Premium fruit and vegetable ingredients supplier SVZ sets out its predictions of the essential trends that will shape the food and beverage (F&B) industry in 2025. With an emphasis on nutritional value and how it can be further supported by fruit and vegetable ingredients, SVZ’s three top trends reflect how consumers see F&B products as more than just fuel – but as routes to improved well-being, a greener, fairer economy and even authentic self-expression. 

1. Back to basics: Fundamental nutrition 

SVZ’s first top trend is consumers’ return to fundamental nutritional truths. Half a decade on from the COVID-19 outbreak, the connection between diet and health remains a central topic. Most Europeans report that they eat more healthily now than five years ago, but even so, many still worry about making the right choices amid a sea of conflicting advice.^[1] In France, 51 percent of those surveyed by Mintel stated they felt pressure to eat and drink healthily.^[2] Pair this statistic with another from the same report, which shows that around one in five respondents are attracted to core nutritional claims such as high fibre, vitamin, or mineral content, and the ‘fundamental nutrition’ trend has started to take shape.^[3] 

“Shoppers are overwhelmed and wary of vague or complex nutritional claims,” comments Johan Cerstiaens, Commercial Director at SVZ. “Instead, they want options with clear, common-sense benefits that reflect the basics of nutrition. A great example is products which help consumers reach their recommended daily intake of fruits and vegetables. It’s a claim valued by more than a third of shoppers, but real fruit puree or vegetable juice is also a great source of natural flavour and nutrition, too.” 

2. The ‘so-what’ consumer: Rebellion takes centre stage 

Directly challenging the much-discussed ‘nutrition-above-all-else’ attitude, 2025 will be the year of the rebellious food and beverage consumer. This theme is defined by personal expression, imperfections and guilt-free consumption. While some address their dissatisfaction with diet trends by going back to basics, others are taking a more radical approach. For instance, 34 percent of French shoppers believe ‘life is too short’ to worry about specific food and drink choices, while worldwide, 43 percent of consumers state they want to see more indulgent and ‘crazy’ food and drink creations.^[4] New-year trend predictions from Mintel, FMCG Gurus^[5] and Innova Market Insights all reference these rebels who prioritise gratification over righteousness.

“This trend is so interesting because it presents several different routes to success,” Cerstiaens continues. “On the one hand brands can lean into the convention-bucking aspect with wild and wonderful flavour combinations, but on the other they could focus on authenticity by demonstrating how their products align with key consumer values, such as plant-based eating or ethical sourcing.” 

3. Supply and demands: Food safety, security and sustainability 

SVZ’s final 2025 trend relates to the impact of geopolitical and climate-related disruptions on the food and beverage segment. From major political events to increasingly volatile weather events, global supply chains are under pressure – and shoppers are taking notice. Between on-shelf shortages and the rise of ‘skimpflation’^[6], reports of consumer concern are unsurprising, with 77 percent of Italian adults, for instance, believing that climate change will affect the availability of supermarket products in their lifetime.^[7] In fact, globally, two-thirds of shoppers state that sustainability is more important to them now than it was two years ago[8], suggesting that this is a purchase driver that will only continue to grow in importance.

“While it may not always be the easiest of topics, at SVZ we know no discussion about the future of food and beverages is complete without addressing sustainability and security of supply,” states Cerstiaens. “Through our daily operations, we have a seen genuine determination, from farm to fridge, to build a fairer, greener and more efficient global food system. Rather than being discouraged by current challenges therefore, as a sector we should be inspired to collaborate across the supply chain, drive innovation in natural ingredients and adopt sustainable sourcing strategies that help keep the F&B industry climate-resilient.”

To discover more about SVZ, its commitment to supporting sustainable food and beverage innovation and its extensive range of premium fruit and vegetable ingredients, visit: https://www.svz.com/

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^[1] Mintel Food & Drink Trends 2025, mintel-food-drink-trends-2025-for-emea-webinar.pptx

^[2] Ibid.

^[3] Ibid.

^[4] Innova Market Insights, Top 10 F&B trends 2025, Top_10_F&B_Trends_2025_-_Global_202411112106333605.pptx

^[5] FMCG Gurus, Bitesized Trends Digest 2025, https://fmcggurus.com/wpcontent/themes/fmcg/static/img/fmcg_gurus_trend_digest_2025.pdf

^[6] Where a product’s recipe is switched to lower-quality ingredients, but the price remains the same.

^[7] Mintel Food & Drink Trends 2025, mintel-food-drink-trends-2025-for-emea-webinar.pptx

^[8] NIQ Report – The changing climate of Sustainability, https://nielseniq.com/global/en/insights/education/2024/rise-of-functional-beverages/