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IFE 2025: What’s hot (and cold) in drinks

Vuum, US

UK – IFE 2025, the UK’s leading food and drink trade show, kicked off in London on 17 March 2025, featuring more than 1,500 suppliers on the exhibitor floor and expert insights into emerging trends.

In a panel entitled Stand Out and Scale Up: How to Sell More Stuff on a Tight Marketing Budget, industry experts shared sales, PR and marketing strategies, urging brands to focus on deeper consumer motivations. ‘It’s about bringing the category to life, not just your product,’ said one panellist. Brands were also encouraged to increase average basket spend and consider their share of wallet – their role in the customer’s broader food shop. The panel emphasised that successful products contribute to overall retail sales. ‘It’s about how your product helps the retailer sell more,’ said Brett Goldhawk, founder of DesignHawk, underlining the need to position products as part of a wider retail strategy.

In the afternoon, the What’s Hot (and Cold) in Drinks: The Trends Shaping 2025 presentation by Phil Peters and Rob Dixon of YF, a consultancy driving innovation in FMCG, reinforced the findings of our Functional Feasting macrotrend report. The duo highlighted key developments in soft drinks, including growth in value driven by healthier options and functional beverages. The prebiotics market, for instance, is poised to grow from £7.06bn ($9.18bn, €8.40bn) in 2024 to £21.47bn ($27.89bn, €25.53bn) by 2032, growing at a CAGR of 14.9% during the forecast period 2025–2032 (source: GlI Research). Meanwhile, Gen Z are increasingly abstaining from alcohol, with 59% opting out – up from 37% in the past five years (source: Kantar Media). The shift towards glass packaging continues, fuelled by consumer concerns over microplastics and forever chemicals in bottles and cans. As health-conscious consumers become more discerning, sustainable packaging solutions will play an increasingly vital role. ‘Brands aren’t just building brands; they’re building habits and lifestyles,’ Dixon noted, highlighting the importance of long-term consumer engagement.

For more food and drink trends, read our Future Forecast 2025: Food & Drink report.

Strategic opportunity

Consider how to prioritise health-conscious products like functional drinks, plant-based options and low-sugar offerings. Could you innovate with functional ingredients (gut health, cognitive support, natural energy boosters) and educate consumers on their benefits?

Alo Yoga bridges virtual and physical worlds with Roblox store activation

Alo Yoga Sanctuary on Roblox, US

Global – Alo Yoga has revamped its sanctuary on Roblox, introducing new fitness features and a ground-breaking near-field communication (NFC)-powered in-store activation that connects digital and physical wellness.

In a first for the gaming platform, visitors to any of Alo Yoga’s 150 global stores can now scan an NFC-enabled sticker on store windows to unlock exclusive in-game gear, such as the Alo GOAT jacket.

Alongside this innovation, the updated Roblox sanctuary offers running challenges, cold plunge therapy, interactive gym equipment, and Alo Moves yoga and meditation content, blending fitness and mindfulness in a digital space.

‘This refresh underscores our commitment to innovation and to redefining wellness in both digital and real-life spaces,’ said Danny Harris, co-founder and co-CEO of Alo Yoga, in a press release.

For more insights on Alo Yoga’s recipe for success, head to our Brand Innovation Debrief:  Alo Yoga.

Strategic opportunity

Consider how to introduce NFC-enabled experiences in stores to bridge the gap between physical and digital shopping. Could you use NFC tags, for instance, to unlock exclusive digital content, discounts or virtual experiences linked to physical visits?

Stat: US couples are opting for lab-grown diamonds in engagement rings

Carolina Carballo for The Future Laboratory

US – More than half (52%) of Millennial and Gen Z couples are opting for lab-grown over natural diamonds for their engagement rings, according to The Knot’s 2025 Real Weddings study of 17,000 US couples.

This shift, up 6% from 2024 and 40% since 2019, is driven by affordability, size and perceived ethical and environmental benefits. The average price of an engagement ring has dropped to £4,008 ($5,200, €4,769) – a 5.5% decline from 2023; lab-grown stones offer larger carat sizes for the same price.

As younger consumers seek both affordability and sustainability, brands must be transparent about environmental impact while re-imagining luxury for a new era of conscious consumption.

Despite their eco-friendly reputation, however, lab-grown diamonds require high energy production, with more than 60% sourced from coal-powered regions (source: International Diamond Center).

For more on how the global wedding industry is evolving to align with Gen Z and Millennial values of affordability, mental health advocacy, sustainability and inclusivity, head to our Modern Marriage and Indian Nuptials Re-imagined reports.

Strategic opportunity

Diamond companies must prioritise ethical sourcing and sustainability credentials. Use blockchain to verify origins, invest in carbon-neutral mining and educate consumers about the long-term value of natural diamonds to win over younger consumers