Specialist wholesaler Bidfresh has unveiled four key trends that are shaping the industry, with health identified as the most important factor for over a third of consumers (34%) when choosing food, followed by price (20%) and the environment (16%).
Having conducted the research, Bidfresh’s three specialist brands, Campbell Brothers (catering butchers), Direct Seafoods (nationwide fishmongers) and Oliver Kay (fresh ingredient suppliers), each show that value is no longer solely attributed to cost.
Furthermore, ‘The Juice’ fresh trends report also features advice from Bidfresh’s team of experienced butchers, fishmongers and greengrocers on how to leverage each trend for fish, meat, poultry, fruit and veg.
The four key trends identified across Bidfresh are:
- Feeding the soul: Research has shown that health has taken priority again after a dip during the cost of living crisis, a shift driven by heightened health concerns, environmental awareness and ethical considerations helping consumers make better food choices. While fruit, vegetables and certain species of fish are associated with healthy eating, this trend presents the opportunity to highlight the nutritional benefits of meat in forming a balanced and nutritious diet.
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- Closer to home: 43% of consumers would like to try Scottish, Welsh or Irish cuisine in the next 1-2 years[2], fuelled by a sense of identity and national pride. This trend helps to push provenance, as consumers continue to show a strong interest in where their meat, fish and veg come from, seeking reassurance through transparency. It’ll also help encourage the consumption of native fish species, fostering sustainability and reducing reliance on overfished options.
- Proactive practices: As consumer awareness of lifestyle choices continue to grow, the demand for sustainability and community engagement remains a top priority. However, consumers are also opting for venues that support local communities and charitable causes while minimising their environmental impact. Campbell Brothers, Direct Seafoods and Oliver Kay have full traceability of all their products, as well as accreditations for meat, fish and produce. The areas that consumers are most interested to see operators engage with are:
- · Food waste
- · Carbon reduction
- · Seasonality
- · Certifications
- · Regenerative farming
- · Sustainable seafood
- Flavours less travelled – Fresh meat: This trend celebrates the richness of diverse flavours, providing an escape from the ordinary, whilst maintaining authenticity in dishes. Taking a meat focus, the 2025 ‘Juice Trends’ highlights the appeal of cultural fusion, motivating chefs to look further afield for inspiration from other cultures, ingredients, spices and cooking techniques.
Jodie Gamson, senior marketing manager for Bidfresh said: “We’re very excited to launch our 2025 ‘The Juice’ fresh trends report highlighting the dynamic shift in consumer preferences.
“This year, it’s clear to see that consumers are looking for more than just great tasting food, they want food that nourishes both body and soul, while also being fully conscious of their impact on the environment.
