Trends28th Oct 2025•13 minute read

Food for thought : new paths to reconnection to fuel food brand growth

WPP Media France

56%¹ of French people no longer know who to trust when it comes to nutrition. 

This figure is merely a reflection of a much deeper and more widespread questioning. In a world where economic, political, climatic, and technological crises are shaking all benchmarks, 45%² of French people believe that the word "distrust" best summarizes their state of mind, a +7pt increase vs. 2024.

Faced with this pervasive uncertainty, the reflex is to refocus on oneself, on what is closest and most authentic. This is how word-of-mouth, whether from peers or influencers, now fully takes its place alongside traditional communication. This trend is all the more pronounced as food has become a true cultural, social, and identity marker. Proof of this: today, 71%³ of users get inspiration for their meals from social networks. It is therefore not surprising that the Ad Awareness of the food sector has dropped by 2.1 points since 2019, benefiting word-of-mouth (+0.9 points). Paradoxically, while brands are encouraged to find a new balance in their communication, the media approach of the food category has evolved little, capturing only 8% of advertising attention⁵.

Consequence: 89%⁶ of French people don't even remember the brands in their own refrigerators. This observation reveals a true "attention black hole," highlighting a major deficit in emergence and relevance for food brands in the eyes of consumers.

Therefore, the crucial question arises: how to achieve this essential reconnection to boost growth?

To answer this, WPP Media conducted an in-depth study, led by Alisson Clot (Head of Strategy) and Marion Dessemme (Strategy Lead), highlighting three distinct approaches adopted by the French regarding food in order to better reconnect with their aspirations.

This analysis is based on a rigorous methodology:

Data-driven monitoring and expert analysis for the first half of 2025.
Quantitative field study: National survey via the WPP Media Panel with 810 respondents (18-70 years old, representative of the French population).
Prospective evaluation of weak signals: Selection of relevant signals based on their level of sustainability and impact via WPP Open, our proprietary AI-powered tool.

The control of everything: self-optimization through food 

In a world where everything seems beyond our control, a significant portion of French people (one-third of our panel) seeks to master every aspect of their lives, including their diet. For them, the plate becomes a tool for personal optimization, performance, and well-being.

This thirst for control is primarily manifested by a quest for personalized nutrition. 60%⁷ of French people are interested in a service that analyzes their DNA for tailored health advice, and 28% plan to follow a personalized diet and exercise plan in the future. Innovations such as AI-personalized gummies or health applications based on biological analysis (e.g., "Fit Fight Forever Biological Age App") illustrate this search for precision.

In the same vein, hydration plays a crucial role. Functional beverages and flavored waters, often in “on-the-go” formats, are perceived as true wellness allies. An expected growth of 8%⁸ for this type of beverage in France by 2027 is noted, with a sharp increase in searches for terms like “ginger shot recipe” (+80%) or “homemade electrolyte drink” (+110%). This trend reveals a desire for hyper-control over hydration intake and its benefits.

Optimization now extends to rest: sleep becomes a true performance lever, as evidenced by the 100 million views of the "Sleepmaxxing" phenomenon on TikTok. 30%⁹ of consumers already use sleep-dedicated products or services, seeking to improve their recovery through food (pineapple, kiwis) or specific supplements.

The quest for control also affects the hormonal sphere. The "Hormonal Quest" is accelerating, with a multiplication of product launches (saffron, gummies, essential oils), and a 70% increase in "menopause podcast" searches, as well as 250% for "new menopause treatment."

In parallel, psychonutrition is gaining momentum: +250% in "food + brain" queries in six months. Brands like Activia are expanding their offerings to include mental health, while products like adaptogen coffee or microbiota care illustrate this trend of seeking mental well-being through food.

The rise of synthetic foods also falls within this logic of optimization: 50% of French people are willing to consume meat alternatives, and 37%¹⁰ are open to lab-grown meat.

Finally, the "Size Zero Returns" phenomenon and the obsession with body control are resurfacing. Beyond weight-loss medications, social networks are flooded with new diet trends and "miracle" products like the "transit squares," reflecting a quest for body vigilance. The presence of only 0,8%¹¹ of plus-size models on the 2024 Fashion Week runways and the 200% increase in searches for "Ozempic prescription" underscore this return to the glorification of thinness.

For brands, scientific rigor and innovation are then imperative. The goal is to empower consumers with hyper-control, transforming food into a measurable lever for performance and well-being.

