What’s on the Menu for 2025: Experts Reveal the Key Trends Shaping Food and Drink

Four of the UK’s leading food and drink experts have shared their insights into the key trends that will be tantalising consumer palates in 2025. From functional foods and improved quality in low and no beverages, to undiscovered European flavours, eco-consumption and the continued growth of the organic sector; the year ahead promises to redefine the way we eat, drink, and interact with our favourite products.

Here the UK’s advisors to the EU’s ‘More Than Only Food and Drink’ campaign reveal their trend predictions which pave the way for a more mindful and dynamic food and drink landscape for the year ahead:

Better gut health with functional foods

As consumers increasingly seek to protect and improve their gut health, the global digestive health market is projected to grow at a Compound Annual Growth Rate (CAGR) of 8.3% in the next five years. As a result, fermented foods and products made using traditional methods continue to find favour in consumer health choices. Sourdough is one such product growing in popularity as consumers look for authenticity and a return to low intervention production methods.

Simon Atkins, an expert on the UK and EU bakery industry and advisor for the EU’s ‘More Than Only Food & Drink’ campaign, predicts that this focus on authenticity and traditional methods will drive further demand for a wider variety of artisan breads in the UK.

Simon explains: “As awareness around ultra processed food continues to gain momentum and people place more focus on how the food they eat makes them feel from the inside out, consumers are seeking out products which are made using traditional baking methods. Sourdough is an example of this. There are different variations made across Europe – from pain au levain (French sourdough), a traditional bread made with wild yeast to create rustic, crusty loaves with a mild tangy flavour; to Denmark’s rugbrød, a traditional sourdough rye bread that is dense and hearty, made with whole rye grains, seeds, and a natural sourdough starter.”

“Whilst local grains and fermentation times vary, at the heart of sourdough is centuries old breadmaking traditions, celebrated for their natural and gut-friendly properties. These breads will become a key part of the functional food movement in the year ahead.”

The functional health agenda is also driving new product development in confectionery, according to Katherine Shipley, retail product development expert and confectionery advisor to the EU’s ‘More Than Only Food & Drink’ campaign.

Katherine says: “Products with lower sugar or more natural sugars are gaining momentum, certainly in the natural sugar arena.  We are seeing gummies made with fruit juice without added sugar or sweeteners. This is paired with innovation in wellness confectionery, such as adding nutrients and vitamins or adding mood enhancing ingredients..”

The bar will be raised in the low and no sector

According to the IWSR, the overall no and low-alcohol segment showed volume growth of 47% from 2022 to 2023, with forecast volume CAGR of 19% from 2023 to 2028.

Neil McAndrew a wine industry consultant and advisor to the EU’s ‘More Than Only Food and Drink’ campaign says: “Moderation is increasingly a key factor for many consumers and there is a greater tendency to socialise without alcohol or opt for no and low alcohol alternatives. These changing habits are driving a surge of new wine related drinks with a leap in the quality and flavour profile available..”

He adds: “This new demand has been recognised by some of the world’s leading wine producers and the prospect of famous producers in key regions such as Bordeaux in France, applying their expertise to this emerging sector is particularly exciting.”

“I expect to see consumers demanding more from the low and no category in 2025 – both in a restaurant and bar setting, as well as in off-trade environments. Offering a choice of high quality alcohol free beverages will be crucial to meeting changing customer demands.”

Sustainability will move from plate to packaging

Following a recent visit to Champagne, drinks writer Alice Lascelles reported that sustainability was dominating the conversation like never before, with packaging the hot topic.

An estimated 46% of total greenhouse gas emissions, from picking grapes to bottling the wine, comes from glass production and European wine producers have been seeking ways to reduce the weight and environmental impact of the packaging for a number of years.

“In 2025, consumers will be playing event closer attention to the sustainability credentials of the food and drink that they are consuming”, predicts Neil McAndrew. “But it’s not just about the way that food is produced, packaging will be a key consideration too.”

Neil continued: “In Italy, one winery has been reducing the weight of its glass bottles gradually since 2021 and worked with a glass supplier to create a lighter bottle. Since 2023, it has been using a 420g bottle (this was not patented to allow other wineries to use the design). The company estimates the latest model reduces its glass consumption from 512 tonnes of glass with the old 650g bottle, to 398 tonnes with the 420g bottle.”

“The winery also stopped using aluminium screw caps and replaced the zinc capsules on cork-closure bottles with paper ribbons, estimating that these moves reduce the use of zinc alloy and aluminium by five tonnes a year.”

“Whilst in Spain, recent regulations require all wine packaging to be 100% recyclable by 2030, those that do not meet the requirement will be banned.”

“Eco-design is a way for the Spanish wine sector to achieve ‘packaging circularity’, starting with measures aiming to prevent and reduce waste through better wine packaging criteria. These criteria include cutting out superfluous additional packaging, such as replacing labels with techniques such as screen printing, eliminating corner pieces on tertiary packaging, eliminating additional elements such as collars and communicating wine information through other means, such as QR codes.”

Confectionery is also seeing developments in more sustainable packaging, Katherine Shipley advises: “We are starting to see a lot more chocolate and confectionery packaged in paper, whether this is an outer sleeve or a paper sealed envelope.  We are also seeing more compostable materials and packaging made from post-consumer recycled bottles. This will really gain momentum in 2025 as people actively seek out products with elevated sustainability credentials.”

