
Published 20 December 2024
In 2025, more than ever, food and drink will represent personal identities, belief systems and even social status. A heightened sense of vigilance will prevail amongst consumers as food safety and integrity becomes more urgent, fuelling calls for legislative reforms. While bolstering the wellbeing of ageing populations, tomorrow’s edibles will also deliver flavourful joy, playfulness and inspiration.



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With 80% of US millennial and Gen Z saying they consume functional beverages on a regular basis (EY, 2025), the market for these kinds of drinks has never been more ripe for...