Category: Wine Marketing

Bidfood, a leading foodservice provider in the UK, has published its forecast of key food and beverage trends for the out-of-home market in 2025. CGA by NIQ, a research firm, served as Bidfood’s strategic research partner for this annual trend report.

As well as value, quality and elevated experiences, this year’s trends are influenced by consumers’ desires to make healthier and sustainable choices, as well as emotional drivers such as comfort, tradition, reward and sharing.

The 2025 Food and Drink Trends Report from Bidfood offers critical insights into key developments shaping the foodservice industry. The following five trends are particularly noteworthy:

1. Flavours less travelled

Trying new and unique cuisines are top of consumer’s priorities and a key factor influencing this year’s report, with 55% frequently looking to explore these new and exciting flavours when eating out. The flavours less travelled trend encourages consumers to embrace their sense of adventure with authentic ingredients, flavours and formats, while experiencing and learning about the cultures they come from.  Research has shown that the global cuisines gaining momentum this year are:

Southern States - Southern USA cuisine refers to the comfort food from the Deep-South including Louisiana, Mississippi and Florida and has seen a rise in popularity with consumers who consider themselves as ‘foodies’. Offering diversity, the cuisine can be adapted to suit lunch or dinner, as well as on the go. Hearty and comforting, this is trend full of potential with a real gap in the market ready to be filled.

Turkish – Turkish cuisine is growing in popularity right now, appealing to a whopping 79% of consumers. Offering bold and aromatic flavours, warming spices and meze sharing dishes, the Turkish food has far more to offer than just kebabs that most associate it with.  

Greek – Characterised by its simplicity, Greek food is renowned for its use of fresh and seasonal ingredients. A great fit with both street food, on the go as well as sit down venues, Greek cuisine boasts familiar favourites such as quality grilled meats, fresh feta salads and creamy dips such as hummus and tzatziki, alongside many lesser-known dishes like courgette balls that offer opportunities for operators. 

Argentinian – With more cattle than people, Argentinian cuisine is characterised by its hearty flavours, rooted in locally-grown and sourced produce. Argentinian cuisine is certainly growing in popularity, with more than half of consumers wanting to try it. Classics dishes include steak, chimichurri, empanadas and dulche de leche, along with a rich reputation for wine.

Portuguese – Despite being an already familiar cuisine to 1 in 5 consumers, Portugal still has a wealth of authentic dishes waiting to be discovered. Although piri piri chicken and Portuguese tarts will always be popular, operators should look towards one-pot rice dishes (called arroz), rice pudding (known as arroz doce), and mixed seafood stew (known as cataplana de marisco), to really nail authenticity.

Swiss: The ultimate comfort food, Swiss dishes featuring cheese, potatoes, cream and meats are at the very heart of this cuisine. Popular with consumers but often hard to come by, Swiss cuisine includes sharing options such as fondue, breakfast dishes like rosti and bircher museli and of course, cheese.   

2. Closer to home

As consumers continue find provenance on menus appealing, many seem to be drawn to learn more about those cuisines that are on our doorstep, but which offer something different to the traditional English classic dishes that are familiar. Nearly half (43%) of consumers are interested in trying Scottish, Welsh and Irish cuisine, due to its traditional flavours, comforting nature and their desire to support British suppliers. Take consumers on a journey across the British Isles with a warm and hearty Irish stew, rich and flaky Scottish salmon and tender Welsh Lamb. However, a number of lesser known dishes such as stovies, oggies and coddle also draw appeal.

3. Buns and Bowls

In today’s fast-paced world, consumers are busier than ever. It’s therefore no surprise that on-the-go options have become a staple for individuals seeking convenience without sacrificing quality. Whilst over 40% of consumers already eat staples such as wraps and cakes when out of home, the demand to try the lesser eaten options like poke, Buddha, and acai bowls as well as chia pots is increasing in popularity. This is coupled with a desire for next level hot and cold premium sandwiches, packed with innovative quality fillings.

4. Friendly Fibre

Healthy eating is increasingly front of mind for consumers, in particular the awareness and understanding of gut health. Bidfood’s friendly fibre trend explores how this important nutrient helps keep our digestive system healthy, which foods are rich in fibre and how operators can include a variety of tasty dishes on their menus that debunk the myth of high fibre foods not tasting good.

5. Proactive Practices

Consumers are still highly conscious of the environmental impact within their own lifestyles. This is evident when they make choices in the out of home sector, with 7 in 10 saying that sustainability is an important factor when deciding which out of home venue to visit. Not only will consumers be more likely to visit, but they will also pay more if they can see that their food and drink comes from sustainable sources, making it important for operators to demonstrate the great work they do around ESG. Some of the areas that consumers are most interested to see operators engage with are:

Food waste
Carbon reduction
Seasonality
Certifications
Regenerative farming
Sustainable seafood

“It’s great to see that this year’s trends are shaped by consumers eagerness to experiment and try something new, along with their desire for indulgence, premiumisation and comfort. This will allow chefs to showcase their creative skills, while providing operators the opportunity to increase margin.

Encouraging sustainable practices remains incredibly important for us as a business, and so it is reassuring to see this reflected within the trends this year. Similarly, gut health is also emerging as a key area of interest to consumers in 2025, something we feel well equipped for with our expert nutrition team on hand to support with implementing this trend.” – Catherine Hinchcliff, Head of Corporate Marketing and Insights at Bidfood

For further details: https://www.bidfood.co.uk/food-and-drink-trends-2025/

Sources: CGA Strategy, Bidfood, CGA by NIQ