13-15 April 2027
13th International Food & Drink,
Food Processing and Packaging Exhibition
EXPO XXI Warszawa, 12/14 I. Prądzyńskiego Street
13-15 April 2027
13th International Food & Drink, Food Processing and Packaging Exhibition
EXPO XXI Warszawa, 12/14 I. Prądzyńskiego Street
Just a few years ago, consumers were guided primarily by the price and taste of food products. Today, the composition, origin of raw materials, nutritional values, and the impact of food on health and the environment are becoming increasingly important. Growing consumer awareness means that producers must respond more quickly to new trends and market expectations. What factors are currently driving the food industry, and what do consumers expect from modern food? The answers to these questions reveal the direction in which the entire food ingredients sector is developing.
Table of contents
🟢 How are the expectations of modern consumers changing?
🟢 What trends are driving the modern food market?
🟢 Convenience and speed of shopping also influence consumer decisions
🟢 Sustainable development as an important element of purchasing decisions
🟢 How are food producers responding to new market needs?
🟢 Summary
🟢 FAQ
As already mentioned at the outset, not so long ago the most important factors for many people were the price of a product and its availability. Today, purchasing decisions look quite different. Consumers more frequently check the composition of products, compare labels, and pay attention not only to the product itself, but also to the way it is produced. The quality of ingredients, transparent communication, and the impact of food on health are becoming increasingly important. This is particularly evident in the food industry, where shifts in consumer preferences very quickly translate into changes in manufacturers’ offerings.
Growing nutritional awareness means that consumers analyse more carefully what goes into their shopping basket. A product label is no longer merely a formality – for many people it is one of the most important sources of information during shopping. Customers pay attention to the length of the ingredient list, the presence of preservatives, the amount of sugar, and the type of additives used. The simpler and more natural the recipe, the greater the trust in the product.
The clean label trend is also gaining considerable popularity. Products with a short, easy-to-understand ingredient list are today perceived as more natural and less processed. Consumers want to know what they are eating. They are no longer interested solely in marketing slogans on the front of the packaging. They increasingly read the small print on the back of the product. This means that food producers must design their recipes and communication more carefully.
The approach to food itself has also changed. For many people, eating today is meant not only to satisfy hunger, but also to support health and everyday functioning. Growing interest in functional food shows that consumers are looking for products that address specific needs, such as improving immunity, enhancing concentration, aiding recovery, or supporting the digestive system.
Products enriched with vitamins, minerals, adaptogens, or added protein are also attracting growing consumer interest. This is visible in the beverages, snacks, and dietary supplements segments alike. The market is also being influenced by the development of the wellness trend and greater awareness of health prevention. We increasingly think about health in the long term, rather than only when problems arise.
The modern consumer wants to know more about a product’s composition as well as about the brand itself. The origin of raw materials, the production method, and the conditions in which food is made are becoming increasingly important. Companies that clearly communicate their ingredient sources and production process build greater trust among their customers.
Quality certificates, organic labels, and confirmations of compliance with specific standards are also gaining significance. For many customers, these serve as an additional argument in favour of purchasing. Transparency is becoming a real market expectation. Younger consumer groups in particular are quick to detect inconsistencies in brand communication and increasingly expect concrete information rather than vague general declarations.
Just a few years ago, high-protein products were associated mainly with athletes and supplements for physically active people. Today, the protein segment is reaching a much broader group of consumers. Protein has become one of the most frequently sought-after ingredients on food product labels.
The market sees a constant growth in protein snacks, yoghurts, desserts, bars, and ready meals. Functional drinks with added protein, vitamins, or ingredients supporting physical recovery are also gaining popularity. This is the result of growing interest in a healthy lifestyle, physical activity, and wellness in the broader sense. Consumers are looking for products that can be easily incorporated into their daily diet without having to sacrifice convenience.
The development of plant-based products is also having a significant impact on the food industry. A plant-based diet has ceased to be a niche and is increasingly becoming part of everyday purchasing choices. This applies not only to vegans and vegetarians. Flexitarians – consumers who reduce their meat consumption without giving it up entirely – are becoming an ever-larger group.
In response to these changes, manufacturers are expanding their range of alternative protein sources – plant-based drinks, dairy substitutes, and products based on legumes, oats, peas, or fermented plant ingredients. Growing interest in new raw materials and food production technologies is also evident.
