Taste.com.au has released the findings from its Trend Forecast 2025, a rich insight into the 4.5 million Australian food lovers who connect with the brand every month.
Taste.com.au’s deeply engaged audience consumes 68 million page views a month and generates 99 million data points every day, providing unrivalled consumer intent data into what Australians are planning, shopping, cooking and sharing in food.
This data is combined with Australian and global trend reports, and then layered with the expertise and foresight of the company’s food directors and editors to identify the Taste Trends that will drive the most action for brands in 2025 and beyond.
Head of food, health and travel Kerrie McCallum said: “Today we unveiled the three key food trends we believe will have the biggest impact in 2025 to help marketers shape their strategies for the coming year”.
Brave New World: Three enduring behaviours shaping how Australians live, learn, cook and consume – Time Squeezing, Tech Tracking and AI Adopting.
Pantry Pride: Time and budget pressures are igniting a renewed sense of satisfaction and accomplishment in being a planner, provider and nourisher.
Cultural Connection: The vibrant, ever-evolving multicultural food heritage of Australia is now influencing every stage of the cooking experience.
“We’ve been forecasting food trends since 2017 and they have consistently hit the mark,” McCallum said.
“They’ve become a valuable resource for brand leaders, shaping their product, content, and marketing strategies”.
“For the first time, we’ve conducted a longitudinal analysis of the Taste Trend Forecast, showcasing the impact of the trends. Our data review demonstrates the accuracy of our predictions, highlighting that many trends not only sparked consumer interest but have also shown steep, sustained growth. In fact, some trends hit an all-time high – from plant-based diets and gut health to the rise of kitchen gadgetry. The combination of taste.com.au’s unparalleled data and insights creates a powerful formula for success.”
Along with the key trends, five food video trends were revealed that will have longevity in the year ahead – Pantry Magic, Dinner Hacks, Fresh & Fast, Sensory Trifecta and Taste Tests.
The presentation also showcased how recipe content can influence product purchase. For the first time, taste.com.au recipe interactions have been combined with Coles 360Impact data, to measure the success of branded recipe recommendations in driving transactions. Results show upwards of 50 per cent of taste.com.au readers purchased the branded product listed in the recipe within seven days.
The virtual event featured McCallum and Matt Preston, senior editor, taste.com.au; Laura Simpson, content director, taste.com.au; and Liza Williams, head of growth intelligence centre; along with Dan Krigstein, director of The Growth Distillery and Toby Harrison, consulting, growth and innovation lead, Ogilvy AUNZ who presented an exclusive first look at The Influence Codes: Food, the latest chapter from The Growth Distillery’s landmark study into the dynamics of modern influence.
