With fluctuating food inflation, changes in government and increases to National Insurance rates, fresh produce supplier, Bidfresh, has released its 2025 ‘The Juice’ fresh trends report, paving the way for new opportunities to engage and inspire the hospitality industry. The specialist wholesaler has unveiled four key trends, as well as what’s driving them, to shape consumer choice this year.

Having conducted research and a thorough market review, Bidfresh’s three specialist brands, Campbell Brothers (catering butchers), Direct Seafoods (nationwide fishmongers) and Oliver Kay (fresh ingredient suppliers), have identified health as the most important factor for over a third of consumers (34%) when choosing food, followed by price (20%) and the environment (16%)[1].

Despite the multiple challenges presented to the industry and concerns over consumer spending, Bidfresh’s research has shown that value is no longer solely attributed to cost. Consumers now carefully assess whether they are getting their money’s worth and consider factors such as food quality, dining experience, ambience and unique selling points. 

Based on this, Bidfresh’s 2025 ‘The Juice’ fresh trends report does not only reveal the latest trends, but features first-hand advice from Bidfresh’s dedicated team of experienced butchers, fishmongers and greengrocers on how to leverage each trend for fish, meat, poultry, fruit and veg.

The four key trends identified across Bidfresh are:

Feeding the soul: Research has shown that health has taken priority again after a dip during the cost of living crisis, a shift driven by heightened health concerns, environmental awareness and ethical considerations helping consumers make better food choices. While fruit, vegetables and certain species of fish are associated with healthy eating, this trend presents the opportunity to highlight the nutritional benefits of meat in forming a balanced and nutritious diet.  

Closer to home: 43% of consumers would like to try Scottish, Welsh or Irish cuisine in the next 1-2 years[2], fuelled by a sense of identity and national pride. This trend helps to push provenance, as consumers continue to show a strong interest in where their meat, fish and veg come from, seeking reassurance through transparency. It’ll also help encourage the consumption of native fish species, fostering sustainability and reducing reliance on overfished options.

Proactive practices: As consumer awareness of lifestyle choices continue to grow, the demand for sustainability and community engagement remains a top priority. However, consumers are also opting for venues that support local communities and charitable causes while minimising their environmental impact. Campbell Brothers, Direct Seafoods and Oliver Kay have full traceability of all their products, as well as accreditations for meat, fish and produce. The areas that consumers are most interested to see operators engage with are:

• Food waste
• Carbon reduction
• Seasonality
• Certifications
• Regenerative farming
• Sustainable seafood

Flavours less travelled – Fresh meat: This trend celebrates the richness of diverse flavours, providing an escape from the ordinary, whilst maintaining authenticity in dishes. Taking a meat focus, the 2025 ‘Juice Trends’ highlights the appeal of cultural fusion, motivating chefs to look further afield for inspiration from other cultures, ingredients, spices and cooking techniques. Research has shown the top three cuisines to be:

• Argentinian – Argentinian cuisine, the beef dishes in particular, is celebrated globally for its exceptional flavour, with more than half (53%) interested in trying this cuisine[3]. Asado, the national dish of Argentina, is a traditional cooking method where beef is barbequed low and slow. Other meats such as pork, lamb and chicken can also be prepared asado.
• Southern States – From the Deep South of the USA (Louisiana, Mississippi and Florida), some of the cuisines associated with these states are showing high and growing levels of appeal, particularly Creole, Cajun and Soul Food where fried chicken and sausage features. Certain seafood such as prawns, shrimps, lobster and crawfish also play a part in this cuisine in the form of delicious seafood boils.
• Portuguese – 52% of consumers are interested in trying Portuguese cuisine[4], which features meat dishes made with pork and chicken. Grilled or barbequed sardines is another typical dish, all of which reflect the country’s various culinary traditions, local ingredients and robust flavours.

Jodie Gamson, Senior Marketing Manager for Bidfresh said: “We’re very excited to launch our 2025 ‘The Juice’ fresh trends report highlighting the dynamic shift in consumer preferences.

“This year, it’s clear to see that consumers are looking for more than just great tasting food, they want food that nourishes both body and soul, while also being fully conscious of their impact on the environment.

“The announcement of last year’s Autumn Budget was a massive hit to the industry, including our British farmers, leaving questions as to whether consumers will still be eating out of home. However, we’re determined to boost the confidence of our customers, helping chefs and caterers navigate through this challenging time.

“Using this year’s report, we hope to help operators attract consumers with healthier and more sustainable dishes that showcase the fresh, high-quality ingredients Campbell Brothers, Direct Seafoods and Oliver Kay each has to offer.”

Read Bidfresh’s 2025 The Juice Trends report here: https://viewer.ipaper.io/bidcorp/bidfresh/the-juice-fresh-trends-report-2025/?page=1

[1] AHDB/Blue Marble Trust Survey August 2024

[2] CGA by NIQ Bidfood 2025 Trends Survey; Sample size: 2000

[3] CGA by NIQ Bidfood 2025 Trends Survey; Sample size: 2000

[4] CGA by NIQ Bidfood 2025 Trends Survey; Sample size: 2000