Global Trends in Nutrition and Eating Behavior: What to Expect in 2025

Consumer behavior is changing rapidly, driven by new priorities and changes in global habits. In this article, we explore the main trends that shape current consumption and how brands are responding to these dynamics.

Focus on Health and Wellness

Consumers are increasingly committed to extending their lifespan and living healthier for longer, in line with the concept of “Healthspan Plans”. To this end, they are increasingly looking preventive products and specific solutions that address your health concerns [1].

A personalized nutrition stands out as a response to individual needs, offering specific solutions for each profile [3]. Among the most common concerns are weight management and satiety, leading many to resort to personalized medications and nutritional strategies [3] .This personalization is driven by digitalization, with consumers adopting more and more devices and applications to monitor your health and fitness, which makes it easier to track objectives and results [1].

The search for foods that promote physical and mental health benefits continues to grow [2]. Consumers are increasingly looking foods that support healthy aging, with a special focus on muscle, heart, immune, and cognitive health [3]. Within this context, it is important to highlight the growing demand for products enriched with probiotics [2]. Os dairy products with probiotics, like yogurt, continue to be highly valued for their proven benefits for digestive and immune health, reinforcing the functional appeal of this segment [2]. Highlighting the growing attention to gut microbiome, recognized for its direct impact on general well-being [3].

Os dietary supplements are also on the rise [1]. The market of vitamin supplements Follow this trend, with a growth projection for USD 139.9 billion by 2025 [1]. Another central point for the food industry is the Reduction of sodium in foods, which remains a priority, reflecting consumers' demands for healthier options [3].

Sustainability and Ethics

Consumers are increasingly aware of environmental impact and demonstrate a growing demand for sustainable products And of ethical production [4, 5]. In this context, the regenerative agriculture practices have gained attention as a solution to promote sustainability in food cultivation [4].

A plastic reduction And the search for biodegradable alternatives in packaging have become clear priorities for consumers [4]. Another relevant point is the interest in brands that support local communities and charitable initiatives, showing that consumers value positive social impact [6].

However, it is important to stress that there is a growing emphasis on transparency And no ethical sourcing, with consumers demanding greater clarity about the origin and impact of the products [4]. Consumers don't just want promises — they do tangible evidence of sustainability and trust more transparent and honest brands, making reliance a decisive factor in your choices [1].

While interest in sustainable products is evident, the decisive purchasing factor is still the balance between worthiness and perks. Consumers expect sustainable products to not compromise quality or affordability [1].

Convenience and Lifestyle

O Snacking remains a popular practice, with many consumers replacing full meals with snacks, in response to increasingly busy lifestyles [7]. This trend, known as “snackification”, is reflected in the consumption of snacks throughout the day, often to the detriment of traditional meals [4].

A practicality and convenience are decisive factors for consumers in the segment of ready meals, but there is a growing demand for options that combine health and nutrition. In response to concerns about ultraprocessed foods, brands have invested in more products healthy and transparent, highlighting ingredients and processes used to gain consumer trust [8].

Within this category, the diversification of flavors is a striking trend, with a growing demand for ready meals inspired by global cuisines, offering rich and varied gastronomic experiences [8].

A China leads the global production of ready meals, with a significant increase in its production and an increasing consumer interest in buying more in the future [8].

In addition to ready meals, consumers are looking for brands that offer solutions for cooking at home, especially for One-person homes, where convenience is even more valued [9] .Another highlight is the growing preference for takeaway and home delivery, which continue to gain space as practical alternatives adapted to modern lifestyles [10].

Impact of Technology and Digitalization

As digital platforms have become an essential source of inspiration and information for consumers when making purchases [6]. This influence is particularly visible in snacking habits, where the digital world plays an important role in shaping preferences and choices [6].

To take advantage of this impact, brands must use the social networks And the online advertising In shape creative, maximizing its reach and capturing the public's attention [6].

A artificial intelligence (AI) It's revolutionizing so much digital commerce Like the communication between brands and consumers. Many consumers already expect AI to play a role in their daily routines, helping with tasks such as shopping and time management [11, 12].

