FOOD TREND REPORT
Welcome
It’s fair to say that many of 2024’s most exciting food trends were shaped by social media, and at Spinneys, we pride ourselves on being ahead of the curve. From the viral return of cottage cheese to Dubai Chocolate’s indulgent crunch, the cucumber salad renaissance, and the ever-versatile croissant, our Big Hitters on pages 4-9 showcase these standout trends.
At Spinneys, understanding our customers’ needs and pre-empting them is at the heart of what we do. “We now think about share of stomach rather than share of trade and how we can provide every meal requirement for customers – at home, at play, at the office,” says Tom Harvey, General Manager of Commercial. “This reflects how customers have started to use us.” From premium product sales doubling in a year, to a sixfold increase in sales of top-tier strawberries and blueberries now accounting for
60% of all sales in their category, it’s clear that quality and versatility matter more than ever.
This shift also extends to a return to natural. “Highly processed products with endless chemical ingredients are being shunned for simpler products made with ingredients that don’t require a chemistry degree to understand,” adds Tom Harvey. Joanne Black, Fresh Commercial Manager, summarises it perfectly: “Our customer for 2025 is someone conscientiously choosing what to put and not put into their bodies. Whether that’s driven by health, taste, or trends, they are less willing to compromise and have high expectations. It is absolutely our responsibility to listen, learn and execute.”
This focus on simplicity and authenticity is shaping what’s to come. As we look ahead to 2025 (pages 10-13), the culinary scene is set to explode with innovation. Bold flavours like black lime and Yemeni hawaij spice will shine,
while minimally processed, real foods such as heirloom vegetables, artisan whole grains and dairy will dominate. Indulgence will go big with XXL desserts, Willy Wonka-style creations, stacked burgers and spiced bagels loaded with inventive toppings. Southeast Asia’s influence will deepen, from snacking to fusion dishes, all reinforcing the joy of “eating real”. For us, this is more than a trend – it’s a lifestyle, blending mindful choices with unapologetically bold indulgences.
In the plant-based world (pages 14-15), 2025 will focus on purism, with vegans, vegetarians and flexitarians seeking cleaner options. The “ethical omnivore” is on the rise, favouring sustainable choices like seaweed and other aquatic ingredients. Mushrooms will continue to dominate, celebrated for their versatility and host of meat-free benefits, reshaping plantbased dining.
Turning to holistic health (pages 16-17), food is poised to play a pivotal role in 2025, particularly in women’s health, with a focus on hormone balance through life stages and personalised nutrition. Men’s health is also evolving, with a balanced, holistic approach embracing male yoga classes and foods supporting hormone health. Wellness retreats will design more male-focused programmes, too. For toddlers to teens, there’s growing awareness of the long-term impact of ultraprocessed foods. The idea of “you are what you eat” – food as medicine – is gaining ground across all generations, building on principles deeply rooted in many global cultures.
“Health and wellness continues to storm ahead and sits week in, week out as one of our top-performing categories,” says Joanne Black. “We’re seeing overtrade in hydration and collagen – particularly important in the UAE – and this will grow further in 2025 as customers seek products offering benefits without compromising on taste or quality.” This commitment is further reflected in our Spinneys Local Business Incubator Programme. “The latest participants are increasingly focused on health, natural ingredients and ethical values,” says Tom Harvey. “From functional foods to natural household cleaning and laundry solutions, there’s also a big emphasis on recycled and recyclable packaging to ensure circularity.”
Drinks are evolving, too, with hydration stepping into the spotlight for better sleep and REM longevity, and Celtic sea salt surging in popularity. “Our Spinneysfood water range has also been a huge success,” says Philip Bencini, Commercial Private Label Manager.
“We now sell 1.7 million litres of Spinneysfood water annually, which would equate to running the Dubai Fountains for 15 minutes!” Quick-fix, healthy beverages are also trending, from coffee boosted with botanicals and espresso tonics to teas, matcha, boba and mushroom infusions – all showing no signs of slowing down. See pages 20-21 for more.
To end this report (pages 22-23), we spoke with members of the trusted F&B community in the UAE to hear their thoughts on the ingredients, movements and shifts they expect to define 2025. Given our customers’ love of dining out and Dubai’s ever-evolving restaurant scene, supporting this vibrant community remains a priority for us.
At Spinneys, keeping up with food trends is more than a passion – it’s our promise to bring you the latest in innovation, products that excite and delight, and offerings that nourish your mind and body. Whatever 2025 brings, we’ll continue to deliver the very best for you and your family.
Spinneys conducted in-depth research into the leading food trends of 2024 and the emerging trends expected to gain momentum in 2025. In addition to collaborating with international trend houses, we interviewed our commercial team, analysed internal sales data, and reviewed social media and digital reports. We also consulted with F&B industry experts to gather a comprehensive view of the evolving landscape.
