Several big food trends dominate Europe. The biggest trends are crossing borders and permeating into a variety of different cultures.
Yet no trend is uniform across the continent. Many flourish in some countries, and are barely seen in others. For food and drink manufacturers weighing up where to launch one product – and where to hold back on another – here are our top 10.
1. High protein
What’s the trend? Consumers throughout Europe are attracted to products high in protein. On-pack claims have ballooned, with the trend dominating a wide range of categories.
Now, what people look for from protein has even begun to diversify. They don’t just want it for strength and fitness, but for satiety, energy, metabolic benefits, immunity and overall wellbeing.
The trend is likely to diversify, with consumers looking for different sources of the nutrient rather than just ‘maxxing’ (consuming as much as possible).
Who’s following it? High protein is popular in many European countries, and for a variety of different reasons.
In Sweden, consumers are seeking it out for satiety, explains Rasa Vaiciuniene, consultant for consumer analytics company Euromonitor International. It is particularly popular in dairy, ready meals, snacks and drinks.
High protein is also strong in Denmark and Ireland, particularly in the dairy category in both countries. As of September 2025, 21% of Spanish consumers cited high protein as a top factor when shopping.
In France, high protein demand relies less on amount and more on quality, says Ophelie Buchet, associate director for consumer analytics company Mintel. Consumers are keenly aware of protein quality. In Germany, consumers are aiming to diversify their protein sources.
Nevertheless, high protein hasn’t caught on everywhere. In Italy, most consumers do not prioritise protein.
The trend continues to be popular in the UK, but there are signs of fatigue, adds Mintel’s head of UK food and drink research Kiti Soininen. A lot of British consumers believe that an excessive focus on protein can lead to other nutrients being neglected.
2. GLP-1 scepticism
What’s the trend? Many European consumers are sceptical about the uptake of GLP-1 weight-loss drugs. Despite the popularity of the drugs in the US, in Europe uptake has been far less pronounced, and in many countries it has had a limited impact on the food landscape.
This is likely due to a greater degree of scepticism in Europe around the medicalisation of health problems, suggests Jonny Forsyth, principal strategist for food and drink at Mintel. Europeans are also less likely to trust corporate messaging than American consumers.
Who’s following it? Many European countries have seen limited uptake of GLP-1s. In Italy, the drugs are “not a topic”, says Mintel’s Scalbi, while in Ireland, uptake is too low to have a substantial effect on the food landscape.
In France, says Mintel’s Buchet, GLP-1 use is mostly restricted to diabetes treatment, and in Spain, only 6% of consumers believe they would make a good solution to weight-loss. In Sweden, only around 170,000 consumers were on the drugs, as of 2025, according to Euromonitor data.
In some countries, the drugs have had a more significant impact. In the UK, for example, the drugs have seen significant traction, with behavioural changes due to the drugs already being seen.
In Germany, GLP-1s have had significant cultural impact, as many consumers try to lose weight. Denmark, the home of Wegovy and Ozempic producer Novo Nordisk, has seen one of Europe’s largest uptakes of the drugs.
3. Flexitarianism
What’s the trend? Many consumers across Europe are reducing meat consumption. While adoption of vegetarian and vegan diets remains low, many are embracing the flexitarian lifestyle and reducing meat consumption, rather than cutting it out entirely.
Who’s following it? A wide range of European countries are seeing high rates of flexitarianism, with growing interest from consumers in reducing meat consumption.
The Netherlands is one of the key markets for this trend, with around 15.3% of Dutch consumers reducing meat consumption as of 2025. Sweden is seeing a gradual uptake of flexitarian diets as well.
In Spain, 46% of the population is reducing meat intake, according to Mintel data.
In Ireland, says Euromonitor, consumers are mainly going flexitarian for practical considerations, such as health and affordability, and are mainly drawn to products that complement existing diets rather than directly replace meat. In the UK, too, flexitarianism has gone from 5.5% in 2021 to 8.5% in 2025, exacerbated by economic pressures.
Some countries are not embracing flexitarianism. Perhaps surprisingly, there is no clear sign of consumers reducing meat consumption in Denmark, despite the Danish government’s pioneering national action plan aiming to transition the food system towards plant-based food.
4. Convenience
What’s the trend? Consumers are increasingly drawn to convenience as lives become busier and people need to eat on-the-go. While this trend is often balanced with desire to eat clean-label products, it remains strong.
People often have less time to cook, and value food options which allow them to prepare meals quickly.
