SVZ outlines 3 top food and beverage trends for 2025
SVZ has forecast for the key developments that will influence the food and beverage (F&B) sector in 2025.
With an emphasis on nutritional value, and how it can be further supported by fruit and vegetable ingredients, the supplier of fruit and vegetable components, says its three top trends reflect how consumers see F&B products as more than just fuel – but as routes to improved well-being, a greener, fairer economy and even authentic self-expression.
1 Back to basics: fundamental nutrition
SVZ’s first top trend is consumers’ return to fundamental nutritional truths. Half a decade on from the Covid-19 outbreak, the connection between diet and health remains a central topic. Most Europeans report that they eat more healthily now than five years ago, but even so, many still worry about making the right choices amid a sea of conflicting advice (source: Mintel Food & Drink Trends 2025, mintel-food-drink-trends-2025-for-emea-webinar.pptx) In France, 51% of those surveyed by Mintel stated they felt pressure to eat and drink healthily (source: Mintel Food & Drink Trends 2025, mintel-food-drink-trends-2025-for-emea-webinar.pptx) Pair this statistic with another from the same report which shows that around one in five respondents are attracted to core nutritional claims such as high fibre, vitamin or mineral content, and the ‘fundamental nutrition’ trend starts to take shape (source: Mintel Food & Drink Trends 2025, mintel-food-drink-trends-2025-for-emea-webinar.pptx)
“Shoppers are overwhelmed and wary of vague or complex nutritional claims,” comments Johan Cerstiaens, commercial director at SVZ. “Instead, they want options with clear, common-sense benefits that reflect the basics of nutrition. A great example is products which help consumers reach their recommended daily intake of fruits and vegetables. It’s a claim valued by more than a third of shoppers, but real fruit puree or a vegetable juice is also a great source of natural flavour and nutrition too.”
2 The ‘so-what’ consumer: rebellion takes centre stage
Directly challenging the much-discussed ‘nutrition-above-all-else’ attitude, 2025 will be the year of the rebellious food and beverage consumer. This theme is defined by personal expression, imperfections and guilt-free consumption. While some address their dissatisfaction with diet trends by going back to basics, others are taking a more radical approach. For instance, 34% of French shoppers believe ‘life is too short’ to worry about specific food and drink choices, while worldwide, 43% of consumers state they want to see more indulgent and ‘crazy’ food and drink creations. New-year trend predictions from Mintel, FMCG Gurus and Innova Market Insights all reference these rebels who prioritise gratification over righteousness.
“This trend is so interesting because it presents several different routes to success,” Cerstiaens continues. “On the one hand brands can lean into the convention-bucking aspect with wild and wonderful flavour combinations, but on the other they could focus on authenticity by demonstrating how their products align with key consumer values, such as plant-based eating or ethical sourcing.”
3 Supply and demands: food safety, security and sustainability
SVZ’s final 2025 trend relates to the impact of geopolitical and climate-related disruptions on the food and beverage segment. From major political events to increasingly volatile weather events, global supply chains are under pressure – and shoppers are taking notice. Between on-shelf shortages and the rise of ‘skimpflation’, reports of consumer concern are unsurprising, with 77% of Italian adults for instance believing that climate change will affect the availability of supermarket products in their lifetime (source: Mintel Food & Drink Trends 2025, mintel-food-drink-trends-2025-for-emea-webinar.pptx). In fact, globally, two thirds of shoppers state that sustainability is more important to them now than it was two years ago, suggesting this is a purchase driver that will only continue to grow in importance.
“While it may not always be the easiest of topics, at SVZ we know no discussion about the future of food and beverages is complete without addressing sustainability and security of supply,” states Cerstiaens. “Through our daily operations, we have a seen genuine determination, from farm to fridge, to build a fairer, greener and more efficient global food system. Rather than being discouraged by current challenges therefore, as a sector we should be inspired to collaborate across the supply chain, drive innovation in natural ingredients and adopt sustainable sourcing strategies that help keep the F&B industry climate-resilient.”
