Consumer trends are changing at breakneck speed. Something can be in one minute and out the next – even the much-celebrated Dubai chocolate, which dominated spring 2025, has had its day.
So what’s on the way up and what’s on the way out as we enter Autumn 2025?
Going Up: Functional F&B
Consumer demand for functional foods and beverages is off the charts. From confectionery to coffee, the functional trend is large and in charge.
So much so that the global functional food and beverage market has been valued at over $281bn (€242bn) and is forecast hit half a trillion by 2028, according to stats specialists Statista.
“Functionality has become the default consumer expectation – not a differentiator,” says Alon Chen, CEO of food analytics group Tastewise.
Such is the reach of this trend that 57.3% of non-alcoholic drinks sales are now driven by health-related needs.
Meanwhile the dairy category is getting a major boost from the rising interest in functional products, with sales of kefir and live yoghurt climbing fast.
And social mentions of adaptogens like ashwagandha and turmeric are increasing 15.2% year-on-year, showing just how engaged consumers are with them and their potential.
Going Up: Snacking
Snacking is very much in, while main meals are on the way out.
Consumers are increasingly switching to the little-and-often approach, when it comes to mealtimes, pushing the snack food market to a global value of $269.45bn in 2025 (Statista).
Average portion sizes for meals are decreasing, while snack frequency has risen by 11.2% YoY. And sales of meal-replacement snacks, like protein bars and smoothies, are growing by 10.8% YoY (Tastewise).
Added to this, Tastewise is seeing breakfast skipping increasing 7.1% YoY, while all-day snacking is rising by 6.6% YoY.
One of the reasons for snacking’s success is actually one of this year’s megatrends – convenience.
Convenience as a consumption driver is increasing 9.01% YoY, while satiety is climbing 6.5% YoY, highlighting the growing interest in nutrient-dense mini-meals over traditional sit-down meals.
And restaurant menu data supports this, showing an 8.4% YoY average increase in menu appearances for snack items.
Going Up: Exciting flavours
Flavour is becoming a powerful purchase driver, even in health-led categories.
According to Grand View Research, a key trend is the increasing demand for ethnic and regional flavours, driven by globalisation, increased travel, and a willingness to explore new tastes.
‘Intense flavour’ is driving consumer spending up by 53.4% YoY across baking, snacks, and condiments (Tastewise).
Meanwhile social mentions of ‘zesty’ is up by 20.1% YoY, ‘fudgy’ by 13.4% YoY, and ‘rich’ by +9.6% YoY.
Going Down: Sustainability
Food and beverage is working hard to switch to more sustainable practices. From cutting food waste to reducing CO2 emissions throughout the supply chain, efforts are being made across the industry.
“Sustainability isn’t a banner claim, it’s increasingly embedded in ingredient choices,” says Tastewise’s Chen.
But while industry is going greener, consumers are showing signs of disillusionment.
A recent survey by EIT Food Consumer Observatory confirmed fears that consumer interest in sustainability is weakening. In fact, results showed that just 9% or Europeans prioritise sustainability in their lives.
Furthermore, the number of consumers who consider sustainability, when making purchasing choices, has declined from 51% to 46%, since 2020.
“In recent years, we have seen a drop in the number of consumers who are taking sustainability into account when choosing their diets,” says Klaus Grunert, professor at Denmark’s Aarhus University and director of EIT Food Consumer Observatory.
And there are multiple reasons for this. The first being cost, with 31% of those surveyed saying budget is the main barrier to shopping sustainably.
According to research, conducted by Dutch consulting company Kearny, the prices of sustainable products are on average 75-80% higher than non-sustainable products.
Another major issue facing consumers, and it’s one that comes up time and again in relation to the food and beverage industry, is confusion.
“While sustainability remains important, consumers are often unsure about what sustainable eating truly means,” explains Grunert.
Finally, the phenomenon known as ‘crisis fatigue’ is having a negative impact on consumer attitudes towards sustainability.
For years, consumers have been bombarded with negative messaging about the future of the planet and, as the problem grows, so too does the continuous negative chatter. This is having the opposite effect to what environmentalists would hope, particularly amongst younger consumers.
“Crisis fatigue is wearing consumers out,” says Aditi Kohli, senior vice president APAC at market research specialists GWI. “Gen Z are becoming more inward facing, focusing on themselves and their immediate circles. Their interest in environmental issues and current affairs is ticking downwards. It’s not because they don’t care, but rather it’s a case of mental bandwidth and prioritisation being a necessity.”
But, though consumers may not be engaged with the subject of sustainability, its fundamental to the future of food and beverage, that it remains a priority.
Going Down: Alcohol consumption
Alcohol has been a stalwart of the beverage industry for centuries. From wines and spirits to beers and cocktails, sales have been strong and consumers loyal.
But, consumption has been falling steadily since the mid-2000s, and the trend can no longer be ignored. Alcohol, it seems, has very much fallen from favour.
Though a result of multiple societal changes, the shift away from alcohol can largely be attributed to the rise of the health and wellness trend.
“The world as we know it has become a lot more obsessed with health, especially since 2020,” says Freya Twigden, founder of kombucha brand Fix8 Kombucha and Fibe Prebiotic Soda.
What’s more, forms of entertainment have changed dramatically. Pubs and clubs have been replaced by gyms and fitness events, with #fitness, #fitspo, #fitfam and #fitgoals now dominating social media.
Cost is also a major influence in the decline of alcohol consumption.
According to Eurostat, a division of the European Commission, the cost of alcohol has risen by more than 95% since 2000.
Going Down: Restrictive diets
Restrictive diets, such as the ketogenic diet (keto), have dominated food and beverage for decades. But recent figures from Tastewise show interest in this extreme approach to weight-loss is waning, as other methods gain traction.
In fact, interest in the keto diet has dropped 4.6% YoY.
This decline, says Emily Vencat of protein brand YouBar, is not necessarily due to a lack of effectiveness but rather difficulty in maintaining such a restrictive eating pattern over the long term.
“As the keto trend declines, many individuals are seeking more balanced and sustainable approaches to nutrition,” says Vencat.
Diets that focus on a wholefoods including fruits, vegetables, wholegrains, and lean proteins, are increasingly gaining popularity. These approaches offer greater flexibility and are easier to maintain, making them more appealing to a broader audience.
As consumer priorities continue to shift, the food and beverage industry must stay agile, ready to embrace rising trends like functionality, snacking, and bold flavours, while rethinking strategies around sustainability, alcohol, and restrictive diets.
The winners will be those who listen closely, innovate quickly, and deliver what today’s consumers truly crave.
