Because the solar set on 2024 we regarded on the pattern wars set to rage in 2025.
They have been:
- Physique Positivity vs Weight Loss
- Luxurious vs Rustic
- Plant-Primarily based vs Animal-Primarily based
- Restricted Version vs Nostalgia
Listed here are the outcomes.
Physique Positivity vs Weight Loss
Winner: Weight Loss
There’s little question that in terms of meals and beverage, weight reduction has received the battle in opposition to the physique positivity motion.
Whereas the physique positivity motion was massive within the 2010s, it started to lose steam within the 2020s, and with the appearance of GLP-1’s appears to have disappeared from the meals and beverage dialog utterly.
And let’s face it, GLP‑1 weight‑loss medicine have been big in 2025, reshaping shopper behaviours in methods many couldn’t have predicted even simply 12 months in the past.
Whereas it’s not recognized precisely how many individuals are utilizing GLP-1 medicine worldwide, it’s believed to be properly into the tens of tens of millions. What’s extra, the worldwide market worth is estimated to be an eyewatering $70bn (€59.7bn), with its projected 12.7% CAGR taking it to a staggering $201bn by 2033 (market researchers Grand View Analysis).
These measurable financial penalties give weight‑loss traits far better affect than physique positivity.
On the identical time, physique positivity has misplaced a lot of the cultural momentum it held within the 2010s. As Mia Barnes, founder and editor-in-chief of Physique+Thoughts journal notes, the motion is not the pressure it as soon as was, drowned out by the recognition of weight‑loss medicine and the resurgence of look‑pushed traits.
And the place customers lead, trade inevitably follows, with main meals and beverage producers quickly adapting their portfolios, packaging, and messaging to serve the rising inhabitants of GLP‑1 customers.
Among the many most proactive is America’s Conagra, introducing its ‘On Observe’ GLP‑1‑pleasant badge throughout choose Wholesome Alternative meals, and rolling out smaller‑portion frozen objects inside manufacturers like Wholesome Alternative and Marie Callender’s.
Normal Mills has taken an identical strategy, advertising excessive‑protein variations of its Progresso soups immediately in direction of GLP-1 customers, and specializing in nutrient density that aligns with suppressed appetites and protein‑ahead preferences.
And Nestlé has gone even additional, launching its first new model in practically 30 years particularly formulated for GLP‑1‑influenced consuming patterns – a sign of how transformative the corporate expects these medicines to be.
Each day Harvest can also be innovating, creating solely new excessive‑protein, lengthy‑satiety breakfast choices in response to rising shopper requests from GLP‑1 customers.
Danone and Nissin are reformulating or repositioning their product traces to be larger in protein and fibre, and extra satiety‑pushed.
Collectively, these shifts present simply how dramatically GLP‑1s are reshaping the meals and beverage panorama.
Whether or not this indicators a long-term redefinition of wellness or just the most recent part in an evolving cultural cycle, the stability has unmistakably tipped.
For now, weight‑loss‑pushed innovation is main the dialog, and the trade is transferring to maintain tempo.
Luxurious vs Rustic
Winner: Luxurious
Whereas this isn’t fairly the slam dunk of weight reduction over physique positivity, luxurious stays a transparent winner within the battle in opposition to the country meals pattern.
Luxurious has steadily overtaken rustic within the meals and beverage panorama, pushed by customers’ rising urge for food for premiumisation, exclusivity, and craftsmanship.
And as demand rises for gourmand, artisanal, and uncommon components, producers are doubling down on excessive‑finish choices – from Bonne Maman’s artisanal jams, which have grow to be high‑tier luxurious pantry staples, to specialty producers supplying whitefish caviar, now among the many finest‑promoting objects in tremendous meals wholesale.
Prepared meals are additionally getting the luxurious therapy as shopper demand grows, with producers elevating their choices properly past conventional frozen dinners. That is notably evident within the private-label sector, with Waitrose No.1 vary, Sainsbury’s Style the Distinction and Tesco Most interesting simply a few of the many choices.
However the sector proving most profitable within the luxurious house?Confectionery. And types are embracing the pattern onerous.
Nestlé, Mars, Lindt and Mondelēz are all pushing additional into the luxurious finish of confectionery as premiumisation reshapes the worldwide chocolate market.
Nestlé has strengthened its place as one of many world’s largest chocolate firms by doubling down on premium codecs like its European KitKat pill launch, which expands its footprint in larger‑worth chocolate classes. Mars continues to raise its supply by means of innovation and product differentiation, introducing new M&M’s and Twix codecs whereas investing closely in cocoa sustainability by way of CRISPR‑enhanced cacao crops – an strategy that bolsters each high quality and moral credentials, key drivers of the premium sector. Lindt, lengthy established as a frontrunner in luxurious chocolate, is benefitting from the worldwide shift towards premium gifting and excessive‑high quality treats – its premium positioning, powered by merchandise like Lindor and the brand new Dubai‑Model Chocolate, is bolstered by robust pricing energy and sustained natural progress even amid hovering cocoa prices. And at last, Mondelez, proprietor of Cadbury, Milka and Toblerone, is investing in premium ranges that preserve accessibility whereas elevating its manufacturers’ high quality cues.
