The IFE team were delighted to be a headline sponsor of the 2025 ACS Innovation Showcase, which took place on 20 November at Stratford’s London Stadium. The showcase offers retail leaders a glimpse into the cutting-edge products and trends shaping the convenience sector.  

The event provided a valuable opportunity to sample the latest innovations, network with peers, and learn from industry leaders. Among the highlights were quickfire presentations from shortlisted suppliers, including Jam N' Vegan, OORG Organic Coconut Rolls, Freshlock by Barfoots, ELEAT, Gold Standard Nutrition’s Katsu Curry, and Yodeyma Paris, each sharing insights into their products and what sets them apart. 

In partnership with IFE, Simona Tweedie, Lead Analyst at FMCG Gurus, presented attendees with a compelling overview of the trends set to shape consumer behaviour in 2025. 

Here are the top six trends that F&B professionals should keep on their radar. 

1. Comfort as a consumer priority 

In 2025, comfort will remain a major driver of consumer behaviour. With 73% of UK consumers acknowledging that indulgence plays a key role in their self-care routines, it’s clear that food and drink are more than just sustenance—they are a source of emotional support. Additionally, 66% of consumers report eating and drinking for comfort at least some of the time. Nostalgic, traditional flavours that provide stress relief and mood enhancement are especially appealing, as consumers seek guilt-free indulgences during uncertain times. 

2. Redefining indulgence 

Indulgence in 2025 will be defined by balance and quality. While 38% of UK consumers say they’re open to enjoying the occasional indulgent treat as part of a balanced diet, many are also looking to make their snacking habits healthier. Premiumisation continues to trend, with 28% of consumers seeking out higher-quality snacks to offset reduced spending on eating out. At the same time, 25% of consumers are drawn to experimental flavours, showcasing a desire for both indulgence and adventure. 

3. Authenticity and transparency take centre stage 

Transparency and authenticity will be non-negotiable for many consumers. Claims such as “natural” and “free-from” resonate strongly, not just for perceived health benefits but also for their association with superior taste and quality. For example, 53% of UK consumers say they favour savoury snacks that include trusted, natural ingredients. Provenance claims are also important, as locally sourced products are often viewed as more sustainable and higher quality. 

4. A taste for adventure 

While comfort flavours are a major trend, adventurous options are gaining momentum as consumers look for products that challenge their taste buds. Bold flavours, such as fruit-based (preferred by 64%) and hot and spicy (27%), are appealing to those who see food as a form of self-expression. However, these experimental flavours need to go beyond novelty and showcase premium quality to capture consumer interest. 

5. Wellness with immediate benefits 

Wellness remains a key focus for 2025, with consumers prioritising immediate health benefits over long-term outcomes. Over the next 12 months, many are focusing on boosting their energy levels and improving digestive health. For instance, 53% of UK consumers recognise the link between gut health and emotional well-being. Transparency in ingredients is crucial here—products with clean labels and free-from claims are increasingly in demand, as they provide reassurance about safety and efficacy. 

6. Value through quality 

Even in the face of economic challenges, consumers are willing to invest in products that demonstrate clear value. This is not about finding the cheapest option but rather prioritising quality and authenticity. For instance, 73% of UK consumers say that taste is one of the most important attributes when purchasing health-focused products, followed closely by natural claims and scientifically proven benefits. Multifunctional products that deliver on efficacy, convenience, and premium storytelling are especially likely to succeed. 

Retailers and brands must align with these evolving trends to remain relevant. The year ahead will see consumers looking for products that offer both indulgence and health benefits, with authenticity and innovation playing a pivotal role in purchasing decisions. By focusing on quality, transparency, and experiences, businesses can thrive in an increasingly discerning market. 

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