6 food trends fashion needs to know about in 2025

In 2025, the best way to win over consumers’ hearts is through their stomachs. This year, food trends will be the most important ones for fashion. The fashion and beauty industry has never been more hungry. From Chopova Lowerena’s viral Mayonnaise It-bag to glazed doughnut skins, Instagram creator Narasmith’s “cooked by scratch“ Marc Jacobs bag to the Loewe tomatoes — there’s no end to what’s on the horizon.

Gen Z is a prime example of this since they have been swapping expensive items for gourmet salads and juices to improve their everyday lives in an economically challenging environment.

As microtrends fade, the focus is shifting from individual products and lifestyles to the holistic aesthetic that a person represents in their everyday life. Trends are no longer limited to one category; they now influence fashion, beauty, homeware and food. Understanding these food trends in 2025 will not just be about the menu but also be a key to unlocking more insights into what consumers want.

Gen Z loves sensory experiences. It’s not only about the look of something but how it feels. This is according to Sydney Stanback, Pinterest’s head of global trends, who includes food trends in its annual Pinterest predictions report, alongside fashion, homeware, and beauty trends. Gen Z, who are digitally savvy and always curious, explore trends that older generations might have missed. They look at cross-category topics like Charli’s “Brat Summer“ or “Quiet Luxury“ on Pinterest or Instagram. These themes encompass all aspects of a person’s lifestyle, even what they eat.

Take last year’s “tomato girl summer“ as an example of the Dolce lifestyle. Melanie Bartelme is the associate director for food and beverage at Mintel. She says that the Mediterranean was appealing not only for its delicious food but also because of the people who we could be on vacation, from the clothes to the makeup and even the smell. Bartelme believes that these trends are important because they allow us to “daydream“ without having to do anything more than order an Aperol or wear a striped outfit and a hat.

Gen Z consumes these trends, both literally and metaphorically. They transform them into an integral part of their identities. Brands that position themselves as the centre of this cultural shift will win big.

Functional Feast

It seems paradoxical that food is now considered a luxury in an age where weight loss drugs such as Ozempic are the talk of the culture. This shift highlights how our relationship with food has changed completely—it’s no longer just a source of sustenance but a means for self-care and optimization.

Euromonitor’s insight manager for food & beverages, Matthew Barry, says that this is due to consumers feeling out of control. What do you do if the world is getting more chaotic and you don’t trust those in charge? Do not just control but also optimize. You may not be able to solve all the problems of the world, but with more energy and a stronger immunity system, you can face them.

Functional foods, which are enhanced by scientific advances to provide specific health benefits, are leading this change. Seyi Oduwole is a food and drinks analyst with strategic foresight firm The Future Laboratory. She says that consumers have adopted what she calls ‘functional eating’. She says that functional foods are only going to become more popular. Functional foods are becoming more popular, and brands are enhancing their product ranges with ingredients that provide specific health benefits. She says that prebiotics are being used more for gut health and protein supplements for strength and metabolic support. Nootropics, on the other hand, have cognitive benefits.

“Maybe you cannot solve all the problems of the world, but with more energy, an improved immune system, and better sleeping habits, you can face them.”

Functional food and drinks are also on the rise. Hailey Bieber’s “strawberry glaze“ smoothie, which is a branded Erewhon beverage, has made it the epitome of celebrity status. The Rs1800 concoction, which is packed with sea moss, collagen and hyaluronic acids, is marketed to give skin a plump, dewy glow. Marks & Spencer has just launched a new smoothie line, labelled “Revitalise“ and “Brain Food”, which highlights the mass appeal of functional eating. Barry from Euromonitor says that the ultimate status symbol is no longer the latest car or handbag but a biological age well below your literal age.

Bartelme of Mintel warns companies against going overboard with labelling. Back in the day, everything, even bottled water, was labelled gluten-free. “That was stupid and unnecessary,“ says she. Consumers need to know what is in their food. She says that when companies label their products as suitable for all current eating patterns, they risk turning away consumers who don’t care about them. She gives an example: “Consumers may question whether a food labelled as being suitable for [weight-loss drug] GLP-1 is going to taste good or not feel like diet food.”

Redefining comfort foods

Food is a comforting source that has never been surpassed, even in the Ozempic age. The emotional and sensory importance of food cannot be ignored, even though wellness and optimization dominate the conversation.

As a society, we are exhausted, anxious and burned out. Bartelme says that one way we have seen consumers relieve some of the pressures in their lives is to relax their expectations regarding what food should be. It has become more common to snack throughout the day rather than stick to rigid meal times. Combinations that were once considered unconventional — such as McDonald’s offering iced coffee with fries as a snack – are now seen as indulgences. She says that concepts such as girl dinner, an internet term for a casual meal consisting of mismatched or snack-like foods, show how meals with minimal effort can bring comfort and joy without judgment.

Jennifer Creevy is the director of food & drink at trend forecaster WGSN. She says that this has also led to a rise in “unserious food & drink”. She explains that this reflects the need for irreverence and silliness to counterbalance anxiety and stress caused by the polycrisis. For food and drinks, this means leaning on comfort, nostalgia, and playfulness. Think of playful textures, bright colours, unconventional formats, and experimental fusions to allow people to enjoy the moment fully.

