It’s the beginning of a new year and that means among many things this: trends and predictions for the new year!

For us (and probably also for you as you read this) it’s of course interesting to know how people are going to take care of their health. We wanted to understand how people want to eat and drink this year (and beyond) and which health issues they especially want to tackle.

So, we combed through various reports, surveys and expert interviews and put together the following list.

The impact of diet on overall health will become increasingly important

People’s interest in health and wellness is not going anywhere. In fact, the changes in people’s health consumption habits have the power to disrupt entire industries and create new categories. And it’s not just about physical health. People have realized the importance of taking care of their mental health as well.

There are many ways to stay healthy, and one of the biggest aspects is what we eat and drink. Consumers have become increasingly aware of the impact their diet has on their overall health.

Food is not necessarily medicine, but the way we eat and drink plays a major role in our health, both positively and negatively. Food can’t cure diseases on its own. However, our diets can either help us prevent certain diseases or lead to a higher risk of getting a disease.

So a lot of the trends we think are relevant this year relate to people’s eating and drinking habits.

Price and taste are the most important considerations when choosing food and beverages, but people are willing to pay for time saved

According to a survey conducted by the FMCG Gurus in 2023, global consumers consider the following to be important when making food and beverage choices:

• Price (78 % of respondents)
• Taste (70 % of respondents)
• Natural claims (50 % of respondents)
• Reduces sugar claims (38 % of respondents)
• High in health boosting ingredient claims (37 % of respondents)

After all the crises from the past few years, it’s no wonder that price is the most important factor. What consumers were willing to pay more for, however, was time.

50% of respondents in the FMCG Gurus report were willing to pay more to save time. This might mean buying ready-to-eat (or -drink) meals, shopping for groceries online and buying foods and beverages fortified with additional vitamins, minerals and other health ingredients.

People are looking for value in their purchases. They don’t necessarily want to buy cheap, low-quality products unless they have no choice. But when they can, people are willing to pay for quality.

This means that brands need to show their customers that the price they are willing to pay is worth it. Brands need to clearly communicate specific benefits of their products that are relevant to their target audiences. Impulse purchases are becoming increasingly rare.

For food and beverage companies, it will be a battle between affordability and natural, healthy ingredients. And low sugar, if that is relevant to the product category.

Functional foods and drinks will continue to grow in popularity

Functional foods and beverages that provide additional benefits beyond their nutritional profile (vitamins, minerals, protein, etc.) have become mainstream. And we and others in the industry expect them to become even more popular.

Consumers want more than just basic nutrition from their diets. They are looking for products that can provide additional health benefits that align with their health goals.

Even the cost of living seems not to offset consumers’ interest in vitamins and other supplements. The Grocer found out that consumers are still investing in ill health prevention, as shown by the 8% growth in the vitamins, minerals, and supplements (VMS) category.

Fortified beverages with added vitamins and minerals such as vitamins C, B, magnesium and zinc make 57% of the top functional beverages category. Consumers are buying these beverages to meet their daily needs for these vitamins and minerals in a convenient way. As we mentioned earlier, functional foods and beverages can help consumers to save that precious time.

Such products are mostly popular among the younger population. People over 65 years don’t seem to be interested in functional foods, according to research done by Mintel, a global marketing intelligence agency. But if they do, they are mostly consuming products with added electrolytes and vitamins.

Furthermore, younger consumers are interested in products with added fruits and vegetables and protein. Collagen is the most popular functional ingredient for people in their 20s, 30s and 40s.

Medicinal mushrooms will continue their journey further into the mainstream

Research shows that consumers are especially looking for foods and beverages with nootropics, adaptogenic, antioxidant and anti-inflammatory benefits that can alleviate stress and support staying energized as well as cognitive health.

Therefore, we can predict that adaptogenic, medicinal and functional mushrooms like chaga, cordyceps, reishi and lion’s mane will push their way further into the mainstream. Especially these species may help the body manage stress, anxiety and fatigue,

We can only expect even more mushroom-based products to appear in all different forms. Don’t just think about coffee and energy drinks but candy, mocktails, chocolate bars, and, well, almost anything.

