Speciality Food Magazine - May 2025

22 @specialityfood W e’re officially in the ‘what’s hot and what’s not’ era, and the food and drink sector is being shaped by consumers like never before. Social media is a key force in 2025, taking the place of ‘The Delia Effect’ – whereby Delia Smith would use an ingredient on an episode of her television show, and the next day sales of it would be through the roof – but it comes with pitfalls. It can seem as though some trends disappear like a puff of smoke almost as soon as they appear, while others stand the test of time... but for different reasons. The Dubai chocolate trend is one case in point. Originating from TikTok, it’s current ubiquity is largely down to hyper visibility across social media platforms, leading an increasing number of brands to create their own take on the viral product. Meanwhile, the concept of ‘health is wealth’ may well have begun on social media, but this ‘trend’ has evolved into a movement that has shaped the eating habits of millions of Brits as well as the food and drink sector that serve them. Ultimately, there's only one smart way to approach trends: to consider your audience and what they want to buy. If you can create a story around a current trend that is relevant to your business, go all out, but chasing after ephemeral trends could well turn out to be a fool’s errand – and one that keeps you unsustainably busy, at that. Read on for insider info around the trends we believe are here to stay – and that Speciality Food readers are in prime position to capitalise on. HOLLY SHACKLETON | EDITOR Jess Kaye, business director for Chilli (part of IMA), says that it’s important for retailers to keep up on the trend pulse Strategically, trend watching can help identify emerging opportunities and threats, particularly on a macro level. This will help expand brand strategies and ensure your business stays in touch, relevant and responds to changing consumer priorities. At a tactical level (activations, promotions), micro and local trends can provide inspiration that will fuel growth and provide stimulus to help understand current challenges from your customers’ perspective. Not catering to trends or ignoring how they are shaping the world around you risks your business feeling dated. At worst, you could alienate or insult your customers, so whilst youmay decide NOT to act on a trend, an awareness of it means you are ready to act, if necessary, for either an opportunity, or to stave off a threat. Fads tend to be limited to very specific product categories, whereas trends cross category and country boundaries and evolve. Fads are linked to short termmovements and rarely involve significant changes to consumer lifestyles. The key thing to remember is that fads don’t last. That doesn’t mean you should ignore them! Fads can help freshen up a brand with some seasonal interest as they peak, but ONLY if investment is low and implementation fast. If you are too slow to act on a fad you will certainlymiss the boat. Unsurprisingly, AI continues to be a key trend, particularly for personalisation, and there has also been a recent rise in experience retail – giving shoppers opportunity to immerse themselves in the features and benefits of the offer. INDUSTRY INTEL MARKET STATS PRODUCTS TO STOCK TRENDSETTERS 2025 Scott Dixon, MD of food innovation company The Flava People, believes that the opportunities provided by trends can be harnessed with smart storytelling Retailers can harness food trends and brand partnerships by staying agile and culturally in tune while maintaining alignment with their core values. Acting quickly to launch trend-driven products (especially limited-time offers) can capture consumer interest, but success depends on thoughtful planning and execution. Collaborating with brands that resonate with the target audience adds credibility and emotional appeal, whilst sometimes resonating with key occasions that have strong affinity with these brands (e.g. Guinness & Six Nations/ Baileys & Christmastime/Pinch of Nom and January health-kicks, etc). Trends also offer a low-risk way to test new ideas; successful limited editions can be scaled into permanent offerings, while providing real-time insight into consumer behaviour. Retailers should ensure trend- led products are visually appealing and digital-friendly to maximize shareability on platforms like Instagram and TikTok. In support of brand partnerships, collaborations should be supported by influencer marketing and user-generated content to increase reach. The most effective trend-based strategies connect short-term excitement with longer-term consumer movements – such as linking a viral plant-based product to wider sustainability efforts or integrating nostalgic flavours into broader heritage-themed campaigns. Offering exclusive access to trend- driven products through loyalty programs or apps also builds brand engagement, creates a sense of community, and encourages repeat visits. Ultimately, by balancing the buzz of the moment withmeaningful, value-driven storytelling, retailers can use trends and partnerships to remain relevant, drive growth, and deepen customer loyalty. Ultimately, there’s only one smart way to approach trends: to consider your audience and what they want to buy. If you can create a story around a current trend that is relevant to your business, go all out, but chasing after ephemeral trends could well turn out to be a fool’s errand, and one that keeps you unsustainably busy at that HOLLY SHACKLETON, SPECIALITY FOOD Ben Alalouff, Chief Strategy Officer for Live & Breathe says that Speciality Food readers should think carefully before adopting trends in their store Independent retailers should only evolve their offering by selectively embracing trends, guided by genuine consumer insights rather than fleeting hype. Reacting to every passing fad dilutes brand distinctiveness, but ignoring trends altogether can render retailers disconnected from consumer expectations and market realities. They should, like a living and breathing organism, observe, learn and nurture continuously, consuming and emitting in a way that benefits their life-force – in this case – their consumers. Identifying those useful trends involves discerning whether they represent substantial shifts in their consumers’ behaviours or values rather than short-lived novelty. Hopping on the latest trends isn’t a strategy, but hopping on trends that are hyper relevant to your consumer and their sub-cultures is and will pay the commerce dividends.” 23 Nuts about Nuts Why retailers should refresh their nut range – and what to stock 34 Appetite for Better A tasty blend of tradition and innovation is feeding the snack market in 2025 26 Best Dressed The market for oils, vinegars and dressings is changing... here’s how and why 28 Summer Sips These are the key trends quenching shoppers’ thirsts this year 30 Southern Europe Brits are hungry for sunshine via the cuisines of Southern Europe WHAT’S INSIDE : 32 Better For You The health-driven products worth stocking now 33 TrendWatch Exploring the rise of fermented food and drink 34 Condiments UK consumers are hankering for flavour and versatility 36 A Growing Opportunity Why smart retailers are opting to cater for pets 37 Tradition Nostalgia sells in 2025 – here are the products to have on your shelves