The biggest food and drink trends of 2024 so far

The food and drink sector is very responsive to trends, with manufacturers always innovating in order to create new products that appeal to consumer tastes and preferences.

Certain consumption patterns are well-established, but others are more ephemeral and increasingly determined by online viral content and the desire for experimentation.

Meanwhile, factors such as the fight against climate change and a changing regulatory landscape will influence the behaviour of both consumers and manufacturers.

With the end of the year approaching, we assess the trends that have been drawing the focus of manufacturers during 2024 and the changes that could take place in the near future.

Health and clean label

While the focus on healthy and clean label products is not a new trend, it is one that is showing few signs of dissipating. Consumers will certainly always reserve space for a little indulgence, but more than ever before a growing percentage are looking for products that contain fewer and healthier ingredients.

Pip & Nut is a brand that has positioned itself to cater for this growing niche, producing a wide range of “all-natural, sustainably-minded” ​nut butters and snacks.

When asked how this trend has evolved over the past year, the firm’s founder and CEO, Pip Murray, pointed to the importance of “transparency and simplicity”​ when creating and marketing a new product.

“We're all about creating food that is as simple as possible with recognisable, natural ingredients you'd find in your kitchen,” ​Murray continued.

“We avoid palm oil which often hides under different names like Glycerol or Stearate. We want to encourage more people to check the ingredient list and look out for hidden palm oil.”​

The best of both worlds

In the past, healthier products have often been seen as lacking in indulgence, but Jacqui Passmore, marketing lead at Dawn Foods, believes that these two concepts are not necessarily mutually exclusive.

“Treating is not out of bounds either for those wishing to cut back on processed sugar or calories,”​ Passmore said.

“There’s big growth in indulgent but perceived ‘better for you’ baked goods especially under 200 calories a portion.”​

Passmore pointed to analysis from market research firm Mintel, which suggested that sweet bakery brands that are capable of combining indulgent flavours with a reduced calorie proposition are “on to a winner”.​

“This is why we are seeing so many decadent dessert or sweet bakery flavours being used to boost the indulgence level in vegan, free from and reduced sugar baked goods, especially those destined for the schools market,”​ she added.

“At Dawn we are seeing a requirement for a reduction in sugar and calories as well as interest in individual serving size and mini-format cakes.”​

Pukpip is another brand focused on fusing clean label with indulgence through the manufacturing of frozen fruit snacks.

Zara Godfrey, who has a background with major F&B firms such as McDonald’s and The Coca-Cola Company, launched the brand in 2023 and told Food Manufacture that communicating with customers about a product’s “​better-for-you attributes”​ is essential if you want to cut through.

“[Consumers] want better labelling, as well as more product information and for food manufacturers to help educate them,” ​Godfrey explained.

“At Pukpip, we’re especially excited to see a growing number of people looking for healthier versions of their favourite treats as well, which contain fewer, real ingredients, as new and more delicious ways to squeeze more fruit into their diets, and what this means for the indulgent frozen fruit category.”​

According to Godfrey, the indulgent frozen fruit category is now worth more than $300m in the US and is quickly gaining momentum in the UK too, with a recent report valuing it at £10m.

“Meeting the dual demand for healthy yet great tasting food brings challenges, but Pukpip has made it a priority to meet consumer needs,” ​she explained.

“Pukpip’s frozen treats are upcycled using bananas that would otherwise be thrown away by producers for having small imperfections, and frozen when they reach the perfect taste and ripeness, locking in all those useful vitamins and minerals when they’re at their peak. ​

“They’re also HFFS compliant and don’t contain anything artificial, instead offering a real fruit alternative – in fact, we like to say they’re nature’s alternative to ice cream.”​

New horizons in ingredients and UPFs

As more manufacturers seek natural ingredients, the suppliers are broadening their horizons.

Tasneem Alonzo, joint managing director at EHL Ingredients, explained that ancient grains have seen a real boom in recent times as manufacturers look for new ingredients to act as the basis of their clean label products.