THIS REPORT IS PRODUCED BY
CEO SUNIL KUMAR
GENERAL MANAGER OF COMMERCIAL TOM HARVEY
GENERAL MANAGER OF MARKETING WARWICK GIRD
CREATIVE AND CONTENT DIRECTOR TIFFANY ESLICK tiffany.e@finefarefood.com
DEPUTY CONTENT EDITOR KAREN D’SOUZA
DESIGNERS
COLEEN ESTOQUE, EMILY EVANS & FRANCIS GACER
DIGITAL MARKETING MANAGER ANKIET GULABANI
DIGITAL CONTENT MANAGER LYNN SOUBRA
SOCIAL MEDIA MANAGER RASHA EL SALEH
CONTENT ASSISTANT DIANNA ACIBAR
PHOTOGRAPHY AND GRAPHICS KATELYN ALLEGRA, AASIYA JAGADEESH, DHARANA AT SHILLIM & SHUTTERSTOCK.COM CONTRIBUTORS
BIG HITTERS
A look at how social media played a role in shaping or boosting food trends in 2024, from viral recipes to innovative products, influencing how we ate and what we craved
PRO PROTEIN
TikTok’s culinary scene was largely dominated by a resurgence of cottage cheese, celebrated for its high-protein content (we’re talking 11g per 100g) and versatility. Users transformed it into various dishes, far beyond just spreading it on toast. We have seen protein-rich cookie dough, cottage cheese whipped into batters for baked goods, mixed with eggs, in smoothies or protein shakes, in mac ‘n’ cheese and in dips – all iterations showcasing its adaptability in both sweet and savoury recipes. It also offers low-carb and low-sugar credentials, as well as a host of nutrients, such as vitamin B, calcium, potassium, phosphorus and selenium.
“Last year we saw growth of over 30% YoY in the cottage cheese category, which was a much higher growth rate in the overall department,” says Conor Roman – fresh category manager at Spinneys.
The cottage cheese trend not only revitalised interest in a classic dairy product but also highlighted a broader movement towards incorporating accessible, protein-dense foods into everyday diets. Here, our commercial team shares information on other popular protein-based products in 2024:
170%
“YoY increase in cooked chicken sales reflected the demand for protein-rich options. Our deli salads with chicken as the main ingredient grew 25% YoY.”
Conor Roman Fresh category manager
47%
“surge in sales in 2024 was driven by Greek yoghurt’s high-protein content. We capitalised on this trend with the launch of our Spinneysfood Authentic Greek Yoghurt.”
Ciaran Stafford Fish & Chilled buyer
36%
“growth for kefir in 2024. This was driven by a rising demand for probiotic-rich products that improve gut health. Kefir’s digestion-enhancing and immune-boosting properties make it a popular choice.”
Ciaran Stafford Fish & Chilled buyer
67%
“increase in sales for added protein products accelerated growth in the chilled dairy category. Companies are meeting demand with options such as yoghurt pots and protein puddings.”
Ciaran Stafford Fish & Chilled buyer
40%
“growth in the butchery department in 2024. The demand for red meat remained high at Spinneys. Grass-fed beef rib-eye was a popular choice, and we expect our newly launched venison to be a hit, too.”
Kristof Soetens
Protein category manager
30%
“YoY growth in protein bars showed that protein consumption surged. Innovation in this category will continue with ingredients such as creatine and collagen being included, making the bars not only functional but indulgent treats, too.”
Segina Yasmin Health & Beauty category manager
The ultimate
The “Can’t get knafeh of it” Fix Hero Bar from Dubai’s Fix Dessert Chocolatier became an obsession, captivating food lovers worldwide and amassing millions of views on social media. Encased in a chunky chocolate shell, the bar featured layers of crispy kataifi pastry, sweet pistachio cream and a rich tahini paste that continues to be celebrated for its satisfying crunch and decadent taste. TikTok exploded with creators snapping and biting into the bar, highlighting its unique combination of flavours and textures. The bar also inspired countless recreations (like that from the Choco Zen brand) worldwide. Fix Dessert Chocolatier’s innovation didn’t just set a new standard for indulgence – it brought Middle Eastern heritage to the forefront of global dessert trends, cementing its place as one of 2024’s most iconic treats.
JOANNE BLACK, AMBIENT COMMERCIAL MANAGER SAYS
“Choco Zen has driven over 50% of confectionery growth since its launch and is now the second best-selling brand, just behind Cadbury. Five of the top 10 SKUs in confectionery are Choco Zen, with demand consistently outstripping supply. The brand has seen exceptional success across our stores, but particularly those visited by tourists, solidifying its position as a standout performer in the category.”
fix
In July 2024, the cucumber became a TikTok star, thanks to Logan Moffitt, better known as the Cucumber Guy. His viral recipe for ‘Cucumber Salad’ made the vegetable’s popularity soar among young food lovers. The dish featured thinly sliced cucumbers drenched in a zingy dressing of soya sauce, fish sauce, sesame oil, sugar, MSG, grated garlic and spring onions, topped with toasted sesame seeds and a sprinkle of chilli flakes (optional). Simple yet bold, it was a perfect blend of refreshing crunch and savoury umami.
The trend of “sometimes you just have to eat an entire cucumber” was top of mind for months, inspiring endless remakes, which in turn meant farmers in certain countries such as Iceland struggled to keep up with demand!
