The marketing world is ever-evolving, and keeping pace with the latest food and drink trends can feel like a full-time job. In 2024, food marketing was shaped by technological innovations, sustainability, and the ever-expanding power of social media. As we move into 2025, the stakes are even higher for food businesses aiming to stay ahead of the curve.
To help you satisfy your customers’ appetites and stand out in an increasingly competitive marketplace, here are 6 food marketing trends for 2025.
Trend 1: The TikTok effect on food and drink marketing
TikTok remains a game changer in the food and drink space. By 2025, the platform’s ability to drive consumer behaviour and influence global sales has solidified its role as an essential marketing tool. With over 37 billion views on #FoodTok alone, TikTok trends such as “#TikTokMadeMeTryIt” continue to turn food products into overnight sensations.
If you’re not yet on TikTok, 2025 is the year to create that account and start posting. Here’s a few tips on how to crack this 2025 marketing trend…
- Encouraging user-generated content by asking customers to share reviews and experiences, authenticity is king on TikTok
- Embrace TikTok’s features, such as AR filters and viral challenges, to create engaging content
- Try and post regularly, the TikTok algorithm favours accounts that post on a consistent basis, so your content will end up on more user FYPs (For You Pages)
Trend 2: Social media as a customer service and search tool
We mentioned this at the start of 2024, and it seems that social media’s importance and evolution within the food marketing industry is still something that should be capitalised on in 2025. Social media platforms like Instagram and TikTok are go-to destinations for customer queries, brand research, and even shopping. Features such as AI-powered chatbots, live shopping events, and direct messaging for support are transforming how consumers interact with brands.
A responsive and cohesive social presence in 2025 will be crucial for building trust and keeping customers engaged, in order to make the most of this 2025 food marketing trend.
Trend 3: Minimalistic and eco-friendly packaging
In 2024, minimalism and sustainability dominated food packaging trends. For 2025, the bar has been raised with the introduction of compostable, reusable, and even edible packaging. Designs are expected to feature clean lines, ample negative space, and earthy tones that highlight a food brand’s commitment to eco-conscious values.
Pairing minimalist designs with stylised illustrations or bold pops of colour can help products capture attention, while reinforcing your modern, sustainable ethos that consumers care about more and more.
This also goes hand in hand with the idea around functional and reusable packaging design. We predict that more food businesses will be moving towards packaging that can be reused or repurposed by customers, such as jars that double as storage containers or boxes designed for secondary use. This approach not only reduces waste but also creates added value for customers, making your product stand out in a crowded market.
Trend 4: QR code and augmented reality (AR) menus
QR codes have become a staple in dining, but 2025 marketing trends show a deeper integration with AR technology. Interactive menus that provide 3D views of dishes, highlight nutritional information, or showcase ingredient sourcing are on the rise.
Restaurants that embrace these innovations will appeal to Gen Z diners, who are seeking more personalised and tech-driven experiences.
Trend 5: Bold typography and graphics
Striking visuals are essential for grabbing attention, and in 2025, bold typography combined with dynamic graphics will dominate food packaging and general brand design. From sharp, clean fonts to playful handwritten scripts, expressive typography helps communicate key product details while showcasing your brand identity.
Trend 6: Emphasis on health and wellness 
Health-conscious consumers are more discerning than ever, and 2025 marketing trends highlight the need for packaging that emphasises well-being. Clear labelling, natural ingredients, and functional benefits will remain key drivers in categories like plant-based foods, functional beverages, and fresh produce.
Showcasing your commitment to health and wellness through thoughtful design and messaging will resonate with an audience eager to make better lifestyle choices.
Want to know more about how to integrate these trends into your food brand strategy for 2025? Get in touch with us today.
