Bidfresh has released its 2025 ‘The Juice’ fresh trends report, unveiling four key trends, as well as what’s driving them in the food sector.
Having conducted research and a market review, Bidfresh’s three specialist brands, Campbell Brothers (catering butchers), Direct Seafoods (nationwide fishmongers), and Oliver Kay (fresh ingredient suppliers), have identified health as the most important factor for more than a third of consumers (34%) when choosing food, followed by price (20%) and the environment (16%).
Bidfresh said that despite the “multiple challenges” presented to the industry and concerns over consumer spending, Bidfresh’s research has shown that value is no longer solely attributed to cost. It found that consumers now carefully assess whether they are getting their money’s worth and consider factors such as food quality, dining experience, ambience, and unique selling points.
Based on this, Bidfresh’s 2025 ‘The Juice’ fresh trends report also features advice from Bidfresh’s team of butchers, fishmongers and greengrocers on how to leverage each trend for fish, meat, poultry, fruit and veg.
The four key trends identified across Bidfresh:
- Feeding the soul: Research found that health has taken priority again after a dip during cost-of-living concerns, a shift driven by heightened health concerns, environmental awareness and ethical considerations helping consumers make food choices. While fruit, vegetables and certain species of fish are associated with healthy eating, this trend presents the opportunity to highlight the nutritional benefits of meat in forming a balanced and nutritious diet.
- Closer to home: 43% of consumers would like to try Scottish, Welsh or Irish cuisine in the next one to two years, fuelled by a sense of identity and national pride. This trend helps to push provenance, as consumers continue to show a strong interest in where their meat, fish and veg come from, seeking reassurance through transparency. It’ll also help encourage the consumption of native fish species, fostering sustainability and reducing reliance on overfished options.
- Proactive practices: Bidfresh said as consumer awareness of lifestyle choices continues to grow, the demand for sustainability and community engagement remains a “top priority”. However, consumers are also opting for venues that support local communities and charitable causes while minimising their environmental impact. The areas that consumers are most interested to see operators engage with are food waste, carbon reduction, seasonality, certifications, regenerative farming, and sustainable seafood.
- Flavours less travelled – Fresh meat: This trend celebrates the richness of diverse flavours, providing an escape from the ordinary, whilst maintaining authenticity in dishes. Taking a meat focus, the 2025 ‘Juice Trends’ highlighted the appeal of cultural fusion, motivating chefs to look further afield for inspiration from other cultures, ingredients, spices and cooking techniques. Research has shown the top three cuisines to be Argentinian, US Southern States, and Portuguese.
Jodie Gamson, senior marketing manager for Bidfresh, said: “We’re very excited to launch our 2025 ‘The Juice’ fresh trends report highlighting the dynamic shift in consumer preferences.
“This year, it’s clear to see that consumers are looking for more than just great tasting food, they want food that nourishes both body and soul, while also being fully conscious of their impact on the environment.
“The announcement of last year’s Autumn Budget was a massive hit to the industry, including our British farmers, leaving questions as to whether consumers will still be eating out of home. However, we’re determined to boost the confidence of our customers, helping chefs and caterers navigate through this challenging time.
“Using this year’s report, we hope to help operators attract consumers with healthier and more sustainable dishes that showcase the fresh, high-quality ingredients Campbell Brothers, Direct Seafoods and Oliver Kay each has to offer.”