We jumped on the trend, by introducing cucumber shakers at Spinneys Umm Suqeim using deli items for the perfect grab-and-go snack.
ANGELIQUE DU TOIT, VEGETABLE BUYER SAYS
“The demand for cucumbers was strong since the beginning of 2024, but, with the added interest our team generated on social media for our shakers, which featured our Spinneysfood Organic Cucumbers, we saw 110% growth in just 11 weeks.”
CUCUMBER
How the crookie
The ‘crookie’ emerged as the ultimate indulgence, capturing the year’s obsession with “a little treat” – small, luxurious bites of joy. This hybrid pastry, combining flaky, buttery croissant layers with gooey cookie dough centres, became a viral sensation, exploding in popularity by March. Bakers went on to fill them with chocolate chips, salted caramel, or matcha cream, creating irresistible flavour combinations.
OVERALL, THE CROOKIE FIT SEAMLESSLY INTO THE BROADER CROISSANT CRAZE OF 2024, WHICH SAW CREATIONS LIKE CUBED CROISSANTS, FLAT, DIPPED CROISSANTS, CROISSANT TISSUE BREAD AND MORE
BAKERY BUYER SHIRIN SADIQ SAYS “The crookie first caught my attention on social media in March 2024 when it was trending. I shared it as a joke with my colleagues, but we quickly realised we had to create it. Within a week, we developed a recipe combining our butter croissant and milk chocolate cookie in dough form. We were the first retailer to launch it in the UAE, and it went viral, achieving 10% of viennoiserie sales and stayed in the top 10 for months after.”
MORE 2024 SOCIAL SENSATIONS
URBAN MINIMALISM AND COTTAGECORE:
Two influential social media accounts rose last year –Nara Smith and Ballerina Farms – both of whom speak to a resurgence in traditional homemaking. Their same soft-spoken narration and focus on rustic cooking will continue to sell aspirational, almost idyllic lifestyles in 2025.
Spinneys Digital marketing manager Ankiet Gulabani’s top three social media predictions for 2025 are:
1
SIP IT TILL YOU MAKE IT
Say goodbye to smoothies... celebrity hydration hacks are next, with creators promoting hydration recipes for gut health, anxiety and skincare. Ingredients such as chlorophyll and hyaluronic acid drops are set to take centre stage.
THE ERA OF ASIAN SNACKS:
From hwachae drinks to tanghulu skewers and spicy latiao, showcased on TikTok mukbangs, Asian snacks boomed. Fruit from the East also surged, with ASMR videos of frozen or shaved fruit gaining popularity. See page 10 for more on Asian 2025 trends.
THE CHOCOLATE MUFFINS THAT BROKE THE INTERNET: Norwegian Olympian Henrik Christiansen’s TikTok posts about double chocolate muffins sparked global interest. Recipes with chocolate chunks and ganache gained popularity, driving discussions in the UK and USA in July.
LUNAR LIVING
Moon cycle content is driving interest in recipes and rituals promoting hormone balance and wellness. Think fresh greens, sprouted grains and fermented foods tailored to specific phases like the follicular stage.
3
IT’S ALL ABOUT THE CRUNCH
The Dubai chocolate’s success stems from its crunch, sparking trends with cereal, feuillantine and Rice Krispies for texture. Expect accessible formats such as layered desserts in cups or upside-down cheesecakes. Savoury crunch trends like the crispy rice salad will evolve.
Eastward bound
We’re going to see a deeper exploration of East and Southeast Asian cuisines in 2025 that goes beyond the once-generalised ‘Asian’ or ‘Chinese’ food. Now, people are curious about specific regions such as Hong Kong and Xinjiang. Filipino cuisine is a standout in this trend, especially in the Middle East. It’s increasingly being celebrated for its vibrant stews, like its savoury peanut stew kare-kare, and staples such as adobo. Japanese cuisine has also transitioned from niche curiosity to mainstream favourite. Ingredients such as miso, matcha and yuzu are finding their way into unexpected pairings: think snail gyoza and tsukune hot dogs. It’s also seen in Japanese-Peruvian Nikkei and JapaneseItalian Itameshi cuisines, where Japan’s culinary elements blend with others. The K-wave continues to entice people – from music, culture and food. Korean desserts like bingsu and yakgwa, alongside patisserie blends such as hallabong éclairs are in the spotlight. Similarly, the regional offerings of Thai cuisine are being appreciated, from Northern Thai khao soi to Southern hat yai chicken.
TAs we look toward the future of food in 2025, we outline the innovations, ingredients, flavours and mindset changes set to dominate the culinary scene
3 ECO-WARRIORS
PROTEIN POWERS UP
While protein was already a big trend for 2024, looking ahead, protein innovation takes even more of a centre stage as consumers are looking for whole food sources – cottage cheese is still the ‘it girl’ of dairy. Organ meats like kidney, tripe and tongue are going to be highly popular as nutrient-dense foods that will be used alongside traditional cuts of meat for added nutrition, while advancements in plantbased and fermentation technologies mean new alternatives for consumers.
