More from less – this is how the world is cooking in 2025

This article is available for reading in Trade magazin 2025/8-9.

The most characteristic shift in consumer decisions is the growing price-sensitivity: nearly half of shoppers consider low price to be the most important factor when choosing food, ahead of brand, health benefits or natural ingredients. Another important factor is sustainability – but only if it doesn’t involve additional costs, therefore environmentally conscious solutions must be integrated into product offerings in a way that allows them to remain price competitive.

From quantity to quality

Quality has always played an important role on the plant-based food market, but it is now reaching new heights: quantitative growth is being replaced by a functionally conscious, premium-oriented era. Global trends show that consumers are now looking for plant-based foods that offer specific health benefits, such as supporting the immune system or slowing down the signs of aging, rather than being just simple meat substitutes. Gluten-free, high-protein and low-fat products are producing the most dynamic growth. At the same time the desire for culinary experiences hasn’t disappeared – quite the contrary! Consumers continue to search for products and restaurants that offer something special.

Retailers, manufacturers and catering professionals who participate in the Euromonitor survey gain insight into current trends and forecasts for the sector. For more information please contact Andrea Kurucz (andrea.kurucz@research.euromonitor.com).