Nutrition standards and guidelines to consider in 2025

The global demand for healthier food and beverage options continues to grow, as authorities and consumers alike calling for transparency and innovation.

The global nutritional crisis is putting the food industry in the spotlight, driving a growing demand for healthier options. As regulations tighten and consumers push for greater transparency, manufacturers must adapt to stay competitive.

But what do these changes mean in practice? Beyond compliance, they present both challenges and strategic opportunities for those willing to innovate.

So, what's really changing?

1. World Health Organization’s (WHO) targets

WHO has set ambitious nutrition targets for 2025, aiming to curb obesity, diabetes and other diet-related diseases. The focus is on maternal, infant and young children’s nutrition. There is also a globally agreed target to stop the rise in diabetes and obesity in 2025. For businesses operating in the food and beverage sector, this represents both a challenge and an opportunity to rethink product portfolios and their nutritional values.

Industry Impact: Expect increased pressure on food producers to reformulate products by reducing added sugars, unhealthy fats, and excess sodium. Demand for functional ingredients that support metabolic health is set to grow.

Opportunity: Suppliers offering clean-label, nutrient-dense alternatives will be well-positioned for success. Think plant-based proteins, natural sweeteners, and fiber-rich solutions.

2. EFSA’s updated guidance on novel foods

In February 2025, the European Food Safety Authority (EFSA) releases new guidance on the application for novel foods, which includes all novel foods, such as cell-based foods and food ingredients. The focus of the new guidance is on safety and transparency. It addresses gaps in scientific areas identified by EFSA and includes, for example, revisited definitions and data requirements, emerging food technologies and alternative testing methods. The updated guidelines should be addressed in risk assessments and the development of new food innovations.

Industry Impact: Stricter regulations could slow down the approval process for innovative ingredients, requiring stronger scientific backing for safety claims.

Opportunity: For suppliers engaged in alternative proteins, precision fermentation, or sustainable food tech, understanding these regulatory frameworks is essential. Strategic partnerships with regulatory experts can accelerate market entry.

3. The EU’s Push for Nutri-Score & Transparent Labeling

The European Union is actively working to enhance food labelling to promote healthier consumer choices. A notable initiative is the proposed adoption of the Nutri-Score system, a front-of-package label that uses a color-coded scale to indicate the nutritional quality and healthiness of food products. The purpose of the system is to provide consumers with clear and accessible nutritional information and encourage healthier eating habits. Implementation has so far been slowed down by national and other interests.

Industry Impact: Products with lower Nutri-Score ratings may face reduced consumer trust and retail visibility. Reformulating to improve scores will be key.

Opportunity: Companies that proactively adjust recipes to meet Nutri-Score guidelines can position themselves as leaders in transparency and health-driven innovation.

4. Nordic region developments

The Nordic countries proactively advocate for transparent food labelling and natural diets. Nordic Nutrition Recommendations 2023 promote a predominantly plant-based diet rich in vegetable, fruit, berries, pulses, potatoes and whole grains, with abundant intake of fish and nuts. These guidelines influence national dietary recommendations and should be considered by food suppliers aiming to align with regional health directives, particularly in the Nordics.

Industry Impact: Suppliers that rely heavily on animal-based ingredients may need to rethink product portfolios. Retailers and food service providers are expected to shift towards plant-forward menus.

Opportunity: The demand for plant-based proteins, healthy fats, and functional ingredients (such as seaweed, oats, and legumes) is set to rise. Suppliers who can offer versatile plant-based solutions will gain a competitive edge.

What does this mean for industry players?

Regulatory changes can be overwhelming, but they also present opportunities for brands to differentiate themselves and drive innovation. Suppliers who embrace reformulation, invest in science-backed claims, and adapt to cleaner, healthier ingredient profiles will be the ones leading the market.

At Haarla, we collaborate with manufacturers to ensure they stay ahead of these shifts. Whether it’s navigating EFSA approvals, reformulating for Nutri-Score, or sourcing cutting-edge plant-based ingredients, our team is here to help.

Want to find out more? Download Azelis’ Food and Beverages Trend 2025 report for the latest insights and feel free to get in touch with our food team experts.