Nutrition Trends Shaping 2025

As we enter 2025, the food and beverage industry is navigating a rapidly changing landscape. Consumer preferences are evolving, with an increasing focus on health, sustainability, and convenience. Brands must be nimble to stay ahead of the curve and ensure their new products align with the latest nutrition trends shaping 2025. From brain-boosting foods to personalised wellness solutions, these shifts are set to transform the industry in exciting ways.

Here are our 6 key nutrition trends shaping 2025: 

1. Brain Food: Prioritising Cognitive Health 

Mental well-being will take centre stage as consumers seek products that support both immediate brain function and long-term cognitive health. Ingredients like omega-3 fatty acids, iodine, choline, and nootropics are gaining traction for their ability to boost memory, focus, and overall cognitive performance¹. Retailers are launching nutrient-packed snacks, drinks, and cereals to cater to this demand. 

Iodine, essential for brain development and found in seaweed, fish, and eggs, is gaining momentum. Research suggests iodine supplementation during pregnancy can boost children’s IQ scores². Meanwhile, “psychobiotics” including fermented foods like kimchi and kefir, are becoming popular for their gut-brain connection, positively impacting memory and attention. 

With rising concerns over cognitive decline, such as the prediction that one in three people born today will develop dementia³, brain health will continue to be a focal point in 2025 and beyond. 

2. Women’s Health: Personalised Solutions for Every Stage 

In 2025, women’s health will continue to be a major area of focus, with more consumers seeking personalised nutrition products tailored to their unique needs at various life stages. From menstrual health to menopause and maternal wellness, women are increasingly turning to solutions designed to support their hormonal health, fertility, and overall well-being. Retailers are responding by launching products specifically formulated for these needs, including supplements and fortified foods. 

Key ingredients such as choline, important for foetal brain development and found in meat, fish, and eggs, are gaining traction. Choline supplementation is becoming more common, particularly among expectant mothers, as research highlights its role in supporting healthy brain development in the womb⁴. Additionally, “bio-harmonising,” a trend where women align their diet, sleep, and lifestyle to support fertility and hormonal balance, is gaining traction according to Holland & Barrett’s Wellness Trends Report 2025⁵. 

3. Gut Health: The Key to Holistic Wellness 

Gut health will remain a dominant nutrition trend shaping 2025, as research continues to unravel the powerful connections between the microbiome and various aspects of our health. From immunity to mental well-being and even skin health, the gut is increasingly recognised as the body’s command centre. Products like probiotics, prebiotics, and fermented foods continue to lead the charge, as consumers seek to support and strengthen their gut microbiome for better overall wellness. 

With new products emerging on the market, ranging from supplements that leverage specific bacterial strains to innovations aimed at supporting muscle recovery and endurance, there’s a growing focus on harnessing the power of the microbiome to enhance performance and overall vitality. As more consumers become aware of how integral the gut is to maintaining balance across the body, the demand for these functional foods and supplements will continue to rise. Expect gut health to remain at the forefront of nutrition trends, with solutions designed to foster a healthier, more balanced microbiome. 

4. Functional Beverages: Drinking for Wellness 

Functional foods have stepped aside and let functional beverages have their moment with a focus on wellness beyond hydration, with drinks infused with electrolytes, adaptogens, prebiotics, and other ingredients supporting mental clarity, stress reduction, immunity, and well-being. From sparkling waters to teas, these drinks cater to a variety of needs, including performance, gut health, and relaxation. 

The “no and low” alcohol trend is here to stay, with more consumers seeking refreshing non-alcoholic options without sacrificing flavour or sophistication. Notably, the practice of alternating between alcoholic and non-alcoholic drinks, dubbed “zebra striping”, is gaining popularity.

The rise of functional teas, especially among younger generations, brings exciting flavours and science-backed benefits. Loose-leaf tea is also seeing a resurgence, allowing for personalised brews and a premium experience. As the functional beverage market expands, drinks are becoming more targeted, enjoyable, and as unique as the people who drink them. 

5. Fibre: The Unsung Hero Takes the Spotlight 

With less than 10% of the UK population consuming the recommended 30g per day, fibre is finally stepping into the spotlight. More products are becoming available designed to support digestive health and overall wellness. From snack bars to water brands, expect to see a wider variety of fibre-enriched options to help consumers meet their daily intake. With many brands focusing on plant-based sources like chicory root and flax seeds, these products are not only health-boosting but also aligned with eco-conscious values. 

Innovative fibre products are taking the market by storm, including fibre-infused water and lupin flour, which can easily be added to everyday foods. The rise in fibre-rich sodas also offers consumers convenient, gut-friendly drinks. As the awareness of fibre’s health benefits grows, expect more creative ways to boost intake in 2025 and beyond. 

6. Back to Basics: Embracing Whole, Natural Foods 

Consumers are increasingly turning to whole, minimally processed foods in response to concerns about the health impact of ultra-processed options. Ingredients like whole grains, full-fat dairy, and plant-based foods are gaining popularity as people seek simpler, more natural diets. 

The shift towards natural eating is also driven by sustainability, with consumers prioritising locally sourced, organic, and ethically produced foods. As awareness grows around ultra-processed foods, many are opting for healthier alternatives. According to Waitrose latest food and drink report⁶, concerns around ultra-processed foods have led to an aversion to anything processed. This is backed up by their annual survey in which they found that 54% of people are now actively avoiding processed foods. 

References

1. Ohsawa, K et al., 2018. Lactobacillus helveticus-fermented milk containing lactononadecapeptide improves cognitive function in healthy middle-aged adults: a randomized, double-blind, placebo-controlled trial. Int J Food Sci Nutr, 69, 369-376. 
2. Pritschet, L et al., 2024. Neuroanatomical changes observed over the course of a human pregnancy. Nature Neuroscience 
3. Lewis, F. 2024. Estimation of Future Cases of Dementia from Those Born in 2015. Office of Health Economics. Available from: https://www.ohe.org/publications/estimation-future-cases-dementia-those-born-2015/ 
4. Derbyshire, E. 2019. Could we be overlooking a potential choline crisis in the United Kingdom? BMJ Nutr Prev Health, 2, 86-89. 
5. Holland & Barrett. (2025). Wellness Trends Report 2025. Available from: https://www.hollandandbarrett.com/info/trend_report
6. Waitrose & Partners. (2024). Waitrose Food and Drink Report 2024-25. Available from: www.waitrosereport.co.uk

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