“South American grains in popped or puffed format are gaining a following either to eat as a snack on-the-go, or to be included within snack bars,” ​Alonzo told Food Manufacture.

“Quinoa, aramanth (known as kiwicha in the Andes), and kañiwa can be used on their own, or can be incorporated into nutrition bars, healthy snacks, and blended with seeds and nuts to create protein balls. Popped grains, as well as popped spelt, make a popular alternative to sweet and savoury popcorn and flavoured snacks.”​

Alonzo also attributed the growth in demand for clean label products to rise in people “self-diagnosing”​ food intolerances.

“This has led to a surge in demand for ingredients that fit into diets that omit [ultra] processed foods,” ​she added.

Building on Alonzo’s argument, marketing and strategy director at Clearly Drinks, Susanne Wright, said that health is now “not always secondary”​ to taste.

“Rising consumer attention to health and diet​​ has driven the need for functional ingredients and balanced nutrition,”​ Wright told Food Manufacture.

“Individuals are aiming to improve their overall quality of life and maximise their personal and professional performance.”​

Another factor that will continue to influence the development of healthy and clean label products is the growing likelihood of regulation being implemented with the goal of reducing the consumption of ultra-processed foods (UPFs).​​

On 24 October, the House of Lords published a new report setting out key recommendations​ ​following a series of evidence gathering sessions focused on reducing obesity levels in the UK.

While there is no current legislation regarding UPFs, this report is a sign that interventions could soon be put in place – which should serve as impetus for manufacturers to re-evaluate the type of products they develop moving forward. The UK Government has two months to respond to the enquiry, which also includes several recommendations around extending the scope of HFSS, introducing new taxes and rolling out mandatory health reporting.

Sustainability

The UK Government has plans in place for every UK sector to reach net zero emissions by 2050, which means that sustainability is likely to feature in every industry trends report that you read between now and then.

According to the World Economic Forum, the summer of 2024 was the hottest on record, which is fuelling natural disasters such as flooding, drought and tropical storms. And given that the UN estimates around a third of all human-caused greenhouse gas emissions are linked to food, the sector has an important role to play in the fight against climate change.

Of course, there are many ways in which food and drink companies can reduce their impact on the planet, whether that be through sustainable ingredient sourcing, the use of alternative packaging, green energy generation, or the adoption of ambitious emission-reduction targets.

Pressure is mounting too, with Nielsen research indicating increasing consumer interest in sustainability. Today, nearly half of UK consumers say it’s more important to them now than two years ago.

“The influence of sustainability is extending into consumer decision making and we are seeing consumer taste preferences being guided by their sustainability consciousness,” ​Wright told Food Manufacture.

Sustainable sourcing

To reduce its own impact on the environment, Clearly Drinks has mapped out its supply chain so it can identify areas for improvement within its procurement policies.

“Having suppliers that aren’t halfway around the world supports innovation and speed to market too, meaning we can get new products into the hands of consumers much quicker,”​ Wright continued.

Pact Coffee is also keeping sustainability top of mind. The speciality roastery hopes to make “ethically sourced coffee accessible to everyone” ​by working closely with farmers directly in order to shorten supply chains.

“When it comes to sustainable coffee, it’s best to look at two separate unsustainable issues – the first is coffee farmers losing money on the volatile commodity market and the second is deforestation,” ​explained Will Corby, director of coffee and social impact at Pact Coffee.

“It’s predicted that the world’s coffee-producing area will have decreased by 50% in 2025, and careless coffee production will only exacerbate this.​

“Climate change also brings extreme water shortages, hailstorms, erratic rainfall and growing seasons, and higher risk of plant disease – this has a huge impact on farmers who depend on coffee as their sole source of income.”​

Based on his observations about typical coffee supply chains, Corby said that there can be as many as 10 parties involved, which cuts into the pay received by farmers and adds to the emissions associated with transportation.

