Trends evolve as consumer behaviour changes due to external influences.
This also applies to trends in the food and beverage sector. These influences can come from various directions – legislation, inflation, consumer fears and environmental influences, to name but a few. Of course, there are rarely completely new trends from one year to the next, but it is the details that need to be paid attention to in order to stay one step ahead with your products and attract consumers’ interest.
This article provides an initial impression of how consumer behaviour will have changed by 2025 – which consumer trends will have become more relevant and which will have weakened.
As a leading manufacturer of sugar and sugar specialities primarily for the food and beverage industry, Südzucker wants to understand the end consumer and relevant markets of customers. The aim is to offer partners the best support for their products. This includes innovative plant-based sweetening solutions, market and consumer insights and application support.
One way in which Südzucker looks beyond the horizon and focuses on consumer needs is the annual online consumer survey which is conducted in collaboration with Human8 Consulting. The most important findings and conclusions of the survey are summarised in Südzucker’s ‘Sweet Trends Report’ and are supported by further results from other studies conducted by external partners like Mintel, Euromonitor or FMCG Gurus.
What has changed since 2024 in consumers’ purchasing behaviour when choosing processed foods and drinks? Why does naturalness play such an important role and is sustainability still of importance for consumers? These are just some of the topics covered in the latest whitepaper ‘Sweet Trends Report 2025′ by Südzucker.
Naturalness is gaining in importance
It comes as no surprise that taste, health and price are the most important purchase criteria, similar to previous years, as can be seen in the graph below.
It is interesting to observe that, after losing importance last year, price has not regained ground this year, but has remained stable at the 2023 level. This contrasts with taste and health, which are becoming increasingly important.
In addition to these two criteria, naturalness is the only criterion that is also becoming more important among consumers. In some countries including Poland and Italy, naturalness is gaining so much relevance that it is almost replacing price as the third most important purchasing criterion for consumers.
The comparatively less relevant purchase criteria (organic quality, environmental sustainability and regionality) are all losing relevance in direct comparison to the top purchase criteria. But does this mean those criteria are not relevant to consumers anymore? The ‘Sweet Trend Report 2025’ provides initial answers to this question and of course Südzucker can deep dive into a specific category or target group of choice.
Purchase drivers for processed F&B
When choosing processed foods and beverages, consumers seek information that is quick to find, trustworthy, authentic and easy to understand. However, they are overwhelmed by information such as certificates, logos, product claims and other details on the packaging, and question much of what they read but do not know. Nevertheless, it is important for more than two-thirds of consumers to understand what a product contains.
The use of natural ingredients in products is a factor that builds consumer trust as these are ingredients they are familiar with. Products with natural ingredients convey authenticity and trust to consumers and are easy and quick for them to understand. Naturalness is a kind of link between the information consumers are looking for, as well as the link between most purchase criteria.
According to the responses from this year’s online consumer study, the naturalness of products and ingredients plays an important role in both organic products and regionality. Furthermore, natural taste is something that consumers are looking for just as much as naturalness in connection with health aspects. Both can play a decisive role in sugar-reduced solutions, for example, as consumers pay particular attention to natural ingredients when choosing healthier processed foods and beverages.
Content of Südzucker’s Sweet Trends Report 2025
As mentioned above, naturalness is an important aspect of this year’s Sweet Trends Report – it is, so to speak, the common thread.
The report outlines initial approaches and explanations of how the topic of naturalness can be used in connection with other purchase criteria. In addition, other key findings from the consumer survey are presented and analysed. The following topics are in focus this year:
- Changes in key purchase criteria Key factors influencing product selection
- Consumer profiling Understanding the increasing importance of authenticity and ease of understanding
- Naturalness The connection between consumer needs
- Health What does this mean for consumers of sweet products?
- Sustainability Still relevant for consumers?
- Organic The ingredients used are more important than the price
To gain insights into changing consumer behaviour, and how we can potentially address changing consumer needs together, for example via joint product development, download Südzucker’s Sweet Trends Report 2025 now.
Creating added value for partners
Südzucker offers valuable partnership opportunities at various levels, such as marketing and market intelligence specialists, as well as R&D experts.
The aim of such partnerships is to create added value for activities. Südzucker can support and offer exchange among others in the following fields:
- In depth consumer understanding and market know how
- Strong R&D with comprehensive application expertise and pilot equipment
- A unique mix of standardised tailor-made and convenience solutions, among others
The entire network of the Südzucker Group is available through this partnership. This includes more than 260 R&D experts. These specialists span across the Sugar Division and other relevant divisions, thereby presenting opportunities for the exploitation of synergies throughout the whole group.
Data source for graphics
- 68% - Q: Please read through the following statements and indicate how much you agree with each. 2025 n = 6,010; 2024 n = 6,004 / Filter: “Very much agree” and “Rather agree”
- 83% - Q: In case you try to consume healthier cereals and cereal bars, which aspects are most important to you to reach that goal? 2025 n = 2,320 / Filter: “Natural ingredients” and answer “Very important” and “Rather important”