By decoding instinct: The objective is to lighten the mental load associated with rigorous food choices by leveraging artificial intelligence. The concept of Hunger Station¹² is a striking example: using eye-tracking and AI, the application suggests dishes that the consumer's subconscious truly desires based on their diet, "offloading the meal decision." This initiative has already generated 25 million impressions, 630,000 portal visits, and attracted +78,000 new consumers (including +6,000 per day), proving the effectiveness of this intuitive approach.
By deciphering prices: In an inflationary context, helping consumers control their food expenses is a form of essential mastery. The Inflation Cookbook¹³  (via Skip Express Lane) illustrates this. This initiative allows budget-conscious consumers to cook healthy and affordable meals by predicting weekly price drops and generating recipes based on discounted ingredients. With 400 million media impressions, 355+ mentions in the press, and 28,600 weekly users, this approach demonstrates how brands can offer tangible financial control.
By gamifying performance: Functional food can be playfully integrated into daily life, directly linking the product to concrete well-being data. The concept of Actimel¹⁴ is an example: a bottle that, for instance, could be associated with a video game, allowing consumers to "gain more life and immunity" in the game through their consumption. This approach has already generated 3 million impressions and +30% engagement, showing how to gamify well-being to make it measurable and desirable.

Taking back control: reappropriation and engagement 

Faced with a growing sense of powerlessness, another portion of French people (one-third of our panel) chooses to act to influence their environment and regain control over their consumption.

This quest for reappropriation is first manifested by the reinvention of distribution. Private label brands are gaining ground by offering specialized and trendy products, allowing consumers to regain purchasing power. For example, Les Mousquetaires Groupe aims for 40% of its sales in private labels by 2026, while Intermarché plans to invest 10 million euros by 2027¹⁵ to modernize its own brands.

In parallel, direct producer-to-consumer (D2C) sales are experiencing significant growth. 67%¹⁶ of French people declare having purchased at least once a month through short supply chains, an increase of 6 points compared to 2023. Platforms like "Pourdebon.com" exceeded one million orders in 2024, and initiatives such as the application "Panier Local" allow consumers to set prices directly with producers. This approach aims to ensure better traceability and support local producers.

The emergence of agri-influencers illustrates a new form of engagement and taking back control of the narrative. While the level of preoccupation concerning agriculture has increased by 11 points¹⁷ in 2024 compared to 2023, personalities like Goran le Permaculteur (1.1 million Instagram subscribers) or Le.vigneron (528,800 TikTok subscribers) use social networks to promote their profession and raise awareness about agro-ecological innovations. In total, 6 million people follow agri-influencers on social networks.

Social reconnection via food is a strong trend in this regaining of control over human connection. Faced with a persistent feeling of loneliness, 64%¹⁸ of French people think that the Internet has made people less sociable (+14pts vs 2021), we observe an increase of 19% in queries for solidarity restaurants in the first quarter of 2025. Places like PMUs are experiencing renewed interest (11%¹⁹ of French people go there at least once a week, compared to the 7% who go to McDonald's at least once a week), and applications like Timeleft offer dinners between strangers.

Finally, the emergence of "Resourceful" communities testifies to a regaining of control in the face of economic and environmental constraints. People are turning to collaborative communities to exchange tips and creative solutions to "do more with less": 54%²⁰ of French people say that the Internet and social media allow them to help each other (+9 pts vs 2021). Videos like #Retourdecourses on TikTok (26,000 videos) or influencers like Nabil Zemmouri (1.1M followers) share tips for cooking at lower costs ("meals for less than 1 euro", "cooking without an oven").

For brands, it's time for boldness and transformation. It is imperative to lead the disruption by questioning conventions and aligning with the expectations of more conscious and engaged consumption.

By defying counterfeiting: Brands must dare to challenge counterfeiting phenomena or established practices by offering innovative solutions that strengthen their authenticity. The initiative Lululemon ("Get Into It"), which offered to exchange counterfeit leggings for originals, resulted in 50% of participants being new customers. This bold approach transforms a problem into an acquisition and loyalty opportunity, reaffirming the brand's intrinsic value. More than relevant in the era of private label brands.
By mobilizing fans: The goal is to empower consumers to overcome obstacles and become "hero owners" of the brand, by creating unique and memorable experiences. The Marmite Smugglers²¹ campaign, which humorously "smuggled" the product into the United States, generated 5.6 million earned reach and +26% increase in Marmite searches in the United States, with more than 1200 applications of "smugglers." This demonstrates how genuinely involving fans can generate powerful organic notoriety and a strong emotional connection.
By reinterpreting celebration: Brands can appropriate traditional celebrations to provoke societal reflection and advocate for a cause that resonates with their values. The oBoticario²² campaign, which used Father's Day to raise awareness about paternity leave inequalities in Brazil, generated 516 million impressions and 96 million reach, with 1.8 million visits to the online guide. This proves that a brand can influence a system and engage in a strong societal dialogue, far beyond its product.