Desserts and beverages have also become a key area for this type of experimentation. Stanback says that a standout trend in cake decorating is “chaoscakes”, where perfection is put aside. The cakes are decorated in a wacky, chaotic and expressive way, with a focus on having fun rather than a pristine look. She also mentions’surreal soirées’, which are characterized by creative, maximalist tablescapes. Pinterest discovered that searches for “surrealist tablescaping“ were up by 55 per cent in the past year. Also, the “Salvador Dali“ aesthetic (+40%) and “cake bouquets flowers“ (+30%) are on the rise.

Stanback says that instead of buying flowers or other traditional decor, people prefer edible decorations, like strawberry centrepieces and baguette bouquets. These can also be used as part of a meal. She adds: “We’ve seen chefs collaborate with fashion brands to highlight this trend, creating experiential events which merge food and fashion.“ This is a reference to Eckhaus Latta’s Spring/Summer 2020 show that was held during an elaborate dinner.

Creevy explains that the surrealist fashion trend offers opportunities for fashion brands, such as unexpected product collaborations and creative culinary displays during events. Imagine croissant handbags, sausage roll earrings, or pickle shoes. She says that these whimsical designs appeal to the same desire for fun and joy. Fashion has already tried out the strategy. Kate Spade’s Heinz Ketchup collection, Kate Barton’s goldfish snack bags, and Chopova Lowena’s Hellman mayonnaise bags were all huge last year.

The sober-curious Gen Z is revolutionizing the beverage industry.

Mintel’s research shows that around a third (18-24) of the population does not drink any alcohol and those who do treat it as an occasional indulgence. They are choosing a wide variety of nonalcoholic drinks instead.

Stanback says, “Soda-floats are returning, and younger generations are giving this old favourite a modern spin.“ She says that Gen Z’s love of nostalgia and their preference for nonalcoholic drinks are likely to be driving this so-called “rebel floats“ revival. According to Precedence Research’s statistical platform, the electrolyte drink market is expected to boom. In February 2024, cult Californian water brand Liquid Death will introduce the Death Dust electrolyte mixture.

Hypebeast Grocers & status snacks

You’ll see queues around the block in any major city at any time. Like streetwear, these culinary hotspots are now cultural status symbols. A plate of food has the same clout and influence as a limited-edition sneaker release.

“Food lore“ is a form of social currency. The Future Laboratory’s latest Food and Drink Futures Report says niche communities are promoting local products and places and cultivating subcultures of food where knowledge is the main barrier to entry.

Luxury fashion has already tapped into this market. Mytheresa and home and garden brand Flamingo Estate partnered on a pop-up titled ‘Inconvenience Store,‘ which featured Flamingo products, such as olive oil, spices, and sorbet, alongside Mytheresa’s curation luxury clothing, bags, and shoes. Richard Christiansen, Flamingo Estate’s founder, told Vogue Business that the people who bought our vegetables and had Flamingo Estate in their bathroom or kitchen also had Mytheresa in their wardrobes.

Fermentation fever

Fermented foods such as kimchi and miso, along with kombucha and natto, have become mainstream staples. They are celebrated for their gut health benefits and artisanal qualities, which are in line with the trend of functional eating.

According to CMR, a market research and consulting company, the global fermented foods and beverages market is expected to grow at a CAGR of 6.2% through 2030. This reflects its increasing popularity among health-conscious customers.

The trend also influences fashion. Loewe’s SS24 ‘Natural Fake’ collection, for example, featured garments that were inspired by organic textures with imperfections reminiscent of fermentation, highlighting this aesthetic crossover.

The Year of the Pickle and the Cherry

In 2025, pickles and cherries will be the most popular flavours. But they’ll also dominate as a cultural aesthetic.

Stanback, Pinterest’s Stanback, says that pickles are the ingredient of the season. They inspire everything from pickle margaritas to pickle de galo. Stanback cites Good Girl Snacks, which, with their Hot Girl Pickles (a play on the Internet’s “hot girl walk”), has become wildly successful.

What’s fascinating about this trend is that it goes beyond just the taste. Stanback continues, “Consumers are using the pickle-colour colour or as a part of their visual identity, mixing bold, adventurous flavours with visual identity.“ Celebrities are also supporting the trend: Bella Hadid’s pickle cocktail fits in perfectly with the pickle-fix craze. Dua Lipa’s viral concoction combining Diet Coke, Jalapenos, and pickles demonstrates this desire for culinary experimentation.

Since last year, Pinterest searches for “cherry martini”, “cherry car”, “cherry bedroom”, “cherry car”, “dark cherry“ and “cherry red“ have increased. Stanback says that “we’ve identified 100 search terms across categories“ that qualify for the trend.

There are many ways to leverage these food trends, from campaigns to events and product design. Food and fashion collaborations are based on multisensory stories that combine taste, touch, and visual appeal, says Riani Kenyon. She is an anthropologist, behavioural analyst, and consumer insights agency, Canvas8. This convergence allows brands the opportunity to create memorable and novel experiences that will deepen their emotional engagement.

Elf’s Dunkin’ Donuts makeup, which sold out quickly, shows how humour and cultural aesthetics are popular with younger audiences. Kenyon says that food-inspired fashion appeals not only to aesthetic synergy but also to nostalgia, humour, and whimsy, which Gen Z finds especially engaging. She highlights accessories such as Oscar Mayer’s Bacon-scented shoelaces or Mociun’s radish-inspired jewellery, both of which were popular last year.

Food trends are a great way for brands to reach consumers in a new and innovative way.