“We take a more ethical approach to coffee by going straight to the farmer, working with them to produce speciality coffee and giving them a price that they can actually live on.​

“Working directly with farmers means we can also help them scale up in a safe, sustainable way that will future proof their career – for example, by financing local agronomists to work with farmers and help them to increase speciality coffee yields on areas they’re already farming.”​

Pip & Nut hopes to achieve net zero by 2040 and like Pact Coffee, has placed a clear focus on where it sources raw ingredients from.

“We source single-origin nuts from California and Argentina ensuring traceability back to the farm, while our involvement in initiatives like the Sustainable Agriculture Initiative Platform showcases our dedication to working with growers to implement regenerative agriculture practices and improve biodiversity,” ​explained Murray.

“We also source all our cocoa in our nut butter cups from Tony's Open Chain, a leader in ethical cocoa sourcing, who are working to eradicate exploitation in the cocoa industry, guaranteeing zero deforestation.”​

Closer to home, Pact Coffee has worked to make its roastery “carbon-neutral”​ by using 100% green energy. It also roasts coffee within two to three days of deliveries in order to maximise capacity and minimise energy use.

“Our roasters reduce the greenhouse gases of every roast by up to 70% and save tens of thousands of pounds of CO₂ ​every week,”​ said Corby.

Packaging trends

“We also rolled out new packaging at the end of last year, which is 100% recyclable and made from 70% recycled materials. For every 1,000,000 bags created the equivalent of 53,000 600ml plastic bottles will be collected from rivers in the Philippines and Indonesia.”​

Packaging remains the main sustainability cue in the sector, with Savanta’s latest Grocery Eye research​ ​highlighting that recyclable packaging, minimal packaging and recycled packaging are the top ‘go-tos’ for UK F&B brands.

Speaking with Jo Taylorson, head of marketing and product management at Kingsland Drinks, on packaging in the beverage space, she pointed to efforts within the wine category to reduce the weight of bottles.

“While the traditional 750ml glass bottle has been the standardised receptacle for centuries, its weight (global average 550g) and its environmental impact, carbon footprint, production and handling are under continuous scrutiny and the whole industry is under pressure to bring down bottle weights for still wine,” ​she said.

“Last year, during the Sustainable Wine Round Table, an agreement was made by key UK wine retailers and supermarkets to reduce their average 750ml still wine bottle weight to less than 420g by the end of 2026.”​

Kingland Drinks said the deal represents progress for the sector, even though the brand has already met the target that was agreed upon.

“We have been ahead of the game for many years as we understand the value in using lighter weight bottles,”​ said Taylorson.

“Our current average wine bottle weight is between 330g to 400g and this brings us and our customers significant cost savings, logistics improvements, lower emissions, energy savings and an overall smaller carbon footprint. We’re working closely with our partner producers, brands and retailers to focus on ‘right weighting’ – ensuring each wine is bottled, packaged and shipped in the most environmentally and economically practical way for that individual product.”​

Other attempts to alter the status quo within wine packaging include the increasingly widespread use of cardboard bottles. Last year, Food Manufacture spoke to Frugalpac chief executive Malcolm Waugh about the firm’s innovative alternative to glass​​, which is now stocked in several major retailers in the UK and US.

While packaging remains important, Savanta’s aforementioned research did also flag that its role as an indicator of sustainability is declining. In fact, it discovered that a range of aspects of sustainability appear to be equally weighted in the mind of UK consumers, with food waste (62%) and animal welfare (61%) just nabbing first and second place.

This represents a lack of clarity of action behind ‘being sustainable’ the report went onto say, giving food manufacturers the opportunity to pick a sustainable path that resides with them – whether that’s packaging, biodiversity or water usage – the key is making it authentic and very clear for consumers to understand.   

Regulatory change

The past year has seen plenty of regulation news – both under the guise of new rules taking effect and updates about future implementation. This can prove a challenge for food and drink manufacturers, who must balance numerous day-to-day responsibilities with regulatory planning and compliance.

