Consumer Trends Shaping Food and Drink Wholesale in 2025 

Consumer expectations in the food and drink sector are constantly evolving, shaped by changing lifestyles, advancements in technology, and increasing awareness of sustainability. Shoppers are demanding higher quality, greater convenience, and a wider variety of global foods and health-conscious options. To stay competitive, you need to understand these trends, embrace digital tools, and implement the right strategies to deliver value to your customers. Here’s what you need to know about the key consumer trends shaping food and drink wholesale in 2025—and how you can take advantage of them. 

The Power of Premium: Quality and Value Perception 

Today’s consumers are increasingly prioritising quality. While price remains a consideration, many are willing to invest in premium products that offer superior taste, provenance, and nutritional benefits. Notably, 56% of consumers identify themselves as “foodies”, and 53% are eager to try the latest food trends, indicating a strong appetite for artisanal goods, organic ingredients, and locally sourced items. 

For food and drink wholesalers wanting to tap into this trend, you need to build strong relationships with reputable suppliers and ensure rigorous quality control across your supply chain. Stocking premium and specialty products—especially those with a compelling brand story—can set you apart. Communicating the value behind premium products through detailed descriptions and targeted marketing will also help you justify higher price points and encourage repeat purchases. 

Adventurous Palates and Global Cuisines 

Gone are the days when food choices were limited to familiar flavours. Consumers are now seeking new taste experiences, inspired by travel, social media, and the growing popularity of global cuisine. Dishes from Southern US, Turkish, Greek, Argentinian, Portuguese, and Swiss origins are increasingly in demand, creating new opportunities for you to diversify your product range. 

As a result, you should look beyond your traditional suppliers and establish connections with authentic international brands. Introducing unique, hard-to-find ingredients into your product catalogue will help differentiate your business from competitors. Ecommerce platforms like Oporteo will make it easier for you to showcase and market these products to a broader audience. Digital commerce solutions also allow you to introduce new product lines quickly and create dynamic, engaging online shopping experiences for your customers. 

By staying informed about emerging culinary trends—whether it’s the latest street food sensation or a traditional dish making a comeback—you can anticipate demand and stock accordingly.  

The Wellness Revolution: Healthy Eating is Here to Stay 

Health-conscious consumers are reshaping the food landscape. Functional foods, gut-friendly ingredients, and plant-based proteins are no longer niche markets—they’re driving mainstream demand. More people are scrutinising labels, looking for products rich in fibre, probiotics, and natural ingredients while rejecting artificial additives and excessive processing. In fact, the global digestive health market is projected to grow 8.3% over the next five years, reflecting this shift toward health-focused products. 

This presents a golden opportunity for you to expand your health-focused offerings. Sourcing organic, nutrient-dense, and minimally processed foods will position you as a key supplier for retailers and foodservice providers catering to health-conscious audiences. Showcasing health-focused products and highlighting nutritional benefits becomes easier with a Product Information Management (PIM) system. A PIM System allows you to centralise and streamline product data, ensuring that key nutritional benefits, ingredient details, and dietary information are clearly presented and easily accessible. With a PIM, you can enhance product listings with high-quality images, nutritional labels, and allergen warnings, helping customers make informed purchasing decisions.  

Check out Oporteo PIM  

Sustainability and Ethical Practices are Essential  

Sustainability is no longer a buzzword—it’s a business imperative. Consumers are holding brands accountable for their environmental impact, favouring companies that prioritise ethical sourcing, responsible packaging, and waste reduction. Transparency in sustainability efforts is now a key factor in purchasing decisions. 

To align with this shift, wholesalers need to embed sustainability into their business model, from sourcing to distribution. Partnering with ethical suppliers, offering eco-friendly packaging, and reducing excess inventory through data-driven forecasting will help you meet consumer expectations. Warehouse Management Systems (WMS) can play a pivotal role in reducing energy waste and optimising storage, making warehouse operations more sustainable. Additionally, actively communicating your sustainability initiatives—whether through product labelling or marketing campaigns—will help you build trust and loyalty with customers. Businesses that authentically embrace green practices will not only enhance their reputation but also gain a competitive edge in an increasingly conscious marketplace. 

Read more about: Driving Sustainability in Wholesale 

Digital Transformation is key to success 

The way businesses interact with customers is changing. Ecommerce has become the norm, and B2B buyers now expect the same level of convenience and personalisation as retail shoppers. From online ordering systems to AI-driven recommendations, technology is transforming the wholesale sector, making operations more efficient and customer interactions more seamless. 

If you want to remain relevant, you need to invest in digital solutions. Implementing ERP systems that seamlessly integrate with ecommerce platforms will automate order processing, manage real-time stock levels, and enhance customer experiences. AI and predictive analytics can help you optimise pricing strategies, streamline procurement, and improve supply chain efficiency. By embracing these innovations, you’ll improve operational efficiency and provide customers with the seamless, digital-first experience they now expect. 

Read more: The Secret to Future-Proofing Your Digital Transformation 

By keeping a pulse on emerging trends and leveraging the latest innovations, you can turn industry shifts into opportunities for growth. The future of food and drink wholesale belongs to those who are proactive, adaptable, and ready to meet the demands of an ever-changing market. 

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