Yesterday I attended Food Matters Live in Croke Park in Dublin where attendees heard from leading voices in food innovation across Ireland and the UK who shared their thoughts on the key trends and challenges facing the industry.
The overarching message I took from the day is that innovation is not just about what is trending, it is about understanding why it matters to your audience and where it is relevant for your brand. And it reiterated the point we always make at the start of any communications strategy – it’s about putting the consumer at the centre.
There was so much rich information on offer, but here are some of the key takeaways we will be bringing back to our clients and our work:
1. Consumer data alone is not enough when it comes to new products – insights and data can be powerful in informing new product development, but it is critical to add the human lens – challenge the data, simplify the science, and translate it into consumer-friendly messaging.
2. The impact of GLP-1 on eating habits – GLP-1 medications (like Ozempic) are reshaping how people eat. With reduced appetites and smaller portion sizes, food businesses must rethink product formats and nutritional strategies
3. Functional nutrition must also be responsible – Consumers are seeking products that support gut health, cognitive function, and women’s health but they also want clean labels and sustainable production.
4. Communal dining continues to appeal to social-first audiences – Sharing plates and social venues with experiential group offerings are on the rise as consumers find new ways to socialise and eat, linked to shared experiences
5. Optimised living is becoming more in focus – With trends like “fibre maxing” and “sleep maxing” showing up on social media, consumers are more intensely looking for strategies and inspiration on how to optimise everyday life.
6. Consumers are demanding more joy – While there has never been so much information available on healthy living and wellness, consumers also want permission to indulge and move towards less perfect and more messy, joyful food experiences.
7. Hybrid proteins and flexitarianism – With 1 in 4 Europeans identifying as flexitarian, hybrid meat products (combining animal and plant proteins) are gaining popularity, and we are likely to see more ‘blended’ meat and meat alternative products on our shelves.
This is just a selection of some of the trends we feel that food and drink companies should be closely monitoring, however our strong advice is that brands do not jump on the bandwagon without analysing if this trend resonates with the target market or aligns with company values. While it is important for brands to continue to be agile in order to adapt to changing consumer landscapes, being really clear on your innovation and communications strategy is key.
Food Matters Live is currently planning its 2026 programme of events which includes a two-day event in London on 3–4 June, taking place at Olympia’s newly redeveloped International Convention Centre. The event will bring together hundreds of the UK and Ireland’s innovators and product developers, technical managers, food innovators, and nutritionists across brands, manufacturers, retailers, QSRs and foodservice, including start-ups and scale-ups.
To find out more visit www.foodmatterslive.com/london.
