Food Trends 2025

With the new year comes new food trends; however, it is essential to note that because it is 2025, 2024 trends are still relevant.  Rather, we encourage you to look at our 2024 Food Trends article to review what was drawing interest: plant-based foods, specific food items that can be grown in our region (e.g., peaches, lavender), as well as trending food categories, including trending ingredients and cuisines, and a discussion on the influence that younger generations have on what foods the household purchases.

General Trends

Some general food trends that may impact several food and beverage categories are the popularity of Glucagon-like peptide-1 (GLP-1) drugs, the 2025 Surgeon General's Advisory, and the recent increase of food recalls.

Glucagon-like peptide-1 (GLP-1) drugs have received significant (social) media attention. These are a class of medications originally developed to treat type 2 diabetes but are now widely used for weight management. These drugs make users feel fuller after eating and reduce hunger overall. According to Bettadapura et al. (2024), research has found that GLP-1 users also report decreased cravings for high-fat, sugary foods, and dairy. Therefore, they have the potential to impact food consumption behavior. Some brands target this consumer group with advertisements and add labels such as "GLP-1 friendly" on their high protein and fiber products.

The 2025 Surgeon General's Advisory delivered a strong message about the significant health risks associated with drinking alcohol, particularly its link to cancer. The advisory called for updated warning labels on alcoholic beverages to include cancer risks, aiming to educate consumers and shift perceptions around alcohol. Consumption of no- and low-alcohol beverages is on the rise. Alcohol-free challenges like "Dry January" are further promoting this trend.  According to Beveragedaily.com, the food and beverage industry is responding to this rising consumer demand, as this segment is projected to expand by a 4% compound annual growth rate (CAGR) through 2028, with no-alcohol products leading the way. Beverage manufacturers are targeting these health-conscious consumers with sparkling teas, botanicals, and alcohol-free spirits.

There was also an uptick in food recalls in 2024, which is likely to continue in 2025 due to enhanced control measures. According to the FDA data dashboard (accessed January 2025), class 1 recalls increased to 1,071 in 2024 from 592 in 2023 in the food and cosmetics category. The Food Safety Inspection Service (FSIS) announced in December 2024 that inspections will target broader listeria species and that the agency will tighten control measures overall.

When it comes to economic conditions, the Conference Board's Consumer Confidence Index and the Surveys of Consumers by the University of Michigan are helpful tools for analyzing consumer sentiment and behavior over time. The Consumer Confidence Index measures consumer buying intentions, attitudes, and expectations for inflation, while the Michigan survey provides insights into consumer sentiment regarding personal finances and business conditions. Both indicators are helpful in assessing and forecasting consumer spending habits, as confidence levels often dictate purchasing behavior. This is relevant for businesses, when confidence is high, consumers may spend more on premium or experimental food products, whereas low confidence typically drives a shift toward more essential or budget-friendly goods and services.

Sustainability

What is trending in sustainable food?  According to Agri World View, they include:

• Ethical and fair-trade products
• Growth in plant-based alternatives
• Locally/seasonal produce
• Increased demand for organic food
• Sustainable packaging
• Interest in how their food is produced and its environmental impact

Plant-based alternatives

Food Industry Executive, which surveyed industry professionals in October 2024, the following alternative proteins are expected to grow the most in the next five years:

• 60% of respondents selected plant-based,
• 20% algae-based,
• 16% insect-based, and
• 4% cultured/lab-grown meat

The primary motivators for why consumers are purchasing alternative proteins, according to industry professionals, are the perceived health benefits (selected by 66% of respondents), followed by environmental concerns (14%), animal welfare (10%), and curiosity/novelty (10%). 

Since 2011, MyPlate, developed based on the 2020-2025 Dietary Guidelines for Americans” has been the visual representation of "what and how much [we should] eat from each of the food groups." This year, the guidelines for 2025-2030, will likely "include more nutrient-dense plant-based meal and dietary recommendation options" with beans, peas, and lentils as potential protein sources.

Packaging

Regarding packaging, industry professionals who responded to a November 2024 survey said that consumers prefer biodegradable packaging (selected by 32% of respondents), which includes paper-based products (e.g., cardboard) that naturally decompose and disintegrate. New packaging options with a "unique ability to decompose naturally within 30 days, leaving no harmful residues behind" are being developed.

Packaging that also appeals to consumers includes recyclable (29%), minimal/reduced packaging (21%), and reusable (18%). Food Industry Executive indicates that "consumer demand for more sustainable options" makes packaging "an increasingly important area for food brands."