Despite this, Elliott Kenton – who works a partner in the regulatory group at national law firm Weightmans – explained that it is essential that firms of all sizes remain on top of proposed legislative and regulatory changes.

“While larger organisations may handle this through their compliance or legal teams, it’s essential for all areas of the business to remain informed,” ​Kenton said.

“Regular training and updates, whether delivered internally or through external professionals such as lawyers, should be a priority.”​

In 2024 alone, there have been major announcements surrounding ‘Not For EU’ labelling, the EU Deforestation Regulation (EUDR), Extended Producer Responsibility (EPR), the Employment Rights Bill, and the Genetic Technology (Precision Breeding) Act, all of which could have major influence on food and drink firms.

Reflecting on the amount of regulation launched in recent times, Dominic Watkins, partner and global head of consumer sector at law firm DWF, told Food Manufacture: “Before Covid clients would be concerned about a single issue.​

“[But] since Covid, horizon scanning and trying to stay on top of and triage the tsunami of incoming data and regulation is proving to be a full-time job for those with the resources, for those without it is near impossible to keep up.”​

Watkins believes that such a rate of change is reflective of a lack of consultation with industry by regulatory bodies.

“While usually well intentioned, that pace of change inevitably comes with practical issues baked in, as those making the rules do not always appear to have discussed matters with those impacted by them. Therefore, clients need to be at the forefront of change and ensuring that their voice is heard with government,” ​he said.

Not for EU scrapped

Touching on ‘not for EU’ labelling in particular, director general of the Provision Trade Federation Rod Addy said that “few things have caused more headaches for sections of the industry [over the past year]”.​

Hi sentiments came shortly after the announcement on 30 September 2024 that the UK Government is scrapping plans to introduce ‘Not for EU’ labelling on all food products put on sale in Britain. Such rules already apply to food sold in Northern Ireland (NI) as part of the UK’s deal with the EU, but a UK-wide rollout had been set to kick off earlier this month as a way to ensure frictionless trade between the country and England, Scotland and Wales and make sure retailers didn’t stop supplying products NI.

“The idea introduced unnecessary costs to importers and exporters that supplied single product lines to the EU and GB, forcing them to segregate production runs, with two sets of labels and stickers based on their products’ destinations,” ​Addy elaborated.

“The policy proposal was shelved at the 11th hour – the day before the approach was due to take effect. This proved to be a relief for those that hadn’t invested to make the change, but hugely disappointing and costly for those that had. The tendency of late for government to wait until the last minute before implementing decisions has proved unnecessarily damaging for businesses, which are often forced to gamble on outcomes, reining in investment as a precaution.”​

The Government has stated it will monitor the situation, with a view that the labelling rules could be applied in the future if needed.

Precision breeding and lab grown meat

Meanwhile, on the topic of precision breeding, Addy urged manufacturers to keep an eye on developments. Last month the Government announced it is bringing forward the implementation of the act that passed last year, which would allow gene-edited crops to be grown on commercial farms.

Food Manufacture discussed the potential of precision breeding with the founder of the British On-Farm Innovation Network Tom Allen-Stevens last month​​, ​and Addy said that the technology could offer “considerable benefits”​ to food security in developing hardier and more productive crops.

“[However], we believe that safeguards and consumer information requirements are needed which go beyond those currently applying to non-GMO equivalents, while being less restrictive or burdensome than those currently applying to GMOs themselves,”​ he added.

“Much will also depend on how such products are labelled and sold – and what supporting information is available. At a minimum, legislation needs to ensure that consumers are able to make informed choices – and that whatever safeguards and risk assessments may be appropriate are put in place and carried out.”​

Another emerging technology that could spell major changes for the global food system is cultivated meat. Currently legal in only the USA and Singapore, the legalisation of ‘lab-grown’ meat has been inching closer in Europe, with this year seeing tasting sessions held in the Netherlands and the creation of a “regulatory sandbox” ​in the UK.

