The big health trends
Naturalness
Health remains a key draw for 2025 food and drink, as the spotlight on ultra processed foods and HFSS (high in fat, salt and sugar) throws further focus onto labels and ‘naturalness’.
“We’re going to see more emphasis on the idea of ‘real food,” James Street, global marketing director for Prinova told Food Manufacture.
Whilst this term is open to interpretation, the overarching trend will lean towards increased scrutiny, with consumers more focused on what they consume and where it comes from. For some that may mean an increase in meat protein, for others it might raise old questions of fat as the ‘enemy’.
For Matt McAuliffe, plant based & futures innovation director for The Compleat Food Group, it’ll be a move towards a diet that’s good for the planet.
He elaborated further: “2025 is going to be the year that people realise that eating a healthier diet can make a real difference to the environmental challenges we face. This increased attention will influence consumers’ future food choices.
“You can expect to see more recipes featuring beans and legumes, and vegetables will take the spotlight as plant-based dishes grow in popularity. Tofu will become more common on menus, and supermarkets will offer a wider range of hybrid meat products, which use a blend of meat and plant protein.”
Interestingly, this move isn’t necessarily translating to fresh foods (e.g. raw veggies and fruit), with both frozen and canned foods set to do well as consumers look for healthy but also convenient options.
Last month, we saw Noble Foods announce it was expanding into the pre-prepared food market with the launch of frozen omelettes from The Happy Egg Co., for example.
“We expect to see continued growth of canned fruits and vegetables over fresh foods,” added Bibie Wu, chief communications & technical development officer at Del Monte.
“With consumers becoming more discerning about convenience without sacrificing flavour or nutrition, the canned food market will experiencing significant growth. The global canned food market was valued at $118.53bn in 2023 and is expected to grow at a CAGR of 3.9% from 2024 to 2030. This shift will be fuelled by both consumer demand for convenience and advancements in canning technology that improve the quality and safety of these products.”
A notable trend has also been the move towards flexible cooking options, with ample NPD announcements towards the end of 2024 highlighting product versatility (i.e. cooked via microwave, oven or air fryer).
Nutrition and function
But overall, speaking with industry representatives the big focus will be on function and what health benefits a product can offer.
In fact, Prinova research found that 72% of consumers were more likely to buy a food or beverage product if the packaging mentioned a health benefit, with this figure rising to 87% among those aged 18- 24, and to 80% among those aged 25- 34.
The stars in this function trend appear to be protein and sugar. Looking at the former, the big pull is no longer just about how much protein you can pack into a product, it’s also about quality.
“Recent research shows that almost 70% of consumers are thinking about protein sources, with naturality and nutritional value major motivations,” explained Anne Høst Stenbæk, head of marketing at Arla Foods Ingredients.
Tate & Lyle research has also shown the importance of function in food, with two-thirds of consumers ranking nutritional benefits as a priority ahead of sugar content and calories.
According to the ingredients business’s findings, 65% of younger consumers claim they’d still purchase a product that’s high in fat, salt or sugar if it had other nutritional benefits, such as high fibre or protein.
The Protein Works – which is known for its shake powders – has been reaping the awards of the protein phenomenon, with the business seeing a circa 40% increase in turnover last year, along with an increase in pre-tax profits of 296%.
“This demonstrates the rate at which the interest in protein continues to grow,” said Laura Keir, CEO for the Protein Works. “This accelerated growth has come from a wider audience, rather than the avid gym goers who are often associated with this category.”
“If we dial into the better-for-you consumer trend, protein remains a big draw,” agreed Franck Monmont, group president for Cargill Food. “For many consumers, protein claims are a shortcut to ‘better for you’ snacks. Other cues include high fibre, as well as products touting sodium and sugar reduction. We’re even starting to see interest in low fat start to tick up.”
When it comes to beverages, the shift toward low- and no-alcohol drinks will intensify, but it is not just about the health benefits of reducing alcohol consumption. Again, it’s about the functionality of the drink.
