2025 Trends in B2B Food & Beverage: A Look at the UK and Europe

katarina white

October 31, 2024

Have you noticed the growing buzz around health, sustainability, and premium quality in food and drink? Consumers in the UK and Europe certainly have, with half actively reducing sugar and 34.8% prioritising protein in their shopping, data from a recent Attest survey tells us. And new research from Lumina tells us that overall, alcohol consumption is going down in pubs and restaurants in the UK.

As we move into 2025, the food and beverage (F&B) sector is set for dynamic shifts, with brands racing to adapt to new consumer demands. In this article, we’ll dive into the leading F&B trends with a close look at how the alcohol sector, in particular, is evolving.

Health-Driven Choices and Functional Foods

With wellness front and centre, consumers are making more intentional choices about what they eat and drink. The push toward functional foods—items designed to offer specific health benefits—continues to shape the F&B landscape. In the UK alone, nearly half of consumers have shifted to products with less sugar, and an almost 30% reduction in British people who eat unhealthy meals more than twice per week. These preferences are influencing everything from grocery aisles to restaurant menus, where organic, natural, and nutrient-enriched options have become the norm.

Brands are increasingly responding to this shift by developing food and drink products that cater to wellness-focused consumers. Innovations include everything from probiotic-enriched drinks to fortified snacks and sugar-free desserts, all aiming to capture the health-conscious market.

Digital Transformation: The Growth of eCommerce

Digitalisation is reshaping the F&B industry as consumers look for convenience and choice. With nearly 50% of B2B F&B purchases expected to be made online by 2025, businesses are rapidly expanding their digital channels to meet consumer expectations, according to research from CommerceTools.

This means creating seamless online experiences with:

Omnichannel options that integrate online and offline shopping
Direct-to-consumer (D2C) models for unique and premium items
Subscription services that keep consumers stocked on high-demand products.

For brands, these digital enhancements aren’t just about reaching consumers but about building loyalty through personalised recommendations and exclusive online deals. In the alcohol sector, for example, eCommerce is essential as it allows consumers to explore a broader range of products, from craft spirits to rare vintages, in just a few clicks.

Alcohol in 2025: Key Trends and Consumer Shifts

As part of the broader F&B sector, the alcohol industry is embracing these consumer-led changes with health, digitalisation, and sustainability becoming critical drivers. Here’s how these trends are unfolding in the alcohol market.

Moderation and Health-Conscious Choices

The “sober curious” trend has taken off, inspiring a new generation of consumers to rethink their relationship with alcohol. This trend is particularly strong among younger consumers, with 29% of UK adults aged 18-24 now abstaining from alcohol, a notable increase from Lumina’s research in previous years.

In response, brands are doubling down on:

Low- and no-alcohol options that appeal to health-conscious consumers
Premium non-alcoholic beverages that offer a full-flavour experience without the alcohol.

The growing demand for these products reflects a broader shift towards mindful drinking, where consumers still seek social experiences without the commitment to alcohol.

Premiumisation and Craft Innovation

Consumers may be drinking less, but they’re drinking better. Premiumisation has become a defining trend, with world beers, craft stouts, and high-quality spirits in high demand. This trend reflects consumers’ willingness to pay for quality, uniqueness, and a memorable drinking experience. Breweries and distilleries are responding by releasing limited editions and small-batch spirits designed to capture the market’s thirst for exclusivity.

Unique craft brews, such as limited-edition stouts or IPAs
Premium spirits that focus on quality and refined taste

Digital Alcohol Sales and eCommerce

Online alcohol sales have soared as consumers embrace digital shopping for convenience and variety. Alcohol brands are investing in eCommerce to provide a seamless buying experience, complete with personalised recommendations and exclusive online offers.

Digital alcohol sales are expected to grow significantly by 2025 as brands prioritise:

Direct-to-consumer options that allow consumers to shop niche products easily
Subscription models for popular items like craft beer and wine
Enhanced online experiences with clear product information and personalisation

The shift to eCommerce allows brands to maintain a direct line of communication with their customers, building loyalty and enhancing customer satisfaction.

Sustainable Alcohol Production

Echoing the sustainability trend, the alcohol sector is adopting more eco-friendly practices, with consumers now expecting brands to reflect their environmental values. From local sourcing to recyclable packaging, sustainable alcohol production is increasingly important.

Key areas of focus for alcohol brands include:

Environmentally friendly packaging to reduce waste
Carbon-neutral production to appeal to eco-conscious consumers
Locally sourced ingredients to minimise environmental impact

Bold Statistic: Over 26% of UK consumers actively seek brands with environmentally friendly practices, reflecting strong demand for sustainability.

Conclusion

The F&B industry in the UK and Europe is set for a transformative year in 2025, with consumer demands driving major changes in health, sustainability, digitalisation, and premiumisation. The alcohol sector is adapting to these shifts, innovating to meet new preferences and elevate the customer experience. Brands that align with these evolving trends will be poised to capture consumer loyalty and thrive in the coming year.

If you are looking for expert solutions to help you excel in the competitive B2B marketplace, get in touch with the Apex team below for a no-obligation consultation. Our experts will identify where you’re at in your journey and what solutions could help you scale.