Cooking ingredients and meals posted a moderate 2.2% in 2025. The market slowed compared to the thriving period 2021-2022 when convenient solutions and the growing home cooking trend laid the ground for innovation and experimentation. New launches have subsided due to high inflation and disturbed global supply chains; however, consumers’ desire for novel products has remained. Products suited to various dietary, lifestyle and health needs have continued to see demand despite tighter budgets.
This report comes in PPT.
Meat reduction trends create a need for recipes that focus on a higher ratio of vegetables, fruits, legumes or wholegrains. There is potential for growth for plant-based products outside of vegan and vegetarian communities.
Consumers seek out products that help them improve their diets. Universally, consumers see room for improvement in their diet. However, desired health features vary depending on the socioeconomic situation in the region.
Familiar food tastes create comfort among shoppers and even during cost-of-living crisis they want to enjoy similar recipes. Finding a solution where flavour is combined with lower cost can help generate sales in volume terms and retain the consumer base.
Despite price pressures, consumers still want to enjoy food; thus, an intense flavour profile, the addition of spices, or luxury mix-ins attract shoppers. Social media plays an important role too, shaping what recipes consumers are keen to try out or what cuisines are going viral.
A long list of sustainability claims are often confusing for consumers to navigate. Numerous greenwashing scandals associated with various claims do not help the situation. Simplifying the approach to claims helps build trust with shoppers. Understandable and verifiable claims work best and help build a stronger relationship between brand and buyer.
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