Anticipate the trends of 2025

The year begins, the fairs begin, and what to expect?

We Germans have a concept that for me is key: Vorfreude.
It’s our way of saying anticipation.

Anticipation is that expectation of something good that is going to happen, preparing for it, visualizing it and enjoying it before it happens is the key to making it happen and making it a success.

The year 2025 has begun with major challenges on the game board and a new cycle: geopolitics, climate change, an aging population, young people with new demands.

I am looking forward to this year of Food Scouting Vorfreude because I am certain that many – MANY – things are going to happen ahead.

A lot of travel in my case and a lot of learning.

2025 will be a year of CHANGE.

It is important to anticipate and plan ahead,
know where you are going and what to look for in each case.

It is at the intersection of challenges and consumer demands that we go out and look for opportunities, –Diamonds.

This year of Food Scouting, we will investigate the most relevant topics:

We will follow the transformation of the Food System closely. We will see how Food Safety is on the agenda of all governments and companies. What strategies can we implement to secure supply chains, alternative ingredients, technologies and new formats respond to our sustainability challenges.

We will follow how consumption habits evolve. What the new generations are asking for, and those of us who are getting older – in search of longevity and “self-optimization”, a society that is increasingly aware of macro and micronutrients, and where sometimes food is not enough.

We will continue to seek pleasure in an increasingly healthier but also more premium way. What new – and old – flavors, textures, formats and experiences are being launched to offer us pleasure.

If you work in food and have to make decisions about your innovation roadmap, investments, communication and strategic focus, this is your chance to get ahead of the curve.

I will be again this year researching launches, trends and opportunities for the sector. New ingredients, new technologies, manufacturers, nutritional claims…

What are you going to invest in this year? Do you have a topic you are particularly interested in? – don’t hesitate to write to me.

See you from Food Scouting!