Against the backdrop of consumption upgrading, the food and beverage industry in 2025 is undergoing multidimensional innovation and transformation. The "Top 10 Consumption Scenarios" research jointly released by GroupM and Foodaily reveals the latest market trends and opportunities. These scenarios can be categorized into four major groups based on consumer needs: daily life fundamentals, emotional indulgence, health supplementation, and social connection weaving. Bakery Chinaprovides you with the latest information.

Daily Life Fundamentals focus on basic dietary needs. The "Home Kitchen" scenario is being redefined, with brands developing innovative products such as microwave-ready pre-made meals and versatile seasoning packs tailored to different groups like cooking novices and new parents. The "On-the-Go Energy" scenario addresses mobility needs, offering lightweight options like portable workout nutrition packs for active young consumers. The "Workplace Recharge" scenario caters to office workers with snacks designed for short breaks in the office pantry.

Emotional Indulgence prioritizes psychological well-being. In the "Self-Pampering" scenario, "guilty pleasure" snacks serve as stress relievers, while the "Flavor Adventure" scenario satisfies curiosity with regional specialties like the recently viral Tianshui spicy hot pot and Guizhou sour soup.

Health Supplementation emphasizes wellness. The "Fragmented Wellness" scenario provides convenient solutions like office-friendly health snacks, while the "Precision Nutrition" scenario targets specific needs, such as functional foods for women navigating menopause. The "Clean Eating" scenario promotes natural, minimally processed diets, with native nutrition emerging as a key trend.

Social Connection Weaving centers on interpersonal relationships. In the "New Gift Culture" scenario, food becomes an emotional conduit, with lighthearted giftables gaining popularity. The "Gathering Moments" scenario features interactive foods like edible chocolate game pieces to liven up social events.

The research also highlights five key innovation trends in snacks: sensory innovation through flavor fusion and blending; premium-quality ingredients as a top priority; the enduring appeal of traditional Chinese wellness concepts; increasing demand for scenario-specific products; and emotional value as a core driver of upgrades. These trends indicate that food innovation is shifting from functional satisfaction to emotional connection, opening new avenues for brand differentiation.

As consumer needs diversify, food and beverage brands must precisely identify scenario-based innovation opportunities. By refining product design and marketing strategies to meet both functional and emotional demands, brands can achieve sustainable growth in this evolving landscape.

Bakery China 2025 will continue to share more industry professional content with you, so please stay tuned!

Bakery China, organized by China Association of Bakery and Confectionery Industry (CABCI) and Bakery China Exhibitions Co., Ltd. was launched since 1997. Bakery China is the Asia Pacific‘s leading event serving the entire value chain for the bakery and confectionery market. The event presents all range of ingredient, equipment, packaging and services, and enables global leading professionals and buyer delegates to meet and share the latest innovations and thinking on manufacturing & distribution, R&D, applications and related services for bakery industry.

To enter China, the most promising bakery market, must visit Bakery China 2025 on May 19-22, 2025 at National Exhibition and Convention Center (NECC), Shanghai, covering 320,000 sqm show space. Over 2,200 exhibitors and 400,000 visits are expected.

Source：FoodDaily