2025 Consumer Trends in the Food & Beverage Industry
Recognizing emerging consumer and technology trends is only the beginning, being able to translate them into high-impact growth marketing strategies is where the real work lies.
This article unpacks the top five consumer trends and three martech/tech trends shaping 2025, provides a brief competitor analysis, lays out a 90-day action roadmap, and delivers a bonus launch roadmap for a new product in the UK market. At each stage, you will discover how Intense Group can be your go-to growth marketing agency for a best-in-class UK launch.
Partner with Intense Group today to develop a UK entry strategy that delivers measurable results.
Top 5 Consumer Trends
1. Health & Wellness as a Market Differentiator
Consumers increasingly prioritize nutrition, functional benefits, and clean ingredients. Numerous global and national pledges have played a vital role in enhancing diets and nutrition.
For instance, Sustainable Development Goals 2 and 3 set wide-ranging objectives to eliminate all forms of malnutrition and lower early deaths caused by non-communicable diseases (NCDs) by 2030. In the UK, 68% of shoppers now check nutrient claims before purchase. An understanding of this can inspire your creative campaigns, here are a few tips for you –
- Segmentation & Messaging: Leverage first-party data to identify “wellness seekers” and A/B test benefit-led copy (e.g., “Probiotic-powered refreshment”) versus feature-led copy.
- Creative Campaigns: Produce short-form video series showcasing product origins and health benefits, driving trial via shoppable Instagram Stories.
Looking to capture health-focused consumers in the UK? Intense Group builds data-driven wellness campaigns that boost trial and loyalty.2. Plant-Based Innovation Goes Mainstream
According to gfieurope, “Plant-based cream sales increased in value by 24% to €138 million with falling prices contributing to the category’s strong performance. It is now cheaper on average than branded conventional cream in both Germany and the UK.”.
Today, plant-based foods have gained broad consumer acceptance and become part of the mainstream. It’s now normal to see plant-based options in grocery stores, restaurants, and even fast-food outlets.
This is also a playbook to explore . Partnering with food-tech influencers to promote your plat-based products will boost up awareness and sales. Finding the influencers can be a hard nut to crack, most importantly when you desire trackable results, but it is easier, if you are familiar with the UK influencer market.
Looking to capture health-focused consumers in the UK? Intense Group builds data-driven wellness campaigns that boost trial and loyalty.
3. Clean Labels & Radical Transparency
People want to know what they’re eating. That’s the bottom line. In the UK, “no additives” is one of the top three reasons people choose a product. Shoppers are more likely to trust a brand when they can trace ingredients from farm to shelf. So if your product still has a long, complicated ingredient list or vague sourcing claims, it’s time to change that. Here is what we recommend
Build a simple page (or microsite) that shows where every ingredient comes from, straightforward, visual, and easy to find. Run paid ads to it. You’ll increase trust and keep people on your site longer. You can as well adopt influencers to speak about your product ingredients, amplifying its health benefits. All of these are to build and increase trust.
4. Omnichannel Purchasing Behaviors
People don’t stick to one way of buying anymore. Families in the UK typically use three different shopping methods for the same product , like online stores, subscriptions, and physical shops. What We’d Do as an agency :
We will do smart retargeting., Showing ads based on how someone last shopped. For example, if they looked at their phone, we would show mobile-friendly ads. Make the ads feel personal and relevant.
5. Sustainability & Ethical Sourcing
More shoppers care about the planet and where their food comes from. In 2024, UK brands with carbon-neutral programs grew 12% faster. Get local media talking about your brand’s real work, like supporting farmers or recycling projects. People want to hear about the impact.
Technology & Martech Trends
A. AI-Powered Personalization
AI isn’t just a buzzword anymore, maybe it is, I don’t know, but it delivers well, that i can tell. AI is getting really good at figuring out what customers want before they even do. Right now, smart algorithms can predict who’s likely to buy or who might stop buying with about 85% accuracy.
How we use it: We set up AI-powered recommendation tools on your direct-to-customer website that suggest the right products at the right time. This usually means customers spend more per order and come back again and again.
B. Marketing Automation & CRM Integration
Automation is like having a smart assistant who knows exactly when to check in with your customers, whether that’s a reminder to reorder or a thank-you after they try your product. Using automation can boost customer retention by up to 25%.
How we use it: We create customer journeys in your CRM that send timely messages, for example, reaching out two weeks after a purchase with a friendly reminder to restock. Then we track how much extra revenue that brings in.
Competitor analysis
Before you jump into launching a new food or beverage product in the UK, let’s be honest, this market isn’t empty. From quirky oat milk disruptors to sustainability-driven sparkling water brands, the challenger F&B space is already full of smart, well-funded players. But that’s not a reason to panic, it’s a reason to study and play smarter. Below is a breakdown of some of the most relevant emerging brands, what they’re doing right. You can pick some inspiration from it.
Brand | Category | Usp | Strength |
Innocent Drinks | Smoothies & Juices | Playful tone + sustainability | Strong brand recall, high-quality packaging, carbon-neutral commitments |
Minor Figures | Alt-Milk & Coffee | Barista-quality oat milk | Niche targeting (cafés, millennials), good DTC mode |
Huel | Meal Replacements | Complete nutrition, no prep | AI personalization, high retention via subscription |
Dash Water | Sparkling Water | Infused with wonky fruit, zero sugar | Sustainability story, premium café + D2C presence |
Bonus: Roadmap to Launching a New F&B Product in the UK Market
Designed for UK-focused F&B CMOs or founders preparing for a high-impact, insight-driven launch.
Phase | Timeline | Key Objectives | Strategic Actions | Sample KPIs |
Discovery and Validation | Week 1-4 | Test product-market fit and define audience | – Conduct qualitative research – Map competitive landscape | -Product-Market Fit Score – Survey Completion Rate – Purchase Intent ≥70% |
Pre-Launch & Positioning | Week 5-8 | Build awareness; prepare for D2C or retail | Develop creative direction & brand story – Create pre-launch waitlist with lead magnets – Run teaser campaigns on TikTok & IG Reels – Influencer unboxings | Waitlist Signups Cost Per Lead (CPL) |
Launch & Conversion Engine | Week 9-12 | Drive trials; activate early adopter | – Launch on Shopify or UK grocers – Offer exclusive bundles + time-sensitive discounts – Retarget on Meta & Google – Referral program | – CAC – Conversion Rate – ROAS ≥3× |
Post-Launch Retention | Weeks 13–16 | Build community; maximize LTV | – Onboarding flow with value-add content – Loyalty program/recurring discounts – UGC campaign (“Show us your first sip!”) – Weekly community poll | Repeat Purchase Rate |
Conclusion
By embedding these consumer and technology trends into a structured 90-day growth roadmap, and layering on a dedicated UK launch plan, F&B brands can outpace competitors, delight customers, and secure sustainable market share. Intense Group is your partner for data-driven campaigns, martech integration, and unforgettable brand launches in the UK food market. Book a free strategy call today