We’ve dug into the Speciality Food Magazine’s "28 Food and Drink Trends to Watch in 2025" so you don’t have to!

As we kick off 2025, the food and drink industry is buzzing with exciting shifts, driven by evolving consumer expectations and social media influence. Consumers are increasingly seeking convenience whilst also craving authenticity, sustainability, and adventure in every aspect of their culinary experience.

In this blog, we’re zeroing in on the packaging design trends that will define 2025. With our expertise in packaging and branding, we’ll unpack the visual, tactile, and sustainable design elements that will be front and centre as brands adapt to meet these evolving demands.

And don’t worry, we’ll also explore the top food and drink trends expected to dominate 2025, giving you a full picture of what’s driving the industry and inspiring the packaging designs of tomorrow.

1. Earthy & Natural Aesthetic – Dorset Cereals (links to 10. Crunch and 16. Fibre)

Dorset Cereals utilises earthy tones and natural imagery in their packaging, reflecting their commitment to wholesome ingredients.

2. Transparent & Honest Packaging – Pip & Nut (links to 9. ‘Clean’ Labels)

Pip & Nut features clear labelling and minimalist design, emphasising transparency about their natural ingredients.

3. Luxurious Minimalism – Charbonnel et Walker (links to 17. Luxury Comfort)

Charbonnel et Walker presents their chocolates in elegant, minimalist packaging with subtle gold accents, conveying luxury.

4. Cultural Storytelling – Patrón Tequila (links to 5. Authentic World Flavours and 27. Premium Spirits)

Patrón Tequila's limited-edition packaging celebrates Mexican heritage with intricate designs and cultural motifs.

5. Textured & Interactive Materials – Tony’s Chocolonely (links to 6. Impulse Treats and 7. Sustainability)

Tony’s Chocolonely uses bold, uncoated paper packaging with embossed details, creating a distinctive tactile experience.

6. Bold & Playful Colour Palettes – Little Moons (links to 3. Asian Flavours and 14. Nights In)

Little Moons employs vibrant colours and playful design elements to reflect the fun and indulgent nature of their mochi ice cream.

7. Sustainable Innovation – Two Farmers Crisps (links to 7. Sustainability and 10. Crunch)

Two Farmers Crisps leads in sustainability with their fully compostable packaging, aligning with eco-conscious consumer values.

8. Functional Packaging for On-the-Go Consumers – Graze (links to 10. Crunch and 20. Fruit & Nuts)

Graze offers convenient, resealable snack packs designed for easy portability and portion control.

9. Augmented Reality & QR Codes – Emmi (links to 9. Clean Labels and 13. Protein)

Swiss milk processor, Emmi, in collaboration with Tetra Pak, launched AR-enabled packaging for their Good Day milk drinks. Consumers scan the packaging to access interactive experiences, including games and educational content.

10. Retro-Futuristic Branding – Dalston’s Soda (links to 18. Nostalgia and 22. British)

Dalston’s Soda combines vintage-inspired typography with modern design elements, creating a nostalgic yet contemporary look.

These examples illustrate how brands are embracing diverse 2025 packaging trends to appeal to modern consumers.

Now we’ll explore the top food and drink trends that Speciality Food Magazine believe are set to dominate 2025.