“Consumers want exciting, flavour-packed alternatives that elevate their drinking experience – whether that is through adaptogens, prebiotics, or new ways to enhance hydration,” said Cristian Garcia, customer experience marketing manager for IFF, North Europe told Food Manufacture.
Dan Harwood, managing director of SW Wines Europe’s Eisberg also noted a “fascinating shift” with consumers seeking products that are naturally functional rather than artificially fortified.
“In the non-alcoholic drinks space, people are becoming increasingly interested in products that harness the benefits of ingredients like polyphenols from grapes but without the negative impact of alcohol,” Harwood said.
“The attention on UPFs is driving a return to traditional production methods and minimal processing – something we’ve long championed in our dealcoholisation process that preserves the natural compounds found in wine.
“Moving forward I think the key will be transparency – helping consumers understand how products support their wellbeing through natural processes.”
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Sweet enough
Alongside protein, reduced sugar is also winning. Citing research from Innova’s 2024 category survey, Monmont said there has been a rise in sugar conscious consumerism – in particular within the drinks space.
“Consumers in Europe are mostly influenced by sugar reduction claims in the beverages category, specifically in the soda/carbonated soft drinks (31%), juices and smoothies (25%), sports drinks (25%) and iced tea (24%) subcategories,” he said.
“Surprisingly, more indulgent categories are not trailing far behind, with 19% of consumers saying they are influenced by sugar reduction claims. However, sugar reduction in sugar confectionery is not as common as in other categories yet, so this can be a potential growth area.
“As consumer demand for more nature-derived ingredients continues to grow, we see the beverage category to be a key area for innovation and growth in the years to come.”
Cargill’s research has also shown that people are seeking to cut out certain ingredients, in particular sugars, finding that 64% of consumers are trying to avoid them, with 41% doing so by buying a similar product with a lower sugar content.
Proprietary ADM Outside Voice research also highlighted that while taste still holds the top spot in consumer priorities, reducing sugar content has surged in importance for many European consumers and now ranks just as high as taste.
ADM’s Bastian Hörmann, global marketing director for sweet goods, dairy, specialized nutrition, predicts that foods with low nutri-scores could lose consumer appeal, prompting brands to prioritise sugar, salt and fat reduction, and incorporate functional ingredients like fibres and proteins into their formulations.
There’s always an exception…
It’s worth noting that whilst there is a clear movement towards heath and brands are being prompted into reformulating, several industry representatives told Food Manufacture that they don’t believe the concept of HFSS is making particular waves among consumers.
“I’m not sure HFSS regulations really land with the consumer as of yet,” Andrew Allen, interim managing director at Pukpip shared. “But, whether they’re shopping for a family meal or a quick snack, it is clear that consumers want healthier versions of their favourite foods.”.
He added, referencing more of the clean label trend: “In some categories, the thought of ‘ingredients you recognise and understand’ really does cut through.”
“The biggest hurdle with HFSS is the continued lack of consumer awareness,” added Baker & Baker’s UK R&D director, Jonathan Adams. “This remains a fundamental issue for manufacturers who could be investing in products and solutions for a problem that the end consumer may not realise or act upon.
“There is a real danger that misinformation and complexity in the minds of the consumer via various labels such as HFSS and UPF will lead to shopper confusion and apathy.”
And although one working in the sweet treats sector may feel weary given the health landscape, many of the industry representatives we spoke to noted the continued trend of ‘guilt-free indulgence’.
“We’ve noticed a significant shift toward consumers seeking indulgence without compromising on nutrition,” said Protein Works’ Keir.
“They’re [consumers] looking for products that feel like a treat but still align with their health goals.”
Getting personal
Personalised nutrition is a growing trend within the health sphere, with brands such as Zoe and Noom having gained significant attention over the last few years.
“Prinova research has revealed high levels of interest in personalised approaches to nutrition, although this is another area where definitions can vary,” noted Street.
