The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

As 2024 comes to a close, the FoodBev Media team reflects on the year gone by and shares their thoughts and predictions for the industry in the year ahead. Join us as we explore what’s on the menu for 2025.

James Taylor, awards marketing executive

Food allergies are becoming increasingly prevalent, driven by improved diagnostic methods, heightened awareness, and changes in diet and food processing that may alter how the immune system reacts.

As food allergies become more common, food policies must evolve to keep pace. Technology is stepping up to empower consumers – Anjo AI predicts allergic reactions through smartwatches, the Trustdish app provides real-time allergen information, and the Allergy Amulet enables portable food testing. These innovations offer individuals greater confidence and control over their dietary safety.

For brands and restaurants, prioritising food safety not only fosters customer loyalty but also positions them for long-term success. Ensuring food safety is a shared responsibility that benefits both consumers and businesses alike.

Jesús Luna-López, sales director

The development of closer-to-nature, functional ingredients will continue into 2025, with manufacturers leveraging tools like AI to enhance their formulations. This will lead to personalised products with simplified labels. Data management will be crucial for predicting formulas that accelerate product development. For instance, sports nutrition can be tailored to individual characteristics – such as lifestyle, athletic goals and dietary preferences. AI can personalise functional formulas by analysing health records and demographics.

Segments like alcohol, seltzers, ready-to-drink cocktails, sauces and dressings will also benefit from AI-driven innovation, based on consumer preferences and geographical factors. However, clinical trials, human expertise, and collaboration must remain central to these future trends. While AI holds great potential for innovation and growth in the food and beverage sector, it must operate within strict regulatory and scientific guidelines.

Lorcan Deasy, new business sales executive

Shortened supply chains are becoming increasingly common as consumers demand transparency about the ingredients and processes behind their food. With rising demand for fresher, locally sourced products, businesses are streamlining operations to improve quality and taste while fostering trust through clearer connections to food origins.

These shorter supply chains also help mitigate risks associated with global disruptions, as seen during the recent pandemic. By relying on local producers, companies can ensure a stable supply of ingredients, maintaining consistent quality and availability.

Additionally, shorter supply chains often lead to reduced carbon footprints and less waste, aligning with consumers’ preference for sustainability. Manufacturers are likely to continue prioritising this approach to meet consumer demands for both quality and environmental responsibility.

Jonathan McGowan, awards marketing executive

While fish oil is a powerful source of omega-3s, overfishing has raised many concerns. So why not go straight to the source – the same one fish rely on for their nutrients: seaweed and algae? In 2024, we've seen widespread adoption of various seaweed and algae varieties, which are now prominently featured in food production.

These marine sources have long been part of the industry, but their presence has surged recently, largely due to their high nutritional value, including essential nutrients like iodine, omega-3 fatty acids, vitamins, and minerals. The umami notes from seaweeds like nori and royal kombu are highly valued for their role in creating realistic plant-based seafood alternatives.

The establishment of organic seaweed farms in Europe reflects its growing popularity. As sustainability becomes a key consumer focus, seaweed's minimal environmental impact solidifies its status as a future food staple.

Chiara Marangon, account manager

Regenerative agriculture – though not a new concept – has emerged as a significant trend in the food and farming industry over the past few years. Beyond traditional farming, this approach focuses on regenerating soil to enhance sustainability, biodiversity, water management and the protection of natural resources.

Key players in the industry are beginning to adopt practices associated with regenerative agriculture. However, the primary challenges include the cost of implementation, which impacts product pricing, and a general lack of consumer understanding regarding what this approach entails.

I hope that in 2025, we will see increased awareness of regenerative agriculture practices, which will help educate consumers. It would be encouraging to see smaller players in the food and beverage industry adopting this vital solution for our environment.

Rafaela Sousa, digital news editor

In 2025, packaging innovation will place greater emphasis on sustainability and biodegradability. Companies are exploring unique materials derived from avocados, mushrooms, sugarcane, cellulose, seaweed and other biobased options, which promise to reduce reliance on traditional plastics.

Start-ups are leading the charge in this transformation. E.V.A. Biosystems, from the University of Edinburgh, has developed a smart plastic that self-destructs in marine environments without creating microplastics (find out more on page 34). Xampla, a spin-off from the University of Cambridge, has created Supramolecular Engineered Protein, a biodegradable material that offers the same functionality as traditional plastics while minimising environmental impact.

As consumer awareness of sustainability grows, we can expect an increased demand for packaging that not only contains products but actively supports environmental efforts and encourages greener consumer habits. In 2025, packaging will become a critical component in driving the shift towards a more sustainable future.