1. Natural Honey: Consumers seek ethically sourced honey, avoiding added sugars, with hot honey continuing to rise in popularity (i.e: Hive & Keeper).
2. Spanish Food: Beyond paella, there's growing interest in regional Spanish dishes, especially from areas like San Sebastian.
3. Asian Flavours: Southeast Asian condiments and dishes, such as pho and banh mi, are gaining popularity, with bold flavours like Sichuan pepper and char siu sauce leading the way (i.e.: Yep, NOJO and White Mausu)
4. Pistachio: This nut is trending in bakeries, with products like pistachio croissants and ice creams gaining traction. “This has largely been driven by the enormous online interest in the ‘Dubai chocolate bar’ filled with pistachio paste and crisp knafeh pastry.” (i.e: Lindt as well as Little Moons Honey Roasted Pistachio Mochi Ice Cream)
5. Authentic World Flavours: Consumers are looking for new food experiences, including Southern American soul food (especially Creole and Cajan) and Mediterranean dishes as well as Swiss.
6. Impulse Treats: Premium, guilt-free indulgences, such as under-100-calorie snacks, are becoming more popular (i.e.: Flower & White).
7. Sustainability: Over 60% of consumers prioritise planet-positive habits, pushing brands to adopt sustainable practices.
8. International Snacking: Innovative snacks with global flavours, like mango sticky rice crisps, are expanding (i.e.: Kin Deum Thai Mango Sticky Rice Flower Bites)
9. ‘Clean’ Labels: Consumers (largely being fuelled by Gen Z and social media who are “increasingly concerned” about what’s going into their food and drink) are moving towards natural, organic, and minimally processed foods, driven by concerns about additives.
10. Crunch: Foods with added texture, like crispy grains and mushroom crisps, are gaining popularity (i.e.: Other Foods).
11. Tea: Functional teas infused with vitamins, adaptogens, and unique flavours are on the rise (i.e.: Herbalists).
12. Sea Ingredients: Seaweed and new aquatic plants like sea moss and duckweed are becoming popular for their health benefits (i.e.: The Moss Way).
13. Protein: The demand for protein, especially from whole food sources like cottage cheese and organ meats, continues to grow.
14. Nights In: Consumers are increasingly hosting small gatherings at home, driving demand for party snacks and meal solutions.
15. Water with a Twist: Innovative waters enriched with adaptogens, collagen, and electrolytes are becoming more popular.
16. Fibre: High-fibre foods, such as fortified fizzy drinks and fibre-rich flours, are trending due to their gut health benefits (i.e.: FIBE)
17. Luxury Comfort: Premium takes on comfort foods, like lobster crumpets and fried chicken with caviar, are on the rise.
18. Nostalgia: A revival of childhood favourites and comfort foods, including Italian-American dishes, is resonating with consumers.
19. Beans and Pulses: These nutrient-rich, gut-healthy foods, especially specialty beans like Judion butter beans, are gaining popularity (ie: Bold Bean Co).
20. Fruit & Nuts: Consumers are snacking on premium, flavoured nuts, and chocolate-covered dates as healthier alternatives (i.e.: Forest Feast).
21. High-Quality Meat: Meat consumption is resurging, with a focus on sustainability and health benefits, including superfoods like organ meats “TikTok is awash with influencers promoting the wellbeing benefits of The Carnivore Diet”.
22. British: Shoppers are looking for local produce, such as Aberdeen Angus beef and Welsh rarebit (i.e.: Dorset Meat Company).
23. Brave Flavour Profiles in Drinks: Bold, unfamiliar ingredients like fat-washed spirits and pickled flavours are emerging in drinks (i.e.: Wa-Gyn by Warrendale Wagyu, a Wagyu producer with farms in Lancashire, has recently launched a gin washed with beef fat).
24. Tonic: Quality tonic waters and experimental mixes are becoming stand-alone drinks.
25. Spritz Culture: Limoncello spritzes and other complex aperitivos are expected to become popular (i.e.: Fabrizia's Limoncello Spritz).
26. Low & No Drinks: The low- and no-alcohol category is booming, with more sophisticated options available.
27. Premium Spirits: Consumers are gravitating towards rum, agave, and artisanal spirits with unique stories and flavours.
28. Sustainable Wine: A growing focus on organic, biodynamic, and regenerative viticulture practices is influencing wine choices, with sustainable packaging gaining traction.

Read the full article here.

These trends reflect a broader desire for more meaningful, sustainable, and authentic food and drink experiences.

As we look ahead, it’s clear that 2025 will be a year of bold flavours, ethical choices, and indulgent yet mindful eating. From natural honey to sustainable practices, consumers are seeking out new experiences that align with their values, all while satisfying their tastebuds. Whether you’re a retailer, producer, or simply a food enthusiast, staying on top of these trends will help you tap into the pulse of what shoppers want. The future of food is not only about what’s delicious, but also what’s responsible, exciting, and meaningful. Let the culinary adventure begin!