There’s hardly a better time than the new year for product developers to take a step back and reflect.
In 2024, the global food and beverage industry was significantly influenced by various current events, including economic constraints, federal elections, and international conflicts, which shaped consumer behavior in distinct ways. With Gen Z gaining more buying power and social media driving many trends, consumers’ interest in global flavors and formats remained robust. European, tropical, and Latin-inspired dishes allowed people to savor tastes from regions they may have preferred to explore in person, providing a sense of adventure in financially difficult times.
Amid the stress surrounding federal elections and a general apprehension about the future, many individuals gravitated towards comfort in nostalgic foods and beverages that evoked memories of simpler times. This desire for familiarity was compounded by an increased focus on national health and wellness, prompting consumers to scrutinize ingredient functions more closely. As a result, the industry had to adapt, balancing demands like these to create products that met consumers in their moments.
While predicting the future is impossible, current consumer behavior suggests possibilities for 2025. The trends that defined 2024 are expected to evolve rather than disappear.
We reviewed trend reports, examined market projections, and consulted with industry experts to understand the direction of the industry. Here’s our list of the top food and beverage trends to watch for in 2025:
- Extra is the Expectation – Macro Trend
- Ingredient Intentionality
- Accessible Premium
- Texture and Sensory Impact Matter
- Cheers to Health
- Niche Need Nutrition – Macro Trend
- Weight Management Wins
- Mental Wellness
- Fiber and Biotics
- Hyper-focusing on Healthspan
1. Extra is the Expectation – Macro Trend
Today’s consumers demand more than good taste alone. They’re looking for products that provide a multifaceted experience, combining factors like flavor, texture, nutrition, portion size, price, and ethical considerations.1 This shift indicates that brands must innovate to move beyond traditional product attributes and deliver additional value that resonates with consumers’ lifestyles and values.
One key to success in this area is product quality. According to a report by Innova Market Insights, one in four consumers globally believes poor product quality significantly diminishes trust in brands.2 Brands that transparently prioritize ingredient quality and sustainable sourcing methods will likely build stronger relationships with consumers.
2. Ingredient Intentionality
As broad and specific health concerns continue to grow, consumers are becoming increasingly critical of ingredients’ functions. Research indicates that 59% of shoppers now check nutrition labels before purchasing, reflecting a growing desire for clarity about what they’re eating.1
Consumers are keen to highlight hero ingredients while scrutinizing ingredients like added sugars, sodium, and artificial colors. In fact, 26% of global consumers say they are limiting their intake of artificial preservatives, sweeteners, and additives.3 This health consciousness is driving a preference for products that feature natural ingredients, such as fruits for sweetness, miso for umami, and beets for color. Brands adopting this kind of intentionality in their ingredient choices can build trust with today’s consumers and meet growing demands.
3. Accessible Premium
Consumers are increasingly attracted to “accessible premium” products. While they may be priced higher, many find that the added convenience and perceived value truly justify this cost. Food and beverage brands are rising to the occasion, introducing innovative offerings prioritizing clean labels, enhanced functionality, and delightful culinary experiences. In 2024, North American product launches labeled as “premium” surged by 11%.4
Products with natural claims or ones prioritizing convenience (ideally both) will resonate with value-conscious shoppers. Notably, more than half of consumers say they are open to spending money to save time.5 Ready-to-eat meals, cooking kits, and single-serve packaging are all surging with this trend.
4. Texture and Sensory Impact Matter
While value-added qualities like nutrition and convenience are getting spotlighted in 2025, sensory input is still vital for a successful product. Additionally, consumers are increasingly seeking unique sensory experiences in familiar foods, providing opportunities for established brands to spin their customer favorites into new, exciting SKUs.
Crunchy texture, unexpected audio and visual characteristics, and global/unfamiliar flavor combinations are driving innovation across various categories. According to FMCG Gurus, almost half of global consumers like experimental snack flavors.6 Brands that experiment with layered textures and unexpected flavor combinations make the eating experience more unique, engaging, and attractive.
5. Cheers to Health
Going into 2025, it’s clear that consumers want more from their beverages. They are looking for products that not only quench their thirst but also meaningfully contribute to their overall well-being. With a growing range of hydration options made available to consumers, value-add qualities will drive purchasing decisions.
Today’s consumers seek additional benefits in their beverages, such as energy and gut health support. This trend, paired with the desire for more natural products, may steer consumers away from traditional sugary or artificially colored sports drinks and force brands to prioritize more health-conscious formulations.7 Brands that deliver innovative, functional, and natural beverages beyond the baseline will be well-positioned in this evolving market.
6. Niche Need Nutrition – Macro Trend
The era of “one-size-fits-all” nutrition is over.
