A look at the latest happenings from the food world
1 - The real deal
Make a return to culinary authenticity in 2025… but let’s be clear, ‘real food’ isn’t a trend, it’s a lifestyle. Consumers are increasingly drawn to minimally processed ingredients, such as heirloom vegetables, artisan dairy or whole grains – and it’s going to take on a whole new focus this year. Driving this movement to its crescendo is a number of factors: heightened health awareness, environmental consciousness, rediscovery of cultural traditions and the search for transparency. Sourdough is part of this movement; post-pandemic, the ingredient has evolved beyond bread and is now featuring in pizza crusts, crackers and even brownies. Eggs – also a great form of protein – continue to shine beyond breakfast dishes. Expect global twists with chilli butters, miso, truffle creams and fermented toppings. Other ingredients that will find their voice in 2025 in distinctive ways include the potato, oily fish and real butter.
2 - Tasty algorithms
Like in most industries, artificial intelligence (AI) is revolutionising the food landscape. It’s already begun, with the likes of AI-designed restaurants like Manhattan’s sushi restaurant Sendo and fully autonomous eateries such as CaliExpress where Flippy the robot crafts custom burgers. AI’s capabilities can be seen with tools like Nasoya’s Tofie chatbot and Caper Carts transforming customer interaction and convenience. Brands are using AI to streamline product innovation, develop new flavours and automate production processes.
3 - Big & bold
Let it be known that 2025 will be a taste explosion, with flavours that will deliver intense sensory experiences. Sour and tangy profiles are at the forefront, with black lime (loomi) stealing the spotlight as a smoky option in marinades, stews and condiments. Yemeni hawaij spice, known to be warm and aromatic, is gaining traction in both sweet and savoury dishes – from lattes to slow-cooked meats. Tropical flavours such as mango, passion fruit and pineapple continue to stay on top this year.
4 - Eastward bound
We’re going to see a deeper exploration of East and Southeast Asian cuisines in 2025 that goes beyond the once-generalised ‘Asian’ or ‘Chinese’ food. Now, people are curious about specific regions like Hong Kong and Xinjiang.
Filipino cuisine is a standout in this trend, especially in the Middle East. It’s increasingly being celebrated for its vibrant stews, like its savoury peanut stew kare-kare, and staples such as adobo and kinilaw (seafood cured in vinegar and fruit juices).
Japanese cuisine has also transitioned from niche curiosity to mainstream favourite. Dishes like sushi, ramen and gyoza are being used in fusion dishes, where ingredients such as miso, matcha and yuzu are finding their way into unexpected pairings: think snail gyoza and tsukune hot dogs. It’s also seen in Japanese-Peruvian Nikkei and Japanese-Italian Itameshi cuisines, where Japan’s culinary elements blend with others.
The K-wave continues to entice people – from music, culture and food. Korean desserts like bingsu and yakgwa, alongside patisserie blends such as hallabong éclairs are in the spotlight. Similarly, the regional offerings of Thai cuisine are being appreciated, from Northern Thai khao soi to Southern hat yai chicken.
5 - Snack attack
Grocery store snack aisles are undergoing a revolution. Asian streetfood snacks are set to dominate, with options like Korean hotteok, Japanese onigiri and Chinese jianbing offering convenience. Consumer interest in these snacks has surged, which points to a growing appetite for authentic and adventurous flavours. Fusion snacks, such as mango sticky rice chips and chilli crunch oil edamame mixes, are blending nostalgic and cultural elements to cater to the demand for convenience, especially among busy professionals. Plus, snacking is no longer confined to traditional ideas; mini meals and frozen products, like air-fryer-ready snacks, are going to be seen more in 2025.
6 - Evolution of easy
Convenience remains a driving force in 2025, but the concept has evolved where health, flavour and sustainability are not being sacrificed to meet the demands of fast-paced lifestyles. You’re going to find gourmet heat-and-eat meals, freeze-dried ingredients and ‘just add water’ meal kits that meet all needs. Pantry staples, including ambient foods, are getting a makeover with global flavours and minimal prep. New tech from drone delivery to AI-enabled kitchen devices are also going to result in consumers’ saving time.
7 - Super-sized savoury
Indulgence is in with savoury treats going unapologetically over-the-top (OTT). Oversized, overfilled and extravagantly topped creations are where it’s at. Think triple-stacked burgers, fondue-filled pizzas and gourmet sandwiches with artisanal breads and premium fillings. Hot dogs are stepping into the limelight with this trend, with global-inspired toppings like birria consommé, Jamaican jerk and Thai som tum. Meanwhile, the bakery aisle is going to be your go-to for all-day indulgence, featuring items like savoury croissants and spiced bagels topped with decadent cheeses and hot honey drizzles.
8 - Eco-warriors
While being sustainable and ethical isn’t new, this movement will gain further heights in the new year, focusing on waste reduction and sustainability across the supply chain. For full transparency and increasing shelf life, smart sensors tracking real-time freshness and smart labels are among many innovations you’ll see this year. Packaging waste is definitely under scrutiny, with brands turning to compostable materials and bio-fibre solutions. Food upcycling is evolving too, where waste streams are being transformed into proteins, for example, while carbon labelling is setting new transparency benchmarks, allowing consumers to make eco-conscious choices.
9 - Desserts to go XXL
The next year is set to go the Willy Wonka way. Sweet treats are going bigger, bolder and more inventive. Move over croissant; doughnuts and enriched buns are stepping into the spotlight, while cakes are going to be even more playful, like bento cakes and sliceable éclair cakes. Cookies are set to tickle all tastebuds by being offered oversized and gooey, or even with ‘swicy’ flavours like Gochujang or Tajín. Retro-inspired desserts are also back with the likes of yuzu Eton mess and miso sticky toffee pudding.
10 - Protein powers up
While protein was already a big trend for 2024, looking ahead, protein innovation takes even more of a centre stage as consumers are looking for whole food sources – cottage cheese is having its moment, for example. Organ meats are going to be highly popular as nutrient-dense foods, while advancements in plant-based and fermentation technologies mean new alternatives for consumers.
