Plant-based diets have reached the mainstream, driven by pandemic-era increases in attention paid to both personal health and the environment. For increasing numbers, plant-based is moving from a trend to a lifestyle, offering a way to explore emerging values and re-energise traditional cuisine. For instance, 

 identify as vegan or vegetarian, and chefs in Latin America are spearheading a plant-based boom. And nowhere has seen a sharper rise in veganism than 

, a country renowned for its food culture rich in meat and dairy. But while the plant-based life has won over many in these markets, there’s still a need for newer narratives to win back once-enthusiastic customers in places like the 

The plateauing interest in meat alternatives, following a spike in 2020, is indicative of many feeling underwhelmed with the taste of plant-based offerings, especially at a hefty price point when compared with traditional meat. People pay around 

 at the supermarket, which is enough to deter many flexitarians in an inflationary climate. On top of this, 

 about reducing meat consumption based on environmental concerns. To keep the important flexitarian consumer on side, brands are trying to shift this experience: 

 has partnered with multiple fast-food chains to bring affordable plant-based options to where the eaters are – including vegan chicken at 

 – something that has proven difficult in the past. Elsewhere, brands like 

 are innovating to provide realism for tofu-averse flexitarians.

As they reach child-raising age, Gen Yers are beginning to make choices about their children’s diets. 

 of young Americans view themselves as flexitarians, so it’s no surprise that there’s an interest in educating young children about non-meat diets. With Canvas8 data finding that 76% of Gen Yers are involved in addressing environmental issues in some way, these eco-conscious attitudes are manifesting within their children’s diets. But, despite 

 wanting more plant-based food in their children’s diets, many are needing brand support to win over unconvinced children. With this in mind, 

 has launched plant-based, dinosaur-shaped nuggets to help court picky eaters, while 

 has launched a campaign to help parents talk to their children about plant-based eating.

of those who have reduced their meat consumption cite environmental concerns as a reason for their decision

What’s driving the sales downturn of plant-based meat?

When Impossible Foods and Beyond Meat first came on the scene, the future of plant-based protein looked decidedly juicy. But the hype and popularity of these products have waned. So why are sales of plant-based meat suddenly lagging and what can food brands do to reignite consumer excitement?

Why is plant-based meat losing its sizzle?

While concerns around the climate crisis are mounting, many people are divided about making substantial lifestyle changes that directly affect the environment, like eating less meat. This reluctance signals a deeper action-value gap in the pursuit of a more sustainable world.

People are divided on reducing meat for the climate

What is drawing German consumers to plant-based diets?

Bratwursts and kebabs may be par for the course in Germany, but no other country in Europe has seen such a sharp rise in vegans over the last ten years. As plant-based offerings continue to skyrocket and consumers seek sustainable food options, what can brands do to cater for this vegan culture?

Why are Germans embracing veganism?

Dating app Drybaby is creating a hub for sober curious singletons to connect offline. The hub taps into the shift among young Americans towards more mindful focused forms of leisure. And as dating app fatigue grows, it also shows the opportunity for brands to support a slower approach to dating.

Drybaby dating app caters to sober curious singletons

Rotterdam Urban Winery is turning surplus table grapes into wine, addressing food waste and supply chain issues and appealing to eco-conscious wine sippers. This mirrors a trend of eco-driven innovations in alcohol but only acts as a part of a holistic approach to sustainable drinking experiences.

Rotterdam Urban Winery transforms grape waste into wine

K-food is making its mark on Japan’s food market with the growth of quick-fix frozen Korean-style meals. People are increasingly looking for authentic global food experiences and convenience, and they are taking the lead from wider cultural phenomena to find inspiration.

Korea's cultural influence in Japan expands to food

Amid the rising popularity of microdramas, brands like KFC are increasingly embracing microdrama marketing. Through its "Reincarnation: Don’t Mess with the Foodie Empress”, KFC fosters more genuine connections with viewers through engaging branded content.

KFC releases microdrama for genuine connection

Fast food giant Pizza Hut is opening stores that offer smaller, cheaper versions of its favourites to attract cost-conscious diners in China. With people cutting back on dining out amid financial uncertainty, fast-food chains are proving to be more affordable and convenient options.

New Pizza Hut concept stores in China help diners save 

Netflix Japan has collaborated with Suntory’s Horoyoi brand of ‘sours’ to release a limited-edition canned cocktail for some of its upcoming series. As alcohol consumption declines in the country, brands are offering NOLO options centred around evolving social moments and drinking occasions.