While being sustainable and ethical isn’t new, the new year will see a focus on waste reduction and sustainability across the supply chain. For full transparency and increasing shelf life, smart sensors tracking real-time freshness and smart labels are among many innovations you’ll see. Packaging waste is under scrutiny, with brands turning to compostable materials and bio-fibre solutions. Food upcycling is evolving, too, where waste streams are being transformed into proteins, while carbon labelling is setting new transparency benchmarks.
Grocery store snack aisles are undergoing a revolution. Asian streetfood snacks are set to dominate, with options like Korean hotteok, Japanese onigiri and Chinese jianbing offering convenience. Consumer interest in these snacks has surged, which points to a growing appetite for authentic and adventurous flavours. Fusion snacks, such as mango sticky rice chips and chilli crunch oil edamame mixes, are blending nostalgic and cultural elements to cater to the demand for convenience, especially among busy professionals. Plus, snacking is no longer confined to traditional ideas; mini meals and frozen products, like air-fryer-ready snacks, are going to be seen more in 2025.
SNACK ATTACK
BIG AND BOLD
Let it be known that 2025 will be a taste explosion, with flavours that will deliver intense sensory experiences. Sour and tangy profiles are at the forefront, with black lime (loomi) stealing the spotlight as a smoky option in marinades, stews and condiments. Yemeni hawaij spice, known to be warm and aromatic, is gaining traction in sweet and savoury dishes – from lattes to slow-cooked meats. Tropical flavours such as mango, passion fruit and pineapple continue to stay on top this year.
6 THE REAL DEAL
Make a return to culinary authenticity in 2025… but let’s be clear, ‘real food’ isn’t a trend, it’s a lifestyle. Consumers are increasingly drawn to minimally processed ingredients, such as heirloom vegetables, artisan dairy or whole grains – and it’s going to take on a whole new focus this year. Driving this movement to its crescendo are a number of factors: heightened health awareness, environmental consciousness, rediscovery of cultural traditions and the search for transparency. Sourdough is part of this movement; post-pandemic, the ingredient has evolved beyond bread and is now featuring in pizza crusts, crackers and even brownies. Eggs – also a great form of protein – continue to shine beyond breakfast dishes. Expect global twists with chilli butters, miso, truffle creams and fermented toppings. Other ingredients that will find their voice in 2025 in distinctive ways include potatoes, oily fish and real butter.
TASTY ALGORITHMS
As in most industries, artificial intelligence (AI) is revolutionising the food landscape. It’s already begun, with the likes of AI-designed restaurants like Manhattan’s sushi restaurant Sendo and fully autonomous eateries such as CaliExpress where Flippy the robot crafts custom burgers. AI’s capabilities can be seen with tools like Nasoya’s Tofie chatbot and Caper Carts transforming customer interaction and convenience. Brands are using AI to streamline product innovation, develop new flavours and automate production processes.
7
EVOLUTION OF EASY
Convenience remains a driving force in 2025, but the concept has evolved where health, flavour and sustainability are not being sacrificed to meet the demands of fast-paced lifestyles. You’re going to find gourmet heat-and-eat meals, freeze-dried ingredients and ‘just add water’ meal kits that meet all needs. Pantry staples, including ambient foods, are getting a makeover with global flavours and minimal prep. New tech, from drone delivery to AI-enabled kitchen devices, are also going to result in consumers saving time.
9
Desserts to go XXL
The next year is set to go the Willy Wonka way. Sweet treats are going bigger, bolder and more inventive. Move over croissants; doughnuts and enriched buns are stepping into the spotlight, while cakes are going to be even more playful, like bento cakes and sliceable éclair cakes. Cookies are set to tickle all tastebuds by being offered oversized and gooey, or even with ‘swicy’ flavours like Gochujang or Tajín. Retro-inspired desserts are also back with the likes of yuzu Eton mess and miso sticky toffee pudding.
SUPER-SIZED SAVOURY
Indulgence is in with savoury treats going unapologetically over-the-top. Oversized, overfilled and extravagantly topped creations are where it’s at. Think triple-stacked burgers, fondue-filled pizzas and gourmet sandwiches with artisanal breads and premium fillings. Hot dogs are stepping into the limelight with this trend, with global-inspired toppings like birria consommé, Jamaican jerk and Thai som tum. Meanwhile, the bakery aisle is going to be your go-to for all-day indulgence, featuring items like savoury croissants and spiced bagels topped with decadent cheeses and hot honey drizzles.
Plant-based
predictions
Veganism will continue to grow in 2025 with more opportunities for building a sustainable future
PURITY ON A PLATE
Plant-based purism is gaining momentum, as vegans, vegetarians and flexitarians seek out cleaner credentials when it comes to plantbased products. While the global plant-based market is projected to reach $162 billion by 2030, up from 29.4 billion in 2020, according to Bloomberg Intelligence, and a greater availability of protein alternatives and synthetic meats continue to dish up tasty alternatives, what 2024 showed us is a segue towards cleaner plant-based cuisine. Basically, stripping out synthetics, moving away from overly-processed methods, and championing identifiable plants and protein-rich natural products. This year – in part influenced by Blue Zone Diet devotees who are believed to live longer by following a largely plant-based diet – beans, such as the versatile butter bean, have taken a starring role. Similarly, the purple sweet potato – such as Japanese Murasaki Sweet Potatoes – continue to pack a punch both in popularity and antioxidant benefits.