Travel is influencing new European flavour trends

“Consumers are increasingly seeking out new and exciting flavours – influenced by European travel and a taste for adventure”, says Patrick McGuigan, cheese writer and educator and dairy advisor to the EU’s ‘More Than Only Food and Drink’ campaign.”

“As such, there are some really exciting cheeses coming through from Northern Europe – cheeses produced in Belgium, Germany and The Netherlands; as well as Greece. These are undiscovered hidden gems which are starting to catch people’s attention.”

“For me, the ones to watch are Fromage de Herve PDO from Belgium, Hornkäse (horned cheese) a mountain cheese from Germany and Boerenkaas from The Netherlands.

“Greece is set to have a real moment in the food and drink world in 2025 and there are lots of fantastic Greek cheeses that are set to be popular. Aged Cretan Γραβιέρα Αγράφων / Graviera Agrafon PDO is a sheep’s milk cheese that is matured for two years. It’s an award-winning cheese that is hugely popular in Crete.

“Another fantastic Greek cheese to look out for is Γαλοτύρι / Galotyri PDO – a goat and sheep’s milk cheese which is creamy and spreadable. This is a highly-awarded cheese with long-standing traditional origins and the taste speaks for itself. It is fantastic drizzled with honey, used as a dip or smeared over bread.”

Patrick continued: “Visual ingredients are tantalizing tastebuds too. Consumers want visual appeal as well as taste – for example, leaf wrapped cheeses like Banon PDO from France, Tiny Blossom cheese from Austria which is coated in dried flowers and Fleur de Maquis, a ewes’ milk cheese coated in wild herbs from Corsica, are set to take centre stage in 2025. Drunken cheese like L’Ubriaco from Italy which is soaked in beer and wine are also striking and taste amazing.”

“Travel is also influencing consumer wine preferences and Greece is very much the one-to-watch for wine in 2025”, says Neil McAndrew.

“Greek wines are one of the potential growth trends in the UK market. Starting in the on-trade, the combination of quality and value has built a solid base of volume. The wines are now also performing very well in the independent off-trade. With multiple retailers largely slow to react to date but eager to jump onto emerging trends, I expect we will see a significant take up from them over the next 12 months. Sales growth of 200% has been quoted.”

Neil adds: “The evidence points to a growing willingness from UK consumers to be more adventurous in their wine selection. Where previously the classic regions would be first choice, a combination of factors including perceived value for money, the explosion of travel to emerging wine countries and a willingness to try something new is changing buying habits.”

Neil also cites interesting wine developments in central and eastern Europe, with winemakers in Bulgaria, Hungary and Romania returning to crafting wines of quality, following years of social reform and better vine management.

New innovation is driving confectionery trends

“There are many developments within confectionery to look out for in 2025 which will start to influence food and flavour trends, says Katherine Shipley. “I’m really excited by moves to utilise the full cocoa fruit in production to reduce waste and make chocolate more sustainable (whole fruit chocolate).”

She adds: “In the EU, the concept of 3D printing of confectionery has been growing over recent years and they are at the forefront of personalised confectionery, such as gummies. I’m also excited about the innovation in textures and interactive confectionery. This includes sweets you can peel like a banana and eat the outer and inner layers. As well as techniques such as freeze drying sweets to create new textures and mouthfeels.”

Whilst the cost of living crisis has many looking to reduce their outgoings, Katherine believes that premium chocolate is providing the opportunity to provide pleasure in a more affordable way.  She says: “There is so much exciting NPD happening in this arena. Makers are experimenting with changing the chocolate making process to alter the flavours. They are doing this by changing the roasting or conching time, to creating new textures or adding local and new ingredients.”

The growth of organic continues

One trend that looks set to continue across all sectors is organic, with the organic market delivering its 12th year of positive growth. Consumers recognising the health benefits of organic ingredients, coupled with a desire to reduce their impact on the environment are driving this demand.

Neil McAndrew says: “Organic, biodynamic and wines from sustainable vineyards are becoming the first choice for many wine drinkers.”

“The EU is leading the way in sustainable food and drink production and wine is no exception. The EU cultivates 90% of the grapes used in organic wine worldwide with France, Italy and Spain at the forefront of organic winemaking. Alto Adige / dell’Alto Adige / Südtirol / Südtiroler PDO from Italy and Alentejo PDO from Portugal are amongst the regions leading the way in innovative sustainable production.”

Organic is also influencing the bakery category, Simon Atkins continues: “Organic farming practices are set to grow significantly over the coming years. Organic bread, flour and ingredients are growing at pace, from a relatively small base because of the higher price point, but as demand grows the price will come down. The EU has been a major force behind the organic food movement, and its innovative farming practices and strict regulations for organic certification have created a high demand for organic grains and flour in the UK.”

The EU is not only home to a vast array of traditional processes and world-renowned ingredients, but it is also leading the way in sustainable production and innovation to meet the demands of today’s consumer.

For more information on the EU’s ‘More Than Only Food and Drink’ campaign, visit https://enjoy-its-from-europe.campaign.europa.eu/united-kingdom/en or contact us via email: morethanfood_uk@agripromotion.eu.