“There’s undoubtedly heightened public interest in the way our diets interact with our individual genotypes, and in the role of technology in nutrition. In our survey, 79% of consumers believed that their particular genetic make-up affected their nutritional needs either slightly or significantly, with millennials and women particularly likely to agree.
“Forty-one percent were keen to try a test that monitored how particular foods affected their bodies, while 32% were interested in tracking their diet and nutrition through an app or questionnaire. Thirty percent of respondents overall, and 37% of those aged 25-34, were interested in wearable devices to monitor their blood sugar levels.”
According to FutureBridge’s latest FoodTech Trends report, there has also been a 314% increase in women’s health venture capital investment over 2018–2023. The insights firm believes we’ll see a push towards age-specific care that extends beyond just infant and senior health.
This flexibility and personalisation is also extending towards family mealtimes and Adams believes this opens up opportunities for new product ranges.
“There’s an opportunity for products that can be as inclusive as possible – particularly for a family or multi-person household, where you might have one person following flexitarian or vegan diets and lifestyles,” he said.
“Having more choice, personalisation and catering to individual preferences stand out to us as a growing trend amongst food shoppers,” added Matt Whelan, managing director, Fieldfare. “Lifestyles and family structure have a significant impact on how people shop and the food choices they make.
“Households are getting smaller, with single and two-person households now accounting for the majority of UK households.
“These smaller homes have different needs and priorities to larger households and tend to shop in a very different way to how someone shopping for a family of four or more might.
“Personal preferences or needs, even within the traditional family structure, also strongly impact choices. In a piece of shopper research we ran with YouGov earlier this year, we found that 49% of people say that they either adapt the family meal to their own liking, or many will in fact eat something completely different dish to the rest of the household when dining together. Forty-five percent of this came down to taste preference, whilst around 13% was due to allergies or intolerances.”
Flavour and colour
A sense of newstalgia
Nostalgic themes remain high on the list in new product development projects and this is particularly prevalent within the sweet category.
“From beloved puddings of their youth to classic corner shop sweets, the craving for those retro flavours is stronger than ever. In fact, according to a Trendhub study, 76% of UK consumers are drawn to treats that evoke childhood memories. This revival of retro is impacting various categories, with timeless combinations like rhubarb and custard, Eton mess, and crème brûlée making a comeback in all sorts of product offerings,” said Sophie Lyons, marketing manager at Meadow.
But this is also translating to areas like coffee, with Ian Bryson, managing director at Lincoln & York, saying he expects to see comforting, familiar flavours reimagined in hot beverages.
“Think of classics like sticky toffee, tiramisu and Bakewell tart syrups enhancing your morning latte or evening hot chocolate. Alongside these, we’ll see more niche options like condensed milk in Spanish lattes or the earthy notes of matcha lattes, bringing unique twists to the coffee experience,” he suggested.
“Consumer desire to stay with one foot in the past while experimenting with new flavours means the continuing evolution to some of our favourites such as caramel,” agreed Jacqui Passmore, marketing lead West EU & AMEAP at Dawn Foods.
“While salted caramel and caramelised biscuit move into the mainstream, we anticipate that caramel will be taken on to the next level next year with some interesting developments – caramelised apple, Dulce de Leche or smoky caramel for example as well as pairing with contrasting flavours such as miso for added savoury depth.”
Lyons agreed that miso and caramel will be hit in 2025 as consumers lean towards more complex profiles. She cited findings from Innova’s 2024 category report which found that more than half of category launches now feature brown flavours (caramel, toffee, fudge) and predicts this will look to complement traditional with a twist (i.e. ‘newstalgia’).
But it’s not all beige news, with Innova’s 2023 flavour survey showing impressive growth for fantasy inspired foods. There has been 23% growth in the fantasy flavoured category with rainbow foods leading the charge.
“This trend also involves leveraging moments of pop culture. As in 2023 we saw an influx of Barbie pink after the Greta Gerwig film, in 2024, we looked at the land of Oz as Wicked green became popular with the film’s release of part one,” Lyons continued.