EAT ALL BUT EAT WELL
Why choose when you don’t have to? The ‘ethical omnivore’ is here to stay – flexitarians who consume what they want with a side order of conscience, as health, cost, sustainability and provenance of products increase in clout and play into consumer purchasing habits. This hybrid diet is a less-is-more approach, reducing meat, fish and poultry intake while upping the ante on eco-savvy sourcing to create a more mindful menu.
THE AQUATIC WAY
Seaweed might well be a mainstream staple in many cuisines, but few other aquatic ingredients have hit the big time – until now. This year will see aquatic ingredients , such as sea moss, duckweed and agar-agar continue to make a splash, as both companies and consumers look to more sustainable sources of protein and nutrients. Put simply, these are sea and freshwater superfoods without the footprint. Touted as the next big superfood, sea moss is packed with vitamins and minerals, and is a great source of carrageenan, which is used as a thickener in everything from soup to gummies. Duckweed, also known as water lentil, is another edible aquatic plant that packs a protein-rich punch, outshining the protein content of other leafy greens, while agar-agar is a great vegan alternative to the more commonly used bovine gelatine, and is great for digestive health. A plant-based trend but not as you know it.
THE MILKY WAY
Plant-based milks have been shaking up the industry for years, with health-conscious consumers increasingly looking for cleaner, healthier alternatives that are lower in cholesterol and saturated fats. So much so that Future Market Insights projects that the dairy alternative market will increase in valuation from $23,082 million in 2024 to $46,832 million by 2034. Fermentation is front and centre, with casein, a protein found in milk, and whey – the liquid that remains after milk has been curdled and strained – created using precision fermentation to replicate the textures and flavours of dairy products without involving a cow. Other developments include cultured dairy companies that are cultivating ‘real’ milk, and plant molecular farming that enables the production of animal proteins in plants.
SEAFOOD WITHOUT THE SEA
Move over meat, now it’s the turn of fish alternatives to make waves. In a nutshell, it’s seafood that looks and tastes like the real thing, but without any of the nasties, such as microplastics, overfishing or unethical practices. Companies are fishing around for creative approaches to craft ‘seafood without the sea’, innovating with experimental technology, creating real fish from stem cell adoption, and blending cultivated cells with plant-based ingredients to engineer alternatives to ocean-harvested fish. The world’s first alternative seafood association, Future Ocean Foods, launched last year, now with 53 companies across 17 countries under its umbrella. So, what’s on the menu? Austria’s Revo Foods has 3D printed the ‘world’s first’ eel, shrimp and octopus alternative, while Japan’s Azuma Foods is blending water, konjac flour, carrageenan and locust bean to create plant-based salmon, tuna and squid sashimi that replicates the texture of real fish.
THE SHROOM BOOM
The heroes of the fungi world, mushrooms continue to be multi-faceted ingredients that offer a whole host of meat-free benefits – from medicinal to edible. Known for their flavour-enhancing capabilities, ’shrooms not only mimic meat in dishes from burgers to stews, but their rich nutritional value also means they’re an incredible protein-packed alternative to animal-centric ingredients. Functional fungi are quite literally flourishing, with lion’s mane mushrooms heralded for boosting both cognitive and heart health, and now turkey tail and tremella stepping into the spotlight thanks to their immuneboosting and anti-inflammatory properties. Our Nourish by Spinneys podcast interview with Bronte Weir, co-founder of Below Farm – the UAE-based Spinneysfood mushroom supplier – had an overwhelming response from our listeners, going some way to explain why the food industry predicts that the global functional mushroom market will grow from $8 billion in 2020 to $19.3 billion in 2030.
HOLISTIC HEALTH LONGEVITY
Finding the ‘fountain of youth’, is a long-pursued ideal. But this is now becoming more realistic and holistic, where physical, mental and technological strategies are being used cleverly. With scientific advancements and personalised approaches, living to 100 is becoming an achievable goal. In 2025, we will see diverse pathways being explored to enhance well-being, from plant-based diets to intermittent fasting and nutraceuticals to mindfulness practices. Medical longevity programmes at wellness resorts are in, so are wearable tech and AI-driven healthcare.
Women’s health
This year seems to be shaping up as the year of women’s health, especially with hormone balance making its way into the spotlight.
Hormones influence everything from mood and energy levels to reproductive health – and women are demanding targeted solutions. Research from the US alone has shown that conversations around hormone health have increased by 150% since 2022, and there has been a significant shift in awareness and product innovation, with brands addressing critical life stages such as pregnancy, postpartum and menopause.
Personalised approaches to health will continue to rise. We’re looking at the emergence of hyper-personalisation: from fitness routines guided by hormone fluctuations to tailored dietary recommendations and easy at-home hormone-testing kits. FemTech is what we’ll see more of in the future, allowing women across all life stages to be empowered over their health.