Environmental impact

Over half (57%) of consumers "want more information about how their food purchases positively impact the planet." Consumers interested in selecting foods that may reduce their "environmental impact" may want to consider eating more "low impact" foods such as beans, local leafy greens, mushrooms, and algae. As to "who" can encourage a shift "to a more sustainable diet," farmers are cited as being the "most" influential, followed by agri-food industry members, and other citizens.

Wellness

A growing number of consumers surveyed are interested in their health and how consuming certain foods can impact their health. In March 2024, 3,000 U.S. adults were surveyed about the benefits they sought from their food. When responses were segmented based on participants' generation, the primary health benefits that Gen Z (born between 1997 and 2012), Millennials (1981-1996), and Gen X (1965-1980) sought from food was "energy/less fatigue," whereas Baby Boomers (1946-1964) sought "healthy aging." "Energy/less fatigue" was the Baby Boomers' second most selected benefit. At the same time, "weight loss/weight management" was in the second position for Gen Z and Millennials and "healthy aging" for Gen X. Other benefits sought included "improved sleep," "emotional/mental health," and "digestive health/gut health."

Gut health

The American Medical Association states, "A healthy gut is essential for overall health and well-being, establishing proper digestion, metabolism and immunity." As a result of this growing awareness, "[c]onsumer appetite for gut-health friendly foods shows no signs of abating." Examples of foods that can impact gut health include fermented foods:

• Yogurt and kefir
• Kimchi
• Tempeh
• Miso and natto
• Sauerkraut
• Naturally fermented pickled vegetables

 If adding fermented foods to an already established diet seems daunting, small changes can include:

• Adding pickled vegetables as a side or on a salad, to charcuterie boards, and
• Adding sauerkraut to a sandwich, wrap, breakfast tacos
• Adding kefir to smoothies

Another option is to substitute bread made with refined flour with sourdough bread. In 2024, only a few years since the pandemic (when there was a noticeably increased interest in sourdough starters, baking, and similar), Google Trends noted "a 3X resurgence" in searchers for sourdough. Globally, the sourdough market is anticipated to increase by 9.2% between 2024 and 2029.

While evidence about sourdough's gut health properties is not as pronounced as other fermented foods, sources do highlight some benefits:

• "Sourdough bread ferments over time. That's what causes those bubbles to form and creates holes in the bread when you cut into it...Fermentation creates prebiotics, which are what feed the healthy bacteria in your gut."
• "Sourdough bread may be easier to digest than white bread for some people…the fiber in the bread helps feed the "good" bacteria in your intestines. These bacteria are important for maintaining a stable, healthy digestive system."

Tea & Kambucha

Tea is becoming more popular as an ingredient in desserts and ice cream and in new formats, such as tea powders and cold-brew bags, according to the Whole Foods 2025 trends. Kombucha, a fermented tea beverage known for its probiotic benefits, has gained popularity but remains a niche product. Nevertheless, the global kombucha market is anticipated to achieve a revenue of $9.09 billion by 2030, with an estimated annual growth rate of 13.5% between 2025 and 2030. It appeals particularly to health-conscious consumers who value its health claims about the gut microbiome. Farm markets can capitalize on this trend by offering kombucha on tap or in bottles, with flavor variety and reusable growlers fostering customer loyalty. See our case study of Oley Valley Organics in Pennsylvania, which highlights its success as a top-selling item, supported by local sourcing and word-of-mouth marketing. Keep in mind that food safety regulations, such as maintaining low alcohol content and proper acidity levels, must be adhered to when offering kombucha.

Seaweed and Sea Moss

Seaweed and sea moss also made the Whole Foods 2025 trend list. According to the NOAA, seaweed is a general term for various species of marine plants and algae that grow in oceans, rivers, and lakes. It comes in different types, including red, green, and brown varieties, and is rich in nutrients like iodine, iron, and fiber. Seaweed has been used in the food industry for a long time as it is a key ingredient in sushi and is also used as a thickener in products like toothpaste and ice cream. Sea moss, also known as Irish moss, is a specific type of red algae found along the coasts of the Atlantic Ocean. Sea moss is also gaining popularity for its potential health benefits, such as supporting gut health, immunity, and thyroid function. Promoted for their protein and mineral content, these ingredients have found their way into gummies, salsa, and even "Sea Moss Bacon." With consumers' rising health consciousness and desire to consume sustainably sourced products, these products will likely increase in importance.

Snacking

As indicated in past trend articles, snacks fulfill many needs and occasions and are consumed by all generations. According to two separate sources, surveys conducted with U.S. consumers aged 18 and older, most consumers snacked at least once a day, with only 1% stating that they "never" snack.