One of the most clearly visible directions of change is the reduction of sugar and artificial additives in food. Consumers are increasingly avoiding heavily processed products and paying attention to simpler recipes. This is prompting manufacturers to modify the composition of their products and seek new technological solutions.
Natural sweeteners such as stevia, erythritol, and fruit concentrates are gaining in importance. The quantities of preservatives, artificial flavourings, and colourings are also being reduced more and more frequently. Product reformulation has become one of the more significant topics for the food industry. However, companies must find a balance between consumer expectations and maintaining the taste, shelf life, and quality of the product. This is precisely why the development of the ingredients market and new food technologies is taking on such great importance today.
The modern consumer wants to eat better, but at the same time does not want to spend many hours planning shopping and preparing meals. The pace of life means that convenience is becoming one of the more important factors influencing purchasing choices. This applies both to the product itself and to the way it is bought. The food market is therefore responding ever more strongly to the need for time-saving and simple solutions.
The convenience food segment has been growing steadily for several years. Consumers readily reach for products that can be prepared quickly or consumed immediately after purchase. This does not mean, however, that convenience is the only consideration. Expectations regarding the quality of the composition and nutritional values are also increasingly common.
Healthy “on the go” snacks, ready-made salads, lunch dishes, and ready-to-eat products are very popular. Younger consumer groups in particular are looking for solutions that can easily be taken to work, the gym, or on a journey. A shift is also visible in the approach to convenience food itself, as ready-made products are no longer associated exclusively with heavily processed food. They increasingly feature simpler compositions, higher protein content, or functional additives.
For manufacturers, this means the need to combine convenience with quality. Today’s consumer expects a product that is quick, but at the same time fresh, tasty, and suited to their lifestyle.
The way food shopping is done is also changing. More and more consumers are using online platforms, shopping applications, and home delivery services. Just a few years ago, e-commerce in the food industry was developing much more slowly than in other sectors. Today, online shopping has become a daily reality for many people.
Social media also has a significant influence on purchasing decisions. Consumers discover new products through TikTok, Instagram, and YouTube, and influencer recommendations often translate into real sales. Nutritional trends spread very quickly – it only takes a few viral pieces of content for a specific product or ingredient to start appearing in the offerings of shops and restaurants.
For food brands, this means the need to maintain consistent communication across multiple channels simultaneously. What matters is not only the product itself, but also the way it is presented, user reviews, and its presence in the digital world. Consumers want to buy quickly, conveniently, and preferably where they spend their time every day – online.
Just a few or over a decade ago, environmental issues were for many consumers merely an add-on to the purchasing decision. Today, however, that trend has reversed, and it is ecology that has become one of the reasons for choosing a specific product or brand. We are now looking not only at the composition of food itself, but also at how it was produced, packaged, and delivered. Growing environmental awareness is influencing the entire food sector.
One of the most visible directions of change concerns packaging. Consumers are increasingly expecting solutions that reduce the amount of plastic and waste generated. In response to these needs, manufacturers are developing biodegradable packaging, recyclable materials, and reusable systems.
The less waste trend is also gaining significance. More and more brands are looking for ways to reduce food losses and make better use of raw materials in the production process. The food industry is also increasingly discussing the circular economy – a model based on maximising the use of resources and minimising material waste. For consumers, what is becoming important is not only what they buy, but also how the product affects the environment after it has been used.
Growing interest in sustainable development is also influencing attitudes towards the origin of products. More and more consumers are choosing local food and supporting producers operating close to where they live. For many people, this means greater trust in product quality, a shorter supply chain, and a reduced environmental impact of transport.
The topics of carbon footprint and responsible sourcing of raw materials are also gaining importance. Consumers want to know where ingredients come from and under what conditions they were produced. They are paying increasing attention to ethical supply sources, animal welfare, and the methods used to cultivate agricultural raw materials.
Food brands must therefore respond not only to needs related to taste and price, but also to questions concerning social and environmental responsibility. For many companies, transparency in this area is today becoming just as important as the quality of the product itself.
Changing consumer expectations mean that food producers must respond to trends much more quickly than just a few years ago. A good product alone is often no longer sufficient. What matters is flexibility, the ability to observe the market, and to adapt the offering to new lifestyles, dietary habits, and the growing health awareness of consumers. As a result, the food industry is investing ever more heavily in product development, research, and collaboration with the ingredients sector.
