From black lime to Celtic salt: 10 radical F&B trends for 2025

Food and drink trends predictions have ramped up a notch as research agencies make the most of AI to scrape social media and other platforms to gain fuller insight into how people are eating.

Predicting what consumers will eat and drink in 2025 could be closer to fact than ever.

Read more:Top food and drink trends for 2025 revealed – and it’s a big shift​​Behind the boom: trends driving Europe’s future ingredients market​​Four key themes for 2025 include versatile ingredients, sustainability, hyper-personalised nutrition, cuisines and hydration heroes, according to the Tastewise Flavour Chase trends report​.

Food and drink trends have evolved faster this year and will continue to do so more in the next 12 months than ever before.

“At the core of these trends is a more educated and demanding consumer base; today’s consumers expect brands to understand their deeper motivations and deliver products that align with their values,” says Tastewise CEO and founder Alon Chen.

From coffee flavour additives predicted to takeover the pumpkin-spice trend, to deep-personalised nutrition and food fit for indulgence at the office, these 2025 food and drink trends are something new. 

Versatile ingredientsInteresting and authentic ingredients are rising in demand among consumers. Image/GettyConsumers seek authenticity from the products and brands they buy, including ingredients with interest in authentic spices growing 26% in the last year alone, according to the report.

Hawaij and black lime, popular in Middle Eastern cooking, have already flooded social media with consumers jumping on the flavour trend in their home cooking.

“These versatile ingredients pack both flavour and functional health benefits, making them must-haves for consumers looking to level up their palate,” says the report.

Hawaij is a Yemeni spice blend consisting of several varieties for use in coffee, soups, shines, sweets, savoury and other beverages.

The spice is warm, healthy and comforting and claimed to be beneficial for gut health and immunity, with manufacturers most likely able to make the most of using its functionality in coffee and other drinks.

“Tangy condiments are now breaking seasonality boundaries with increased consumer interest”

Black lime is made by drying limes, leaving them with a tangy, smoky flavour. They can be used in strews, marinades and other savoury dishes.

Manufacturers might consider using it in condiments, with demand for tangy sauces up 94% over the last two years, according to the report.

Consumer interest in fruit has increased 15.4% in the last two years, while it is also deemed functional.

“Once tied to summer dishes as tangy barbecue sauces, tangy condiments are now breaking seasonality boundaries with increased consumer interest,” the report says.

“As the final touch on the plate, condiments are the go-to for consumers looking to experiment with bold, unexpected flavour pairings, reflecting a shift toward playful, adventurous eating with minimal risk.”

SustainabilitySustainable foods are once again gaining traction with consumers. Image/GettyAlthough not a new trend, sustainability was a lower priority for consumers during the height of the cost-of-living crisis as they sought better value or chose affordable treats.

“Consumer demand for sustainability in food and beverage has grown significantly since 2019, with a sharp focus on aligning planetary health with personal wellbeing,” says the report.

“As consumers increasingly view these two priorities as interconnected, the desire for specific health benefits in products is now echoed by interest in targeted sustainability claims.”

Consumer interest in sustainability has grown 18.4% in the last two years, and a growing interest will see manufacturers increasingly seek to meet these expectations.

Manufacturers should make the most of packaging real estate to label their products with environmental credentials and certifications to feed into the demand.

+25% –​ discussions of carbon footprint have grown a quarter in two years55% –​ of consumers willing to pay a premium for true eco-friendly products10% –​ the additional costs consumers are willing to pay for eco-friendly productsWithin sustainability, wine has also grown in interest by 39% as the category develops its strategy to align with other segments, such as meat and dairy which both have more eco variants.

Hyper-personalised nutritionInterest in managing hormones is on the up. Image/GettyBalancing hormones, particularly among women experiencing menopause, began to gain traction in 2024 and continues to grow in importance.

“As we move into 2025, the conversation continues, with a new focus on the fact that hormones affect everyone – not ‘just’ in women,” says the report.

“Personalised nutrition is proving to be a powerful tool for consumers to meet their lifestyle and fitness goals, from managing hormone regulation to optimising overall wellbeing.”

Interest in hormone regulation rocketed by 150% in the past two years as consumers become increasingly interested in how hormones impact overall wellness.

Physical health and wellbeing are also main drivers of consumer interest in hormone balancing foods, as they seek to live healthier lifestyles.

“Many users struggle with adherence, and weight often returns once the medication is stopped”

Weight loss also features within wellness, particularly as GLP-1 drugs like Ozempic track up.

In fact, discussions around weight loss drugs in food and drink products has ramped up by 208% year on year, according to the report.

However, the path isn’t yet clear as “while GLP-1 drugs show promise beyond diabetes and weight loss – addressing memory loss and heart health – their high cost and potential side effects pose challenges,” it continues.

“Many users struggle with adherence, and weight often returns once the medication is stopped; some medical experts claim that only