From black lime to Celtic salt: 10 radical F&B trends for 2025

Food and drink trends predictions have ramped up a notch as research agencies make the most of AI to scrape social media and other platforms to gain fuller insight into how people are eating.

Predicting what consumers will eat and drink in 2025 could be closer to fact than ever.

Read more:

• Top food and drink trends for 2025 revealed – and it’s a big shift​​
• Behind the boom: trends driving Europe’s future ingredients market​​

Four key themes for 2025 include versatile ingredients, sustainability, hyper-personalised nutrition, cuisines and hydration heroes, according to the Tastewise Flavour Chase trends report.

Food and drink trends have evolved faster this year and will continue to do so in the next 12 months than ever before.

“At the core of these trends is a more educated and demanding consumer base; today’s consumers expect brands to understand their deeper motivations and deliver products that align with their values,” says Tastewise CEO and founder Alon Chen.

From coffee flavour additives predicted to takeover the pumpkin-spice trend, to deep-personalised nutrition and food fit for indulgence at the office, these 2025 food and drink trends are something new. 

Versatile ingredients

Consumers seek authenticity from the products and brands they buy, including ingredients with interest in authentic spices growing 26% in the last year alone, according to the report.

Hawaij and black lime, popular in Middle Eastern cooking, have already flooded social media with consumers jumping on the flavour trend in their home cooking.

“These versatile ingredients pack both flavour and functional health benefits, making them must-haves for consumers looking to level up their palate,” says the report.

Hawaij is a Yemeni spice blend consisting of several varieties for use in coffee, soups, shines, sweets, savoury and other beverages.

The spice is warm, healthy and comforting and claimed to be beneficial for gut health and immunity, with manufacturers most likely able to make the most of using its functionality in coffee and other drinks.

"Tangy condiments are now breaking seasonality boundaries with increased consumer interest"

Black lime is made by drying limes, leaving them with a tangy, smoky flavour. They can be used in strews, marinades and other savoury dishes.

Manufacturers might consider using it in condiments, with demand for tangy sauces up 94% over the last two years, according to the report.

Consumer interest in the fruit has increased 15.4% in the last two years, while it is also deemed functional.

“Once tied to summer dishes as tangy barbecue sauces, tangy condiments are now breaking seasonality boundaries with increased consumer interest,” the report says.

“As the final touch on the plate, condiments are the go-to for consumers looking to experiment with bold, unexpected flavour pairings, reflecting a shift toward playful, adventurous eating with minimal risk.”

Sustainability

Although not a new trend, sustainability was a lower priority for consumers during the height of the cost-of-living crisis as they sought better value or chose affordable treats.

“Consumer demand for sustainability in food and beverage has grown significantly since 2019, with a sharp focus on aligning planetary health with personal wellbeing,” says the report.

“As consumers increasingly view these two priorities as interconnected, the desire for specific health benefits in products is now echoed by interest in targeted sustainability claims.”

Consumer interest in sustainability has grown 18.4% in the last two years, and a growing interest will see manufacturers increasingly seek to meet these expectations.

Manufacturers should make the most of packaging real estate to label their products with environmental credentials and certifications to feed into the demand.

• +25% –​ discussions of carbon footprint have grown a quarter in two years
• 55% –​ of consumers willing to pay a premium for true eco-friendly products
• 10% –​ the additional costs consumers are willing to pay for eco-friendly products

Within sustainability, wine has also grown in interest by 39% as the category develops its strategy to align with other segments, such as meat and dairy which both have more eco variants.

Hyper-personalised nutrition

Balancing hormones, particularly among women experiencing menopause, began to gain traction in 2024 and continues to grow in importance.

“As we move into 2025, the conversation continues, with a new focus on the fact that hormones affect everyone – not ‘just’ in women,” says the report.

“Personalised nutrition is proving to be a powerful tool for consumers to meet their lifestyle and fitness goals, from managing hormone regulation to optimising overall wellbeing.”

Interest in hormone regulation rocketed by 150% in the past two years as consumers become increasingly interested in how hormones impact overall wellness.

Physical health and wellbeing are also main drivers of consumer interest in hormone balancing foods, as they seek to live healthier lifestyles.

"Many users struggle with adherence, and weight often returns once the medication is stopped"

Weight loss also features within wellness, particularly as GLP-1 drugs like Ozempic track up.

In fact, discussions around weight loss drugs in food and drink products has ramped up by 208% year on year, according to the report.

However, the path isn’t yet clear as “while GLP-1 drugs show promise beyond diabetes and weight loss – addressing memory loss and heart health – their high cost and potential side effects pose challenges,” it continues.

“Many users struggle with adherence, and weight often returns once the medication is stopped; some medical experts claim that only <10% of former users will be able to keep off the weight lost.”

Cuisines and flavour evolutions

Filipino cuisine is set to steal the show due to its ability to balance affordability with indulgence, aligning with Gen Z’s hunger for adventure and budget-friendly dining.

“Tow major factors are driving this change,” says Chen. “First, the cost-of-living crisis is pushing consumers to find affordable ways to enjoy high-quality meals.

“Second, social media is sparking curiosity for new flavours – with just one click, people can explore food trends from around the globe, encouraging them to experiment with and embrace these exciting new cuisines.”

Although not a wholly new trend, street food at the office is as more workers globally return to the office.

Also, the demand for convenient food in office is up, but so too is indulgence as consumers, while they return to the office, are reluctant to go back to basic sandwiches and crave something as special as they could make at home.

• 10% –​ employees eating at work want convenience
• 38% –​ the percentage demand for convenience has grown
• 42% –​ of consumers want indulgence at their desk
• 32% –​ the growth of Asian street snacks

Hydration

Interest in hydrating foods and beverages is up 12.8% on last year, driven by new ingredients entering the category to meet changing consumer demands.

“In 2025, new versions of the ‘sleepy girl’ mocktail will be put to work as consumers view nighttime as the next frontier of hydration-boosted wellness,” says the report.

“Hydrating beverages that offer additional functional health boosts will be the new, sober-curious-friendly buzz. Hydration is the new nightcap.”

Next year, the average person will spend the equivalent of 114 days asleep. Interest in non-alcohol drinks that promote better sleep are on the rise as consumers seek to take better care of themselves, their health and wellbeing.

• 2,738 –​ the number of hours a person will sleep in 2025
• 162% –​ increase in interest in hormone-balancing drinks
• 96% –​ increase in interest in drinks supporting menopause
• 95% –​ increase in interest in drinks supporting muscle functions
• 73% –​ increase in interest in stress-relieving drinks

Within hydration, Celtic salt is emerging as an ingredient consumers associate with delivering better, natural hydration.

“As interest in hydration grows 16.5% year on year, and traditional sports drinks are increasingly criticised for dyes and sugar content, functional alternatives like Celtic salt attract new interest,” says the report.

The ingredient has boomed in popularity, with consumer discussions up 233% in the last two years, driven by TikTok, which has helped to boost the majority (46%) of conversations about hydration to include Celtic salt.