F&B Consumer Trends 2025: From Omnichannel Experience to Product Personalization

2025 is shaping up to be a tipping point for food & beverage (F&B) companies: consumers expect seamless omnichannel experiences, products tailored to personal needs, and stronger commitments to health and sustainability. Brands that combine digital-first distribution with data-driven personalization and credible sustainability claims will capture premium shoppers and grow exports.

The global F&B landscape remains resilient. Large consultancies and market intelligence providers point to steady growth driven by urbanization, rising disposable incomes in emerging markets, and evolving consumer priorities toward health and convenience. Businesses that move quickly to integrate digital channels, flexible supply chains and new product formats are the ones that will win share in 2025.

1.Omnichannel experience is now table stakes
Consumers expect a seamless blend of in-store, mobile, delivery and social commerce. Euromonitor and foodservice research show delivery and off-premise formats continue to gain share; in some markets one in five consumers chose delivery over dine-in in 2024. Meanwhile, digital features such as pre-order, click & collect, drive-thru optimised for local transport (e.g., motorbikes in Vietnam) are increasing conversion.

2.Hyper-personalization
Personalization has evolved from “names in emails” to full product and experience tailoring: recipe suggestions, nutrition-based formulations, limited-run small batches and AI-driven product recommendations. McKinsey describes personalization as a durable differentiator for retailers and brands; Euromonitor highlights GenAI enabling hyper-personal offers.

3.Health-first choices: low-sugar, plant-based & functional
Wellness continues to be a top purchase driver. NIQ’s 2024 health/F&B analysis shows consumers actively avoid added sugars and artificial ingredients, while searching for functional benefits (protein, gut health, adaptogens). Clean-label claims and low-sugar options are becoming baseline expectations.

Product opportunities

• Low-sugar RTD (ready-to-drink) beverages, botanical/herbal blends, prebiotic + probiotic drinks.
• Dried fruit snacks, dark-chocolate bars (70%+) positioned as “better-for-you” indulgence.

Packaging & claims: back claims with certifications (organic, non-GMO, “no added sugar”) and transparent nutrition panels to avoid regulatory or consumer backlash.

4.Sustainability and transparency (packaging, traceability, carbon)
Sustainable packaging, regenerative sourcing and carbon disclosure are no longer optional for premium positioning. Euromonitor and Innova highlight consumers rewarding brands with credible sustainability programs — from compostable packaging to verified origin stories. Traceability (QR codes, blockchain) also supports premium pricing.