BALANCING HORMONES THROUGH LIFE STAGES
Preconception and pregnancy nutrition are on the agenda, with women seriously embracing nutrient-rich whole foods (high in folic acid, Omega-3s, and antioxidants) to prepare their bodies for motherhood. From focusing on clean eating and actively reducing exposure to endocrine disruptors such as BPAs and pesticides to fertility optimisation by consuming ingredients such as CoQ10 and inositol…women are doing all they can to stay healthy. And now, postpartum wellness – which used to be overlooked – is emerging as a priority. It’s more than just baby-focused nutrition; rather, this year will see the rise of tailored meal services, specialised supplementation and even postpartum retreats. Hormonal health for perimenopause and menopause will remain a focus this year, with ingredients such as magnesium for anxiety and high-protein snacks designed for muscle health up at the forefront. Additionally, cycle tracking and syncing are becoming mainstream more so than ever before; this will empower women to align their diets and lifestyles with hormonal changes. What’s set to become a focus in 2025 is understanding how to manage specific hormonal imbalance disorders such as endometriosis and polycystic ovarian syndrome (PCOS).
INGREDIENT FOCUS FOR HORMONAL HEALTH
In 2024, supercharged seeds – flax, chia, sunflower and sesame – were used as hormonebalancing nutrition and this trend is not dying down. These ingredients support hormonal regulation and well-being as they are rich in Omega-3 fatty acids and fibre. Protein-packed foods and supplements were already popular in 2024 and will continue to reign supreme in 2025 for their dual benefits in muscle health and hormone balance.
Toddler to teen health
We’re seeing a growing emphasis on children’s health transforming the food landscape, most of which is driven by concerns about the long-term effects of ultra-processed foods (UPFs). According to research by the University of Cambridge & Bristol, UPFs now make up two-thirds of the typical diet for children aged 11-18 in the UK, which contributes to obesity, metabolic issues and even mental health challenges. Parents are increasingly looking for clean-label products made with minimally processed ingredients.
The focus on what children eat starts from a young age: in 2025, food for toddlers is still all about nutrient-dense and organic options that support cognitive development, immunity and digestion. It’s likely that in 2025, foods that offer targeted health benefits such as hydration or Omega-3s, especially those fortified with sustainable ingredients, will be preferred by parents.
When looking at older children like tweens and teens, the demand for grab-and-go snacks and meals will continue. These snacks, however, have to balance high-quality ingredients with global flavours to match evolving palates. There’s also the rise of products that address specific needs such as allergen-free options and fortified snacks for immune and brain health.
Men‘s
health
While we’ve been seeing a shift in the idea of what men’s health means, this year promises a true transformation. The concept will continue to move away from the traditional notion of masculinity and take a more balanced and emotionally aware approach. From holistic wellness practices like yoga and meditation taking centre stage, to conversations around reproductive health for men, there’s a lot to expect in the next 12 months. Food is more important than ever: think plant-based proteins, foods that help with gut health, ketogenic diets and intermittent fasting. Hormones are not just within the domain of women’s health – that’s why foods that enhance male hormonal balance and reduce stress are expected to be key areas of growth. Mental health for men is losing the stigma associated with it, meaning that therapy and addressing issues around loneliness and depression are widely accepted now. Wellness retreats and digital platforms tailored to men’s mental health are expected to gain traction.
YOU ARE WHAT YOU EAT
2025 marks the return of the concept of food as medicine – a belief system that has existed in most cultures throughout time. Consumers today have become aware of the connection between diet and health, all of which are driving shifts in attitudes and purchasing habits. Watchwords for the next 12 months will be transparency and minimalism, both of which affect different sub-trends:
• ULTRA-PROCESSED FOODS (UPFS) are heavily under scrutiny as research links them to health issues like obesity and cardiovascular disease. Products with clean and recognisable ingredients in labels are being picked by health-conscious consumers.
• SIMPLER INGREDIENTS will resonate with health-focused buyers, with a return
to ‘made-from-scratch’ increasingly on the cards. However, convenience still prevails, so companies are creating products with minimally processed alternatives.
• Artificial sweeteners are facing a backlash, leading to innovation in natural alternatives. Sweet proteins, plant-derived extracts and FUNCTIONAL SWEETENERS are gaining traction for their health benefits.
• Excessive sodium consumption has been linked to global health issues, so the food industry will focus on exploring natural flavours, salt substitutes and tech-driven solutions to maintain taste while CUTTING SODIUM LEVELS
• HYPER-PERSONALISED DIETARY AND WELLNESS INSIGHTS are being created
using technology like wearables and AI-powered apps, recognising that every human has different needs. These tech products allow consumers to make data-driven health decisions no matter where they are.
• Move over Ozempic. Weight management remains as important as ever but consumers are trying to MIMIC THE EFFECTS OF GLP-1 DRUGS or mitigate side effects such as muscle loss by opting for natural fibre, protein and probiotics.
• PFA s (PER AND POLYFLUOROALKYL SUBSTANCES) OR ‘FOREVER CHEMICALS’ have been linked to significant health risks, which is why scientists are working on ways to reduce exposure, including advanced filtration technologies and PFAs-free packaging.