However, Seth Roberts, senior policy manager at international nonprofit and think tank the Good Food Institute (GFI) Europe, has called for greater levels of clarity from regulators so that novel food producers can feel confident investing the time and resources required to submit dossiers.

“There is a danger that if more startups feel they have a clearer path to market in other parts of the world, the benefits of European innovations will be felt overseas,” ​Roberts told Food Manufacture.

“Regulators need to start thinking creatively about ways to support the sector – such as the UK Government’s recent announcement that it would create Europe’s first cultivated meat sandbox​​ to boost the Food Standards Agency’s knowledge about this food.​

“Collaborative regulation, with consultation and engagement with companies, is the best way to bridge the knowledge gap, support regulatory capacity and encourage innovation.”​

Meat and dairy alternatives

The market for alternatives, whether they be meat or dairy free, has seen significant growth over the past 10 years.

According to Statista, as of 2024 around 15% of people in the UK follow either a vegan, vegetarian or pescatarian diet, although those figures are much higher among the 20-29 age group.

As to how this translates to the consumption of meat and dairy alternatives, data from Ipsos has revealed that almost half of UK adults currently use plant-based milk alternatives, while 58% use at least one plant-based meat alternative. This suggests that even if just 15% of people in UK currently exclude meat from their diet and just 4% are vegan, demand for alternatives also exists outside of these groups.

Nutritional value

Meanwhile, as the market for alternatives has evolved, preferences have changed, with new trends emerging. For example, Murray has noticed a clear shift in demand plant-based options that are rich in fibre.

”People are increasingly seeking foods that are both nutritious and affordable, especially with the cost of living crisis,”​ Murray said.

“Plant-based alternatives like Pip & Nut’s stuffed bars and nut butters offer a nutritious wealth of vitamins, minerals, and fibre at a reasonable cost. As we continue to develop new products, we'll always prioritise taste while ensuring they provide the essential nutrients you need to stay healthy and energised."​

A recent study by The Food Foundation​​ found that less processed alternative protein sources, such as beans and grains, deliver the best results in terms of health and environmental factors. The research revealed they possess lower amounts of saturated fat, calories and salt, and the highest amount of fibre when compared to both meat and processed plant-based products.

More processed alternatives such as tofu, tempeh, seitan and a range of ‘fake’ meat products were also been found to boast similar health credentials, such as lower levels of saturated fat and higher levels of fibre than its animal-based counterparts.

THIS is one of the leading plant-based meat manufacturers and featured in the Food Foundation’s study. Touching on the nutritional value of its meat alternatives, senior R&D scientist at THIS, Dr Kelsey Kanyuck, said that the firm has focused on manufacturing products that offer highly digestible proteins.

“Consumers are paying closer attention to the quality of the protein they consume, not just the quantity,”​ Dr Kanyuck told Food Manufacture.

“Not all proteins are created equal – some are easier for the body to break down and utilise, while others may be less efficiently absorbed. Animal-based proteins typically have higher bioavailability than proteins from plant sources.​

“We are currently researching the impacts of ingredient selection and product type on the protein bio-availability. The usage of protein isolates and concentrates from plants is showing to be an effective strategy for achieving similar bioavailability to animal proteins.​”

One measure that is used to measure protein quality is the protein amino acid score, with higher scores indicating that the product is more effective at supporting bodily functions such as muscle growth and repair.

“Animal-based proteins generally have high amino acid scores due to their well-balanced amino acid profiles,”​ explained Dr Kanyuck.

“Plant-based proteins, however, may have lower scores because they can be deficient in one or more essential amino acids. To address this, plant-based meat companies combine various plant proteins to achieve a balanced amino acid profile, thereby improving the overall amino acid score and ensuring that their products can provide high-quality, complete protein for optimal health.”​

Another way that THIS seeks to improve the nutritional value of its products is through fortifying its range with iron and vitamin B12.