And as social media amplifies excessive‑gloss indulgence over rustic simplicity, manufacturers are prone to proceed investing in craftsmanship, regional provenance, and uncommon components to face out in a crowded market.
Rustic meals should still carry enchantment by means of consolation, however the momentum lies firmly with merchandise that sign standing, shortage, and sensory sophistication, putting luxurious squarely within the lead.
Plant-Primarily based vs Animal-Primarily based
Winner: Animal-Primarily based
There’s little question that in 2025, animal-based meals and beverage merchandise have regained the higher hand after years of speedy plant-based enlargement.
Whereas plant-based as soon as dominated headlines and funding, the trajectory has shifted – plant-based progress has slowed, expectations have tempered, and animal-based merchandise have skilled a robust resurgence pushed by style, value, familiarity, and shifting shopper sentiment.
Globally, plant-based retail gross sales proceed to develop, with an 8.5% CAGR (Zion Market Analysis), however there are clear indicators of a slowdown, with the class going through challenges within the type of lowered funding, uneven gross sales efficiency throughout areas, and chronic obstacles resembling price and perceptions of artificiality.
“There’s a noticeable recalibration taking place,” says Alon Chen, CEO of Tastewise. “Whereas the broader pattern of plant-based consuming nonetheless holds cultural capital, latest shopper knowledge reveals that conventional animal-based classes are regaining consideration.”
However whereas plant-based cools, animal-based is roaring again.
Excessive-protein, whole-food, minimally processed animal merchandise now sit on the centre of rising wellness narratives – particularly amidst the growth in GLP‑1 medicine, which have accelerated shopper curiosity in protein-rich, nutrient-dense meals.
On the identical time, customers disenchanted by plant-based imitations are returning to animal merchandise for style, worth and ease.
Innova Market Insights reviews that curiosity in plant-based “imitation” meats is declining, whereas customers more and more want wholefood codecs, together with conventional meat and dairy, over extremely‑processed alternate options.
Likewise, plant-based value inflation has widened the hole, with price a big barrier to class progress.
Taken collectively, these dynamics paint a transparent image – animal-based merchandise have re-established dominance within the meals and beverage dialog.
Restricted Version vs Nostalgia
Winner: Nostalgia
On the subject of meals and beverage traits, restricted editions might carry the hype, however nostalgia brings the guts, and in 2025 it’s nostalgia that received customers over.
Restricted-time drops nonetheless seize consideration, however they will really feel fleeting, gimmicky and overly engineered.
Nostalgia, alternatively? It faucets immediately into emotion, consolation and reminiscence, an unbeatable mixture in a world the place everybody may use somewhat additional reassurance.
Manufacturers massive and small have been leaning in. Cadbury has been using the nostalgia wave with re-releases of fan favourites and reversion flavours tied to childhood recollections, a part of a broader international motion the place retro snacks and basic codecs are making a comeback.
Nostalgic treats – from Golden Oreo Cakesters reintroduced after greater than a decade to basic quick‑meals menu objects – have seen a resurgence throughout classes, with customers fortunately snapping up merchandise that carry again the “good outdated days”.
On the beverage finish of the spectrum, massive names like PepsiCo have tapped into the pattern by reviving retro profiles and aesthetics – like revitalised soda fountain–type flavours and Y2K‑impressed branding – capitalising on Gen Z’s obsession with all issues classic in addition to Millennials’ want for acquainted consolation.
And the broader trade is responding too. Newstalgia (nostalgia with a contemporary twist) is now recognised as a significant strategic pressure, with manufacturers throughout food and drinks reimagining retro flavours and packaging to spark emotional connection.
And whereas restricted editions nonetheless have their place, their affect is short-lived. Nostalgia, nonetheless, retains individuals coming again.
What 2025’s pattern wars actually inform us
Because the mud settles on our 2025 pattern wars, the meals and beverage panorama exhibits simply how rapidly shopper priorities are shifting, and the way the winners aren’t all the time those we’d have predicted.
In fact, that doesn’t imply the “dropping” traits are gone for good. Plant-based will preserve evolving, rustic appeal will all the time have an viewers, and restricted editions will proceed to spark pleasure.
And whereas 2025 could be coming to an finish, the pattern wars most definitely aren’t. Actually, they’re simply getting fascinating.
Keep tuned to search out out what the largest battles of 2026 will likely be…
