Food and drink trends are redefining consumer’s behaviour, driven by key and mega-trends that highlight evolving priorities and lifestyle shifts. Mega-trends, which are long-term shifts that shape industries and societies over a decade or more, impacting and shaping how we live, eat, and consume include: Clean and Green Nutrition, emphasizing transparency and sustainability; Fast-Paced Convenience, where flexible lifestyles drive demand for time-saving food options, Age Well Revolution, focusing on long-term health across generations; and Adapting to Uncertainty, where rising costs push consumers to prioritize value for money.

BENEO identified six key food and drink trends, which are more specific expressions of these broader mega-trends. They reflect evolving consumer preferences and market dynamics over a shorter time frame. Let’s dive into the six opportunities for growth we identified for this year.

Global consumers are increasingly prioritizing digestive health,with 55 percent actively seeking products that support gut wellness. More than half of global consumers express interest in the gut microbiome, underscoring the shift toward a more holistic view of digestive health.

The growing awareness of the gut-brain connection highlights the vital role of the gut microbiome in overall health including benefits for mood regulation, immunity, weight management and healthy ageing. This surge in interest is fueling functional food innovation, with fibre and prebiotics at the forefront.

According to Mintel, digestive health product launches have traditionally focused on fibre’s gut-friendly benefits. However, there’s a noticeable rise in products explicitly highlighting the “microbiome” — a term increasingly appearing on packaging as brands tap into this emerging consumer focus.

Today’s snacks must do more than satisfy a craving — they need to deliver convenience, nutrition, and functional benefits. Younger consumers are driving this shift, seeking snacks that balance indulgence with added nutritional value.

Snacking has evolved into a key component of healthier, more flexible diets. More than half of global consumers report choosing healthier snacks in the past two years, while more than one-third actively seek ingredients that promote wellness.

Nutrition rating systems are becoming pivotal in guiding purchasing decisions, helping consumers navigate the crowded landscape of better-for-you options. For instance, half of Europeans avoid buying products with a low score (e.g. red score) on on-pack nutrition rating labels. As the demand for health-focused snacks continues to rise, brands have a prime opportunity to innovate with products that cater to both taste and indulgence and well-being, while highlighting their nutritional benefits.

Weight wellness continues to be a powerful motivator in shaping food choices. 4 in 10 global consumers aim to lose weight. As a result, more people are turning to functional foods and beverages to support their weight management goals. 1 in 4 actively seeks functional food  and drink products designed for this purpose.

This shift is driven by the desire to enhance long-term health, boost energy, and build self-confidence. While the rise of GLP-1 medications has renewed interest in weight management solutions, fibre and protein remain essential for promoting satiety and maintaining a balanced diet during and after the weight loss journey. Today, weight wellness is more than a diet trend. It is an integral part of everyday life, influencing how people choose what to eat and drink to look and feel their best.