The new year is upon us, which means the nation is collectively evaluating their eating habits. Whether adopting a short-term reset after a period of festive indulgence or making promises to improve our diets long-term, healthy eating always accompanies the arrival of each new year.
However, consumers’ previous dedication to seeking out low-calorie, low-sugar food – or even doing a stint of Veganuary, which turns 10 this year – has evolved. So, how are consumers committing to dietary betterment in 2025?
Following the year that saw the protein-packed “dense bean salad” and eating an entire cucumber dominating TikTok, 2025 is all about abundance rather than restriction when it comes to menu planning. Packing in as much nutrition as possible (chiefly protein, fibre and probiotics) is in, and the avoidance of entire food groups is out.
Consumers are going back to basics, with a growing consciousness for UPF front of mind for those trying to make a more health-conscious start to 2025. This could be part of the reason that meat alternatives have taken a hit in retail – with The Grocer recently reporting that the top three brands in the category have all experienced a sales slump, with a string of challenger brands also floundering.
Shoppers are moving in their droves to scratch cooking, with a focus on enriching each meal with a rainbow of nutritious, whole ingredients. This will have a huge impact on retailers’ ranging – and what consumers are looking for in supermarket aisles.
This emphasis on whole foods, gut health, and protein presents a unique opportunity for brands. By focusing on formulations, NPD and transparent on-pack claims for their products, brands can adapt to the changing motives of UK consumers, for January and beyond.
If you’re a food and drink brand looking for support with your 2025 communications strategy, get in touch today.