“In 2025, as the second part of the Wicked is released, we will see a continuation of such pop culture emanating through our snacks and sweet treats. Think a wicked green cupcake with a chocolate sponge and green frosted icing, topped with a bubbling combination of lustre, sugar pearls and shortcake balls.”
Simple and stripped back
This new nostalgia trend will also bring classic dishes back to life in different ways, with stripped back recipes and sensory elements key.
“This back-to-basics approach is about creating elevated experiences that are both nostalgic and pleasurable,” said Robert Craggs, lead product development chef for pladis.
Sunarie Servais –director product marketing, ingredients, flavors, EMEA at ADM –also anticipates consumers gravitating towards simplicity, with familiar, authentic flavours and colours.
She predicts that “elevated, single-flavour executions” such as sun-ripened strawberry, indulgent sweet brown profiles like caramel and toffee, and decadent textures will dominate this space.
Simplicity is also a trend noted by McAuliffe, who said that high quality fewer ingredients will be a big win in consumers’ eyes: “This is one reason we’re experiencing the re-appraisal of French cuisine, due to its simple flavour combinations. A good example of a dish growing in popularity is a French ham sandwich called the Jambon Beurre.”
The Jambon Beurre, which is simply bread, butter, ham and a few cornichons, has gained such prominence that this month will see the UK host its first national champion dedicated to this delicacy.
Bold and surprising
While the move is towards simple, that doesn’t mean bland.
“Big, bold and spicy flavours will be essential in 2025. These should pack a punch and deliver an instant flavour that leaves a lasting impression too. It’s not a time to be subtle with flavour,” said Mike Bagshaw, founder of flavour house I.T.S.
‘Swicy’ seems to be the new buzz word, with new product development encompassing a combination of sweet and spicy.
“The food aisle will also undergo a transformation, featuring innovative fusion foods that combine global flavours and intriguing mashup combinations, such as sweet and spicy, to captivate adventurous eaters seeking fresh and exciting culinary experiences,” concurred Del Monte’s Wu.
Colour will play a big role in setting up expectations for these new flavour combinations too.
“For a swicy product like a sweet chilli marinade, you might want a bright red shade to signal both the sweetness and the spiciness,” suggested Dieuwertje Raaijmakers, marketing communications specialist at GNT Group.
But swicy isn’t the only mash-up on the cards, with Craggs saying that lines will be blurred between several flavours, as he cited ‘swalty’ and ‘swumami’ as other combos to watch.
Giacomo Cattoni, head of marketing and strategic planning, Ornua Ingredients Europe, shared similar thoughts: “A trend towards bold and surprising flavours has also been gathering momentum that we would expect to continue over the coming months, with unconventional combinations like custard and peanut butter or red bean and cinnamon becoming more popular, reflecting consumers' openness to experimenting with more adventurous food experiences.”
And the tale is no different within the drinks category with very similar flavour trends emerging.
“Consumers will lean into rich, velvety mouthfeels paired with bold, layered flavour profiles that tell a story. Comforting notes like caramel, vanilla, and chocolate will remain firm favourites, but there’s also a growing appetite for complexity – think botanicals, smoked finishes, or hints of spice,” said Johnny Harte, co-founder of Five Farms Irish Cream Liqueur.
“We’re also seeing a lot of sweet and savoury blends – like salted honey or miso caramel – are capturing attention and trying to knock salted caramel off its pedestal."
As consumers seek the unique, we’ll also likely see more products integrating interactive textures. We’ve seen this happening within the bubble tea market already – a category reportedly worth 2.46bn in 2023 globally and set to grow from $2.63bn in 2024 to $4.78bn by 2032.
“Expect to see more products that engage the senses with unique flavour pairings, interactive textures (like popping, fizzing, or crunchy elements), and surprising elements that challenge traditional food experiences,” Wu said, citing Del Monte’s Bubble Fruit Gel (fruit with popping boba in a bright gel) as an exciting NPD venture.
