The future of food is aspirational, health-focused and tech-driven
In 2025, a new kind of consumer is reshaping the food industry — one who is aspirational, values-led and focused on wellbeing. This shift is driving demand for functional foods, whole ingredients and sustainable choices. Technology is playing a growing role in how people manage their diets and routines. From wearables to generative artificial intelligence (GenAI), consumers are using digital tools to make more informed, personalised decisions about what they eat. At the same time, the way people shop for food is evolving. Convenience is key. While large grocery retailers remain important, consumers are increasingly turning to convenience formats and advanced e-commerce platforms to meet their needs.
Aspiration versus reality: The new consumer dilemma
In this year’s Voice of the Consumer survey, we spoke to 1,000 Irish consumers about their food preferences. A clear tension emerged: while many aspire to make healthier, more convenient food choices, rising prices and cost-of-living pressures are making those goals harder to achieve.
64% of Irish respondents say price is a key factor in their food purchasing decisions — a trend echoed across all 28 global markets surveyed.
Consumers are also increasingly concerned about the health risks of ultra-processed foods and food safety, further influencing their choices.
These pressures are part of a broader set of challenges facing the global food system. Businesses are navigating:
Ongoing supply chain disruptions and volatile commodity prices, which are squeezing margins.
Climate-related impacts — such as rising temperatures and shifting rainfall patterns — affecting crop yields and quality.
Trade uncertainties and tariffs, adding complexity to already strained supply chains.
These challenges are particularly acute in price-sensitive markets, where consumers are already feeling the impact of inflation over recent years. For suppliers and retailers, the question is how to manage rising costs across the value chain without compromising on quality or access.
Yet, amid these headwinds, consumer behaviour remains a powerful force. It’s driving megatrends that are reshaping industries — and opening the door to innovation for businesses ready to adapt.
Consumers are asserting their values-led appetites
Consumers increasingly see themselves as responsible for making healthy choices — but they also expect support from the food industry. When asked who should take the lead in promoting healthier eating, Irish consumers ranked government and public health bodies at 51% and food producers and manufacturers at 48%. Schools and educational institutions and retailers both followed at 39%
Health is also a key driver of brand loyalty. A third of respondents (30%) said health benefits are among the top three reasons they would switch food brands.
Our analysis highlights four core expectations consumers have of food and beverage companies:
Health and wellness advocacy: Supporting healthier lifestyles and focusing marketing on nutrition and wellbeing.
Nutritional innovation: Offering lower-calorie options and products tailored to specific health needs.
Personalised eating experiences: Providing varied portion sizes, culturally relevant recipes and locally adapted products.
Climate commitment: Demonstrating clear progress toward corporate sustainability goals.
Despite good intentions, many consumers still find it difficult to navigate health guidance. But the desire for change is clear:
Over 50% plan to increase their intake of fresh produce.
Many are looking to reduce alcohol and avoid ultra-processed foods.
Those who rate their health as “excellent” are also more likely to increase their consumption of dairy, snacks and vitamins.
Consumers are open to innovation for a healthier, more convenient diet
Today’s consumers are embracing new technologies and non-traditional shopping channels that align with their values and desire for convenience. While in-store supermarkets still dominate — accounting for 84% of regular food shopping — other formats are gaining ground. Over the past year, 15% of consumers have explored alternative food retail spaces, including:
Subscription services
Meal kit deliveries
Online grocery platforms
Farmers’ markets
Mobile apps
On average, consumers now use over three different shopping channels each week — highlighting a growing appetite for flexibility and choice.
The rise of food tech
Technology is playing a central role in how consumers manage their health and diet. In Ireland:
64% use at least one healthcare app or wearable device.
63% say wearable tech has influenced their daily habits, with 20% reporting significant changes.
Smart rings, watches, glucose monitors and smart kitchen devices are leading this shift — alongside AI-powered tools for meal planning and personalised nutrition.
Consumers are also increasingly comfortable using AI for tasks like food shopping and meal planning. This openness reflects a broader demand for personalised, tech-enabled experiences that integrate health, convenience and lifestyle.
Consumers are constrained by food prices — and making trade-offs
Price remains the dominant factor in food purchasing decisions. In Ireland, consumer sentiment is fragile: more than half of respondents say they are either just “financially coping” or in a worse financial position. Cost of living was cited as the top perceived threat to the country over the next 12 months.
Price remains the dominant factor in food purchasing decisions. In Ireland, consumer sentiment is fragile: more than half of respondents say they are either just “financially coping” or in a worse financial position. Cost of living was cited as the top perceived threat to the country over the next 12 months.
As a result, consumers are making difficult trade-offs — often prioritising price over other values such as nutrition, sustainability, convenience and local sourcing.
Trade-offs in action
Health awareness versus dietary habits: While many consumers express concern about ultra-processed foods, 68% are only limiting their intake slightly — or not at all.
Local versus international sourcing: 42% are willing to pay more for locally produced food, but 58% still choose lower-cost options from abroad.
Environmental intentions versus information-seeking: 37% say they’re willing to pay more for sustainable food production, yet 92% do not actively seek out information on food brands’ climate or sustainability efforts.
Question: While grocery shopping, you are choosing between two products with a similar look, feel and quality. Product A was produced in a country outside of your own but has a lower price, and product B was produced in your country but is more expensive. Which product would you buy?
Serving the aspirational food consumer
Today’s consumers want it all: affordability, health benefits and convenience. Meeting these expectations is no small task — and it’s reshaping the competitive landscape for food businesses.
To stay ahead, companies must rethink traditional models and embrace innovation. The opportunity lies in developing business strategies that balance cost-efficiency with the ability to deliver on evolving consumer aspirations.
Key Actions Businesses can take today
To meet the needs of the aspirational, value-conscious consumer, food businesses must act decisively across three strategic areas:
1. Create seamless omnichannel experiences
Predict and personalise consumer experiences: As preferences evolve, strong consumer listening and data analytics are essential — not just to understand current behaviours, but to anticipate future needs. This enables tailored strategies that deliver on health, convenience and affordability.
Innovate your delivery formats: Subscription models, on-demand services and digital platforms are reshaping how consumers access food. These formats enhance engagement and position businesses to lead in a world of hyper-convenience.
2. Eliminate consumer trade-offs
Capture the market with value-based offerings: Growth strategies based solely on price increases or shrinking pack sizes are unsustainable. Instead, businesses must innovate to deliver affordability with added value — meeting consumer expectations without compromise.
Help consumers understand what they’re buying: Transparency builds trust. Clear, accessible information on health, sustainability, sourcing and dietary needs empowers consumers and strengthens brand loyalty.
3. Redefine the food business in a tech-driven future
Enhance products through innovation: Invest in technologies that improve nutritional content and functional benefits. Cleaner formulations — such as reduced sugar — can maintain quality while managing costs.
Partner to expand reach: Collaboration is key. Partnering with tech innovators — like shopping apps or personalised meal planning platforms — can extend market reach and embed your brand in the evolving food-tech ecosystem.
We’re here to help
If you’re looking to navigate the evolving Irish and global food landscape, our team can help you turn insight into action. From shifting consumer behaviours to the impact of technology and affordability, we offer tailored guidance to support your strategy. Let’s explore how your business can lead in a market where health, convenience and sustainability matter most. Contact us today.
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