DRINK
What do electrolytes, Celtic sea salt and sparkling water have in common? They’re all changing how we drink, sip and savour. Discover the latest in beverages
HYPING UP HYDRATION
We all know that drinking around two litres of water a day is good for both body and mind, but nobody saw hydration coming as a booming consumer trend. TikTok fuelled much of the hype around hydration in 2024, with food and beverage companies urgently pivoting their products to quench consumer thirst.
From innovations around water bottle culture (hello Stanley Cups) and developments in functional drinks to Celtic sea salt’s social media glow-up, it’s prudent to say hydration is very much ‘happening’. But it’s much more than simple H20, as consumers have developed a taste for water with added worth: think popsicles with added electrolytes, cactus water that is rich in antioxidants and health-inducing hydration juices on the mocktail menu.
“Humantra’s launch into physical retail has been a huge success, making electrolytes accessible with education and great flavours. This growing trend has spurred new brands, including home-grown Rite, combining hydration and gut health, delighting customers with convenient wellness solutions.”
Segina Yasmin Health & Beauty category manager
AS YOU REM
One new focal point is the importance of night-time hydration. In a bid to promote both better quality sleep and REM longevity, hydrating mocktails and multi-functional pre-bed drinks are considered the new nightcap – gaining traction among the sober-curious and health-conscious set. The ‘Sleepy Girl Mocktail’ gained huge social media momentum in 2024 as the perfect pre-bed beverage – its ingredients of tart cherry juice, magnesium powder and sparkling water touted as the ultimate sleep-inducing, overnight hydration hack.
REHYDRATE
FEELING A LITTLE SALTY?
Celtic sea salt has taken the market by storm. This high-quality, unrefined salt that’s harvested from the sea is thought to boost hydration, electrolyte and mineral content, as well as adding a heightened flavour to food and drinks, which made it one of 2024’s most elevated ingredients. Harvested by hand and sun-dried to preserve its mineral content, expect to find it as a soupedup alternative to other salts in drinks and dishes.
TIME-SAVING SIPS
SOMETHING’S BREWING
As consumers continue to embrace a more natural, stripped-back approach to what they put in their bodies, traditional sources of drinks, devoid of artificial ingredients, are making a comeback. While well known for their energy-inducing oomph, tea and coffee are being hailed for their clean-ingredient status, sparking a surge in innovation around caffeinated drinks.
On the coffee front, new products are hitting the market, such as coffee boosted with botanicals, espresso tonics infused with florals, instant coffee getting a rebrand thanks to technology advancements in speciality solutions for the time-poor, and novel trends like coffee bags and frozen coffee ice cubes injecting some fun into caffeine-fuelled consumption. There’s plenty of movement on the tea front, too, with boba, matcha and mushroom tea trends showing no signs of slowing down. Fusion is key, as new frontiers of tea are celebrated through flavour combinations, experimental pairings, new methods of steeping (such as tea strips or cold-brew bags) and experimental consumption, be it tea in desserts and granola to the rise of tea parties taking on the happy hour crowd, as consumers seek to socialise and sip with a side-order of adaptogens and wellness benefits.
TRENDING TONICS
Not sure what to sip for a health boost? Try one of these top trending ingredients...
Out with the slow-drip and in with instant... Quick-fix drinks are more in-demand than ever, with the global instant beverage premix market said to grow from $74,830 million in 2020 to $137,005 million by 2031, according to Allied Market Research. Everything from freeze-dried coffee crystals to plant-based smoothie starters and flavoured tea latte concentrates are up for grabs. Innovation in this space is giving a whole new meaning to brewing, steeping, stirring and sipping on the go.
“FRIO, a UAE-born sparkling water brand exclusive to Spinneys, offers zero-calorie, zero-sugar, natural flavours. Amid rising demand for flavoured waters, FRIO impressively ranks #5 in its category, competing with major international brands and cementing its place as a new challenger.”
Rachelle
McGeoghegan
Drinks,
Snacks & Confectionery category manager
ONE TWO THREE
POMEGRANATE JUICE is great for gut health, and packed with antioxidants and anti-inflammatory properties.
BEET JUICE has anti-inflammatory properties, may boost stamina and brain function and reduce blood pressure.
GINGER TEA is a super source for optimal gut health, aids digestion and helps lower inflammation.
Industry insights
We’ve tapped into our vibrant food community to share insights on the trends shaping the UAE culinary world for 2025 and beyond...
THE CHEFS
KELVIN CHEUNG
Chef & Partner, Jun’s
On the luxury end, expect a resurgence of hyperlocalised menus, with modern interpretations of Emirati flavours, while incorporating seasonal and foraged ingredients. Fermentation will emerge as a key focus across both casual and luxury dining: from lacto-fermented vegetables to koji-infused sauces. Blending both fermentation and local support is our collection of cheese rinds from fellow chefs across the city to make our own garums and our own misos by fermenting fruit and vegetable peels. Casual dining will focus on dishes that are approachable yet rooted in quality and storytelling. Plant-forward cuisine will also take centre stage, with ingredients like za’atar, sumac, dairy-free alternatives and locally loved products like labneh leading the charge.
