What we learned at the Food & Drink Expo 2025: Innovation, insight and industry shifts
Our consumer and food & drink specialists recently headed to the NEC Birmingham for the 2025 Food & Drink Expo – a three-day showcase of what’s new, what’s next, and what’s shaping the future of the industry.
Buzzing with innovation, conversation and creativity, the show brought together some of the brightest minds and boldest brands across the UK food and drink scene. From forward-thinking flavour combinations to cutting-edge tech in packaging and production, there was plenty to get inspired by – and a few recurring themes that sparked lively debate on the floor and in the talks.
Trends we’re watching
Across the show, a few key trends emerged that we’re excited to see gain even more momentum in the months ahead:
- Function meets flavour
Gone are the days of choosing between taste and benefits. We saw a strong focus on functional food and drink products designed to support mood, sleep, energy and gut health – but without compromising on flavour or experience. Consumers increasingly want products that do more for them, and brands are rising to the occasion with options that are both enjoyable and beneficial. - Indulgence isn’t going anywhere
Even in a cost-conscious market, consumers are still treating themselves – particularly when it comes to premium products with standout packaging and a story to tell. From decadent drinks to small-batch sweet treats, shoppers are looking for that “worth it” moment. - Sustainability that makes sense
Sustainability was at the heart of many conversations – but with a growing shift towards authenticity over perfection. Whether it’s responsible sourcing, recyclable materials or reducing food waste, brands that take a considered, transparent approach are winning trust and loyalty. - Data and insight driving decisions
From personalised flavour-matching experiences to stand-side surveys, there was a clear push towards data-informed storytelling. Brands are actively using insights to shape their offering and engage consumers in meaningful ways.
Aware of the challenges
Of course, the show didn’t ignore the tougher topics. Among them, the rising cost of ingredients – particularly cocoa, wheat and nuts – was a common talking point. These increases are being driven by a complex mix of climate change (especially in West Africa), the ongoing war in Ukraine, and higher energy and labour costs across the board.
Talks also touched on international trading uncertainty, including the US tariff changes that could impact UK food and drink exports and the industry – all of which highlight the need for agility, smart planning and clear brand positioning in an evolving market.
Looking ahead
Despite the challenges, the overarching mood was one of resilience and reinvention. The Food & Drink Expo 2025 showed us an industry that’s brimming with talent, bursting with ideas, and ready to keep pushing forward. It’s an exciting space to be in – and for us as a PR and marketing agency, it reinforced just how much opportunity there is to tell powerful, purposeful brand stories that connect with today’s conscious consumer.
So if you’re a food or drink brand looking to make your mark in an ever-changing market, we’d love to help. Our consumer team is ready to help you create standout campaigns grounded in insight, strategy and creativity.