From signals to strategy: navigating the future of food and nutrition

24.4.2025

As the food and beverage industry undergoes rapid transformation, it’s not the loudest trends but the quietest signals that often reveal the most about where the market is heading. From shifting consumer expectations to evolving health priorities, the question for manufacturers is no longer if change is coming—but how to act on it.

In Valio’s webinar, “Future-Proofing Food – How Consumer Needs Shape Tomorrow’s Market,” our experts Dr. Kevin Deegan and Katriina Leigh explored the emerging forces poised to reshape product development, business strategy, and category growth.

What they uncovered goes far beyond short-term trends.

What’s changing – and why it matters

The discussion focused on key directional shifts across global markets, including:

The rise of personalisation as a driver of product choice, fueled by consumers’ increasing access to personal health data and desire for tailored nutrition.

The evolution of protein from a niche to a daily essential, seen as a functional, empowering component that supports everything from satiety to active aging.

The repositioning of digestive wellness from trend to expectation, with consumers associating gut health with emotional balance, energy, and overall well-being.

The demand for food and beverage options that deliver functionality without compromise—especially in areas like sugar reduction and lactose free formulation.

These are not simply trends: they are signals of deeper change. And they’re already influencing how consumers evaluate products, how categories are being redefined, and where future opportunities lie.

Why future-focused businesses are paying attention

The global success of high-protein and lactose free dairy, along with science-backed ingredient solutions such as Valio Eila® MPC 65 and our Fast Track™ formulation support, offer proof that businesses embracing these signals can stay ahead of the curve—while building products that meet real, lasting needs.

As Katriina Leigh noted during the session: “What begins as a weak signal often becomes the new standard. Success lies in knowing which signals to act on – and when.”