And it’s not just us who believe in mushrooms. CPG Rada and Spate say that mushrooms make up 9% of the top functional ingredients in wellness beverages. The research company also predicts the category to only grow further in the future. Not to mention other research reports expecting the categories to continue growing year on year.

Interest in non-alcoholic, mood-enhancing beverages will continue

People’s drinking habits have changed a lot in recent years. People are becoming more “sober curious,” or drinking more non-alcoholic beverages, while still consuming alcohol in general. And the younger generation is also choosing to drink less than the generations before them.

According to research from IWSH, the total no- and low-alcohol market segment grew 47% from 2022 to 2023, and the company forecasts that the market will grow 19% from 2023 to 2028. So there is a growing need for non-alcoholic beverages. And good, creative ones at that!

Gone are the days of cloyingly sweet, lackluster blends of various juices and sodas as non-alcoholic options. People are demanding better tasting non-alcoholic drinks, and restaurants and bars have started to deliver. But it doesn’t stop there.

Companies (and celebrities) can and have launched new and innovative non-alcoholic beverages that double as functional beverages.

For example, the company De Soi that is backed by e.g. Katy Perry offers non-alcoholic aperitifs enhanced with medicinal mushrooms such as reishi and lion’s mane. The American actor Tom Holland also launched his own brand of non-alcoholic beer last year.

Living longer but healthier

Who wants to live forever? Many of us probably do, but not in every way. Most of us want to live longer, but also healthier. And this is having a major impact on people’s health and wellness choices.

People are looking for preventative methods, specialized solutions and reactive treatments to help them live healthier and longer. Equally popular are treatments for age-related issues such as hormonal changes and cognitive problems. Medicinal mushrooms such as reishi, with its potential anti-aging benefits, or lion’s mane, with its cognitive benefits, could be interesting ingredients for people to try.

Wanted: more brain power

One of the most sought-after health benefits people are looking for is improved cognitive function. Better concentration and a calmer mind are on everyone’s, well, everyone’s mind these days. And yes, we should all spend less time scrolling and multitasking. Still, it can’t hurt to use food, drinks, or supplements as a remedy as well.

Ingredients such as ginkgo, turmeric, CBD, added vitamins, omega-3 and medicinal mushrooms such as lion’s mane are one of the most popular ingredients for enhancing our cognitive abilities.

Prioritizing gut health

Our digestive system is sometimes called our second brain. Anyone who’s had stomach problems when they’re nervous can probably agree with that.

How well our gut is doing has a big impact on how we feel, and people are starting to realize that. The global digestive health market is estimated to grow 8,3% over the next five years.

We can take care of our digestive system simply by eating well. Products with live cultures, such as yogurt, kimchi, and kombucha, help our guts by giving them a dose of good bacteria. And of course, a diet rich in fruits, berries and vegetables, whole grains and other fiber-rich foods, and low in sugar will also keep our guts happy.

However, there are also supplements or fortified foods and beverages that can help, especially in times of stress or other circumstances that may affect our ability to eat well.

Due to the popularity of gut health, probiotics are being added to various foods and beverages. Vitamins A, C, and D are also great for helping our gut do its job. Medicinal mushrooms such as reishi, shiitake, and polyporus can also help fight digestive problems.

The rise of women’s health products

One category that hasn’t been given its rightful attention is the women’s health category. Especially products that are targeted towards period health as well as menopause and pre-menopause related issues.

Women make up around half the population on Earth and almost all of them will experience menopause. So it’s about time companies are also awakening that there is a need, and possibilities, to alleviate menopause symptoms.

According to an Euromonitor Voice of the Consumer Survey in 2024, 34% of female respondents took vitamins and supplements to prevent menopause-related symptoms. Now, there is a lot of room for growth, as there are probably a lot of women who are probably experiencing symptoms but are unaware what could help them.

Historically, menopause has also been seen as something shameful, but fortunately, this notion is beginning to fade. There is nothing shameful about going through menopause, and those who are suffering should get help.

