Which nutritional food, drinks and supplements will consumers be reaching for in 2025? Consumer needs evolve at a rapid pace, so what works one year, might not work the next. Anticipating – and meeting – these changing demands is crucial to maintaining a competitive edge in this dynamic market. To help inspire innovation, each year we deep dive into the hottest nutrition trends with our Trends Magazine – and 2025 looks set to be another exciting year.
In today’s tech-driven world, consumers are more empowered than ever to take control of their health. From social media-inspired gut health, to personalised health plans aimed at Gen Z, these trends are expected to change how we approach wellness in the coming year – providing plenty of scope for innovation. In this blog, we sit down with some of our experts for their point of view on five up-and-coming nutrition trends – and why they’re the ones to watch in 2025. Let’s get started…
“I’ve always been a creature of habit, grabbing a high-protein bar or shake in between meetings or after a workout. But lately I’ve been craving something different – and it seems other consumers have been, too. We’re increasingly seeing consumers wanting protein ingredients incorporated into every meal, snack and drink – and the more novel the format, the better. Bars and shakes will still be big news, but now there’s a need for round-the-clock protein, which calls for more fun and convenient applications. There’s an opportunity to create unexpected concepts here; think noodles or waffles – the sky’s the limit!”
“Demand for gut health ingredients just continues to grow and grow – and social media’s influence means even more consumers are embracing the trend in 2025. It’s a trend I’ve followed with interest – I think it signals a real positive shift in how we’re normalising these conversations. It’s great to see an increased level of openness around digestive health issues, which is helping to break down stigma. With growing consumer awareness of the gut’s far-reaching impact, 2025 will be the ideal time to innovate functional food and drinks, such as gut-friendly yoghurts, with added health benefits.”
“This trend relates to healthy ageing, but not as we know it! Although this category is traditionally associated with older adults, we’re seeing consumers of all age groups proactively pursuing longevity. Ageing well means different things to different generations; Gen Z and millennials put physical health and appearance first – skin care is big with younger generations right now– while Gen X and baby boomers want to keep their minds sharp. With these nuances in mind, we expect nutrition manufacturers to lean into a more tailored approach to healthy aging.”
“With more data at consumers’ fingertips, expect 2025 to be the year of Wellness 2.0. AI and smart tech are nothing new, but we expect to see it ramp up a gear this year. Lots of consumers use their smart watches to create personalised health goals, and we’re increasingly seeing people use tools like ChatGPT to make tailored meal plans to support them. Companies are already using AI to provide personalised health solutions – for example, for spotting blood sugar level patterns in diabetes management – so it’s a really exciting area. Data is power for today’s consumers, and there’s a huge opportunity to leverage these insights in increasingly innovative ways, by creating tailored, personalised solutions for different demographics. In this highly competitive marketplace, these targeted innovations could mean the difference between success – or not.”
“Nutrition trends come and go, but sustainability is here to stay. The news that 2024 was the warmest year on record
European climate service, 2024
was a stark reminder of the work we need to do to reduce our collective environmental footprint. Having a greater emphasis on transparency and environmentally conscious practices will be crucial to achieving this in 2025 – it’s vital to see where our food and drinks come from. Growing consumer demands and tighter regulations will push sustainability even further up the agenda, and we welcome this! Sustainability needs to be the norm at all levels of operation, to help us ensure a healthier future for both people and the planet.”
Interested in staying ahead of the curve? Our team of experts in performance, active and medical nutrition can help you harness the latest trends to create successful nutritional products, to prepare for the future of nutrition in 2025 and beyond.
Download the latest issue of our trends magazine now: Discover the 5 big nutrition trends of 2025 – FrieslandCampina Ingredients
For more than a century we’ve been creating quality ingredients delivered with passion. Whether we’re inspiring ideas from drinks to bars, or supporting how to manufacture products in better ways, our customers can count on us to deliver, time and time again.
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