Netflix launching canned cocktails for Japanese fans

Starbucks and Hello Kitty have united to launch exclusive merchandise and drinks across thirteen APAC regions to celebrate Hello Kitty's 50th anniversary. By tapping into nostalgia and people’s love for collaboration, they aim to captivate and unite new fan groups.

Starbucks and Hello Kitty launch anniversary merchandise

As the stigma of single dining fades, more Americans are choosing to dine out alone for convenience, exploration, and personal time. Signaling desires for autonomy and self-care, the shift presents restaurants with opportunities to create accommodating and personalized experiences for solo diners.

Americans are dining out alone more than ever

The Macallan has released 200 bottles of its oldest whisky yet, each priced at $190,000 and available for purchase by invitation only. The marketing strategy and design mirror the approach of luxury watch brands, making it a collectors' item – and tapping luxe whisky connoisseurs.

The Macallan releases whisky to buy by invitation only

Are ‘better for you’ snacks on their way out? Are Gen Zers the last generation of session drinkers? Will 2025 be the year that nightlife makes its comeback? In this chapter of the 2025 Expert Outlook, we speak to three experts about how people are dining with less cash to spare.

2025 Expert Outlook on Eating and Drinking

Through limited-edition flavors, a focus on nostalgia, and attention to TikTok, Goldfish is successfully bridging generational gaps and bringing its snack to more people. What do brands need to know about the company’s resurgence in modern times, and what can they learn?

How Goldfish uses nostalgia to reach US snackers

With the launch of Smidgin, a high-botanical gin intended to be used in short pours to make low-alcohol cocktails, Suffolk-based brewery Adnams is taking new, flavour-forward experiences to the increasing British demand for low-alcohol beverages. What does this say about what sober drinkers desire?

Why Adnams’ Smidgin mixes hyperlocal buzz for sober drinkers

The social enterprise Plate It Forward brings community to the kitchen by providing a safe working space for some of Australia’s marginalised individuals. Dining there means donating a meal to someone in need, touching on Australians’ core values and connecting with them beyond just a transaction.

Why Plate It Forward serves expat cuisine for an Aussie cause

As people are looking to streamline their busy lifestyles, meal preparation remains an obstacle for many – and especially younger generations. Catering to them, Heinz has rolled out a carbonara sauce as a quick and easy solution for pasta fans with on-the-go lifestyles.

Heinz woos convenience-seeking Gen Z pasta lovers

As the realities of climate change start to threaten the production of raw ingredients, businesses are having to pioneer adaptable strategies to meet demand. Production in the cocoa industry is especially high stakes. Innovation is becoming a core strategy to build trust and solve supply challenges.

Cocoa industry uses sustainable solutions to build trust

Amid a nationwide tendency for long work weeks and rigid hierarchies, Suntory stands out in Japan for all the right reasons. The worldwide beverage giant has an employee-first philosophy, treating mistakes as learning opportunities, aligning with Japanese employees’ desire for psychological safety.

How Suntory is helping Japanese people unlearn perfectionism

For a fourth year, Heinz has pledged support for Black-owned restaurants in the US through its grant program. As people call for more equitable solutions to address diversity issues, brands will be challenged to go beyond virtue-signaling and tackle the systemic causes of disparity.

Heinz renews support for Black restaurateurs in the US

Prepackaged cups of ice have been flying off the shelves of Chinese convenience stores this summer. As people continue to look for affordable indulgences, cost-conscious young shoppers are experimenting with drink combos to make cheaper cold beverages that don't involve a trip to a cafe.

Chinese audiences turn to ice-cups for affordable drinks

Soju is one of South Korea’s most popular products. However, its domestic sales have fallen as Gen Y and Z Koreans increasingly prefer whisky, tequila, and makgeolli. Changing drinking habits, influenced by crackdowns on traditional events, now favour mindful social drinking over binge drinking.

What are South Koreans drinking now?

‘Meatfluencers’ are encouraging people to embrace meat-based diets that reconnect with an idealised hunter past. Driven by the ‘manosphere’ but also rising among women, carnivorism represents a rejection of ‘woke’ narratives around health and sustainability and a desire for agency.

The US manosphere drives surge in 'carnivore diets’

As people begin to embrace a more experimental approach to sustainable solutions, designer Jinghan Li is pioneering a new approach to both waste and industry collaboration. Her Project FabriCandy initiative turns waste textiles into edible treats and attempts to show a new way of creating food.

Designer sustainably turns waste fabric into safe sweets

The tourism industry has seen a significant resurgence post-COVID-19, with numerous travellers eager for wine-focused experiences. But in this vast opportunity, how can wineries of any size, from small, family-run ventures to larger operations, truly capitalise on it?

Why is wine tourism booming globally?

Since the 70s, Japan has celebrated Christmas as part of its love for American culture. Despite religious differences, the Japanese adopted a unique holiday tradition that places KFC’s fried chicken at the centre of the holiday table, especially in a culture that loves festivals and convenience.

Why a KFC bucket became a Christmas tradition in Japan

Mexican beer company Tecate has launched Momentitos, an app that syncs with Google Calendar to help friends find time to meet. The move promotes Tecatita Light, a low-alcohol beer claimed to be perfect for casual, everyday meetups and combats the loneliness epidemic that haunts many friendships.

Momentitos offers casual socialisation for damp drinkers

Technology company Delta H Innovations is tackling temperature with a smarter and smaller device that allows warm drinks to cool on the go. The creation has gained GBP 150,000 (roughly $196,538) in crowdfunding and is entering a market that has attempted to crack the self-cooling issue for decades.

Delta H Innovations cools drinks for Britons on-the-go

India faces a severe water crisis, with many people lacking clean drinking water. Water utility company Uravu offers a sustainable solution through water-from-air technology. The brand’s installed modular systems and water bottles urge Indians to reduce reliance on erratic groundwater sources.

Why Uravu designs a futuristic water system for Indians

Chivas Regal and Arsenal announced a new multi-year partnership ahead of the new football season. With Britons decreasing their alcohol consumption, the whiskey brand is appealing to fans by emphasising the values of community, progressing culture, and celebrating collective success.

Arsenal x Chivas Regal taps into football fan community

Research has found that most infant and toddler foods sold in Australia fail to meet the WHO’s nutritional standards. As young parents have to navigate an overwhelming information landscape, brand credibility and trust will factor into their purchase decisions more saliently than ever.

Aussie parents faced with misinformation on baby food

Olympic diver Tom Daley is the face of Malibu's water safety campaign, addressing research that shows many Brits drink before swimming. The initiative combines video messages and custom products to promote responsible behaviour around water, highlighting the dangers of mixing alcohol and swimming.

Tom Daley and Malibu target water safety with summer ad

For almost 100 years, it seems the Year of the Tiger has reigned. In a masterclass of longevity and creativity, brands might learn valuable lessons from the roaring Singaporean beer brand about catering to the ever-evolving tastes, values, and excitement of Southeast Asia.

How Tiger Beer creates fresh buzz among SEA drinkers

The Mid-Autumn Festival's influence stretches globally, touching billions of people of Chinese descent. Specifically, Southeast Asia houses the largest concentration of China's diaspora. What do the region’s localised celebrations of the event look like, and how can brands connect with its citizens?

How have Southeast Asians localised the Mid-Autumn Festival?

Young people's beauty trends are becoming increasingly food-focused, with culinary-aesthetic-inspired online trends taking over the beauty world. As these aesthetics grow in popularity, brands are turning to unorthodox collabs in order to attract Gen Z and Alpha attention.

Beauty brands turn to food collabs for Gen Z appeal

Nestlé’s Nespresso is expanding its product category to honey and honey syrup for the first time in nearly 40 years. As people continue to seek tailored nutrition that focuses on their daily needs, brands can cater to functional dietary requirements by offering healthier alternatives to sweeteners.

Nespresso launches honey range for functional drinkers

Chipotle has collaborated with Wonderskin for Lipotle, a so-called 'burrito-proof' lip stain, just in time for National Avocado Day. Unconventional collaborations are growing as a way for brands to get attention, particularly as Gen Zers lean into increasingly messy eating behaviors.

Chipotle unveils smear-free lip stain for burrito lovers

By evoking nostalgia, maintaining a distinct taste, and strategically integrating itself into American culture, Hershey’s has become a household name. The brand has leveraged its heritage status to become a part of people’s treat rituals and remain inseparable from the country’s cultural calendar.

How Hershey’s melts American hearts with its treats

From health-conscious options to limited-edition collaborations, what people expect from movie theater snacks is evolving far beyond mere popcorn and candy. But what is at the root of this shift? And how can brands within these spaces cater to Americans’ changing preferences?

