--- title: "From signals to strategy: navigating the future of food and nutrition" date: 2025-04-24 author: "Jaakko Linnalaakso" featured_image: "https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/04/Webinar_teaser_article_1920x1080.jpg" --- # From signals to strategy: navigating the future of food and nutrition # From signals to strategy: navigating the future of food and nutrition ![Katriina Leigh and Dr. Kevin Deegan.](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/04/Webinar_teaser_article_1920x1080_v2.jpg) 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: ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/04/terveys_300x300.png) The rise of personalisation as a driver of product choice, fueled by consumers’ increasing access to personal health data and desire for tailored nutrition. ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/04/ihminen_300x300.png) 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. ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/04/digestive_300x300.png) The repositioning of digestive wellness from trend to expectation, with consumers associating gut health with emotional balance, energy, and overall well-being. ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/04/valiojengi_300x300.png) 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.”* ## Want to learn more or discuss how these insights apply to your business? Our team is here to help you translate emerging consumer signalt into product strategies that deliver. **Get in touch to:** - Explore how Valio’s B2B solutions can support your product development - Request sample concepts or ingredient information - Continue the conversation around future-focused food innovation ![Katriina Leigh](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2023/10/Katriina-Leigh_contact2023-300x400-2.jpg) #### Katriina Leigh Customer Development Manager International Food Solutions Sales First Name Last Name Email Company CountrySelectAfghanistanAland IslandsAlbaniaAlgeriaAmer.Virgin Is.AndorraAngolaAnguillaAntarcticaAntigua/BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBermudaBhutanBoliviaBonaire, SabaBosnia-Herz.BotswanaBouvet IslandsBrazilBrit.Ind.Oc.TerBrit.Virgin Is.Brunei Daruss.BulgariaBurkina FasoBurundiCabo VerdeCambodiaCameroonCanadaCARCayman IslandsChadChileChinaChristmas IslndCocos IslandsColombiaComorosCook IslandsCosta RicaCote d’IvoireCroatiaCubaCuraçaoCyprusCzech RepublicDem. Rep. CongoDenmarkDjiboutiDominicaDominican Rep.EcuadorEgyptEl SalvadorEquatorial GuinEritreaEstoniaEswatiniEthiopiaFalkland IslndsFaroe IslandsFijiFinlandFranceFrenc.PolynesiaFrench GuayanaFrench S.TerritGabonGambiaGeorgiaGermanyGhanaGibraltarGreeceGreenlandGrenadaGuadeloupeGuamGuatemalaGuernseyGuineaGuinea-BissauGuyanaHaitiHeard/McDon.IslHondurasHong KongHungaryIcelandIndiaIndonesiaIranIraqIrelandIsle of ManIsraelItalyJamaicaJapanJerseyJordanKazakhstanKenyaKiribatiKuwaitKyrgyzstanLaosLatviaLebanonLesothoLiberiaLibyaLiechtensteinLithuaniaLuxembourgMacaoMadagascarMalawiMalaysiaMaldivesMaliMaltaMarshall IslndsMartiniqueMauretaniaMauritiusMayotteMexicoMicronesiaMinor Outl.Isl.MoldovaMonacoMongoliaMontenegroMontserratMoroccoMozambiqueMyanmarN.Mariana IslndNamibiaNauruNepalNetherlandsNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandsNorth KoreaNorth MacedoniaNorwayOmanPakistanPalauPalestinePanamaPap. New GuineaParaguayPeruPhilippinesPitcairn IslndsPolandPortugalPuerto RicoQatarRep.of CongoReunionRomaniaRussian Fed.RwandaS. Sandwich InsS.Tome,PrincipeSaint HelenaSaint MartinSamoaSamoa, AmericaSan MarinoSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSint MaartenSlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth KoreaSouth SudanSpainSri LankaSt BarthelemySt Kitts&NevisSt. LuciaSt. VincentSt.Pier,Miquel.SudanSurinameSvalbardSwedenSwitzerlandSyriaTaiwanTajikistanTanzaniaThailandTimor-LesteTogoTokelau IslandsTongaTrinidad,TobagoTunisiaTürkiyeTurkmenistanTurksh CaicosinTuvaluUgandaUkraineUnited KingdomUruguayUSAUtd.Arab Emir.UzbekistanVanuatuVatican CityVenezuelaVietnamWallis,FutunaWest SaharaYemenZambiaZimbabwe Message Dairy commodityChocolate and confectionery Email Contact form Confec Send messageFill in all fields correctly.A technical error occurred.Thank you for your message. We’ll get back to you shortly. ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/06/shutterstock_2234119299-800x384.jpg)## Want to watch the webinar? Go in depth with our *“Future-Proofing Food – How Consumer Needs Shape Tomorrow’s Market”* on-demand webinar. Explore critical shifts shaping the future of food and learn how your business can benefit. [Get the recording here](https://www.valio.com/events-and-webinars/future-proofing-food-how-consumer-needs-shape-tomorrows-market/) ## Read more [![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/11/pursotusesimerkkeja_kakuissa_2400x1600-min-400x267.jpg) Article ##### Bakery industry trends: nutrition, clean label & premium… 13. February 2025 ](https://www.valio.com/articles/bakery-industry-trends-nutrition-clean-label-premium-taste/) [![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn.valio.fi/mediafiles/7FA3A851-A2CA-4FB9-B536-A12DAE607D4F/800x500-large-banner-with-image) Article ##### How to capitalise on the drivers behind the dairy trends ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2023/09/BrandPhoto_Valio_COMPLETE_9021_Sara_Helminen-85x128.jpg) Sara Helminen 11. April 2025 ](https://www.valio.com/articles/what-is-driving-the-dairy-trends/) [![Woman and two girls.](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2023/12/woman_2_girls_kiss-400x267.jpg) Article ##### Clean label trend is evolving – consumers still willin… ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2023/09/BrandPhoto_Valio_COMPLETE_9021_Sara_Helminen-85x128.jpg) Sara Helminen 29. January 2025 ](https://www.valio.com/articles/clean-label-trend-is-evolving-and-consumers-willing-to-pay-a-price-premium/)