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IFE 2025: The future of food as medicine

Hormonal Balance Meal Plan Recipe by Lifesum, Sweden

On day two of IFE 2025, industry experts tackled the urgent dietary health crisis, while unveiling key trends shaping the future of food and drink.

In a panel entitled Food as Medicine, speakers highlighted the UK’s worsening health statistics: children’s height has declined yearly since 2013, at least one in five adults is clinically obese and diabetes now costs the NHS more than £10bn ($13bn, €11.9bn) annually (source: Diabetes UK).

‘Health, trust and sustainability are the big trends of 2025… the companies that embrace this shift will thrive,’ said Louis Bedwell, business unit lead of the Future Food Movement. Calls for policy action and business-led change emphasised the need for better hospital food, increased fibre intake (according to the National Diet and Nutrition Survey, 91% of UK adults don’t consume enough of it) and a shift away from ultra-processed foods – which now account for 66% of teenagers’ diets (source: UK National Diet and Nutrition Survey). Head to our New Era Nutrition interview with Lifesum co-founder Marcus Gners to find out more about how technology-driven personalised nutrition is shaping a new era of healthy living.

In the afternoon, Charles Banks, co-founder of thefoodpeople, outlined major future food trends for 2025–2026, from regenerative proteins to indulgent, crave-worthy treats. ‘Innovation isn’t just about new things, it’s about making what we have better,’ he said. For him, transparency, waste reduction, demand for a reduction of ultra-processed foods and eliminating harmful chemicals will define the next few years in the food and beverage industry.

Meanwhile, the rise of JOMO (Joy of Missing Out) reflects a cultural shift towards the ‘in-perience rather than the ex-perience’, said Banks. Consumers are focused on smart spending, restaurant-quality meals at home and creating meaningful rituals. We previously analysed this shift in our Homely Hospitality report.

Strategic opportunity

With consumers seeking restaurant-quality meals at home, consider how to develop premium ready-to-eat meal kits, fine dining-inspired frozen foods and 'in-periences' that enhance at-home food rituals

Brain Dead's Brooks Brothers California capsule collection re-invents Americana

Brooks Brothers California, US

US – Streetwear brand Brain Dead and legacy American luxury brand Brooks Brothers have collaborated on an unexpected capsule collection, Brooks Brothers California.

Available from 11 March 2025, the new label takes Brooks Brothers’ heritage menswear and injects it with Brain Dead’s subversive, streetwear-infused DNA to create a new genre of American menswear. Inspired by cultural legends such as Andy Warhol – a Brooks Brothers fan – the collection challenges tradition, drawing a new audience to the Brooks Brothers brand.

Items include a cotton Oxford long-sleeve shirt featuring the traditional Brooks Brothers collar and embroidered logo on the pocket, 100% cotton chino trousers featuring the Brain Dead x Brooks Brothers logo on the leg and a pleated chino blazer with patch pockets and logo on the sleeve.

Brooks Brothers California follows Brain Dead’s successful collaboration with Oakley, reinforcing its ability to push legacy brands into new cultural territory.

In the State of Streetwear, we underlined the importance of hype-boosting brand collaborations in keeping consumers engaged and developing the streetwear market.

Strategic opportunity

Heritage brands can remain culturally relevant by partnering with contemporary brands or next-gen creatives to re-imagine classic styles and attract a new audience

Stat: Public opinion on sports betting remains divided in the US

Photography by Shvets Production, Global

US – Despite widespread legalisation, Americans remain split on the impact of sports betting. New data from Morning Consult reveals that 33% of US adults view sports betting as a good thing while 31% consider it harmful. The remaining 36% are undecided.

Support is strongest among men (41%), Gen Z adults (40%), Millennials (42%) and avid sports fans (46%). Notably, 55% of women’s sports fans perceive betting positively, aligning with research highlighting their deep engagement in sports culture.

But participation remains limited. Only 26% of Americans have ever placed a sports bet, with those betting predominantly young, male and white. Women represent a largely untapped market, yet their scepticism about gambling – only 25% of them view sports betting in a positive light – poses a challenge for industry growth.

As brands increasingly collaborate with bookmakers, consumer sentiment reflects this divide, with 32% in favour and 34% opposed. Our Cultural Capital report dives deeper into the power of prediction markets among Gen Z.

Strategic opportunity

As data suggests a strong betting engagement from women’s sports fans, consider developing exclusive sponsorships or ethical customised betting products tailored to women’s leagues