Consumers demand functional, flavourful foods: Nourish

In its ninth annual Trend Report for 2025, Nourish Food Marketing revealed nine key trends that will shape the industry and consumer behaviour in the coming year, driven by increased demand for functionality, experiences, and sustainability in food choices.

People are becoming more interested in cooking without strict recipes, influenced by social media trends that show cooking as a more improvisational activity. This allows people to try out new ingredients.

Health and wellness are also becoming popular, with a focus on foods and beverages that support weight management, longevity and hydration.

People are also interested in food that engages all the senses, creating a more immersive eating experience.

At home, people want to recreate the experience of eating at a restaurant through ingredients, semi-prepared meal kits, or frozen options that bring special occasions to their table.

As consumers shift toward reducing meat intake, plant-based eating is becoming more mainstream with a focus on flavour and versatility to appeal to flexitarians and dedicated plant-based eaters alike.

Convenience stores are also changing, offering more fresh and healthier food options to meet the demand for convenience without sacrificing quality.

Sustainability is also a key concern, with advances in seed genetics helping to create crops that can withstand climate change and support food security.

“In 2025, consumers are asking for more from every bite—more functionality, richer experiences, and sustainable choices that align with their values,” Nourish president Jo-Ann McArthur said. “These trends showcase how food and beverage play a growing role in our lives, challenging brands to innovate thoughtfully and meet these elevated expectations.”