FWD column: Now is the time for a growth mindset

As FWD chair Dawood Pervez shares the trends for the year ahead, he advises that we must embrace them in order to grow

While Going for Growth is the theme of this year’s FWD Live! annual conference, it is also a mindset and goal for every wholesaler and foodservice provider. In a year that still presents many challenges – new and old – we need to ensure we’re listening and responding to market trends while tackling industry challenges head on. It is then that we will see growth.

Changing trends presented themselves at FWD’s annual conference in 2024 and continue in 2025: food to go is on the rise; consumers want a luxury but affordable treat; they care about where their food comes from; and low and no is quickly becoming a lifestyle choice for many, especially among Gen Z.

Embracing value

Of course, price is still important. Let’s be honest, when will it not be? Customers turned to own brands post-pandemic and the sector responded with an influx of own-brand products to keep the thrifty consumer happy. The good news is we’re creatures of habit, so many of us will stick to our newfound favourites when we make a purchase. However, money saving, which was a primary concern for nearly a quarter of Brits, has dropped to under two-thirds, according to Food Navigator.

Sustainable sourcing

Forecasters are seeing other factors take precedence, including the hunt for quality and sustainably sourced products. This demand provides new opportunities for trusted household brands and new brands to enter the market. Showcase those with high-quality ingredients and we may see that consumers are ready to take a chance and find a new favourite.

It’s important to ensure these products are given in-depot theatre and marketing in convenience stores to further tap into the trend. This was something highlighted at the FWD Business Lunch in January. When price is an issue, it’s important to consider the changes in technology alongside the decline in brand loyalty; consumers can make informed decisions before they even get to the store by looking online, so convenience stores need to embrace technology as a marketing platform, whether that’s through their website or social media. Tell the consumer about promotions and trending products back in stock to drive people to store in the first instance. When they have a new favourite product, they will return.

Sustainable products, both the ingredients and packaging, continue to be in demand. FWD encourages sustainable practices through its Roadmap to Net Zero for the Wholesale Sector. The roadmap outlines sector plans to reach net zero by 2030, 10 years ahead of the government’s goal. FWD members have been sharing best practice through events and forums and it will feature again at the annual conference in June. It’s not about a quick change but a gradual journey and we are already seeing suppliers and wholesalers make a conscious shift to embrace sustainable practice, which in turn makes them more attractive to consumers.

These customers have grown accustomed to seeing plastic-free packaging, whether that’s for toilet rolls, fresh food or confectionery. Not only this, but it’s the right way of doing business. Sustainability is a factor potential employees may look for in an employer, so it’s good to publicise your sustainability targets and achievements throughout your journey.

Healthier choices

Alongside sustainability, health dominates consumer choices. Gut health and high-fibre products are important in 2025, whereas healthier choices would previously have been dominated by low-fat options. Low and no continues to rise with suppliers quickly tapping into this, offering great flavour lowand no-alcoholic alternatives. Can we even call this a trend? It’s a cultural shift, that’s quickly becoming the new norm. And when we’re going for growth in wholesale, we are going to embrace it.

Dawood Pervez FWD column growth Health Road to Net Zero sustainability value