer attitudes to health and nutrition have come a long way from the early 2020s.

So, which trends are set to have the biggest impact on consumer choices in 2025? What’s worth your focus – and what isn’t? Where are the potential pitfalls? And how can retailers and brands address the shifting health needs of consumers in a way that resonates and builds trust?

Our latest webinar brings together experts from Waitrose, Nomad Foods, The Food Foundation and Vypr to separate the signal from the noise. We’ll share exclusive consumer insight on the latest health and nutrition trends, explore how health and nutrition are set to influence product and marketing strategies over the next 12 months and discuss the growing role of technology in driving healthier choices.

Plus, you’ll get the chance to put your burning questions to our panel.

Register now to join the Grocer Vision webinar on 22nd January at 11am

Meet the panel:

Jo Lunn, partner & senior ethics and sustainability manager, Waitrose

Jo has been working in the health and nutrition team at Waitrose for the past 15 years. Working in the world of retail as a nutritionist gives her a great opportunity to really understand the way people eat. Jo graduated with a degree in biochemistry and then specialised in nutrition, a subject that she has always been really passionate about. Jo completed her PhD at the MRC Dunn Human Nutrition Unit in Cambridge, where she spent three years investigating the link between what we eat and our risk of developing cancer.

Lauren Woodley, group nutrition leader, Nomad Foods

Lauren Woodley is Group Nutrition Leader at Nomad Foods, Europe’s leading frozen food company which owns brands including Birds Eye in the UK. An award-winning registered nutritionist, she is passionate about nutrition, sustainability and great food. Throughout her career working in the food industry, Lauren has championed healthy sustainable eating, positive behaviour change and nutrition education, with the purpose of empowering positive choices for all. She regularly contributes to external publications and events on topics including sustainable eating, behaviour change, product reformulation and nutrition policy landscapes.

Rebecca Tobi, senior business and investor engagement manager, Food Foundation

Rebecca joined the Food Foundation in January 2020, leading on the Peas Please initiative. These days she manages our business and investor engagement team, with oversight of our work engaging food businesses, investors and policy-makers with the need to transition the UK towards a more sustainable and healthy food system. This includes our Peas Please and Plating Up Progress projects.

Rebecca is a Registered Nutritionist (RNutr) with a background in science communication, joining the Food Foundation from the Nutrition Society. In a previous life, Rebecca worked in the marketing and tech sectors before deciding to move into nutrition, obtaining a MSc in Nutrition for Global Health at the London School of Hygiene and Medicine.

Rebecca is a lover of veg (peas really are her favourite vegetable), a staunch advocate for evidence-based nutrition communication, and is passionate about structural changes that make healthy and sustainable diets accessible for all.

Ben Davies, founder, Vypr

Ben Davies is the founder of Vypr, a leading product intelligence platform that helps brands make smarter, faster product decisions using real-time, data-driven insights.

Starting his career as a buyer for Sainsbury’s and Co-op, Ben developed a deep understanding of consumer behaviour in the food and drink industry, which sparked his passion for driving innovation through data. His entrepreneurial journey spans over two decades, during which he founded five successful businesses across the technology and fmcg sectors.

With Vypr, Ben set out to transform the product development process by providing brands with fast, cost-effective insights that reduce risk and accelerate success. Vypr has rapidly grown into one of the UK’s fastest-growing tech companies and has expanded into international markets, including wider Europe, North America and Australia.

Julia Glotz, moderator

Julia is a writer, editor and consultant specialising in food and drink, with more than 15 years’ experience working in trade media. She was on staff at The Grocer for nine years, including five years as managing editor.