Key Findings

Edible oils driving value growth

Recent years of poor harvest and logistics disturbances in oil crop supply chain led to major price hikes causing consumption in volume terms to contract. 2025 brought back relative stability in prices while many countries mitigated logistics risk by focusing on local and more affordable varieties.

Time constraints create demand for convenience

Throughout 2023-2025, more companies returned to offices. The move created higher demand for quick lunch options in meals and soups. Likewise, consumers switched from foodservice to ready meals as household budgets became tighter.

Focus on dietary restrictions

Demand for products with dietary claims are becoming more common and generating sales. Vegan and vegetarian options are especially notable in meals and soups but also expanding in sauces, dips and condiments. Gluten-free, high-protein or low in sugar products are gaining recognition throughout the majority of categories.

Viral content creating instant demand

Social media increasingly affects consumer buying patterns. Popular content can generate immediate global demand for niche sauces or sweet spreads. Reaction videos encourage trial and replication of recipes, especially if they require few and readily available pantry items.

Small brands and private label fulfil consumer needs

Large global corporations have seen a decline in shares in most regions. Smaller local brands are able to react to changing consumer needs in a more agile way. At the same time, private label has expanded its range to target more consumer groups and cater to varied diets, contributing to well-established brand decline in market share.