Food trends 2025
Everyone will be talking about it
Every year again:
The renowned nutritionist and trend researcher Hanni Rützler has been compiling her popular Food Report since 2014. The food industry, agriculture, catering and retail will also benefit from her findings in 2025.
Admittedly, it is challenging to keep an eye on culinary developments in restaurants, canteens etc. at all times. But most trends are here to stay, such as the topic of sustainability. Rützler is convinced: "It will be crucial to be open to change in order to ensure successful business in the future."
Health and climate protection - focus on meat
Numerous movements have developed around the topic of meat in particular, which have a decisive influence on consumption. It's about time: According to a study by the University of Bonn, we industrialised nations would have to reduce meat consumption by at least 75 percent overall in order to be able to feed humanity in the future. "Faster, cheaper and more" is a thing of the past: ethics, health and climate are values that determine consumption more than ever. It's about rethinking meat.
Gastronomy is increasingly focussing on interpreting plants in a culinary way so that nobody misses their meat - or offering plant-based dishes in which vegetables, fruit, pulses etc. play the main role.
Meat and fish substitutes are also still a trend - but can (still) only be part of the solution. Hanni Rützler explains that retailers' own brands in particular are often not convincing due to their additives and sensory properties. In her opinion, they were introduced to the market too early. "This harms qualitative development." The current, often inferior products could put consumers off and limit the market potential. This scepticism is also shared by the carneficionados, who reject plant-based substitute products and meat from standardised, industrial production chains.
The Real Omnivores are even more concerned with enjoyment and responsibility - but without making radical sacrifices. They eat a predominantly plant-based diet, but are also open to anything that supports a balanced and sustainable diet. In the medium term, they perceive protein products as an independent food category. Real Omnivores are tapping into new sources such as algae, mycoproteins and insects.
When it comes to cultured meat (also known as cultivated meat) - a topic that is increasingly coming into focus - this consumer group is one of the early adopters. Chicken meat from cell culture is already available in Singapore. Two products have now also been authorised in the USA, and the first application is being examined in the EU. Political resistance, the costs involved and the realistic carbon footprint are aspects that are still being clarified.
From globalisation to more regionality
Globalisation has been a mega-trend in the culinary world for a very long time. Flavours from all over the world, always available on the table - what more could you want? Now it seems that consumers are taking a more cautious approach to this topic. War and climate change have raised fundamental questions: Where will my food come from in the future? What quality can I expect? Is the transport sustainable and the supply chain transparent?
One alternative is to focus on regionality. Many catering managers regularly expand their network of local producers. This is exhausting and time-consuming, but "a way to differentiate yourself from other, more price-oriented culinary responses and to further develop your own profile," emphasises Hanni Rützler. She is convinced that the guests appreciate this.
Pure priorities and dynamic change in the catering industry
In today's gastronomy, Pure Priorities stands for enjoyment with a clear conscience, sustainability and authenticity. This trend combines regional traditions, ethical production methods and transparency regarding the origin of products. It emphasises simple, authentic culinary experiences. Pure Priorities reflects the growing need for honesty and responsibility. The challenge is to make these values economically viable and accessible to a wide audience - just like another food trend.
The dynamic change trend means that guests are changing their priorities when it comes to ingredients and drinks. Meat and wine are becoming less important and are being replaced by alternatives such as non-alcoholic drinks and vegetarian or vegan dishes - not as stopgaps or additional options, but as equally important alternatives.
Declaring war on waste
In Germany, more than a third of the food produced is still destroyed today. According to the EU, this amount must be halved by 2030 - a target that environmental organisations fear will be almost impossible to achieve. The lack of appreciation for food is primarily due to the abundance of the industrial age. Before that, food was much more appreciated simply due to economic hardship.
Several culinary movements have developed to counteract the fatal effects of food waste. Zero waste is the order of the day for many when it comes to food, its production and processing. Even supermarkets are now offering unpackaged products and zero-waste restaurants are popular in many (large) cities.
No longer seeing waste as waste, but as inspiration for something new - this is a great opportunity. The re-use food trend deals with the creative utilisation of leftovers. Initially a private initiative, the principle has found its way into upmarket restaurants in particular - under the motto "from nose-to-tail to leaf-to-root". All ingredients - whether fish skin, carrot leaves or coffee powder - should be utilised for culinary purposes or at least preserved. Hanni Rützler sees great potential here, especially in fermentation. The circular food trend, on the other hand, focuses on the entire product cycle of our food and is based on the concept of the circular economy.
Regenerative Food, on the other hand, pays particular attention to the soil because it is important for a healthy ecosystem. It is about how we grow food to protect the environment and promote the diversity of nature. This reduces the impact of agriculture on the climate.
Whether it's regenerative food, re-use food or circular food - those who focus on sustainability will score points with consumers.
Conclusion
Hanni Rützler's Food Report 2025 shows that sustainability, health and climate protection are key issues in the catering industry. Trends such as plant-based nutrition, regional products and innovative methods to reduce food waste are becoming increasingly important - this is both a challenge and an opportunity for those responsible in the culinary industry.
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