Europe on an American Diet: Time to Change the Recipe

Food trends in the U.S. market are already shaping a new international landscape. For European industry players, it’s not just about following these shifts, but about drawing inspiration from them to reinvent their own models.

What America wants to eat, Europe eventually swallows. Trends emerging in the United States, the world’s largest foodservice market, are already having tangible repercussions within the European Union, impacting both supply chains and consumer preferences. These geopolitical, economic, and social upheavals are transforming the global food industry, as analyzed by Cyrille Filott, Global Strategist for Consumer Foods, Packaging & Logistics at Rabobank, during the 26th European Foodservice Summit in Amsterdam.

He immediately pointed to the Trump administration’s current “America First” approach, which leverages economic policy – including tariffs – not only as a political tool but also a geopolitical one. A case in point: the recent sanctions on Brazilian exports to the U.S., such as coffee, now taxed at a rate of 50%, forcing Brazilian producers – who sent 17% of their output there – to turn away from that market.

This has direct consequences for European exports of food and beverages, raising costs and complicating access to the crucial U.S. market. EU exporters now face tariffs of up to 15% on wine, pasta, and frozen bakery goods, potentially impacting a market worth over €8.3 billion annually. As such, Cyrille Filott urged European companies to incorporate this instability into their export strategies by diversifying markets and strengthening logistical resilience.

The Opportunities of A Forced Logistics Overhaul

The domino effect of these tariffs is also being felt in supply chains. Key products are seeing their distribution routes fundamentally altered. For European producers, this entails new challenges, but also opportunities, such as replacing sidelined suppliers or seeking alternative sources of supply.

In other words, this overhaul of global supply chains calls for strategic vigilance, emphasized the Rabobank strategist. European manufacturers and distributors must anticipate rising costs while identifying levers of agility – such as partial reshoring or diversification of sourcing origins.

This analysis echoes the testimony of Olivier Dallemagne, who, ahead of the first Gondola Foodservice Congress on October 1, told us he no longer “buys anything from China, in order to better support our producers”. As a self-described repentant globalist, the managing director of CEGES, a frozen food wholesaler, voiced broader concerns about “the weakness and disunity of Europe” in the face of economic attacks suffered by local producers.

As America Goes Sober, Europe Adjusts Its Menu

Following the wave of “MAGA 2.0” driven by the 47th U.S. President, American authorities are now under a new directive: MAHA, for Make America Healthy Again. Over 40% of the American population is currently obese, compared to 20–30% in Europe depending on the country, noted Cyrille Filott. Recent public health policies aim to curb ultra-processed foods, and promote natural ingredients, whole foods, and even animal fats. This shift could set a precedent internationally.

Such orientation may eventually influence European regulations as well as consumer expectations. Foodservice operators will need to adapt their menus and products toward simpler, more natural, and more nutritious formulations. A clear shift in consumer behavior is already underway, rooted in health objectives but also a broader trend toward moderation.

Alcohol consumption, for instance, has dropped in the U.S., from 62% of adults in 2023 to 54% in 2025, with sharp declines among Republicans (-19%) and Gen X (-10%), according to a Gallup poll cited by Filott. At the same time, distrust of ultra-processed foods is rising, particularly among younger generations. Social media platforms are amplifying this trend by setting new food norms and expectations.

Europe is not immune to a similar transition. Hospitality and foodservice professionals must start preparing now for offerings that are less alcohol-driven, more authentic, and aligned with the health concerns of younger consumers.

The Slimming Pill… That’s Shrinking the Industry

Another major U.S. trend with potential to reshape European consumption: the rise of treatments like Ozempic (GLP-1). Originally developed for type 2 diabetes, these medications are now widely used for obesity and weight management.

In the U.S., household food spending has dropped by 6%, especially on snack foods, while high-protein products are gaining popularity, the analyst pointed out. These shifts reflect not just physiological changes, but also cultural ones in how people relate to food.

This emerging phenomenon signals major changes ahead for menu planning, product development – in short, for the entire structure of demand and, in turn, supply. The sector must brace for a consumer who eats less, but demands more in terms of nutritional quality. It's the “less but better” mindset, aptly summarized by the managing director of CEGES.