Letting go: spontaneity and uninhibited pleasure 

Opposite to the quest for control, a third category of consumers, representing one-fifth of the panel, opts for letting go. These individuals value imperfection, spontaneity and the pleasure of eating, seeking an escape from ambient pressure. This posture is manifested by uninhibited behaviors: 56% listen to their cravings without guilt, 24% relativize the importance of each food choice, and 34% like to try new products or culinary experiences.

The concept of "Chaos Food" is emblematic of this trend. Pinterest searches for "rabbit cake" have increased by 170%, and for "funny cake" by 115%. This uninhibited approach celebrates imperfect cakes and quirky packaging (like olive oil in a can, awarded at the SIAL Innovation Awards), marking a break with the standards of perfection. Videos of "Chaos recipes" accumulate 9.3 million likes on TikTok, reflecting a weariness of smooth norms and a desire for authenticity.

"Snacking on the Go" illustrates this desire to break free from rigid routines. The out-of-home snacking market has seen its market share increase by 4pts²³ in three years. Innovations such as pizza vending machines (Gang of Pizza) or the "no normal coffee" from NaonAH respond to this need for flexibility and simplicity, allowing consumers to "let go of their meal decision."

The trend "We're Singing in the Kitchen" is another manifestation of this letting go. The kitchen becomes a place of socialization and freedom, often enlivened by music. The #dancinginthekitchen accumulates +16,000 publications on TikTok, and concepts like "LETHIMCOOK" in Marseille see DJs mixing in restaurant kitchens, inviting people to have fun and free themselves from constraints.

The attraction to "Paintainment" or "worst culinary experiences" is also indicative of this posture. The attraction to extreme content, where creators test the "worst restaurants in France" (searches up on YouTube in 2024) or the most improbable dishes, offers a form of catharsis and voyeuristic entertainment. Accounts like @onnereviendrapas accumulate 776,000 likes on TikTok, illustrating a rejection of digital perfection standards in favor of a "trash" and quirky aesthetic.

Finally, the exploration of "Fairytale Food" invites escape and wonder. In a complex world, a new culinary wave draws inspiration from fairy tales and enchanted worlds, transforming the plate into a dreamlike playground. An estimated annual growth of 4.5%²⁴ is observed for this type of cuisine, with a 40% increase in searches for "edible flowers" in 2025. Products like the "Mushroom Coffee" or the "Quick Milk Magic Sipper" (magic straw to flavor milk) illustrate this quest for magic and fantasy.

For brands, it's about embracing chaos by creating joyful, surprising, and uninhibited experiences that celebrate imperfection and spontaneity.

By subverting the system: Brands can offer unexpected approaches to solve everyday problems or improve well-being. The concept of the application for Parkinson's patients²⁵, which transforms compulsive social media scrolling into engaging facial exercises, generated over one billion global impressions and an 88% engagement rate. Launched in 10 countries with the involvement of more than 45,000 doctors, this initiative demonstrates how a "hack" approach can be both useful and entertaining.
By provoking media accidents: The goal is to generate media attention by orchestrating unexpected situations. The Heineken²⁶campaign for its 150th anniversary, which celebrated mispronunciations of its name, saw its Brand Recall increase by +354% and its beer sales by +32%.
By valuing imperfection and spontaneity: The Heinz "Ketchup Insurance"²⁷campaign, which launched humorous insurance for ketchup stains, built customer loyalty by turning messes into a shared joke. With more than 3,000 insurance claims in one month, this strategy generated 21 million impressions and 23 million dollars in Earned Media, with +856% monthly engagement, proving the effectiveness of transforming "mistakes" into a viral phenomenon.

Key takeaways

Absolute Control: One-third of consumers use food as a tool for performance and personal optimization, seeking total mastery over their well-being.
Active Engagement: Another third reclaims power by engaging in more direct, local, and meaningful consumption patterns, challenging established models.
Creative Letting Go: One-fifth of the panel chooses spontaneity and uninhibited pleasure, celebrating imperfection and joy as a form of resistance to ambient pressure.

The food trends of 2025 reveal consumers seeking meaning, authenticity, and varying degrees of control. Faced with generalized distrust, they no longer rely solely on traditional discourse and instead lean on new narratives from trusted and close voices.

In this new landscape, following old rules is no longer enough. For brands, it's about finding the balance between a traditional stance and the ability to invent new paths, reinvent engagement and commerce to connect where expectations truly emerge. It is at this price that they will be able to capture the attention and trust of French consumers.

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