What’s Cooking in 2025? Food & Drink Consumer Trends to Savour

Ready for a taste of truth? Polished perfection is no longer the main event. As we fly further through 2025, consumers are trading curated, pristine food and drink photography for authentic stories and meaningful connections. 

Authenticity is on the menu

Food and drinks fans are done being fooled. They’ve learned to spot the algorithm. Repetitive content, generic recommendations and glossy perfection –  it’s all falling flat. Our latest trend report shows a clear shift. Today’s consumers are craving connection. They want real stories, human moments, and brands that feel genuine, not manufactured. Authenticity isn’t a nice-to-have, it’s the new standard. 

Feelings are driving food choices 

Food isn’t just fuel – it’s deeply emotional. Consumers are increasingly choosing dishes that satisfy three core feelings: the warmth of tradition found in familiar local cuisines, the thrill of discovering new flavours, and the embrace of comfort through hearty, soul-warming meals.

This emotional connection explains why consumers actively seek out authentic ingredients and cultural stories behind their food. They’re not just eating and drinking; they’re experiencing heritage, exploring new cultures, and finding comfort in uncertain times.

Authentic Brands are Stealing the Show

How Honest Burgers Cracked the Authenticity Code

Honest Burgers shows that authenticity drives real customer loyalty in a crowded market. Their strategy proves food brands that focus on genuine connections – not polished algorithms – can unlock powerful growth opportunities.

Building Local Food Communities. Honest Burgers collaborates with local suppliers for location-specific specials, reflecting regional tastes while supporting local businesses. This approach diversifies their menu and strengthens connections to the communities they serve. Meaningful engagement that satisfies consumers’ craving for connection? Yes please, four.

Authenticity Sells: How to Make it Work for your Brand

Embrace Imperfection

Real food doesn’t photograph perfectly. Dare you embrace the beautiful imperfection of actual meals and working kitchens? Your consumers might just love you for it. 

Focus on Emotional Connections

Flavour and function alone will no longer cut it. To stand out, food and drink brands need to connect emotionally. That means tapping into the deeper feelings tied to food: nostalgia, adventure, comfort, and belonging. Think emotive storytelling, showcasing real people, and celebrating cultural roots. Brands that evoke emotion build stronger loyalty and lasting relevance.

The Bottom Line? The Future is Flavourful and Unfiltered

In 2025 and beyond, food and drink marketing is about the heart. Consumers want to feel something, not just see something. They’re choosing brands that serve up real stories, human moments, and honest flavour over filters and fluff. For brands, the path forward is clear: lean into the mess, the meaning, and the magic of realness. 

To turn passing interest into long-term loyalty it’s time to build emotional connections, celebrate your roots, and invite people into the story – imperfections and all.