New trends in European food and beverage industry analysed at SIAL Shanghai
As a guest at the SIAL Shanghai 2025 Import/Export Forum, Jean-Gabriel Mollard, Marketing & Communications Director – SIAL Network, provided a comprehensive overview of the major developments shaping European food markets today.
Between the search for meaning, health requirements and responsible consumption, consumer expectations are undergoing profound changes.
Pleasure remains a priority… but a redefined pleasure
In a context marked by geopolitical uncertainty, food inflation and an ageing population, European consumers are above all seeking to regain optimism in their daily lives. And food plays a central role in this quest. Pleasure remains a strong value, with a focus on taste, sharing and conviviality. Jean-Gabriel Mollard points out that ‘eating well’ is increasingly associated with ‘eating together’, and that meals with family or friends remain important moments, even in an increasingly fast-paced world.
The appeal of world cuisine confirms this trend: the success of Korean bibimbap, tacos and gochujang-based dishes reflects an appetite for culinary escapism. This thirst for new taste experiences is paving the way for a diverse range of offerings inspired by world cultures, reinforcing the emotional dimension of eating.
Health, transparency and targeted nutrition
Another major change is the rise of personalised nutrition. Through a ‘two-step’ approach, European consumers are demanding both health safety guarantees and products tailored to their specific needs. Seniors, children, pregnant women, athletes: each profile requires a targeted functional response. From Actimel enriched with vitamin D to drinks for women going through menopause, innovations are multiplying.
Digestive health, immunity and sugar reduction have become common concerns, as has the simplicity of recipes. Labels are becoming easier to read, ingredients lists shorter and ingredients more natural. This trend is fuelling the success of fermented, enriched and additive-free products.
Expectations in terms of transparency are also very high: consumers want to know where products come from, their exact composition and their impact on health, and they want this information to be easily accessible, directly on the packaging.
Accessibility and sustainable transition in the spotlight
Finally, pressure on purchasing power is forcing brands to rethink their offerings. Jean-Gabriel Mollard stresses that ‘accessibility must not come at the expense of quality.’ Family-size formats, products made from alternative raw materials, and single-serve packaging are among the strategies being deployed to balance price and perceived value.
But food cannot ignore its environmental impact. The rise of responsible solutions – reduced or recycled packaging, regenerative agriculture, animal welfare labels – shows a shared desire to align taste and ecological awareness. Brands such as Ferme de Loué, Lupi Coffee and Joker are part of this evolution, with better designed products throughout the chain.
Inclusivity is also becoming increasingly important, with innovations designed for older people, people with disabilities and those who are concerned about plant-based diets or specific beliefs or diets.
Jean-Gabriel Mollard’s presentation at SIAL Shanghai confirms that European F&B markets are entering a new era, marked by hybrid expectations: pleasure, health, accessibility, sustainability and transparency must now coexist. For manufacturers and distributors alike, the challenge is clear: to meet these multiple aspirations while creating meaning. This ambition is at the heart of the SIAL network’s mission.
Credit Image: SIAL
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