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2025 promises to be another exciting year for the food and beverage industries. Changing consumer priorities, policy shifts and technological advances offer significant opportunities to all players in the food system. Now more than ever, a solid, forward-thinking food and nutrition communications strategy will be key to your business’ success.
Keep reading to learn about four of the key food market trends that Eat Well Global will watching closely this coming year.
1. A Consumer-First Approach to Health and Wellness
The prioritization of health and wellness continues to shape consumer choice. In 2025, demand for functional foods, clean-label products, and plant-based options is expected to soar. According to a 2024 McKinsey report, 65% of consumers globally now seek products that boost immunity and gut health. In addition, the desire for personalized nutrition solutions, such as DNA-based meal plans, personalized dietary recommendations based on wearable tech data or tailored supplement subscriptions, is likely to further amplify this trend with consumer expectations for tailored products that cater to individual health needs.
2. GLP-1s: Transforming Weight Management and Nutrition Demands
The rise of GLP-1 agonist users will revolutionize the health and wellness space, and the food industry landscape overall. Consumers are starting to seek dietary solutions that support the effects and side effects of GLP-1 medications, thus driving demand for functional foods tailored to weight management and metabolic health. Learn more about Eat Well Global’s recent proprietary research here to understand how your products meet the unique needs of GLP-1 users.
3. A Focus on Women's Health and Nutrition
Despite making up half of the world’s population, women’s health topics, such as menopause, fertility and overall hormonal health, have historically been under-researched, under-funded and under-served. A 2024 McKinsey report suggests that closing the women’s health gap could boost the global economy by $1 trillion annually by 2040. Additionally, in August 2024, Pitchbook reported that investments in women's health-focused startups grew by over 20% in 2023, signaling that investors view this sector as dynamic and innovative. Companies that cater to these needs can build strong consumer loyalty and position brands as leaders in a rapidly evolving and highly impactful space.
4. The Value of a Long-Term Sustainable Nutrition Strategy
Consumers are increasingly looking for products that are both healthy and sustainable. According to PwC’s 2024 Voice of the Consumer Survey, more than 80% of consumers say they are willing to pay more for sustainably produced or sourced goods. Though current cost-of-living and inflationary pressures may not be translating this consumer interest in sustainability into actual spend, it would be remiss of brands to not integrate themes like regenerative agriculture and nutrient density to drive long-term brand loyalty and trust. Combining sustainability and nutrition within your company’s long-term strategic initiatives will pay off in terms of social, environmental and bottom-line revenue impact.
Actions to Take in 2025 to Stay Ahead in the Food & Health Industries:
- Collaborate with Health and Wellness Partners: Partner with health-focused influencers or organizations to understand the consumer nutrition landscape, enhance product offerings with scientifically backed ingredients and develop and support credible communications campaigns.
- Educate Healthcare Professionals and Consumers: Develop and implement educational programs for healthcare professionals and consumers to show how your products can support health and nutrition goals and build trust and market demand among healthcare professionals and consumers.
- Develop a Sustainable Nutrition Strategy: Integrating sustainability and nutrition strategy is a strategic business move that can drive long-term success and resilience through growing consumer demand, regulatory and policy changes, economic efficiency, and social impact.
- Expand Product Offerings with Targeted Products: Innovate with food or supplement products designed for growing consumer segments, such as GLP-1 users or individuals looking for functional benefits such as energy, protein, or gut health.
As we dive into 2025, the Eat Well Global team will be keeping a close eye on these shifts in consumer demand, global challenges and regulatory changes. We aim to keep our clients agile when it comes to addressing business challenges and supporting growth opportunities within the food and beverage space.
Reach out to find out how the Eat Well Global team can support your business goals in 2025 and beyond:
