Why the Nourish Food Marketing Report Matters

The 2025 Nourish Food Marketing Report is an essential resource for North American foodservice professionals. Produced by Toronto-based Nourish Marketing, this annual report decodes emerging trends that are shaping consumer behaviour and the foodservice industry. It offers valuable insights into how operators can stay ahead of the curve in a world marked by shifting preferences, economic pressures, and technological disruptions.

To delve deeper into the findings, Foodbuy had the opportunity to interview Jo-Ann McArthur, the report’s publisher and president of Nourish Marketing. Her insights brought clarity to the report’s themes, revealing actionable takeaways for foodservice operators looking to thrive in a rapidly evolving market.

Key Trends Impacting Canadian Foodservice in 2025

1. Shift in Dining Habits: More Budget-Conscious Consumers

While food inflation is stabilizing, consumers continue to feel the financial pinch. Discretionary spending on dining out has been among the first areas to be trimmed. As Jo-Ann observed, “The middle is what’s getting squeezed. Consumers are dropping down to grab and go brands or stepping up as they are not going out as often and what a higher end experience. They are also skipping drinks or desserts, or just getting a couple of appetizers to cut costs.”

This trend has created a growing divide in the industry:

• Quick-service restaurants (QSRs) are performing well, catering to budget-conscious diners.
• Fine dining establishments remain popular for special occasions, offering unique, high-value experiences.
• Mid-tier restaurants, are under pressure as customers reduce the frequency of their visits.

Operators in the mid-tier segment need to innovate to attract guests—whether by enhancing value, creating compelling promotions, or differentiating their offerings.

2. Labour Challenges and Service Expectations

Labour shortages continue to impact service quality across the industry. According to Jo-Ann, “service and foodservice experience isn’t meeting expectations and staffing levels have not returned to pre-pandemic levels.” Many diners are expecting pre-COVID levels of hospitality and are frustrated when reality falls short.

Investing in staff training, improving workflows, and finding creative ways to enhance the guest experience are essential strategies for restaurants looking to build loyalty.

3. The Non-Alcoholic Beverage Boom

A notable trend highlighted in the report is the growing demand for non-alcoholic beverages. This shift is driven by:

• Boomers cutting back on alcohol for health reasons such as brain health and improved sleep.
• Younger demographics, who are growing up in an era of legal cannabis and social media, embracing sobriety as a lifestyle choice.

Jo-Ann emphasized the opportunities this trend presents: “We still connect socially over drinks, so it’s about leveling up those non-alcoholic or low-alcohol alternatives.”

Operators should focus on crafting innovative, Instagram-worthy non-alcoholic options that appeal to diverse audiences.

Cultural and Technological Influences

4. Innovation Driven by Social Media

Social media, particularly platforms like TikTok, are now a hotbed of culinary innovation. Jo-Ann shared a striking example: “cottage cheese, a once-sleepy product, has seen a resurgence thanks to TikTok creators showcasing its versatility as a high-protein, low-calorie ingredient. Most of the innovation right now is happening in home kitchens, not with big CPG.”

Foodservice operators can draw inspiration from these grassroots trends, turning online creativity into menu innovations.

5. The Rise of GLP-1 Drugs and Their Impact

GLP-1 drugs, such as Ozempic, are transforming eating habits by suppressing cravings for high-calorie, high-fat foods. This trend has ripple effects on group dining dynamics.

“If we’re at about 15% of adults using these drugs, their influence on group dynamics may already be closer to the 30% ‘tipping point’. Restaurants must adapt by incorporating items that appeal to these diners, which provide satiety cues similar to the effects of GLP-1 drugs.”

Food Trends Gaining Momentum

6. Plant-Based Foods and Pulses

Plant-based eating is experiencing a renaissance, with legumes and beans taking center stage. Affordable, nutritious, and versatile, these ingredients have strong appeal in a value-driven market. “Legumes provide fullness cues similar to GLP-1 drugs,” Jo-Ann explained, adding that global cuisines have long celebrated these ingredients. Incorporating pulses into dishes not only caters to health-conscious diners but also aligns with sustainability goals.

7. Protein’s Enduring Popularity

Protein remains a top priority for consumers, even if their dietary needs don’t require increased intake. This trend offers opportunities for foodservice operators to innovate with high-protein menu items that cater to health-conscious diners.

8. Global Cuisine and Fusion Flavours

As diners seek unique experiences, global cuisine and fusion flavours continue to gain traction. Incorporating international influences into menus can help operators stand out in a crowded market.

9. The Art and Science of Trend Prediction

Nourish Marketing’s approach to trend forecasting is a blend of art and science. The report draws on:

• Primary research and secondary data analysis.
• Insights from cultural trends in fashion, music, and literature.
• Observations from social media and content creators, where many grassroots trends emerge.

This comprehensive methodology ensures the report remains a reliable guide for foodservice professionals navigating an ever-changing landscape.

Takeaways for Foodservice Operators

To succeed in 2025, foodservice operators should:

1. Embrace Change: Adapt menus to reflect shifting consumer values, offering healthier options, smaller portions, or shareable dishes.
2. Enhance Experiences: Invest in staff training and find innovative ways to exceed guest expectations.
3. Capitalize on Trends: Leverage social media-driven ideas and cater to demand for non-alcoholic beverages, plant-based options, and high-protein meals.
4. Watch GLP-1 Impacts: Create inclusive menu offerings that appeal to diners influenced by these medications.

By acting on these trends, foodservice operators can refine their strategies and not just survive but thrive in an ever-evolving market. Download the 2025 Trend Report.