Global influences
With consumers looking to breathe new life into old classics and tantalise their tastebuds with jazzy combinations and new sensory experiences, it’s no surprise that there’s been a number of global cuisines inspiring Brits.
As many as 55% of consumers are frequently looking to explore these new and exciting flavours when eating out, according to Bidfood’s 2025 trends survey. The distributor points to several global cuisines gaining momentum, including Southern States, Turkish, Greek, Argentina, Portuguese and Swiss.
Meanwhile Compleat’s McAuliffe is predicting the “chilli spiked flavours of Tunisia” to be a big trend for 2025.
“The official home of harissa, which was granted UNESCO protected status in 2022, has a multitude of unique dishes,” he added. “Watch out for Brik, wafer thin crunchy Malsouka pastry filled with crushed potato, chopped eggs, tuna and harissa, or Houria which is a carrot dip flavoured with caraway seeds, garlic, coriander and olives. Other popular Tunisian influenced foods that will grow in popularity will be olives and expect different takes on cous cous.”
We are also witnessing a resurgence of fermented foods, in part due to their health benefits, but also because of their depth of flavour.
“Ingredients like kimchi, miso, and kombucha are moving from niche to mainstream,” said Garcia.
“Interest in Japanese food flavours will explode in 2025,” added Passmore, who said yuzu is becoming a more common occurrence in sweet bakery, alongside matcha and the already-mentioned miso.
“In savoury bakery, look out for plenty of kimchi, katsu curry or pickled cucumber and don’t be surprised to see these distinctive savoury notes paired with sweet flavours either such as a sweet muffin topped with katsu-flavoured popcorn,” she continued.
For Craggs, he predicts a shift towards celebrating regionality and authenticity within global food trends.
“Southeast Asian, Latin, Caribbean and Indian cuisines will heavily influence flavour profiles, with notes like super spicy, sour, pickled and deep umami gaining prominence. The focus will be on exploring nuanced flavours from specific regions rather than generalising cuisine,” he said.
Bidfood also notes that provenance appeal will encourage regional dishes closer to home to gain popularity. Bidfood research shows that 43% of consumers are interested in trying Scottish, Welsh and Irish cuisine, due to traditional flavours, comforting nature and their desire to support British suppliers.
Botanical boom
We can also expect to also see a rise in botanical flavours, driven by the health trend.
“Botanicals are becoming increasingly popular in the bakery arena, as a new way to elevate flavours, embracing seasonality and obtaining an herbaceous health boost. Elderflower dominates the scene but cherry blossom, lavender and rose are also restaurant menu favourites – particularly for summer,” said Adams.
In Innova’s 2023 Flavour Survey, 48% of consumers say that ‘better-for-you’ flavours influence their choice of food and beverage the most.
“Now, floral flavours, like rose, lavender and hibiscus are the fastest growing flavours amongst the botanicals subcategory, and there are plenty of ways to experiment with those unique blends! Think of a rose-infused raspberry yogurt paired with some crunchy granola packed with cranberries and cardamoms,” said Lyons.
“Bergamot, grapefruit and tropical botanicals will come to the forefront, paired with a range of green shades,” agreed Servais. “For instance, sparkling waters with notes of hibiscus and passionfruit or teas containing lavender and lemon balm will resonate with consumers looking for relaxation and rejuvenation. Unique applications of familiar ingredients, such as hops in non-alcoholic beverages, will also emerge, elevating freshness through bitter taste profiles.”
The power of limited-edition
Whilst the likes of MySpace and Bebo were the OG social platforms, and Facebook was certainly once the go-to digital photo album, it was Instagram that threw the spotlight onto foodie aesthetics. After all, no other platform has secured its own adjective (i.e. ‘instagrammable’) related to how photogenic an object or place is.
With the likes of Instagram – with its 2bn+ users – and the more recent addition of TikTok – with its 1bn+ users – visuals have become an ever-more important cog in the marketing wheel.
