FrieslandCampina Ingredients, an ingredient supplier specializing in protein and prebiotics, has announced its fifth annual trends report, spotlighting what will influence the food, beverage, and supplement industries in 2025.

The company drew on its latest consumer research and market insights in its Nutritional Trends 2025 magazine, to help brands discover opportunities for innovation and new product development in adult nutrition.

“Technology is a driving force in today’s nutritional landscape,” said Vicky Davies, global marketing director of performance, active, and medical nutrition. “Armed with personalized health data and the endless possibilities of AI, people are feeling more empowered to take control of their well-being. Add to this the pressures of an increasingly cost- and eco-conscious world, and we’re seeing that 2025’s trends highlight a growing need for brands to provide tailored, multifunctional solutions that excel on quality, value, and sustainability.”

The first trend FrieslandCampina highlighted is “Protein in Every Bite,” which reflects the shift of protein supplementation from a niche practice for elite athletes to a must for everyday people of all ages and activity levels. Today, 71% of consumers actively prioritize protein in their diets, a significant rise from 59% in 2022 and 67% in 2023. There is potential to create novel, convenient, and enjoyable ways to integrate protein into every bite.

The second trend is “The Gut Stuff.” Social media sites are seeing surges in DIY fermentation product content, and movements like “hot girls with stomach issues,” reflecting growing awareness of the gut’s far-reaching impact. Yogurt has grown in popularity and will be a fun, familiar option for holistic health. There is potential to substantiate novel health benefits, eating occasions, and solutions that are more tailored for specific consumer groups.

The third trend FrieslandCampina highlighted is “The New Age.” Aging well is no longer a pursuit of the elderly, and longevity has become a proactive, lifelong pursuit embraced by consumers of all ages, the company reported. Younger generations are considering how their current lifestyle choices will impact long-term health, but it’s not a one-size-fits-all all approach, and people of different generations have different priorities.

“My Health, My Way” is the fourth trend highlighted by FrieslandCampina, reflecting an abundance of choice and information when it comes to dietary supplements. Online tools like AI platforms and access to data supporting or negating health claims has reached unprecedented levels, and specialized solutions are taking center stage as people choose supplements that best support their specific health goals, FrieslandCampina reported.

The fifth trend FrieslandCampina highlighted is “Sustainability at the Core of Innovation.”

“People’s food and drink choices are intrinsically linked to what is happening in their lives and broader societies, and there’s no doubt that 2025 will present more opportunities for brands to support consumers’ wellness priorities with nutritious solutions,” Davies said. “But as these trends unfold, one element will be non-negotiable: sustainability. With consumers demanding transparency and regulations tightening, every stakeholder across the food, beverage and nutrition industries will need to step up their sustainability initiatives. As trends continue to evolve, our team of experts in performance, active, and medical nutrition, along with our innovative protein and prebiotic solutions, are here to help brands stay ahead of the curve and prepare for the future of nutrition.”