Not long ago, value in food and beverage was a straightforward equation: full carts, low prices, and a few clipped coupons. A good deal meant more for less, and that was enough. But today’s consumers are playing by a different set of rules. Value has evolved into something far more nuanced. It’s less about cost and more about connection, experience, and alignment with personal values.
For product developers and menu managers, this shift demands reexamining what it means to deliver value. Traditional product attributes like taste, convenience, and price are still critical, but they are no longer sufficient on their own. Consumers are seeking multidimensional culinary experiences that integrate flavor, texture, nutrition, sustainability, emotional resonance, and transparency. They want products that feel intentional and personal—crafted with care, not just efficiency.
Let’s look at how this new standard of value is showing up in the market and what it means for the future of formulation.
Value Is a Feeling, Not a Feature
Consumers today aren’t just buying products—they’re buying experiences. Texture, flavor, and format are central to how a product makes someone feel, which is increasingly driving purchase decisions.1 Crunch, for example, has emerged as a standout sensory cue in 2025, favored by influencers and consumers alike for its ability to evoke satisfaction, indulgence, and nostalgia.
Familiar formats are also being reimagined with layered textures and global flavor mashups. Think chili dark chocolate, which pairs heat with richness, or savory s’mores made with toasted Brie and fig jam. These products aren’t just inventive—they offer comfort with a memorable twist.
But emotional resonance must be backed by quality and intentionality. With nearly 60% of consumers checking nutrition labels 2 and over a quarter actively avoiding artificial additives 3, every ingredient must be considered not only for its functional role but for how it aligns with consumer expectations. Does it support a guilt-free indulgence, or does it introduce friction between desire and values?
Developers should understand it’s not just about what goes into a product. It’s about why it’s there and how it contributes to the overall experience. When these principles guide formulation, products become more than consumables. They become meaningful.
Premium Is Practical—and Personal
As consumers continue to seek more from what they buy, what “more” means to the consumer is shifting. It’s no longer a simple reflection of how much you get for how much you spend. Instead, it’s about making the experience relevant to the individual.
That’s why “premium” options are becoming more popular. In fact, North American product launches labeled as “premium” surged by 11% in 2024.4 As the landscape shifts from exclusivity to personal relevance, products that deliver meaningful benefits are increasingly seen as worth the investment. For example, more than half of consumers say they’re willing to spend money to save time 5, which is why ready-to-eat meals, cooking kits, and single-serve formats are thriving.
This shift is also reflected in broader dining trends, where casual dining chains are currently thriving compared to some of their fast-food and fast-casual counterparts. These restaurants are succeeding in a challenging economic environment by delivering affordable indulgence, comfort, and familiarity—elements that resonate with consumers even when budgets are tight.
The beverage category is another prime example of this transformation, where convenience, experience, and emotional connection come together to redefine what premium looks like. With U.S. alcohol consumption rates at record lows, mocktails are leading the shift, offering a sophisticated, feel-good alternative that’s as much about the moment as it is about the drink. These elevated non-alcoholic options reflect a growing desire for products that deliver both refreshment and a sense of occasion, signaling that premium is increasingly about how a product fits into the experience consumers want to create.
What This Means for Product Development
The evolving definition of value is reshaping how products are conceived, formulated, and positioned. Consumers are no longer satisfied with one-dimensional offerings. They’re looking for products that deliver on multiple fronts—taste, texture, nutrition, convenience, and emotional connection.
For developers, this means every decision matters. Ingredient selection, format, sourcing, and storytelling all contribute to how a product is perceived. The most successful launches will be those that feel purposeful and personal, offering consumers something that aligns with their goals and values.
At Van Drunen Farms, we’ve spent decades helping brands meet the moment with premium, plant-based ingredients that support both innovation and integrity. Whether you’re developing a functional beverage, a craveable snack, or a nutrient-dense ready meal, we’re here to help you create products that resonate.
Ready to build something that reflects the new standard of value? Let’s start a conversation.
References:
1 Prinyawiwatkul W. Food-Evoked Emotion, Product Acceptance, Food Preference, Food Choice and Consumption: Some New Perspectives. Foods. 2023 May 23.
2 Datassential. 2025 Annual Food and Beverage Trends Report.
3 Nutrition Insight. Top Nutrition Trends 2025.
4 FlavorSum. 2025 Food & Beverage Trends.
5 Euromonitor. Top Global Consumer Trends 2025.