“Visual social media platforms mean today’s consumers are exposed to a wider range of bakery products from around the world,” said Passmore, who added that access to global flavours is resulting in interesting crossovers. Think cross-continent cakes, such as maritozzi buns, spiral croissants and decorated cruffins.
In keeping with the increasing desire to curate a picture-perfect version of one’s life online, we can also expect to see food and drink manufacturers playing with limited editions to pique consumer interest and in turn make themselves look more interesting.
As well as playing with flavours and shapes, we will also see brands experimenting further with influencer impact to position their products as premium and to appeal to a younger audience.
“By supplying the wedding breakfast to Geordie celebrity and influencer, Vicky Pattinson, Greggs has certainly nailed the brief with their recent socially led marketing strategy,” offered Passmore.
“And with Mintel, Lifestyles of Generation Z - UK, 2022 Report claiming that 44% of UK Gen Z consumers aged 16-24 agree that it is important that their friends approve of their lifestyle choices, from the clothes they wear, to the stores they visit and even to the latest trends in cakes, expect much more of this type of marketing content from large consumer bakery brands.”
Cattoni agreed that visual novelty is an emerging trend, but said the centrepiece remains cost: “For 2025, we anticipate affordability will remain a priority, with consumers continuing to seek high-quality options at an accessible price point.”
Baker & Baker’s Adams shared similar thoughts, stating that “caution will be the watchword for the new year”.
He continued: “Brands and manufacturers must demonstrate ingenuity and a deep understanding of their market to succeed.”
But that doesn’t mean premium is dead in the water, with limited-time products – especially ones pushed by influencers – holding great opportunity for producers. This is something artisan brands have been doing for some time, with bigger manufacturers now catching on.
“Limited time offers play a critical role in driving sales as well as profitability, whether they are special- occasion or seasonally focused,” agreed Passmore. “The sweet bakery category continues to capitalise on this, with the number of seasonal/limited editions increasing over the last three years. In the first half of 2024, 11% of all tracked retail sweet bakery launches in Europe showed a seasonal/limited edition claim (Mintel database) and we believe that this is set to continue into 2025.”
Meanwhile, Adams said there has been a noticeable swell of interest (albeit small) in premium, as retailers look to define larger ranges.
“There is evidence that shoppers are becoming more accepting of current price positions in bakery, as for the most part, the sector offers a strong value proposition for the shopper.”
Bakery isn’t the only area consumers are willing to stretch their pockets for, with Paul Turton, CEO of Pact Coffee, predicting an increase in speciality coffee.
“It seems that a really decent cup of coffee is the affordable luxury that simply won’t budge during the cost-of-living crisis, and we expect that we’ll continue to see an increase in demand in our hospitality channel as a result,” he said.
Heloise Le Norcy-Trott, group marketing director for Lactalis UK & Ireland, also sees premium cheese doing well in 2025. She explained that while grocery prices are increasing and consumers are opting for fewer units of cheese, premiumisation still has the potential to drive market growth in the category.
“This is likely to come from a combination of new and old consumer habits – exploring new ways of enjoying cheese, like enjoying hot and using it in different recipes, and rediscovering varieties they previously enjoyed,” said Le Norcy-Trott.
Authenticity is also driving a willingness to spend more. Market research company Toluna found that brie shoppers are willing to pay extra for brie made in France (49%).
“Worth £27m, #1 French continental cheese brand, Président, has driven growth into the cheese category with 4% value sales growth year on year (YOY). While #1 Italian cheese brand and #1 mozzarella brand, Galbani, which is worth £33m, grew by 12% in value sales YOY,” added Le Norcy-Trott.
She also pointed out that Lactalis’ brand Leerdammer, made with authentic Dutch Cheese, is now worth £22m and continues to see growth of its cheese slices.
“We expect this growing interest in continental cheese to continue into 2025,” she concluded.
