Pathways to Healthier and more Sustainable Eating in 2025 

Looking back at 2024, we realise that not much has changed in the diets of consumers. Consumers need more help in making the right food choices. As we step into 2025, we therefore anticipate a significant shift towards hybrid meat: meat products that blend traditional meat ingredients with vegetables.  

In an interview with Eiwit Trends, Durk Bosma, founder of the Future of Food Institute, shares his view on the struggle of consumers to make healthier choices. He also calls for action from food product developers and governments to enable healthier eating. 

The Challenge of Healthier Choices 

Although consumers are increasingly prioritising health, they often find it impossible to make healthier dietary decisions. Durk observes that while consumers intend to choose healthy food, ingrained eating patterns can be difficult to alter. To address this, Bosma advocates for “silent improvements,” where healthier elements are subtly integrated into familiar foods, allowing individuals to benefit without consciously modifying their behaviour. 

The Rise of Hybrid Products

Hybrid products, which combine animal ingredients with vegetable components, are entering our supermarkets. Incorporating vegetables into meat products—such as mixing onions or pea protein into minced meat—can gradually increase vegetable intake. This method offers a practical solution for consumers seeking healthier diets without sacrificing the flavours and textures they enjoy.  

Sustainability and Consumer Perception

In addition to delivering health benefits, hybrid products contribute to sustainability by reducing consumption of animal proteins. Bosma observes growing consumer fatigue towards overt sustainability messaging. He also notes an aversion to ultra-processed food that mimic meat. To transition consumers to more sustainable eating habits at scale, he suggests emphasizing attributes like taste and affordability. For example, Lidl’s hybrid minced meat incorporates pea protein and is marketed as a tasty, cost-effective alternative to traditional minced meat. This positioning resonates with budget-conscious consumers while covertly supporting environmental goals. 

The Role of Government

Durk Bosma also highlights the importance of government support in driving healthier food choices. He notes that governments can play a crucial role by creating policies that encourage producers to reformulate products and by making healthier options more accessible and affordable for consumers. Reconsidering the idea of reducing VAT on vegetables and fruits would be a good place for the Dutch government to start. 

Looking Ahead

The Future of Food Institute predicts that 2025 will bring an expansion of hybrid products in the market. Durk is also optimistic that technological developments will replace the need for salt, sugar and other unhealthy additives. Cultivated meat is another innovative area developing fast. Durk believes that European consumers will be open to choosing cultivated meats when these arrive on the market if they are positioned as the next logical development in meat production. 

 

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We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight. 

We are the insights partner of choice for food companies and non-profits  that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.


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