Creed Foodservice identifies trends for 2025 in foodservice

Creed Foodservice, which is now part of Kitwave, has announced the trends it believes will shape the foodservice market in 2025.

The wholesaler’s insights team, led by insights manager Anna Clapson, has identified one core macro trend – Adapt to Survive. Although consumer confidence is increasing and growth within the eating out market is set to accelerate at around 2.4% from 2024-2027 (Lumina Intelligence), uncertainty remains and operators are adapting to survive.

Clapson said: “It’s an interesting period, as we’re seeing glimmers of hope as consumer confidence slowly starts to return, but equally operators are still facing economic and operational challenges. That’s why we have anchored around the core macro trend of ‘Adapt to Survive’ as everything stems from this.

“We’ve also taken a slightly different approach with linking back to the generations. We’re aware those working within the care sector are catering for a very different audience as those in schools. Equally, pubs and restaurants are also facing their own unique challenges, and so we wanted to help operators understand how important the different trends are to their own consumers.”

Creed’s six trends are:

Consistent Quality: Nearly three-quarters (73%) of consumers are quality-led and a further 86% think quality has a price, with consumers increasingly happy to pay more for higher quality. “Although key for all consumers, we see this trend as a high priority amongst Baby Boomers, Gen X and Millennials in particular,” said Clapson. “Operators are emphasising quality through item descriptions on menus, highlighting fresh ingredients or specialist-sourced cheeses. Even the way something is prepared, such as ‘hand-stretched dough’ with pizzas, creates a sense of quality to the consumer.”

Personalised Experience: With consumers still watchful of expenditure, when they do eat out, they want to experience dishes that are exactly how they like them. “Nearly two-thirds (62%) of consumers are experience-led and this is a high priority for the younger generations (Alpha and Z), driven largely by them seeking experiences they see on social media. Operators are looking at ways to elevate their guests’ experience, drive loyalty and leave them wanting to come back for more,” noted Clapson.

Customisation is key, she added. For example, Dovetale in London offers a knickerbocker glory cart, which is brought to diners at their table and the desserts are made to their own bespoke specification, while Grape & Fig in London offers grab-and-go ‘build your own’ cheese boxes.

Reshaping Value: With the extended period of economic volatility, consumers are looking at things differently and reshaping their own version of ‘value’. Whilst lower ticket items will always appeal, there is also more emphasis being placed on perceived value for money – something which is a priority across all generations. An example of meeting this demand comes in the form of meal deal offers like pizza and a drink for students to encourage footfall on quieter days.

Future Planet: This is a trend that is not going away. 63% of consumers are very sustainability-conscious and nearly half of grocery and foodservice professionals are prioritising sustainability initiatives in their businesses (Lumina Intelligence). “Brands are wise to shout about their eco-efforts, as this does play into consumers’ purchasing decisions,” said Clapson. Examples of this trend include Wildfarmed regenerative flour making its way into retail and restaurants, and farm-to-table restaurants – such as Native Restaurant in Worcester – offering hyper seasonal dishes.

Choose Health: A key consideration for operators will be bringing solutions that deliver not only on taste and value but also nutrition, with 42% of consumers very health conscious (Lumina Intelligence). This is being played out across all sectors and is considered a priority amongst all the generations. This is being seen in education, where 96% of parents would welcome their child’s school offering a menu that provides nutrients that support brain function (3GEM), in pubs and bars with Manchester’s first-ever alcohol-free bar and café Hinterland opening, and with jellied sweet treats designed to boost hydration with added electrolytes and vitamins ideal for the care sector.

Harnessing Digital: Over a third of businesses (37%) are prioritising digitalisation in the next 12 months (Lumina Intelligence), and with AI systems and robotic equipment on the rise, digital is a key trend next year. Unsurprisingly, this is one of the top priorities for Gen Z and Alpha, who have been born into a digital world, and it gradually decreases in priority through the generations.

“Although this is of a low priority for Baby Boomers, there is increased intrigue amongst this generation and it will certainly play a role in sectors working with the older generations such as care, with 3-D printed foods aimed at individuals with dysphagia being seen,” pointed out Clapson. “Meanwhile, those in education are using digital systems to track students’ food purchases, homework and behaviour, and consumers can enjoy DIY self-serve ramen bars. Digital also plays a big role in attracting consumers, with 36% doing online research when finding new places to eat out and 73% checking the menu out online before their visit (CGA).”

Clapson concluded: “We’ve spent weeks researching and working on our 2025 Trends. Every year, we always challenge ourselves to find ways to make our Trends as interesting and useful to operators as possible, as we understand how important it is that these can actually be utilised in their everyday settings and help them prepare.”