Trends
2025- our trend predictions
March 3, 2025
Trends
2025- our trend predictions
March 3, 2025

We've spent a lot of time over the last few weeks chatting trends (check out our podcast page for two great episodes where we talk to UK experts in more depth), I also sat on a panel where it was the topic, here are some of my trends to watch-

Fancy Pantry- or 'elevated essentials' this started last year and is going nowhere, perhaps also driven by the UPF debate and consumer willingness to spend more on quality basics (fascinating really during a cost of living crisis). Think jarred beans, premium olive oil, spelt pasta, tinned tomatoes- will be interesting to see which other commodities get 'elevated' this year

The future is functional- we've seen a boom in soft drinks already, but expect to see this entering other categories, like snacking. Hydration is our claim to watch for this year!

Staying 'in in'- we're going out less & how we socialise is changing, whether it's for financial reasons, or a lockdown hangover, we're entertaining at home and that's going to impact food & drink trends, think restaurant to retail, global world flavours, scratch cooking- the dinner party is back and we're going all in.

No & Lo- see above, we're also drinking less. I'd love to see a better range of no & lo in the on trade, for some of the great options available to make it in to your local pub. I also see the rise of functional in no & lo- which will help justify the price point (many options the same price as their alcoholic neighbours, which I think is a problem given how much duty is charged on alcs.)

Shroom boom- we had this as a trend to watch from Expo West last year, but there's still so much potential for growth here, think we're going to see mushrooms popping up in far more categories

Frozen & fabulous- again the apex of a few trends, more nutritious with a great food waste story, frozen is about to get premium.