07 January 2025 – FrieslandCampina Ingredients, a global leader in protein and prebiotics, today unveils its fifth annual trends report, spotlighting the key trends poised to shape the food, beverage, and supplement industries in 2025. Drawing on the latest consumer research and market influences, plus exclusive insights from the FrieslandCampina Ingredients team, the Nutritional Trends 2025 magazine is designed to help brands discover fresh opportunities for innovation and new product development in adult nutrition.
“Technology is a driving force in today’s nutritional landscape,” says Vicky Davies, Global Marketing Director, Performance, Active, and Medical Nutrition. “Armed with personalised health data and the endless possibilities of AI, people are feeling more empowered to take control of their well-being. Add to this the pressures of an increasingly cost- and eco-conscious world, and we’re seeing that 2025’s trends highlight a growing need for brands to provide tailored, multifunctional solutions that excel on quality, value and sustainability.”
The report spotlights five key trends driving the future of nutrition:
Once the exclusive domain of elite athletes, protein supplementation has become the new norm for individuals of all ages and activity levels, emerging as a must-have nutrient in a wide array of food and beverage products. Today, 71% of consumers actively prioritise protein in their diets, a significant rise from 59% in 2022 and 67% in 2023.
IFIC, Food and health survey, 2024
With a growing appetite for ‘round-the-clock’ protein, there’s exciting potential to create novel, convenient – and most importantly, enjoyable – ways to integrate protein into every bite.
From social media sites seeing surges in content related to DIY fermentation products to trending movements like ‘hot girls with stomach issues’, today’s consumers are becoming increasingly aware of the gut’s far-reaching impact. In 2025, yoghurt – a trusted consumer favourite – returns to the spotlight as a go-to option for those seeking holistic health support in a familiar, fun format. This staple category holds significant potential for innovation including new health benefits, eating occasions and tailored solutions for specific consumer groups.
Ageing well is no longer just a pursuit of the elderly – it’s evolved into a proactive, lifelong pursuit of longevity embraced by consumers across all age groups as younger generations consider how their current lifestyle choices might affect their long-term health. But it’s not a one-size-fits-all approach – people of different generations have different ageing priorities.
There’s never been so much choice when it comes to nutritional supplements – and thanks to the rise of online tools like AI-powered platforms, access to data supporting or negating health claims has reached unprecedented levels. With so much choice and information available, specialised solutions are taking centre stage as people flex their own power to choose the supplements that best support their specific health goals.
“People’s food and drink choices are intrinsically linked to what is happening in their lives and broader societies, and there’s no doubt that 2025 will present more opportunities for brands to support consumers’ wellness priorities with nutritious solutions,” Davies adds. “But as these trends unfold, one element will be non-negotiable: sustainability. With consumers demanding transparency and regulations tightening, every stakeholder across the food, beverage and nutrition industries will need to step up their sustainability initiatives.
“As trends continue to evolve, our team of experts in performance, active, and medical nutrition, along with our innovative protein and prebiotic solutions, are here to help brands stay ahead of the curve and prepare for the future of nutrition.”
To discover the key nutrition trends shaping the market in 2025, visit the FrieslandCampina Ingredients website.
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