Consumer Food Trends Shift Towards Health, Authenticity & Social Media Buzz – New Report Reveals
Milan, Italy – A new report, “Europe’s Innovation PaceSetters 2025,” analyzing over 75,000 new product launches across six key European markets (France, the United kingdom, Germany, Italy, Spain and the Netherlands), indicates a meaningful shift in consumer preferences within the food sector. modern buyers are seeking more than just novelty; they prioritize health,sustainability,and products that align with their lifestyles,fueled in part by viral trends on social media.
The report, conducted by Circana, highlights that innovation is “the lifeblood of the sector of consumer goods, a source of growth and a way to satisfy consumers looking for new products in a moment of cost and uncertainty,” according to ananda Roy of Circana.
Small brands Outperforming Giants
A surprising trend identified in the report is the success of smaller, often family-run, brands. These companies are leveraging values like local sourcing, sustainability, and an authentic lifestyle to drive significant sales, often surpassing larger competitors.
Spanish food company Avicola Sánchez, with it’s organic chicken brand Avicosan, generated €36 million in sales through innovation.Similarly, Scottish vodka brand Glen’s Vodka reached €22 million in sales from new product offerings. This demonstrates a growing consumer preference for “little is better,” as the report suggests.
Health & Wellbeing Take Centre Stage
The demand for health and wellbeing-focused products is a key driver of innovation. Consumers are actively seeking foods that support their lifestyles and help them achieve personal goals. This translates into increased demand for premium energy beverages, foods fortified with proteins and vitamins, and products catering to emerging health trends like microbiome health and weight loss. The report also notes growing interest in plant-based foods with innovative flavors and the utilization of upcycled ingredients,appealing to consumers seeking ethical and lasting choices.
Social Media Drives Viral Successes
The influence of social media is proving pivotal in creating viral food trends. The report cites “Dubai Chocolate” as an example of a product born online that quickly achieved commercial success, even impacting the traditionally conservative chocolate sector, which is now seeing a preference for dark chocolate and attractively packaged flavored varieties.
The report concludes that brands face a clear challenge: to deliver new products that genuinely meet consumer expectations. As Roy states, “Consumers greatly appreciate the new products that adapt to their lifestyle, their food choices and that help them achieve their life goals… but it is essential to make sure that the new products satisfy expectations, otherwise consumers will abandon them in a silent way.”