One of the best ways to combat the symptoms of declining estrogen levels is to take estrogen supplements from your doctor. But there are also companies that offer hormone-free products as an alternative solution to combat the mood swings, hot flashes, and weight gain associated with menopause.

And since we’re a medicinal mushroom company, we can’t help but mention that reishi, cordyceps, and lion’s mane may also have the ability to help alleviate menopausal symptoms.

Enter sandman (please!)

Along with improving gut health and cognitive function, better sleep is one of the top three things consumers want to improve this year as well.

You can see this in people’s search behavior. They are searching more for e.g. turmeric coffee and calming teas on search engines.

There is also a growing interest in medicinal mushrooms such as reishi (powder) and lion’s mane, which can also help calm the waking mind before bedtime. These mushrooms are increasingly being used to create powders and beverages designed to relieve stress and thus promote better quality sleep. Other popular and perhaps more traditional sleep aid ingredients include melatonin and chamomile.

We also hope that people will leave bragging about their ability to “sleep only four hours a night” to 2024 for good. This a) is most likely not true, as only a small number of the population can really function properly on that little sleep b) should no longer be a source of pride; sleeping for 6-8 hours should be.

Indulging without guilt

Busy lifestyles may force us to skip meals and survive on smaller snacks, but that doesn’t mean we want to sacrifice our health. Consumers want to indulge in their favorite snacks, candies and other treats, but without the guilt associated with eating these foods.

Consumers are looking for convenient yet nutritious alternatives to their favorite snacks that are low in calories and high in protein and other nutrients. They also want clean-label products where it’s easy to understand exactly what’s inside, without a long list of cryptic artificial additives.

As mentioned earlier, consumers are increasingly looking for low-sugar alternatives, as well as products that are still naturally sweetened. This opens up the market for gums sweetened with real fruit juice and packed with functional ingredients such as collagen or medicinal mushrooms or added vitamins and minerals to combine indulgence with health goals.

However, this approach to foods and drinks is not just about choosing the healthier options. Is also about a mindset of giving up “unhealthy” and “healthy” labels for foods and focusing on self-care without restrictive thinking. And we are all for that!

No food is “bad for you” from the get-go; it’s the amount and frequency that makes the difference. Everything is good in moderation. So eat that cookie once in a while, enjoy that piece of cake at a birthday party, savor every last dip of that delicious creamy and cheesy sauce on your pasta at your favorite restaurant.

End notes

Affordable, natural and great-tasting products that help people reach their health goals in a convenient way, whether it is anti-aging, menopause or just getting their daily dose of vitamins and minerals. That’s what consumers want from their food and beverage choices today.

Fortunately, companies have a wide variety of great ingredients with which to create F&B products that meet a wide range of consumer needs. And they need to do so to stay competitive. Innovation is the key.

Here’s to a healthy and delicious 2025!

Sources

• FMCG Gurus First 5 Trends for 2025
• Euromonitor 2025 Consumer Trends
• https://foodinstitute.com/healthwellness/5-health-and-wellness-trends-to-watch-in-2025/
• https://storebrands.com/fresh-thyme-market-highlights-top-food-trends-watch
• https://www.businessmole.com/a-taste-of-2025-experts-highlight-food-and-drink-trends-for-the-future/
• https://www.foodnavigator.com/Article/2024/09/27/Key-trends-driving-growth-in-the-food-ingredients-sector
• https://www.foodnavigator-usa.com/Article/2024/10/23/How-F-B-is-reformulating-for-functional-food-and-beverage-trend
• https://www.foodnavigator-usa.com/Article/2024/11/13/how-functional-ingredients-are-shaping-f-b-innovation#
• https://www.grandviewresearch.com/industry-analysis/health-wellness-foods-market-report
• https://www.nutraingredients.com/Article/2024/12/16/from-gut-health-to-glp-1-top-5-npd-trends-of-2024/
• https://www.thegrocer.co.uk/comment-and-opinion/how-wellness-culture-is-shifting-fmcg-buying-habits/696660.article