What do people want from movie theater snacks?

Japan’s fast-food industry is a fascinating landscape where historical roots and modern innovations merge. From the early days of speedy dining to the fusion of flavours and the focus on healthy food, it highlights exciting opportunities for creative culinary innovation and global expansion.

What are Japanese people craving for in their fast food?

Canadian convenience store Ed's in Brookswood has become a viral sensation and unlikely tourist destination. The owner's eccentric personality, unique global snacks, and engaging social media presence have reimagined the convenience store experience, all while preserving a sense of local identity.

How Ed’s in Brookswood turns local charm into global appeal

Black Eats LDN vibrantly celebrates Black-owned food businesses in the capital, with its events and markets showcasing diverse cuisines and supporting entrepreneurs. How does its approach resonate with a new generation’s hunger for authentic and inclusive dining experiences?

How Black Eats LDN gives Britons a taste of Black diaspora

PepsiCo has launched the Planting Pathways initiative to provide opportunities for under-supported and early-stage farmers in Iowa. Intersectional environmentalism is key to developing a diverse and resilient ecosystem, and people are looking for targeted and holistic help from businesses.

PepsiCo pledges to support local farmers

Gen Zers are drinking less alcohol than any other generation. This doesn't mean they lack interest in beverages; rather, they're creating new habits and rituals around drinking, whether it's with alcohol, functional drinks, or low- and no-options. They're drinking mindfully with a focus on wellness.

How drinking culture is changing for Gen Z

Inspired by French cafes, South Korean bakery-cafe Paris Baguette has taken advantage of Koreans’ admiration for European baked goods and their desire to build cultural capital to become a well-loved franchise worldwide. What can other brands learn from its international success?

How Paris Baguette bakes Korean aspiration into pastries

The power of pastries and desserts as mechanisms for comfort and self-care can't be underestimated. Tapping into this, Hotel Chocolat is rolling out its own bakery brand, serving sweet and savoury pastries and hot food, including its signature Chocolatier’s Carrot Cake and a Cacao Pod Pastry.

Hotel Chocolat’s new bakery range delights treat seekers

Heinz has teamed up with Deadpool & Wolverine in a witty campaign featuring a spoof trailer, custom ads, and collectible sauce bottles. Leveraging humor and self-awareness, the collab shows how brands can engage audiences by tapping into pop culture and embracing irreverent meta-narratives.

Heinz x 'Deadpool & Wolverine' courts pop culture fans

Luxury beer is having a moment in China despite beer sales being generally flat. Eschewing bland marketing for traditionally feminine packages and fruitier flavours, young Chinese women are leading a charge among Gen Z to turn drinking into an experience rather than a mundane Friday night activity.

What’s brewing in the world of young Chinese beer drinkers?

British Gen Zers are looking for ‘baby’ versions of their favourite alcoholic drinks, driven by health concerns to seek bite-sized cocktails. As Britons cut down on their drinking, opportunities exist to find fun ways to get damp-drinking Gen Zers to enjoy alcohol in moderation.

Damp drinking Gen Zers opt for 'baby' cocktails

Many health-conscious individuals are reducing their alcohol intake and adopting more moderate lifestyles, but what are they looking for in alcohol-free offerings? Canvas8 spoke to Dr. Scott Taylor Jr. about perceptions of low-and-no craft beers and what may lead people to change up their habits.

Do more with less! The science of ‘nolo’ drink perceptions

Anheuser-Busch InBev is leveraging Olympic sponsorship to support global ambitions for its new Corona Cero brew. With low- and no-alcohol drinks continuing to trend as people embrace sober culture, sponsorship opportunities around traditionally alcohol-centric sports events are shifting.

Corona Cero heroes alcohol-free beer at Olympics

More and more Vietnamese cafes are opening across Portland, meeting a growing demand for Vietnamese drinks and snacks. As people increasingly seek out diverse cuisines, diaspora communities are introducing new foods and flavors to a broader audience while adding their own cultural spin. 

Vietnamese coffee sees surging popularity in Portland

Hope & Sesame has found its footing in Guangzhou and has become one of China’s best. The Dongshankou-set speakeasy’s unique approach to unearthing craft cocktails fostered a global following among alcohol lovers, whose preferences continue to shift toward symbolic beverages and brands.

Why Hope & Sesame crafts liquor journeys in urban China

Discarded Spirits is revolutionising the alcohol industry by transforming food waste into premium liquors. With innovative collaborations and a strong focus on sustainability, the Scottish brand appeals to those seeking purpose-driven products to elevate their drinking experiences.

