CHICAGO — The evolution in perception of food as medicine, guilt-free indulgence and diversified ingredient sourcing mark some of the major trends of 2025, according to Mintel’s global food and drink trends report.

The report’s No. 1 trend, “fundamentally nutritious,” sees consumer attention turning further toward food ingredients and health benefits. Mintel found that consumers already are seeking functional benefits and are concerned about ultra-processed foods, and GLP-1 medications will increase the importance of nutrient-dense foods and easy-to-understand claims surrounding key macronutrients such as protein, fat and carbohydrates.

Manufacturers will need to promote well-known, essential nutrients in order to differentiate their products to these keen-eyed consumers, according to the market researcher, and nutrient-dense product innovations will be a major area of focus in order to satisfy consumers’ efforts to use their diets to improve their health in both the long and the short term.

“The emergence of GLP-1 weight-loss medications, such as Ozempic, will inspire consumers to reevaluate the relationship between food and medicine,” said Jenny Zegler, director of Mintel’s Food & Drink division. “Starting in 2025, brands must streamline their health claims to the critical nutrients they contain. Simplified claims that highlight protein, fiber, vitamins and mineral content will appeal to people who are using GLP-1 weight-loss drugs, as well as the majority of consumers who define their diets based on their individual needs and how food makes them feel.”

Mintel’s second trend, “rule rebellion,” sees consumers eager to divert from the norms surrounding how they consume food and beverages, such as engaging with guilt-free indulgences into what consumers want rather than products they feel they “should” consume. The report identified opportunities for manufacturers to appeal to consumers through messaging about the role of food and drinks in mental health and collaborations both inside and outside the industry to create novel tastes, textures and aromas.

“As society increasingly accepts imperfections, food and drink brands can target ‘perfectly imperfect’ consumers with innovation that breaks the invisible rules around food and drink consumption,” Zegler said. “Brands can lean into how consumers want to, or actually, consume food and drink rather than how they feel they ‘should.’ By supporting these rebellious tendencies, brands can help consumers feel more represented by the outside-the-norm food and drink choices available to them.”

The “chain reaction” trend emphasizes the role diversified ingredient sourcing will have in the next several years as global supply chain disruptions are expected to continue. As brands undergo reformulations, utilize alternative ingredients and find new growing regions in the face of such difficulties, transparency about ingredient origins and formulation decisions will be a must, according to Mintel.