• The "Sweet Trends 2025" report by Südzucker, one of the leading companies in the European food industry, highlights consumer preferences regarding processed foods and beverages.
Based on an extensive study of 6.010 consumers from several countries, the report analyzes the main factors influencing purchasing decisions, highlighting a clear trend: natural is becoming an essential criterion, connecting health, taste and sustainability.
In the context of a global market marked by economic and political instability, according to the study Sudzucker, taste, health and price continue to be the three main pillars in consumers' purchasing decisions, a constant trend since 2011. However, the 2025 report highlights a significant change: choosing natural is rapidly gaining ground, becoming a decisive factor in all countries analyzed. While taste and health have seen an increase in importance compared to 2024, price has remained stable, with a slight decrease between 2023 and 2024.
Natural is not just a trend, but a link between all major purchasing criteria: taste, health, sustainability and regionality. Consumers associate natural ingredients with health (80% believe that products with natural ingredients are healthier) and authenticity. In countries such as Poland and Italy, natural ingredients occupy a place almost as important as price, coming close to third place in the ranking of purchasing criteria. For consumers who follow special diets or who frequently consume organic products, natural is even more important than price, coming in third place, after health and taste.
Gen Z and sustainability
The report highlights notable differences between generations. Gen Z and Baby Boomers place greater importance on taste, while sustainability and price are priorities for Gen Z. Given the increasing purchasing power of this generation, sustainability is expected to become an even more relevant factor in the future. For example, 72% of European consumer goods manufacturers feel significant pressure from consumers to act on climate change.
Consumers continue to demand transparency, but the time spent reading information on packaging is decreasing. Over two-thirds of consumers consider it important to understand the composition of a product, but prefer information that is quick and easy to understand. Labels of the type "Traffic Light" or "Nutri-Score" are losing relevance, and trust in such labels has decreased by 10% since 2021, according to a study EuromonitorConsumers are less willing to try new products based solely on these labels, which highlights the need for authenticity and clarity.
Health in sweet products: more than just reducing sugar
When it comes to sweet products, health is not just about fewer calories or less sugar. Consumers prioritize natural ingredients, transparent processes, and the absence of additives. The most important aspects are:
- Natural ingredients: consumers prefer recognizable ingredients, associated with clean labels.
- No additives: short ingredient lists, with familiar elements, are highly appreciated.
- Clear processing: transparent production methods increase trust.
Reducing sugar remains a challenge, especially in categories like soft drinks and cereals, where it is more relevant than in baked goods or frozen desserts. However, taste remains the top priority, and consumers will not accept compromises in this regard, even if the product has less sugar.
Sustainability is still relevant, but price has the final say
Although sustainability has lost ground to other purchasing criteria, it remains relevant, especially for Generation Y. The report notes that over 50% of consumers consider sustainability important, especially in the cereal and cereal bar category. However, the cost of living crisis has shifted consumers’ attention to maximizing their budget, which has diminished their willingness to pay more for sustainable products. Only 11% of European consumers are willing to pay a higher price for eco-friendly products, a decrease of 6% compared to 2020.
Consumers are aware of climate change and want to make a positive impact, but a lack of trust in sustainability promises and a perception that they are the norm, not a differentiator, are reducing the influence of this criterion. Manufacturers need to communicate the real impact of their products more clearly to regain consumer trust.
Organic consumption remains relatively stable, with 88% of consumers purchasing organic products at least occasionally. Generation Z leads the way, with 96% of them consuming organic products, compared to older generations. For organic consumers, health, taste and natural ingredients are more important than price, and they are willing to pay more for quality.
What is forecast for the coming period?
The Südzucker 2025 report highlights a significant shift in consumer behavior. As markets face economic and geopolitical uncertainties, producers must quickly adapt to consumer preferences. Naturalness and authenticity will continue to be key factors, and clear and transparent communication will play a key role in regaining consumer trust. And solutions that combine taste, health and natural ingredients, without compromising affordability, will be the most competitive.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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