11 Nov 2024 NNB’s 10 Key Trends in Food, Nutrition & Health 2025

New Nutrition Business’s always brilliant annual 1o Key Trends is now in its 26th iteration – here is a synopsis of its key predictions….

NNB states: “Our trend list does not change dramatically from one year to the next. And that is because we focus on identifying the most-important long-term trends – the ones that will stick around.”

10 Key Trends in Food, Nutrition & Health is a practical guide to strategy that’s unlike anything else in the food industry. Running to 146 pages, it offers the following:

• Sets out the 10 most important trends in nutrition & health and the consumer, market and science drivers for each one.
• Spells out the direction of travel for each trend.
• Identifies which strategies you can use for each trend.
• Spells out which are higher risk and which are lower risk.
• Shows which are established paths for companies and which are emergent opportunities.
• Shows how each strategy is developing and provides examples of companies and brands using the strategies.
• Points out failed strategies to help you avoid repeating common mistakes. NNB has a particular expertise in the causes of failure in the business of food and health.

“Our industry is bombarded with trend predictions, but too often they are unhelpful to anyone trying to make concrete strategy plans,” says NNB’s MD Julian Mellentin.

“Our ‘how do you use it’ focus sets us apart. It’s very easy to say (for example) ‘mood and mind is going to be big’, but what does that mean in practice? Why? For which consumers? With which ingredients? What sort of products? In which categories? What does success look like? What is coming up over the horizon?

“In short, 10 Key Trends tells you the what, the why and the how”

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