While a vast majority of human physiology is shared among us all, consumers across the globe are embracing their unique differences and seeking products that help them achieve their personal goals. The demand for personalized support is particularly evident in specific categories like gender, life stage, and health conditions. Niche categories such as hormonal health, mood, weight management, and children’s health are all recognized as fast-growing.8
A recent survey indicates that 59% of global consumers are interested in foods and beverages tailored to meet their individual nutritional needs.6 We expect this demand will fuel innovation and expansion as consumers prioritize their personal health journeys. With an emphasis on “niche need nutrition,” brands can create targeted offerings that address the distinct preferences and challenges these various demographics face.
7. Weight Management Wins
At least one in five adults in each U.S. state is living with obesity. This prevalence has positioned weight management as a primary focus for many. With over 80% of global consumers actively trying to manage their weight, the demand for foods and supplements that support those using GLP-1 medications and holistic alternatives to these prescriptions continues to grow.3
Fiber is emerging as a key player in weight management. As GLP-1 medications slow digestion, soluble and insoluble dietary fibers are crucial in maintaining overall digestive comfort and regularity. Some other known benefits of fiber – like enhanced satiety and blood sugar regulation – make fruits, vegetables, and other fiber-rich products appealing to many health-conscious consumers. Brands that focus on developing innovative formulations that simplify and enhance their customers’ weight loss journeys while delivering delightful food experiences stand to lead the way in 2025.
8. Mental Wellness
A heightened sense of uncertainty continues to motivate consumers to prioritize their mental health. In 2024, 22% of global consumers reported choosing foods that boost mood and mental well-being, up 3% from 2022.9 Younger consumers are leading this trend. When asked how they enhance their mental wellness, most respondents selected simple strategies like eating more fruit, incorporating vegetables, and taking vitamins and supplements.9
According to FMCG Gurus, consumers consider happiness, mood, and stress levels the top three defining factors of mental wellbeing.5 While consumers look to clinically researched ingredients for support, many also take a more holistic view and find relief in comforting food and beverage experiences. For example, surveys indicate that 69% of consumers turn to snacks for comfort.6
9. Fiber and Biotics
You may have only heard rumblings about the gut microbiome a decade ago. Today, biotics have solidified their place in the mainstream. Caring for your unique colony is now considered by many to be an essential component of general health and wellness, and it’s reframing the conversation around fiber.
Recently, consumers have become more aware of fiber’s essential role in maintaining a flourishing gut microbiome and supporting overall health. With the rise of personalized nutrition, brands can expect consumers to become more selective with their choices. More people are looking for tailored approaches that suit their specific gut health needs, so products catering to consumers’ diverse microbiome profiles are more likely to find their place in the market.
10. Hyper-Focusing on Healthspan
As people live longer, there’s a growing understanding that a longer life doesn’t guarantee a more full and active life. This shift in perspective is particularly evident among millennials, many of whom now find themselves witnessing their parents’ declining physical and cognitive health and navigating its complexities.
This harsh reality is prompting whole generations to rethink their priorities regarding health and well-being. As many consumers begin to understand that the healthy choices they make now will yield benefits later in life, they are increasingly considering their dietary choices to address these concerns. They are focusing more on nutrient-dense, whole foods – like those found in the popular Mediterranean diet – to address the effects of normal aging and help them feel better longer.
Key Takeaways and Recommendations
- Consumers are finding value in products that just offer more. The baseline has shifted as shoppers look for offerings that align with their values and help them achieve their goals.
- Don’t compromise on your products’ sensory aspects. While function and convenience remain important, taste and texture will set you apart.
- The days of “one-size-fits-all” nutrition are over. Consumers are embracing their differences and crave products that reflect their unique needs.
- Hyper-awareness of the obesity epidemic is shifting the landscape. Formulators and product developers should consider the unique needs of those taking GLP-1 medications and those seeking alternatives.
- Consumers are increasingly considering their dietary choices to address their health concerns. Utilize high-quality, trusted ingredients, and don’t ignore the power of whole foods.
Work with a Leader in Premium Food, Beverage, and Supplement Solutions
As farmers since 1856 and food processors for over 50 years, Van Drunen Farms has witnessed the evolution of countless market trends. We always strive to help our customers be at the forefront of changing consumer needs and know that success often hinges on the quality of ingredients.
If you’re looking for high-quality, trustworthy, and innovative plant-based solutions, you’ve found a partner in us. Contact us today, and let’s dig in!
References:
1 Datassential. 2025 Annual Food and Beverage Trends Report.
2 Innova Market Insights. Global Consumer Trends 2025.
3 Nutrition Insight. Top Nutrition Trends 2025.
4 FlavorSum. 2025 Food & Beverage Trends.
5 Euromonitor. Top Global Consumer Trends 2025.
6 FMCG Gurus. Top Ten Trends for 2025.
7 National Restaurant Association. What’s Hot 2025 Culinary Forecast.
8 Nutrition Business Journal. Condition Specific Report 2024.
9 Nutraceuticals World. Key Trends in Functional Foods for 2025.