Food News

The website ‘foodnavigator.com’ claims to have identified new trends in the food sector and in consumer demand.

A closer examination of the findings broken down by country reveals both similarities and certain differences between the various nationalities. It remains to be seen to what extent these developments will influence dietary habits and, consequently, the future food supply, particularly as market observers have identified trends that run in completely opposite directions.

See for yourself:

Italy:

1) There is a preference for natural foods with minimal processing, whilst highly processed foods tend to be avoided
2) Interest in convenience products is growing, as a hectic lifestyle is driving up demand for quick meals. (Note: Is it just me, or does this seem somewhat at odds with point 1?)
3) Although high-protein diets are generally becoming less important, young Italian consumers are showing increasing interest in them.

France:

1) Twix-style desserts are becoming increasingly popular, with mentions on menus growing by almost 400%. (Note: Whatever the ‘Twix style’ might mean.)
2) Natural ingredients are gaining momentum, with fresh fruit snacking on the rise.
3) Salads are thriving due to their flexibility in meeting the changing health needs of consumers.
4) High protein demand is growing, while French consumers are prioritising the quality of protein overall.

Denmark:

1) Although the government is promoting plant-based diets, meat consumption remains high.
2) High-protein dairy products are driving demand for health, satiety and meal replacement.
3) Premium indulgence is thriving as shoppers seek affordable treats amid economic pressure. ((Note: Don’t those two things kind of contradict each other?))
4) Danish origin signals quality, trust and sustainability, especially in premium dairy categories.

Germany:

1) German consumers are increasingly diversifying their protein sources while rejecting the 'extreme maxxing' culture. (Note: Whatever this means.)
2) Despite rising fortified food product launches, high protein fatigue is growing.
3) Retro foods are gaining momentum as shoppers seek reassurance and comfort from their heritage.
4) Multisensory designs enhance emotional enjoyment through the use of textures, colours and flavours.

Spain:

1) Spanish consumers prioritise naturalness and healthier choices, driven by ingredient awareness.
2) Demand is growing for convenient ready meals that offer flavour and simple formulations.
3) Interest in high-protein foods has risen across demographics, with notable growth since 2023.
4) The reduction of meat consumption has led to a surge in plant-based trends on Spanish social platforms.

Netherlands:

1) Dutch consumers prioritise premium foods that offer strong value and global flavour influences.
2) Functional foods are growing in popularity as shoppers seek gut health, protein and fibre enrichment.
3) Demand for fresh-feeling chilled options and single-serve formats rises as convenience increases.
4) Flexitarian eating is on the rise as more health-conscious households reduce their meat consumption.
5) Retailers are boosting their plant-based ranges while processed meat consumption is steadily decreasing.

YOUR PLUS: Regardless of whether these trend observations prove to be accurate or not, as a European laboratory group we have observed one trend for many years: consumers want safe food, accurate nutritional information and transparency regarding origin and processing. The laboratories of the AGROLAB GROUP provide the necessary high-performance analytical services and decades of expertise in food chemistry assessment!

Author: Dr. Frank Mörsberger, AGROLAB GROUP