Halfway through 2025, the food and drink trends shaping our choices are clear: wellness-led eating, at-home indulgence, and sophisticated alcohol-free options. Let’s dive into it!
Food = Fuel
Functional Ingredients On The Rise
The days of simply counting calories are behind us- today’s consumers are looking for food that does more. Nutrition is no longer just about staying physically healthy. It’s about supporting mental and emotional wellbeing.
High-fibre, protein-packed products are valued as more people embrace food as fuel for body and mind. Functional ingredients like probiotics and omega-rich superfoods are making their way into everyday items. As of December 2024, “28% of shoppers reported actively boosting their protein intake” according to AHDB. With “a further 29% indicating plans to increase it throughout 2025”.
Mood-boosting foods are especially in demand, such as magnesium-rich dark chocolate, fermented kombucha, and calming herbal blends. As wellness overlaps with daily dining, brands providing both nourishment and emotional benefits are winning over consumers.

JOMO
The Joy Of Missing Out
Move over FOMO… 2025 is all about JOMO, the Joy of Missing Out. Rather than chasing nights out, consumers are investing in luxury-level experiences at home.
This trend is reshaping the way people approach indulgence. Café-quality coffee machines, pre-portioned cocktails, and chef-inspired ready meals are bringing restaurant quality experiences into the kitchen.
Even when budgets are tight, people still search for small luxuries. Instead of splurging, they opt for affordable options, like a premium hot chocolate or a specially crafted dessert, to be enjoyed at home. Consumers are proving they don’t need a fancy restaurant booking to feel spoiled; they just need a little everyday luxury.

Alcohol-Free
The 0% Club Has Grown Up
In 2025, the low/no-alcohol movement is no longer a niche in, it’s mainstream. Alcohol-free options are not just an alternative but a choice in their own right. According to a YouGov survey, “over a third of UK drinkers (38%)” are now consuming low and no alcohol alternatives.
Pubs, restaurants and retailers are expanding their menus to cater to this rise in demand. Consumers want the ritual of drinking, without the after-effects of alcohol. These drinks are proving that “grown-up” doesn’t have to mean alcoholic.

These trends points to the same underlying shift in consumer behaviour- a demand for healthier choices, premium quality, and value for money.
The pandemic years reshaped how we think about food and drink, while social media has accelerated awareness of wellness and at-home experiences.
For brands in 2025, the future of food and drink is clear. Success lies in combining wellness, convenience and indulgence in ways that feel both accessible and aspirational.
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