Global trends for 2025 intertwine with the specific dynamics of the Italian market, highlighted by the sixteenth edition of the Immagino Observatory. While at an international level there is a growing attention towards food as medicine, plant-based products and technological innovations in agriculture, in Italy inflation and attention to health shape consumer choices. The search for healthier, more sustainable and accessible foods reflects a convergence between global tastes and local sensibilities, demonstrating how food awareness is redefining the relationship with food at every scale.
Food as an ally of health
According to an analysis by Mintel, eating habits will be increasingly influenced by the philosophy of "food as medicine". Foods will not only be functional, but essential to meet daily nutrient needs. This paradigm shift leads consumers to choose products capable of supporting health in a natural way.
The desire for transgression
Innovation will be the key to conquering an audience looking for unique and unconventional experiences. Brands will have to focus on products and strategies that challenge conventions, speaking to those who love to break the rules and dare with taste.
Adapting to change
With growing challenges related to food availability, there will be a greater trust in emerging flavors and ingredients, both local and global. This "chain reaction" will lead to the valorization of sustainable and innovative solutions.
Agriculture and Technology: The Crops of the Future
Agricultural technologies will play a crucial role in the creation of “hybrid crops,” where innovation and tradition work together to ensure quality, respect for the environment, and sustainability.
The Most Talked About Food Trends Online
Social media is providing some sneak peeks at the foods that will be the stars of 2025. According to KoRo, who cross-referenced data from Instagram and TikTok with scientific research, the diet of the future will increasingly include alternatives to animal proteins, fermented foods, exotic spices, and natural drinks.
Plant-based foods
More and more people are choosing a plant-based diet, driven by ethical, environmental and health reasons. Plant-based foods are no longer a fad, but a true lifestyle.
Fermented foods
Preparations such as kombucha and other fermented beverages will continue to grow in popularity, thanks to their gut health benefits and the unique flavors they offer.
Natural Energy Drinks
In 2025, beverages such as the nutrient-rich Siberian Blue Honeysuckle Juice or the Organic Ginger Mandarin Shot will be in high demand. Coconut water will also continue to win over the public for its hydrating properties.
Alternatives to Caffeine
Ingredients like guarana and lupin coffee will gain ground, offering energy without the side effects of caffeine.
Exotic spices
From oriental aromas to spicy combinations, spices will once again take center stage in the kitchen, enhancing sweet and savoury dishes.
New perspectives for catering
The restaurant world is also adapting. As revealed by research by TheFork, the restaurants of the future will be inclusive and flexible, capable of responding to social and individual needs. Local and seasonal ingredients will also be promoted again, focusing on authentic and environmentally friendly menus.
Data from the Immagino Observatory: focus on food consumption in Italy
The sixteenth edition of the GS1 Italy Immagino Observatory has analyzed over 138,000 food and beverage products present in large-scale Italian distribution, highlighting some key trends:
Inflation and consumption: In 2024, a slight attenuation of inflation and a gradual recovery of consumption were observed, although the high price of some products – such as extra virgin olive oil – negatively affected sales.
Italianness in decline: Products with references to Italianness (e.g. the Italian flag) recorded a 4.5% decline in volumes sold, despite a 7.4% increase in turnover, indicating consumer sensitivity to high prices.
Health at the center: Interest in foods with less sugar and fat is growing, while protein consumption is increasing (+1.3%) thanks to the demand for eggs, Greek yogurt and aged cheeses.
Pesticide residues: Consumers are becoming more concerned about food safety, but they often confuse claims of “no residue” with claims of organic farming.
Sitography
Observatory Immagino ed. 2 • 2024 | GS1 Italy . (nd). https://servizi.gs1it.org/osservatori/osservatorio-immagino-16/
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