Functional drinks and vegan eating will hit new heights in 2025, as will food that supports gut health and elevated nutritional needs.
This is an excerpt from the Living360 Health Report 2025 which reveals key insights and forecasts trends for the year ahead under the categories of wellness, fitness and healthy eating – curated following analysis of current data with input from industry experts.
A look back at 2024’s big food trends shows the year was a real smorgasbord. We went crazy for cucumber, thanks to TikTok’s viral cucumber salad, and pistachio became the flavour du jour.
Chris van Tulleken’s bestselling book Ultra-Processed People meant UPFs hit the headlines. At one point, one million customers a month were abandoning UPFs, according to Levercliff’s consumer tracking survey, with retailers excluding ingredients from their ranges.
Plant-based eating continued to gain traction, too: Waitrose found searches for ‘vegan Christmas food’ were up 500% and M&S says one in four of its shoppers buy its Plant Kitchen range year-round, showing that vegan eating is still evolving.
So, what’s on the table for 2025? With health and wellbeing more important than ever to Gen Z, it’s no surprise that many emerging food trends have a nutritional focus. We spoke to experts who say that whether it’s picking up a fortified drink on the go, conscious snacking or hitting those RDAs, it’ll be easier and more convenient to make healthy choices. Here are five food trends to keep an eye on.
1. Fibre
Forget calculating protein macros — Gabriela Peacock, celebrity and royal nutritionist, says that 2025 will be the year we wise up to fibre.
“Fibre is the unsung hero of wellness. It’s a nutritional powerhouse that fuels gut health, stabilises energy and supports weight management. We know research has confirmed fibre’s role in reducing chronic disease risks, and with the growing focus on gut microbiomes, it’s set to become a must-have for optimal health in 2025. Prioritising fibre means not just living longer, but living a more vibrant, energised and balanced life.”
A big PR push on fibre is on the cards, but you can get ahead by including whole grains, legumes and seeds in your diet.
2. Functional drinks
We may be used to functional drinks as a category, but things are going to ramp up. With Google searches for ‘health drinks’ spiking, people will start to want more than a sports drink. Jess Hillard, sports nutritionist for Warrior, says: “We increasingly see food and beverages as something that can enhance health rather than as a source of hydration, and water is having a makeover — from CBD to collagen, kombucha, antioxidants and protein, there are so many options to help our health and wellbeing.”
This year, you can expect to see innovative electrolytes, super-hydrators like cactus, chlorophyll, fibre and ayurvedic herbs added to waters, along with bone broths, teas and more for boosts in metabolism, performance, relaxation and overall health.
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3. Plant-based aquatics
As we’ve seen, plant-based eating continues to abound, but next year we’ll see a new emphasis on aquatic veg in this sphere. Whether it’s using protein-rich aquatics as alternatives to meat and fish, or exploring the wide range of sea plants in their own right, expect to see seaweed, duck moss, water lentils and more on top restaurant menus and in ready-to-eat snacking.
It’s super sustainable, too, as Leyla Kazim explained in her deep dive into seaweed on BBC Radio 4’s The Food Programme, saying: “Seaweed could solve a lot of the problems the planet faces. It could feed people and animals, replace fertilisers and plastics, decarbonise the economy, clean up the ocean, rebuild marine ecosystems and reduce social injustice.”
4. Pickles
In October, singer Dua Lipa gave us a preview of the pickle trend by mixing her Diet Coke with jalapenos and pickle juice, and next year, we’ll see a move away from the sweet and spicy ‘swicy’ trend as pickles take the floor with their unique sourness. From flavoured snack pouches and brine-infused cocktails to unusual flavour combinations on restaurant menus and in home cooking, gut-friendly pickles will have a moment in 2025.
Pickle brand Kühne reported an uplift of 120% in sales year-on-year, while Ocado says it’s seen a 205% increase in searches for burger pickles. And as a good source of vitamins C, K and A, plus probiotics, that’s no bad thing.
Meri La Bella, buyer at Ocado, says: “Over the years, we’ve seen customers’ palates evolve. People are more adventurous than ever, seeking out bold flavours that push beyond the traditional. We stock classic dill to spiced or sweet pickles and we’re constantly expanding our range to satisfy every taste preference out there.”
5. Personalised nutrition
The runaway popularity of Zoe offered a clue, but personalised nutrition will only grow and grow next year, says Hannah Trueman, senior nutritionist at Body Fabulous Health Clinic.
“Tools like genetic testing, functional testing (such as microbiome, hormone and organic acids tests) and wearables will make healthy eating more personalised than ever. AI-powered tools could also step in, providing real-time insights and personalised recommendations to make healthy living more accessible. While these innovations are exciting, expert guidance will be key to ensuring they’re used responsibly and backed by solid science.”
Gen-Z’s innate digitalism has fuelled the trend, but it’s something we’ll all jump on to make the most of truly personalised health insights.