How Discarded Spirits makes food waste ‘taste beautiful’

Lee Kum Kee has partnered with creative agency Grey Hong Kong to create a retro-inspired convenience store with recipe creator zones, culinary collaborations, and free giveaways. The store shows that even simple cooking ingredients can be made more exciting with sensory experiences.

Lee Kum Kee launches experiential pop-up in Hong Kong

A Mercedes partnership will add DC fast chargers to 100 Starbucks along Interstate 5, the main north-south highway on America's west coast. As EVs transform how we 'refuel', people will seek new ways to spend charging time, turning brief gas station stops into longer, more meaningful experiences.

Mercedes-Benz and Starbucks expand EV charging network

Pret a Manger has announced the end of its coffee subscription programme. The service offered its subscribers nearly unlimited coffee for a monthly fee. As people look to cut costs, they’re looking to give their loyalty to brands that help them save money on daily splurges.

Pret a Manger shutters popular subscription service

Faced with persistently high costs at supermarkets, a lack of space to entertain, and ever-changing dietary needs, many Gen Yers are looking for alternatives to the traditional Christmas dinner. How can retailers and food brands better cater to their festive meal requirements?

What do Gen Yers want from their Christmas dinners?

Coffee culture in Australia was largely modelled after European cafes, but it has since developed its own style. However, new waves of Asian migrants, a growing cost of living crisis, and digital workers using cafes as offices are changing what it means to ‘grab a coffee’ in 2024.

Amid a financial crisis, how are Aussies getting their coffee fix?

As part of its 70th birthday promotions, Burger King has launched the 'Balloon Burst' game, which gives members of its loyalty program a chance to enter sweepstakes and earn points. As loyalty programs become the norm, creative routes that leverage deeper participation are becoming more important.

Burger King launches rewards game for 70th birthday

Costco has begun selling an apocalypse-ready emergency bucket stocked with meals that last over two decades in preparation for emergencies. As the future becomes more uncertain amid heightened social tensions, people are looking for tools to give them feelings of long-term security.

Costco's doomsday buckets signal desire for preparedness

The UK criminal justice system is in crisis. In response to prison system challenges, a craft brewery in Oxford is offering training in ale brewing to previously incarcerated Britons, supporting new starts while addressing labour shortage challenges plaguing the country.

Tap brewery's training targets reoffending rates in UK

Beer has been a part of Japanese culture since the 1800s, becoming the country’s most popular bar drink. But alcohol consumption habits are changing. Young Japanese people do not feel inclined to drink as much as their predecessors did, signalling a need for brands to adapt to new preferences.

What’s behind Japan’s long love affair with beer?

On social media platforms, meals are getting a little calorific. As women embrace the carnivore lifestyle and swap out vegetables for hunks of meat and butter, it’s fueling a shift in diet culture and giving rise to collectives with like-minded, non-mainstream foodie values.

Who are the new lady carnivores?

Dairy company Chobani has developed Chobani Super Milk, a shelf-stable cow's milk designed solely for distribution during natural disasters and to food-insecure communities. As geopolitical and climate instability grows, crisis-ready products are becoming more important for supporting people. 

Chobani addresses instability with stable milk product

Nespresso is looking to give Gen Z an immersive boutique experience to support brand engagement. As personalized interactions continue to prove powerful, brands have an opportunity to create memorable, educational, and shareable moments that reinforce identity and resonate with younger audiences.

Nespresso spotlights immersive coffee iterations

People from Northeastern India have faced prejudice toward their local cuisine. However, as interest in hyperlocal stories grows, YouTubers tackling negative stereotypes are finding global audiences and driving attitudinal shifts by spotlighting the local culture and ecology behind the dishes.

Hyperlocal food content is shifting global prejudices

Swedish research offers guidance for plant-based fermented foods that meet consumer preferences. As audiences try to incorporate flexi diets into their daily lives, this research is paving the way for more appealing and healthier alternatives in the growing flexitarian market.

Swedish researchers develop plant-based fermented foods

Eating and Drinking

Opinions about plant-based products and diets are splintering 

Despite the continued keen interest in plant-based food and diets by many, the initial novelty of the movement is beginning to wear off for some. As a result, people are becoming disillusioned with the culture, instead looking for simplified approaches to products that can prove their eco-claims, offer something new, or provide new functionalities.