In addition, the virtual assistants are gaining space as allies in the shopping experience, making it easier to search for products to finalize the purchase [11, 12].

Finally, the consumer data emerge as one of the most valuable assets in the current digital landscape. This data not only helps brands to personalize the customer experience, representing a strategic asset for business growth [11, 12].

Price, Value, and Consumer Decisions

Consumers are increasingly attentive to their spending, influenced by economic uncertainties that continue to shape consumer behaviors [7]. There is a growing demand for economic and affordable options, but consumers don't give up quality products That they offer long-term value [1].

As dealer brands (MDD) are gaining attention, as consumers prioritize affordability and they see these brands as a viable alternative [2, 13]. In addition, the promotions and special offers continue to play a crucial role for price-conscious consumers [9, 8].

However, oddly enough, many consumers are willing to invest in products that save them time, showing that convenience and efficiency they are still decisive factors in purchasing choices [1, 7].

The Role of Emotions in Consumer Decisions

As thrills play an increasingly significant role in consumer choices. According to the data, 70% of consumers Admit that your State of mind directly influences your buying decisions [11].

Consumers also expect brands to succeed adjust your offers based on your mood And no personal context, making the experience more relevant and aligned with your needs [11, 12].

In addition, surprise factor And the personalized experiences they are highly valued elements, creating deeper emotional connections between consumers and brands [11, 12].

Conclusion

The trends highlighted in this article highlight how consumption is constantly evolving, driven by factors such as health, sustainability, convenience, and technology. Consumers are more aware, demanding and connected, seeking not only products that meet their practical needs, but also that reflect their values.

For brands, the challenge is clear: balancing innovation, responsibility and proximity to consumers. By adopting strategies that consider these changes, companies will not only be able to keep up with this new scenario, but also lead the transformation in the global market.

Sources

[1] Euromonitor: Top global consumer trends 2025: https://go.euromonitor.com/white-paper-2025-global-consumer-trends.html

[2] Key Trends Shaping Dairy and Alternative Products Through 2025 - EuroMonitor.com: https://www.euromonitor.com/article/the-key-trends-shaping-dairy-products-and-alternatives-into-2025

[3] 10 health and nutrition trends for 2025: sustainability, personalization and innovation - Consumer Goods: https://grandeconsumo.com/10-tendencias-de-saude-e-nutricao-para-2025-sustentabilidade-personalizacao-e-inovacao/

[4] Exploring Tea Consumption and Global Tea Market Trends: https://www.mintel.com/insights/food-and-drink/exploring-tea-consumption-global-tea-market-trends

[5] How Important is Sustainability to Consumers? | Mintel: https://www.mintel.com/insights/consumer-research/how-important-is-sustainability-to-consumers/

[6] “Top 5 Snack Trends to Watch in 2024-2025" - EuroMonitor.com: https://www.euromonitor.com/article/five-key-snack-trends-to-track-in-2024-2025

[7] The trends driving snack flavor innovation | Food Business News: https://www.foodbusinessnews.net/articles/26260-the-trends-driving-snack-flavor-innovation

[8] Global Ready Meal Trends - Exploring the Key Growth Drivers: https://www.mintel.com/insights/food-and-drink/global-ready-meal-trends/

[9] Food and Beverage Trends Report | Brandwatch: https://www.brandwatch.com/reports/food-trends-report/view/

[10] Portuguese people are consuming more away from home and in delivery services - Consumer Goods: https://grandeconsumo.com/portugueses-estao-a-consumir-mais-fora-de-casa-e-em-servicos-de-entregas/

[11] 4 trends that will shape consumption by 2035 - Large Consumption: https://grandeconsumo.com/4-tendencias-que-moldarao-o-consumo-ate-2035/

[12] 4 trends that will transform consumer habits in the next decade | Marketeer: https://marketeer.sapo.pt/estudo-revela-4-tendencias-que-vao-transformar-os-habitos-de-consumo-na-proxima-decada/

[13] Top Three Soft Drinks Trends in 2024 - EuroMonitor.com: https://www.euromonitor.com/article/top-three-soft-drinks-trends-in-2024