At this year’s Speciality & Fine Food Fair, we joined The Food People for their latest trends talk - always a sharp look at how consumer behaviour is shifting. One phrase captured the mood: “Leadership isn’t waiting for legislation and regulation.” Progressive brands are stepping ahead of policy and making the first moves.
Here are the eight themes we think matter most for food, drink and wellbeing brands right now:
1. Gut health is the new baseline
Nearly half of consumers (46%) put gut health at the top of their wellbeing priorities – ahead of brain health (28%) and skin health (13%). Familiar ingredients like probiotics and omega-3s are leading the way, but this also signals space for education on less familiar functional ingredients.
2. The protein pivot
Consumers are turning to protein sources they see as lighter, cleaner and better for long-term health. Nuts and seeds have risen 15% as a preferred protein source in just six months - a clear cue for plant-based innovation and messaging.
3. Fibre comes into focus
Protein still dominates, but fibre is catching up. Over a third of consumers (35%) say they try to balance protein and fibre equally, while 16% now actively seek high-fibre foods.
4. Functional beverages
Drinks with added health benefits are gaining traction. Vitamin D (37%) and protein (30%) are the biggest drivers of trial, showing where the next wave of functional drinks innovation may land.
5. Meal spontaneity
More people are deciding “what’s for tea?” at the last minute. Social platforms, quick recipes and Reels are becoming an essential source of inspiration for these everyday choices.
6. The Mediterranean moment
When it comes to recipe inspiration, Italian, Greek and Spanish cuisines dominate. The Mediterranean diet continues to influence both flavour and health positioning.
7. Affordable indulgence
Luxury deli boxes and treat hampers are no longer just for Christmas. Consumers are increasingly seeing them as small, everyday luxuries - balancing cost of living pressures with moments of joy.
8. Foodservice disruption
The rise of GLP-1 medication is reshaping how people dine out, with 57% of users saying they’d eat out more if menus adapted to their needs. Alongside the growth of ghost kitchens, this is a signal that dining models will need to evolve fast.
Why it matters for comms
For us as a food and wellbeing PR agency, these aren’t just consumer shifts - they’re communications opportunities. From social storytelling around protein and fibre, to recipe development with Mediterranean cues, to helping brands respond to GLP-1 behaviours, the challenge is to translate insights into relevance.
Check out our News & Insights hub for further industry news, trends and articles, https://ceres-pr.co.uk/news-insights
