Price and flavor are yesterday’s story. Today’s consumers demand health, quality, sustainability, and brand stories that truly strike a chord.
This is your moment to rise above the competition.
In a world that changes at lightning speed, the brands that seize the trends and connect deeply with consumer desires are the ones that will dominate. We’ve uncovered 10 Transformative Trends that will redefine the market, providing powerful insights to help your brand take the lead and own the future！
The future is now—can your brand become the next big spotlight? The answer lies here!
Consumers are increasingly focused on the freshness, nutritional value, and health attributes of food and beverage ingredients, setting higher standards for brands.
Nearly 60% of consumers actively monitor their health, and over half are willing to pay a premium for high-quality products.
Build trust by offering transparency in ingredient sourcing and enhancing product quality. For example, a high-quality, traceable supply chain can serve as a key differentiator for your brand.
Functional foods and beverages are becoming the go-to solutions for meeting consumers’ health needs. Second major trend, “Precision Wellness,” highlights how consumers are achieving balanced nutrition through convenient functional foods and drinks.
Consumers are particularly focused on weight management, emotional well being, and women’s health.
Develop functional products tailored to specific demographics, such as frozen protein pasta or low-calorie, high-fiber snacks, combining convenience with health benefits.
According to the latest 2024 data, 54% of global consumers now recognize that specific vitamins and supplements can effectively achieve health goals or address health concerns. This growing awareness is driving rapid global market expansion.
As health awareness rises, the following 3 functional food categories are rapidly expanding into multiple sectors, becoming Top Health Priorities:
Gut microbiota has become a major health focus, driving the growing demand for probiotics and dietary fiber. Digestive health is now the top priority for consumers choosing functional F&B.
New products containing digestive health ingredients have seen an average annual growth of 8%.
Develop health foods or beverages emphasizing “gut revitalization” and enhance packaging with prominent health-related labels.
“Beauty from within” is expanding from beauty supplements to functional foods. Young consumers are particularly focused on appearance and image. Ingredients with skincare benefits are becoming increasingly significant in the market. Women, in particular, prefer products containing collagen, vitamins, and other components to promote skin rejuvenation and healthy aging.
F&B with beauty-enhancing ingredients (e.g., collagen, vitamins) are growing at an annual rate of 11%.
Introduce visually appealing and highly functional beauty foods to capture the attention of younger consumers.
Growing consumer interest in mental health is driving the demand for functional foods. It’s a key opportunity for brands to utilize functional ingredients to address this rapidly expanding and underdeveloped market.
36% of consumers consider mental and emotional wellness their primary goal.
Develop functional F&B with ingredients that support sleep, reduce stress, or enhance focus, providing comprehensive mental health benefits.
Consumer expectations for plant-based foods have shifted from being “meat alternatives” to being positioned as “natural and authentic” products.
Plant-based foods with natural labels have grown at an average annual rate of 23% over the past 5 years.
Minimize processing and emphasize “natural” and “eco-friendly” concepts while improving taste and texture to appeal to a broader consumer base.
Global consumers are increasingly interested in unique and novel flavors, with cross-brand collaborations and flavor fusions becoming popular. Innova’s research shows that over half of consumers are intrigued by flavor combinations, and 37% follow food and beverage trends on social media.
43% of consumers want to try “wildly innovative” flavor experiences.
Launch limited-edition or co-branded products and leverage social media to create buzzworthy topics.
Consumers’ emotional connection to traditional food cultures is growing, yet they also crave innovative expressions
Regional and culturally inspired foods with innovative packaging and formulations are gaining consumer attention.
Create differentiated products that incorporate local cultural elements, preserving traditional charm while appealing to younger consumers’ desire for innovation.
“Climate adaptation” highlights how the industry is responding to climate change and consumer concerns. Recent research shows nearly half of global consumers are aware of the impact of climate change on F&B industry and expect brands to take greater environmental responsibility.
Climate-friendly products are becoming mainstream, particularly innovative food ingredients that serve as alternatives to traditional crops like cocoa and coffee.
Enhance supply chain sustainability and use low-carbon ingredients and eco-friendly packaging to boost brand image.
With accelerating technological advancements, AI is quietly transforming the F&B industry, from product innovation to automated production, flavor development, and ingredient selection.
AI is being utilized in areas such as flavor development, production automation, and personalized nutrition design.
Explore AI’s potential in creating personalized dietary solutions and develop innovative products tailored to consumer needs.
Economic uncertainty, health awareness, and a sustainability surge… Global consumer purchasing decisions are undergoing a revolutionary shift, and every move a brand makes will determine its future success.
Health, economy, and sustainability are 3 key priorities for consumers in 2025. We’ve summarized the trends to uncover the behavioral shifts behind them and the opportunities for brands:
F&B industry is entering a new era of development, with each emerging trend offering boundless opportunities. Capturing these opportunities is not only a key competitive advantage but also essential for long-term brand success.
As Malaysia’s leading one-stop OCM/OEM/ODM/OBM service provider, WAN YEEN leverages its 20+ years of expertise, industry leadership, and world-class standards to deliver full-cycle support, helping brands swiftly transform ideas into market-ready products!
We go beyond traditional OEM/ODM/OBM models with our globally pioneering OCM Service (Original Category Manufacturing), empowering brands with differentiation, explosive growth opportunities, and a leap from “follower” to “leader.”
Precise Positioning:
In-depth analysis of your brand’s DNA to help you stand out in a highly competitive market!
Trend Innovation
Leveraging forward-looking data and global insights to create tailored blockbuster strategies for your brand!
Cutting-Edge Technology:
Advanced facilities and professional R&D teams to ensure high-quality products and reinforce your brand’s core strengths!
Global Certifications:
Backed by HALAL, cGMP, HACCP, ISO, and more, paving the way for your brand to thrive on the international stage!
End-to-End Services:
Comprehensive support from product development to market launch, ensuring rapid growth and success for your brand!
Let’s join forces to seize 2025 F&B market, claim the top spot, and build a lasting legacy for your brand!
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Plot 19, Jalan Industri,
Zon Perdagangan Bebas Jelapang 11,
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30020 Ipoh Perak Malaysia.
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