NADIA PAREKH
Cake artist, pastry chef and consultant In 2025, I foresee pistachio kunafa-inspired desserts and sourdough remaining bakery staples. Hybrid creations, combining contrasting elements like crispiness and chewiness or
merging formats into a single dessert, are increasingly captivating consumers. AI-driven designs bring sleek aesthetics, while bold, zesty citrus flavours add tangy excitement. Innovation shapes the future of desserts and baked goods.
HIMANSHU SAINI
Executive Chef, Trèsind Studio
Chefs will continue to redefine the concept of “classics”, creating innovative dishes that honour tradition while introducing fresh, modern perspectives. Over the past several years, many chefs have been reimagining iconic recipes, transforming them into unique creations with their personal signature and approach. This reflects a growing appreciation for the balance between respecting culinary heritage and embracing creativity. For the next generation of chefs, the challenge lies in using the lessons of the past while infusing their own vision into the art of cooking. This approach revitalises traditional recipes and lays the groundwork for new classics that future chefs will continue to evolve.
THE RESTAURATEURS
OMAR SHIHAB
Chief Sustainability Officer, BOCA I’d love to see a stronger emphasis on the quality of ingredients and experiences, with less focus on aesthetics. Another area is authentic storytelling – better communicating the efforts and contributions of local producers and farmers. Over the coming years, we might see new farmers and producers delivering highquality, nutritionally sound, and environmentally sustainable products to market. I hope sustainability will become more deeply integrated into restaurant operations and business models, moving beyond just a buzzword to a core value. As for ingredients, I’d love to see climate resilient crops like halophytes, mushrooms, grains, desert plants, etc. have an impact on menus, but I suspect this may take a bit more time as we develop better processed products that are easier to market and to consume.
THIS PAGE , FROM TOP: Laura Lai Coughlin; Himanshu Saini; Kelvin Cheung.
PANCHALI MAHENDRA
CEO, Atelier House Hospitality
Sustainability, innovation and personalisation will drive the future of both casual and luxury dining. Restaurants are increasingly prioritising eco-conscious practices – sourcing local and seasonal ingredients, reducing food waste, and exploring plant-based and alternative proteins. In luxury dining, it’s about storytelling, immersive setups and hyper-personalised menus. Meanwhile, casual dining will embrace bold global flavours. Ingredients like native desert herbs will play a role in shaping menus.
THE FOOD WRITERS
LAURA LAI COUGHLIN
Food writer and host of “Very Best of Dubai” In 2025, I think we’ll see a shift towards food with more soul – dishes steeped in stories, culture and care. There’s a growing desire to move away from overly intricate, tweezer-plated meals that, while impressive, don’t always connect on a personal level. Instead, the spotlight will turn to comforting offerings brimming with love and flavours that feel like a warm hug. East Asian cuisines, particularly from what I call ”jungle Asian” countries like Cambodia, Laos, Malaysia and the Philippines, are poised for their moment. Think fragrant coconut broths, a burst of lime and curry leaves, chilli oils or nutty sesame pastes. As a half-Malaysian, I may be biased, but I predict 2025 will celebrate these vibrant cuisines.
COURTNEY BRANDT
Food writer, culinary consultant
In 2025, I believe diners in Dubai will likely embrace hyper-local dining. Increasing traffic and rising costs are making residents prioritise nearby options over travelling across town. Personally, I prefer exploring new places during quieter, off-peak times, such as lunches instead of dinners or on less busy weekends. In the past, I might have tried multiple spots in one evening, but now I opt for one exceptional restaurant, enjoying a relaxed and stress-free dining experience closer to home.
LIAM COLLENS
Food writer and restaurant critic
Casual, neighbourhood dining will be 2025’s real MVP. It is a perfect storm of two factors. First, Dubai’s relentless traffic continues to put people off going to the usual dining hubs like DIFC,especially as Dubai’s new neighbourhood developments break ground even further away from those places. Secondly, home-grown concepts continue their spread into residential neighbourhoods, meeting people where they are. These restaurants are also usually casual, more affordable, seriously tasty and they feel special. Think 21 grams, Lila Molino, Avatara, Kooya, Sticky Rice, Reif Kushiyaki, DUO Gastrobar and much, much more. Any chef or hospitality group opening a restaurant in 2025 onwards should take a long, hard look at moving out to the ’burbs.
LEEN AL ZABEN
Food writer, experience designer, culinary consultant, Middle East Academy Chair for World’s 50 Best
Globally, and locally, I sense a growing affinity for meaningful gatherings. While supper clubs remain popular, I see them evolving into something even more profound: curated around themes, causes and purposeful dialogues. The luxury of simplicity also resonates. Imagine the joy of indulging in a single, expertly crafted product, like the exquisite tiny makdous from Men Bayti (a local home-grown business) – tiny aubergines grown and harvested at the perfect moment to create something truly memorable.
Another exciting shift? The rise of home-grown snack foods and brands. There’s immense potential for local businesses to create products that are both unique and exportable – much like Fix Dessert Chocolatier, which captured global attention. What other gems are waiting to be discovered and celebrated on the world stage?
THIS SPREAD , FROM TOP: Leen Al Zaben; Omar Shihab; Panchali Mahendra; Nadia Parekh.