Here are the five vegan trends we believe will shape 2025.
The plant-based food market in Italy has experienced remarkable growth in recent years. Retail sales of plant-based products in Italian supermarkets and discount stores reached €641 million in 2023, marking a 16% increase compared to 2021 (GfiEurope). This data highlights a growing awareness of more sustainable and mindful dietary choices.
As the VEGANOK Osservatorio, we constantly monitor these dynamics and have identified five major vegan trends we consider essential for 2025. These trends not only reflect market directions but also represent promising opportunities for building a more sustainable and inclusive future.
Fusion cuisine with a vegan twist
2025 will see an increasing blend of diverse culinary traditions reinterpreted through a vegan lens. Dishes like vegan ramen made with local ingredients or jackfruit tacos spiced with Asian flavours will become more common, satisfying consumers’ desire to explore new tastes without compromising ethics and sustainability. This trend will push restaurants and food producers to create recipes that combine elements from different cultures, offering innovative and environmentally conscious gastronomic experiences.
Vegan mainstreaming among iconic brands
More iconic brands are introducing vegan product lines. For instance, Ferrero has launched a vegan version of its iconic Nutella, replacing milk with plant-based ingredients.
This trend is expected to intensify in 2025 as consumers reward brands that align with new sustainability and inclusivity values. As a result, companies will invest heavily in the vegan sector as a strategic market segment, further cementing plant-based products as a mainstream choice.
Precision fermentation: the future of food science
Fermentation is reshaping the vegan food landscape, offering innovative and sustainable solutions. Through this technology, microorganisms like yeast, bacteria, or fungi are programmed to produce specific proteins or molecules, replicating those found in animal-based products without animal involvement. This approach enables the creation of plant-based foods with characteristics remarkably similar to traditional products. The most promising applications include vegan cheese, dairy alternatives, pastry and bakery ingredients, plant-based butter and fats. 2025 is set to witness the large-scale adoption of precision fermentation, further revolutionising the vegan food industry.
Sustainable and vegan packaging: the future of packaging
Packaging can be vegan, too. In 2025, there will be growing attention to packaging free from animal-derived components, sustainable, and innovative, such as VEG-PACK, a revolutionary step towards a truly ethical packaging sector. Materials such as plant-based biodegradable plastics, compostable wrappers, and edible packaging will become standard for vegan products. The commitment to sustainability will also be reflected in reusable solutions, reducing waste and promoting a circular economy. Consumers will increasingly value clear and transparent labels confirming the absence of animal-based components in packaging. In 2025, packaging will be more than just a container—it will be a key element in communicating brand consistency and ethical values.
Local superfoods: sustainability meets wellness
In 2025, the concept of superfoods will evolve by focusing on local, sustainable ingredients. Hemp, lupins, chickling vetch, and antioxidant-rich fruits like blueberries and currants will take centre stage in new formulations combining nutrition with reduced environmental impact. This trend highlights native crops, reduces carbon footprints, and promotes biodiversity, offering nutritious and accessible alternatives to exotic superfoods. Veganism will thus continue to merge health, sustainability, and a deep connection to local territories.
The five major vegan trends identified by the VEGANOK Osservatorio for 2025 are more than mere predictions; they reflect the evolution of a movement reshaping how we consume and live. From the cultural blending of fusion cuisine to the mainstream adoption of vegan products by iconic brands and from innovations like fermentation and sustainable packaging to locally sourced superfoods, veganism remains at the heart of a global transformation.
2025 won’t just be about consolidation—it will open new horizons where ethics meet science, tradition blends with innovation, and personal well-being intertwines with safeguarding the planet. The VEGANOK Osservatorio will continue to monitor, analyse, and report on these developments, contributing to a more conscious, sustainable, and inclusive future.
Veganism is no longer just an alternative—it’s the driving force of change.
Read also: Vegan Cheese Banned: Interview with Barbara Ferrante, the Entrepreneur Challenging the Rules