“As consumers become more educated about the potential nutrient gaps in plant-based diets, they seek out products that offer complete nutrition.​

“For example, iron supplementation is especially relevant in plant-based diets where iron sources differ from those in animal-based diets. Iron is essential for producing haemoglobin, the protein in red blood cells that carries oxygen throughout the body. While plant-based foods do contain iron, it is typically in the form of non-heme iron, which is less readily absorbed compared to the heme iron found in animal products.​

“Fortification often involves adding iron in a form that enhances absorption, such as ferrous sulfate or ferrous fumarate. We are currently looking into the science of iron bioavailability and will use our findings to boost the nutritional profile of our products.”​

Cultivated meat is another alternative to animal products that, as discussed in the regulation section of this feature, is getting closer to legal approval and potential commercialisation in UK.

Dr Stella Child is the research and grants manager at GFI Europe, and told Food Manufacture that new research has found that cultured meat is able to meet consumer expectations by replicating the Maillard reaction – the process which makes a steak or chicken thigh change colour while it's cooking.

“Scaffolds, which provide structural support for cells, will be essential to help cultivated meat recreate the complex textures of conventional meat, but this research demonstrates they can also have an important impact on flavour,”​ explained Dr Child.

“Precision fermentation researchers are finding new ways of producing caseins, which can form the building blocks of dairy and help bring affordable and delicious ingredients to market – sometimes working with the conventional dairy industry.”​

Dr Child added that the recent opening of several new research centres is playing an important role in furthering the development of this new technology.

“So far, a lot of the R&D has been dominated by the private sector – risking that companies keep findings to themselves and independently work on solutions to the same problem,”​ she said.

“Hubs such as Imperial College London’s Bezos Centre for Sustainable Protein and The Alternative Protein Innovation Centre (NAPIC), led by the University of Leeds, will change that.​

“These centres mark the arrival of alternative proteins as a discipline in its own right and will see researchers working alongside the food industry to boost innovation and bring products to market more quickly.”​

Flavours

And finally flavours, a category that no trends reports could be complete without. While consumers most certainly take into account sustainability credentials, ingredients lists and ethical considerations, and regulatory change plays a big role in influencing the actions of manufacturers, when you are talking about food and drink flavour remains key.

Mindfulness and memory

Asked about some of the top trends of 2024, Mike Bagshaw, CEO of natural flavour manufacturer I.T.S, commented: “We are now seeing a move into mental health and other mood-boosting values. The use of botanical and floral flavours gives connotations of calmness and feeling good, so we will be seeing a growing number of floral and fruit pairings in the conventional food and drink space as manufacturers strive to appeal to consumer demand for feel-good-food.”​

This trend plays in nicely with the wider focus on healthy and clean label products, as discussed earlier. However, ‘wellness’ is not the only consideration driving flavour choices.

“Nostalgia continues to be big news both in flavours and format,”​ added Bagshaw.

“Consumers are buying products with flavours that take them down memory lane – marzipan, custard, sherbet, gingerbread and even candy floss but criss-crossed across different food and beverage categories. Think of Marzipan Old Fashioned cocktail or custard cream flavoured desserts for example. This alchemy behind the ‘newstalgia’ concept is a flavourist’s dream!”​

The nostalgia trend has also been driving sales for hot drinks brand Horlicks. Rebekha White, brand manager at Horlicks owner Aimia Foods, explained: “In late 2023, our ‘pudding flavours’ launched in response to this trend and the range has continued to perform well this year.​

“Recreating the beloved taste of childhood favourite puddings whilst maintaining the signature, malty taste and creamy texture of Horlicks, the range includes three classic, crowd-pleasing desserts, Banoffee Pie, Apple Pie and Cherry Bakewell variants.”​

Within the alcoholic category, Taylorson said that Kingsland Drinks is anticipating that rum will continue to resonate with consumers as it has done throughout this year.

