What I learnt at Food Matters Live London (and why it matters!)

Hello GRATE readers,

Last week, you may have noticed a little empty space in your inbox on Friday morning. That's because there was no GRATE newsletter landing in your inbox. Thankfully, I have a good excuse!

I was in London for Food Matters Live at Olympia, squeezing in a Food Safari around some of the city's most exciting retailers and food destinations (more on that next week ;)), before the trip finished with a cancelled flight (thanks to Aer Lingus) and an unexpected overnight stay at Heathrow. Let's just say it wasn't quite how I'd planned to round off the week!

Despite the travel drama, it was an incredibly worthwhile few days. Food Matters Live brought together industry leaders, researchers, ingredient suppliers and food innovators to discuss the trends shaping the future of food and drink. While there was plenty of conversation around emerging ingredients, AI, personalisation and sustainability, the strongest message wasn't about a single ingredient or technology. It was about people.

How consumers are changing. How their eating habits are evolving. And how brands need to work harder than ever to make their products relevant, understandable and desirable.

A few themes came through repeatedly. Simplicity is becoming a competitive advantage. Consumers want clear benefits and clear reasons to buy. Taste remains non-negotiable, no matter how functional or sustainable a product may be. Meal occasions are becoming increasingly fragmented, creating opportunities for new formats and solutions. And perhaps most importantly, brands need to know the difference between a short-lived social media fad and a long-term behavioural shift worth investing in.

If there was one message I took away from the conference, it's that innovation isn't about chasing every trend. It's about understanding which consumer behaviours are truly changing and then creating products that fit naturally into people's lives.

Make it simple. Make it tasty. Make it relevant.

Below are five of the ideas and insights that particularly caught my attention.

As always, enjoy the read and please do keep the feedback coming

Annie x

SIMPLICITY WINS: CONSUMERS WANT CLEAR ANSWERS

One of the strongest insights from Robert Lowry's (R&D Director, PepsiCo) session on changing food trends was that consumers are increasingly overwhelmed by information. Rather than complex scientific explanations, people are looking for straightforward solutions to straightforward needs. If they want protein, they reach for chicken. If they need hydration, they look for products that clearly deliver it.

The opportunity for brands is to cut through the noise. Communicate purpose, function and benefit in a way that's instantly understood. The simpler the equation, the easier it is for consumers to make confident purchasing decisions.

FLAVOUR REMAINS KING

Despite the continued rise of health and wellness, speaker after speaker reinforced the same point: if it doesn't taste good, nothing else matters. Regina Haydon from Mintel highlighted an interesting tension. Consumers are seeking comfort and familiarity amid economic uncertainty, yet they still want excitement and moments of indulgence. This is creating opportunities for "safe adventure" — familiar flavours with a twist. Think matcha entering mainstream formats, Korean-inspired flavour profiles appearing in everyday products, or the rise of sweet-and-savoury combinations such as "Swalty". Health and indulgence are no longer competing priorities. The winners will be the brands that successfully deliver both.

PERSONALISATION IS ONLY JUST BEGINNING

Personalised nutrition was a recurring topic throughout the day, but perhaps the most interesting discussion centred on how diverse modern eating habits have become. The traditional three-meal-a-day structure no longer reflects how many consumers live. Hybrid working, shifting demographics, on-demand delivery and evolving lifestyles are creating a much more fragmented eating landscape. Consumers are increasingly asking themselves a simple question: "What do I feel like eating right now?" As meal occasions continue to multiply, opportunities emerge for brands that can deliver relevance to specific moments, needs and consumer groups.

UHHMAMI AND THE NEW GENERATION OF UPCYCLED PROTEIN

One of the most interesting product concepts I came across was from Uhhmami, founded by Frank Lantz. Their easy meal solutions use upcycled sunflower protein, delivering impressive levels of protein and fibre while helping consumers make use of the vegetables already sitting in their fridge. The concept aligns neatly with several major trends at once: convenience, sustainability, waste reduction and plant-forward eating. What stood out most was the philosophy behind it. Taste comes first. Convenience is essential. Comfort and enjoyment matter. Sustainability alone isn't enough — consumers still need a product that earns its place on the plate.

GLP-1s ARE STARTING TO RESHAPE FOOD CHOICES

GLP-1 medications were one of the most talked-about topics of the day, not because they're a trend, but because they're beginning to influence how people eat and drink. While the long-term impact is still emerging, brands are already observing changes in purchasing and consumption habits. Consumers using GLP-1s are often eating smaller portions, snacking differently and placing greater emphasis on nutritional value. This is creating opportunities for products that deliver functional benefits such as protein, hydration, gut health and muscle support in more compact formats. What I found particularly interesting was the discussion around adapting existing portfolios rather than creating entirely new categories. It's still early days, but this feels less like a passing trend and more like a behavioural shift that the industry will need to pay close attention to.