As the F&B industry heads into a new year, companies and suppliers are identifying the top trends shaping innovation. What are consumers looking for? What are the crucial issues driving food solutions? Many businesses carry out their own research to find out and leverage insights from Innova Market Insights, which spotlights the Top Ten Trends poised to shape the industry every year. We talked to several key players about their predictions for 2025.

Innova’s Top Ten Trends for 2025 crown trend #1 as “Ingredients and Beyond — Elevating Standards,” which is about product differentiation through ingredient quality. The market researcher says this is expected to have a significant impact on F&B next year and beyond as consumers want ingredients with health benefits, nutrition, freshness, shelf life and naturalness.

“As we head into 2025 and brands adjust to evolving regulatory guidelines and consumer definitions of ‘“clean labels,’” formulators must not lose sight of the number one aspect consumers will not compromise on — the sensory experience,” Bastian Hörmann, global marketing director, Sweet Goods, Dairy, Specialized Nutrition, ADM tells Food Ingredients First.