She explained: “In 2025, rum will still be the darling drink and consumer preference will shift towards golden and darker rum expressions, with a warmer, spicier flavour profile. Equally, tequila’s stronghold will continue to very much take hold.​

Rum sales in the UK surpassed £1 billion this year, overtaking whisky, and it’s a category that brings something for everyone – from dark, decadent rums, to spiced variants, through to lighter, smooth easy drinking white rums. ​

“While many consumers continue to enjoy the sweet vanilla and caramel flavours of spiced rums; there is also exploration into more nuanced options, such as golden rum as it brings a well-balanced cross between white and dark expressions, aged in oak barrels to give it its signature amber colour and mellow flavour.”​

Sweet meets savoury

Given the number of flavour trends gaining traction at any one time, biscuit manufacturer pladis – the owner of brands such as Carr’s, Jacob’s and McVitie’s – has started looking at what it calls “megatrends”.​

“[Our] Taste Centre of Excellence identifies megatrends by looking at the market through a wide angle lens, understanding the trend life cycle, and knowing how to catch the right trend, at the right time, for the right brand,” ​lead product development chef Roberts Craggs told Food Manufacture.

“Our recent savoury snacking innovation, Jacob’s Bites sweet chilli and sour cream flavour, is a good example of where we tapped into the megatrend of global influence, supported by the sub trends that include South-East Asian, Korean and Japanese profile flavours.​

“This also plays into the big savoury flavour trend we’ve noted this year is ‘swavoury’ – a moreish mix of sweet and salty.”​

Caramel infusions

Carol Oldbury, managing director of Hames Chocolates, believes that the easing of inflation in the UK and within the food and drink sector more specifically, has led to customers reaching for “premium”​ flavours more often than in the past.

“Rich and distinctive flavours have always been an important attribute of premium chocolate, and the big news in recent years has been blonde chocolate – white chocolate with a caramel colour and underlying caramelised tasting notes,”​ said Oldbury.

“In recent months, caramel and other more subtle flavours have become even more synonymous with quality.”​

And with Christmas now just around the corner, Oldbury added: “[We are approaching] peak selling period for hot chocolate. innovative flavours are important here too; hence the success Hames have been enjoying with our hot chocolate range, available in a variety of flavours including mince pie and milk chocolate with Irish cream flavouring. This September also saw us reveal our refreshed hot chocolate stir-in spoons.”​

Asked about flavours to watch for 2025, Passmore said that Dawn Foods has also witnessed the growing interest in caramel and custard infused products, as well as limited edition range.

“Dawn has had success this year with its limited-edition peach melba, black forest and new spiced gingerbread frostings, so anticipate more of the limited-edition trend which helps bakers to manage costs of raw ingredients as well as drive incremental sales from new product lines,” ​Passmore explained.

“Other flavours to watch include custard and vanilla or vanilla combinations and of course pistachio which is huge. Expect to see pistachio paired with other with fruits such as raspberry, which not only tastes good but offers a visually stunning colour contrast.​

“Caramel will be taken on to the next level too – look out for flavours such as caramelised apple, dulce de leche or smoky caramel and pairing it with contrasting flavours such as miso.”​

Conclusion: Be honest and clear in your messaging

A lot of the predictions made in our last annual trends report were spot-on.

As we hinted at in January, regulatory change has continued to shape the industry and it will be interesting to see how the government responds to the recent report from The Food, Diet and Obesity Committee. While they have two months to response, that date actually falls on Christmas Eve, so we’re unlikely to hear any more on this until the new year.

The climate emergency is becoming increasingly urgent and consumers are showing a vested interest, but confusion around labelling and green claims is prohibiting spending. As we highlighted in this article​​, 72% of UK consumers’ baskets are influenced by sustainability, but 30% say they struggle to identify a sustainable product.

Furthermore, although 95% of Brits say they are acting in a more sustainable way, over than a quarter still don’t take action.

It is clear that consumers want retailers and brands to be clearer in their sustainability actions and have high expectations for the role they play in informing, supporting and implementing sustainability.

It does appear that health remains the UK’s ultimate priority, with mindfulness becoming a more and more significant.

When it comes to both sustainability and health, the UK is also much more likely to consider claims with a careful eye, this becomes further heightened among younger generations.