Trend Show at ISM 2025: What´s coming, what´s staying, what´s going

Quality alone no longer suffices. Consumers not only expect high-quality ingredients, they also demand a well-thought out overall experience. Brands have to build a strong identity and tell authentic stories to assert themselves in a saturated market. The demand for personalised, functional foodstuffs is growing, whether for age-appropriate food, targeted performance increases or mental health. Products that not only taste good, but which also offer health-related or emotional added value are booming.

The wish for unexpected taste experiences is a particularly dynamic section. Just under half of the consumers are looking for exciting combinations that unite tradition with innovation. The mixture between sweet and salty, crunchy and creamy or exotic and familiar meets the zeitgeist. At the same time, trusted concepts with a modern twist are gaining significance - classic recipes are being reinterpreted and enhanced with contemporary ingredients.

In addition to enjoyment and innovation, the theme sustainability also remains to be a decisive factor. The climate change is facing the industry with great challenges, since raw materials like cocoa, coffee or olive oil are increasingly affected by production fluctuations. Companies are increasingly relying on resilient supply chains, alternative cultivation methods and sustainable packaging to address these changes. Plant-based diets are also experiencing a transformation: Instead of highly-processed alternatives the consumers are increasingly opting for natural, pure products.

A further exciting field is the connection between food and beauty. Food with skin care ingredients, i.e. that contain collagen or antioxidants are conquering the shelves. Consumers are selectively looking for products that support their external appearance and increase their well-being. Parallel to this the awareness for the importance of healthy intestinal flora is growing, which is why fermented foodstuffs, probiotics and fibre are in even greater demand.

Technology is also playing an ever-increasing role. Artificial Intelligence is not only implemented for taste prognosis purposes, but also for the personalisation of food and for the development of totally new snack experiences. From AI-generated recipes through to tailor-made diet plans - the borders between technology and enjoyment are becoming more and more blurred.

ISM 2025 demonstrated it: The snack and sweets industry is on the brink of an exciting transition. Brands that pick up on trends like personalisation, sustainability and courageous taste combinations, are capable of actively co-shaping the market. Those, who remain flexible and push innovations, will not only attract the attention of the consumers, they will also be successful long-term.

Want to learn more? Visit the coming ISM 2026 or let Innova Market Insights advise you about the latest developments.