One of the most visible directions of change is the development of new food product categories. Producers are increasingly creating food that addresses the specific needs of their target audiences. The personalisation of nutrition is also becoming increasingly important. Consumers are looking for products suited to their lifestyle, age, physical activity, or preferred diet. This is precisely why more and more products are appearing on the market for active individuals, seniors, people reducing their sugar intake, or consumers following a plant-based diet.
New recipes and functional ingredients also play a significant role. Producers are experimenting with the addition of fibre, adaptogens, probiotics, vitamins, and alternative protein sources. At the same time, they are trying to simplify compositions and reduce artificial additives. Today, product development increasingly involves finding a balance between nutritional value, taste, convenience, and consumer expectations.
The food market is changing very rapidly, which is why producers are devoting ever greater attention to data analysis and observing consumer behaviour. Trends that were niche just recently can quickly become a popular market segment. Good examples of such trends were the boom in pistachios, Dubai chocolate, and matcha in 2025 and 2026. Companies must therefore respond efficiently and continuously monitor changing purchasing preferences.
The development of R&D departments and collaboration between food producers and ingredient and technology suppliers are equally important. The food and ingredients industries are becoming increasingly intertwined, particularly in the areas of functional food, product reformulation, and the development of new raw materials.
In practice, this also means a growing importance of industry exhibitions, conferences, and food sector meetings. It is there that companies can observe new directions of market development, discover technological solutions, and respond more quickly to consumer needs. For many producers, trend analysis has become an everyday element of product development strategy planning.
Consumer decisions are no longer influenced solely by the taste or price of products, but also by their composition, the origin of raw materials, the convenience of shopping, and brands’ approach to environmental issues. Health, transparent communication, and products tailored to lifestyle and individual needs are also becoming increasingly important.
For producers, this means the need to continuously observe the market and respond to new trends. The development of the food industry is increasingly based on new recipes, functional food, technology, and collaboration between food producers and suppliers of ingredients and technological solutions. At the same time, consumers expect responsibility both in terms of product quality and the way products are made.
All indications are that market expectations will continue to change. Companies that are able to combine product development with transparency, quality, and genuine responsiveness to consumer needs will have the greatest chance of building a strong position in the food industry in the years to come.
Consumer nutritional awareness is constantly growing. More and more people want to know exactly what is in a product, which is why they pay attention to the composition, sugar content, presence of preservatives, and artificial additives. A simple and easy-to-understand composition in line with the clean label trend is also of great importance.
Functional food refers to products that, beyond their basic nutritional function, are additionally intended to support the body and health. They may contain, for example, vitamins, minerals, probiotics, fibre, adaptogens, or an increased amount of protein. Consumers reach for them, among other reasons, to support immunity, concentration, or physical recovery.
Protein products are no longer aimed exclusively at athletes. They are now also chosen by people who care about a healthy lifestyle, the satiating quality of meals, and the convenience of everyday nutrition. High-protein snacks, drinks, and ready-made products are perceived as practical and nutritionally more valuable.
The plant-based trend is based on increasing the share of plant-based products in everyday diet. It applies not only to vegans and vegetarians, but also to flexitarians – people who reduce their meat consumption. As a result, manufacturers are expanding their range of plant-based drinks, dairy substitutes, and alternative protein sources.
The modern consumer wants to know where ingredients come from and how food is made. The origin of raw materials, quality certificates, production conditions, and honest brand communication are becoming increasingly important. Transparency builds trust and influences purchasing decisions.
Platforms such as TikTok, Instagram, and YouTube have an enormous influence on the popularisation of food trends. Viral products and influencer recommendations often very quickly translate into interest in specific ingredients or food categories. Social media have become one of the main channels for discovering new products.
Consumers are paying ever greater attention to the environmental impact of food products. Ecological packaging, waste reduction, local product origin, and responsible production are all matters of significance. For many people, environmental issues have become one of the more important factors influencing their choice of brand.
Producers are developing new recipes, investing in functional food, plant-based products, and convenience food solutions. Trend analysis, market research, and collaboration with the ingredients industry and the new technology sector are also playing an increasingly important role. This allows companies to respond to consumer needs more quickly.
