FMCG Gurus -FMCG Gurus – Less is more: The Rise of Minimalist Diets – Trend Report – 2025

FMCG Gurus – Less is more: The Rise of Minimalist Diets – Trend Report – 2025

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FMCG Gurus – Less is more: The Rise of Minimalist Diets – Trend Report – 2025

 Geographies: Global  Industries: Taste & Nutrition, Trend Reports, Trend Resources, Ultra-Processed Foods  Published Date: 2025

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FMCG Gurus – Less is more: The Rise of Minimalist Diets – Trend Report – 2025

Report Description:

This report examines how consumers are changing their diets and how their understanding of avoidance and moderation of “dietary evils” has developed based on scientific research, media attention and public opinion. The report explores consumer awareness of ultra-processed food and drink, the type of ingredient claims that consumers find appealing and the different need states of consumers that are making changes to their diets.

This report will look at the following areas:

  • The areas of wellness that consumers are planning to make improvements to over the next twelve months.
  • How consumers define ultra-processed food and the proportion of consumers that say they understand the difference between UPFs and “processed” products.
  • The claims that consumers like to see on product packaging.
  • The amount of time that consumers spend looking at nutritional labelling when making purchasing decisions.
  • The challenges that consumers feel they face when it comes to trying to lead a healthy lifestyle.
  • How dietary habits are changing across the four generations.
  • How consumers with different need states are already monitoring nutritional intake.
  • How consumers describe a healthy diet.

FMCG Gurus – Less is more: The Rise of Minimalist Diets – Trend Report – 2025

Report Description:

This report examines how consumers are changing their diets and how their understanding of avoidance and moderation of “dietary evils” has developed based on scientific research, media attention and public opinion. The report explores consumer awareness of ultra-processed food and drink, the type of ingredient claims that consumers find appealing and the different need states of consumers that are making changes to their diets.

This report will look at the following areas:

  • The areas of wellness that consumers are planning to make improvements to over the next twelve months.
  • How consumers define ultra-processed food and the proportion of consumers that say they understand the difference between UPFs and “processed” products.
  • The claims that consumers like to see on product packaging.
  • The amount of time that consumers spend looking at nutritional labelling when making purchasing decisions.
  • The challenges that consumers feel they face when it comes to trying to lead a healthy lifestyle.
  • How dietary habits are changing across the four generations.
  • How consumers with different need states are already monitoring nutritional intake.
  • How consumers describe a healthy diet.

How This Report Can Benefit the Industry:

  • Addressing challenges: Understanding the challenges that consumers feel they face when trying to lead a healthy lifestyle and how brands can help to address these issues.
  • Inspiring innovation: This report aims to help the industry by using consumer insights to suggest opportunities and innovation for the future for this ingredient.

Files included in this report:

  • FMCG-Gurus-Less-is-more-The-Rise-of-Minimalist-Diets-Trend-Report-2025.pdf
  • FMCG-Gurus-Less-is-more-The-Rise-of-Minimalist-Diets-Trend-Report-2025.pptx
  • If you are a user, click here to login and download the report.

Report Agenda and Insights available:

Introduction
  • [UPF116] Do you know what ultra processed (UPF) food and drink is? - 2025
  • [PSN529] Do you plan to make improvements to any of the following areas of your health over the next twelve months? Please select all that apply - 2020, 2024
  • [UPF526] Do you know the difference between "processed" and "ultra processed (UPF)" food and drink? Please select the answer that best fits - 2025
  • [DH207] You state that you have changed your diet. What changes did you make? Please select all that apply - 2022, 2024
  • [UPF732] What do you deem ultra processed (UPF) food and drink to be? Please select all that apply - 2025
  • [DH831] Over the past twelve months, have you taken any of the following steps to address digestive health problems? Please select all that apply - 2020, 2019, 2018, 2022, 2024
  • [CN701] What types of claims do you like to see on product packaging? Please select all that apply - 2021, 2023, 2025
  • [HH695] Have you made any changes to your diet in the last twelve months to improve your heart health? Please select all that apply - 2021, 2019, 2018, 2023
  • [CN546] When evaluating labeling information for nutritional information when buying a product for the first time, how often do you tend to spend looking at this information? Please select the answer that best fits - 2025
  • [ELN376] Which of these factors do you find most important when buying food/drinks for your child? - 2021, 2019, 2018, 2023
  • [WM361] What steps have you taken to lose weight? Please select all that apply - 2021, 2019, 2018, 2023, 2025
  • [HAW874] What do you think constitutes a healthy diet? Please select all that apply - 2023
Motivations & Claims
  • [PSN529] Do you plan to make improvements to any of the following areas of your health over the next twelve months? Please select all that apply - 2020, 2024
  • [UPF526] Do you know the difference between "processed" and "ultra processed (UPF)" food and drink? Please select the answer that best fits - 2025
  • [UPF732] What do you deem ultra processed (UPF) food and drink to be? Please select all that apply - 2025
  • [CN701] What types of claims do you like to see on product packaging? Please select all that apply - 2021, 2023, 2025
  • [CN546] When evaluating labeling information for nutritional information when buying a product for the first time, how often do you tend to spend looking at this information? Please select the answer that best fits - 2025
Attitudes & Behaviors
  • [AN314] What challenges do you feel exist when it comes to leading a healthy lifestyle? Please select all that apply - 2021, 2019, 2023
  • [AN314] What challenges do you feel exist when it comes to leading a healthy lifestyle? Please select all that apply - 2021, 2019, 2023
  • [AN314] What challenges do you feel exist when it comes to leading a healthy lifestyle? Please select all that apply - 2021, 2019, 2023
  • [DH207] You state that you have changed your diet. What changes did you make? Please select all that apply - 2022, 2024
  • [DH831] Over the past twelve months, have you taken any of the following steps to address digestive health problems? Please select all that apply - 2020, 2019, 2018, 2022, 2024
  • [ELN821] How concerned are you about the following ingredients being in children's food and drink products? - 2021, 2019, 2018, 2023
  • [AN413] You state that you have changed your diet in the last two years. What have you done? Please select all that apply - 2021, 2019, 2023
  • [HH695] Have you made any changes to your diet in the last twelve months to improve your heart health? Please select all that apply - 2021, 2019, 2018, 2023
  • [WM361] What steps have you taken to lose weight? Please select all that apply - 2021, 2019, 2018, 2023, 2025
Actions & Recommendations
  • [HAW874] What do you think constitutes a healthy diet? Please select all that apply - 2023

Files included in this report:

  • FMCG-Gurus-Less-is-more-The-Rise-of-Minimalist-Diets-Trend-Report-2025.pdf
  • FMCG-Gurus-Less-is-more-The-Rise-of-Minimalist-Diets-Trend-Report-2025.pptx
  • If you are a user, click here to login and download the report.