Who’s following it? Spanish consumers are drawn towards convenience, and ready meals in particular. Around 59% of Italian consumers want quick and easy to prepare meals, and snacks are frequently being used as meal replacements in the country.
In the Netherlands, consumers want convenience paired with quality, and convenience food that feels “fresh, modern and well-portioned”, says Euromonitor senior consultant Margaux Laine. Chilled foods have seen success because they still have a homemade feel.
Food and drink trends by country
5. Affordability
What’s the trend? Cost pressures continue to bite, with high food prices one of the major pressures on shopping baskets.
Because of this, many European consumers increasingly gravitate towards affordable and good value food.
Who’s following it? In most countries, affordability remains a major purchase driver.
In Sweden, for example, affordability is the ‘decisive trend’. Swedish consumers are gravitating towards private label products.
Consumers in Ireland are also choosing affordable food, explains Jemil Kazakov, associate research analyst at Euromonitor, although they do not want to sacrifice quality. Irish consumers, too, are interested in private label.
Affordability is also driving other trends, including premium indulgence and nostalgia, as consumers look for comfort in tough times.
6. Retro and nostalgia
What’s the trend? As tough economic conditions make the lives of ordinary people increasingly difficult, many consumers want foods that remind them of the past. Consumers are attracted to retro foods, and foods that evoke nostalgia.
Who’s following it? In Germany, old-fashioned and “ancestral” processing techniques like fermentation, drying and pickling are gaining popularity. Consumers want products that can provide “traditional expertise”, says Mintel director of food and drink Hannah Sandow.
In the UK, consumers are gravitating towards older products that they remember from their childhoods. For example, for most consumers the flavours of crisps (potato chips) that they liked when they were children are still their favourites as adults.
7. Premium indulgence
What’s the trend? In tough times, many people gravitate towards premium indulgence. Small indulgences are more prevalent during such periods, a “lipstick effect” of people paradoxically being attracted to affordable luxury.
Who’s following it? Dutch consumers want premium foods at good value, and are attracted to premium private label products, often with global flavours like Korean-inspired sauces, Mediterranean oils and even internationally-influenced bakery.
In Denmark, premium indulgence is thriving. Categories like chocolate and ice-cream are stable, and dessert-inspired flavours are seeing strong demand even off-season.
8. Local origin
What’s the trend? Consumers value foods and ingredients that can be traced back to their origin. Provenance provides food with a backstory, and food that can be traced back to its origin also provides consumers with greater transparency.
Consumers often associate locally-sourced food with sustainability as well.
Who’s following it? French consumers are interested in locally sourced foods, driven by sustainability, trust and support for local agriculture. In dairy, edible oils, vegetables, meat and cooking ingredients, consumers want locally sourced products.
In Sweden, too, consumers associate locally sourced ingredients with sustainability.
In Denmark, the “Danishness” of a food is seen as a signifier of quality, and products carrying the Danish flag are perceived as both more trustworthy and more attractive, particularly in the premium and dairy categories.
9. Functional foods
What’s the trend? Alongside the high-protein trend comes consumer interest in functional foods more generally.
Functional benefits such as gut health, immunity, energy and even general wellbeing are increasingly sought from food. Consumers don’t just want sustenance from food; they’re often treating it like medicine.
Who’s following it? Functional foods are popular in several European countries, though different functional benefits are in demand.
In Ireland, health and functional foods are “the biggest food trend”, says Euromonitor’s Kazakov. Irish consumers are looking for immunity and gut health.
In the Netherlands, gut health is particularly popular, explains Euromonitor’s Laine, as well as probiotics and fibre-enriched foods. Products supporting gut health, such as kefir, are also popular in Spain.
10. Transparency and clean label
What’s the trend? The backlash around ultra-processed foods has led to the rise of two separate but linked trends: transparency and clean label.
Trust in the food industry is declining, as consumers clamour for ingredients lists that are clear and simple. Consumers are increasingly drawn to clean-label ingredients.
Who’s following it? Clean label is seen as a key priority in a wide range of European countries.
In France, around 44% of consumers want ‘natural’ products, according to Mintel data, while 42% of Spanish consumers cite naturalness as a top priority in purchasing decisions and 45% feel guilty when consuming ultra-processed foods.
In Italy, this trend is even more dominant. Around 45% of Italians prioritise natural ingredients, and a whopping 81% are aiming to reduce ultra-processed foods. They are also frequently scrutinising ingredients lists.
In Ireland, too, transparency is a key priority. As in Italy, consumers are favouring clean-label ingredients.