Totally transparent
The theme of transparency permeates throughout this entire trends report, with consumers looking for authenticity, honesty and integrity from the ingredients that make up their products and how they get them from farm to fork. But it won’t be easy to convince consumers you’re the real deal.
Findings from a recent GS1 report in collaboration with FT Longitude found that almost half (48%) of retailers it spoke to say that consumer brand loyalty has fallen significantly compared to 10 years ago.
Patrons will continue to ask for the world, with Cargill’s Monmont stating that demand for transparency will grow, with consumers after “verified, accessible information on sourcing, sustainability and ethics”.
“About 75% of consumers expect food and beverage businesses to actively protect the planet through transparent, efficient practices,” he added.
“Consumers are energised to feel more connected to the food they eat and the communities they support, and we don’t see this interest slowing down in 2025,” agreed Ana Yaluff, director of sustainability, EMEA at ADM.
To stand out in a crowded marketplace, Yaluff said “brands must be more proactive in communicating these efforts, ensuring information is easily accessible”.
We have been seeing this shift already in product design, as new consumer habits prompt brands to take a more minimalist approach that fosters transparency and simplicity. Taking ingredients as example, some brands have opted to place key ingredients on front of pack as a way to highlight the more desirable qualities.
Meanwhile other brands have chosen to cut down on their plastic or even include technology such as QR codes and digital watermarking on pack to provide more detailed information around nutrition, traceability and sustainability practices.
But GS1 findings show that transparency is set to go further. The report, which surveyed more than 500 senior retail figures including Morrisons and Tesco, reveals that 96% of respondents believe major change is on the horizon with trusted data that informs and protects consumers at the heart of this transformation.
Among the technologies purported to be part of their growth strategies are QR codes, with 41% retail execs saying that smart QR codes will replace traditional ones in five years.
Moreover, as many as 84% said that they believe those who do not adopt smart QR codes within the next three years will lose out on billions of pounds in revenue.
Smart QR codes can not only hold a vast amount of data for consumers to dive into, but they can also help retail businesses to improve their supply chain management, including aiding inventory management, providing greater accuracy of product data, improving product traceability, and providing better visibility into supplier ESG performance.
Being able to have more efficient and clear sight of these details has become an imperative. While consumers’ eyes are getting sharper, the biggest drive in transparency is arguably from regulatory change. Regulations such as the Corporate Sustainability Reporting Directive (CSRD), EU Deforestation Regulation (EUDR), Extended Producer Responsibility (EPR), and the Deposit Return Scheme (DRS) all dominated headlines in 2024 and that’s not going to change in 2025.
“Non-financial reporting has become a big topic and is now mandated by the Corporate Sustainability Reporting Directive in the EU. We expect many companies across the food and drink industry to request more sustainability-related information from suppliers, including carbon dioxide equivalent data,” said Rutger de Kort, sustainability manager for GNT Group B.V.
Adams agreed, explaining that CSRD and EUDR will see huge changes made in the food and drink landscape, namely making deforestation-free ingredients the norm and the avoidance of credible net zero targets for businesses “extremely challenging”.
“There are increasing expectations on companies to be transparent about their climate impact and show what their science-backed strategy is for reducing impacts. The time for talking about reducing impact is over,” added Vera Karmeback, head of global sustainability at Oterra.
She nodded to the importance of science-based targets and double materiality assessments going forwards: “Sustainability strategies that are based on double materiality assessments – i.e. not only considering impacts, but also financial risks and opportunities followed by transparent reporting will also be increasingly important.”
Despite this, many companies are still behind, with FutureBridge’s research indicating that only 39% of F&B companies have completed their sustainability reporting in alignment with CSRD.
As always, it will be interesting to see whether consumers demand for total transparency outweigh their desire for taste and affordability. I personally don’t see that happening for a long time – humans will always want the tastiest, best deals despite their earthly and moral costs. Regulation will level the playing field, but they’ll undoubtedly be loopholes that will need tightening up.