Other sources listed the frequency of snacking based on the category of snacks.  For example, statistics indicate that consumers eat fruit (47%) and vegetables (38%) as snacks daily, with 18% of consumers snacking on nuts and seeds daily and 35% choosing nuts for a weekly snack.  

​Sources: The Independent and Yougov.com

• Produce items expected to increase in interest include tart cherries, yuzu, chayote, mushrooms, "unique" mangos, and mushrooms.
• Crunchy snacks, such as nuts and seeds, chips, and crackers, are sought after because of their texture, which is gaining prominence in the snack category, and as a way "to enhance meals and add texture to" all eating occasions, as well as beverages and desserts.
• While not just relevant to those snacks that invoke "sweet" sensations, there are several new chocolate/chocolate flavored snacks that could be categorized as "better-for-you" as they may have "improved nutritional profiles including reduced sugar and more protein, fiber, and vitamins."
• Snack bars are also increasing in popularity due to the availability of a) specialty + conventional wellness & nutrition bars and b) natural snack and granola bars, both of which experienced increased sales units between October 2023 and 2024. As might be expected, texture is also important for snack bars’ success, with the top textures being chewy, crunchy, and crispy. 

Along with texture, certain flavor combinations are likely to appeal. According to Yougov.com, consumers are "most willing to try":

• Sweet & smokey combinations (e.g., BBQ & brown sugar, chipotle & maple), 61%
• Savoy & herbal combinations (e.g., rosemary & sea salt, basil & parmesan), 54%
• Salty & umami (e.g., tamari & seeds, miso & seeds) and salty & umami (e.g., soy caramel miso & sesame), both at 39%
• Spicy & fruity (e.g., sriracha & pineapple, watermelon & chili), 38%
• Spicty & cool (e.g., jalapeno & cucumber, mint & chili), 36%
• Spicy & sour (e.g., green mango & chili, sriracha & vinegar), 31% 

When deciding what snacks to consume, the five criteria that were "very important" to consumers in January/February 2024 were:

• Great taste, selected by 67% of survey respondents
• Price, 42%
• Is easy to eat/drink without a mess, 40%
• Ease of preparation, 37%
• High in protein, 34%

While second and fifth in the ranking, respectively, the percentage of consumers who indicated "price of snack" and "high in protein" was very important in 2024, which was 9 percentage points higher compared to 2020.

Indulgence

Even with the pronounced interest in selecting foods due to the benefits they provide, many consumers choose to reward or treat themselves with food and drink to:

• Increased socializing with food
• More disposable income
• Alleviate boredom
• Uplift their mood

Yet another reason related to selecting certain foods is to remind them of a particular event or occasion. Doing so serves a purpose, as "[w]hen engaging in nostalgic reflection, people report a stronger sense of belongingness, affiliation, or sociality; they convey higher continuity between their past and their present; they describe their lives as more meaningful; and they often indicate higher levels of self-esteem and positive mood."

Perhaps, for some, the connection is not initially apparent. Still, of the 10,000 food-decision makers, age 18 and older, surveyed, 51% agree that food is a "part of their identity," and 63% agree that "their upbringing influences what they eat." What may be even more impressive is that, according to a survey conducted with 2,000 U.S. consumers in January 2024, 70% "would choose comfort over gourmet meals."

When asked what they would include in their "forever meal," of the 2,000 U.S. consumers who responded to a January 2024 survey, selections chosen by 30% or more of the participants were:

• Chicken wings (selected by 45% of participants) and mozzarella sticks (33%) for appetizers
• Pizza (30%) and burgers (29%) for entrees
• French fries (39%), mashed potatoes (36%), baked potatoes (35%), and mac and cheese (34%)
• Ice cream (63%), cheesecake (53%), and chocolate cake (46%)

Consumers also indulge by choosing "local" ("seamlessly blending global and local culinary elements") and "chaos cuisine" ("combining flavors" from two or more different cuisines). Some combinations that fall within these trends include sushi burritos, Korean BBQ tacos, and Mexican pizza. If you notice a theme with Mexican being a part of each of these, note that "Millennials and Gen Z are the first generations to say they prefer Mexican food to Italian." The significance of one of the items being a pizza is that "[C]onsumer interest in international pizza flavors is on the rise with Mexican-inspired (37%) and Greek-inspired (21%) pizzas leading the way…32% [of U.S. consumers are] planning to eat more pizza in 2025." As the 2024 Trends article mentioned, these combinations also meet consumer need for hot and swicy (sweet + spicy) flavors.

Yet, the indulgence trend can be further elevated through "combinations that include fried chicken, tater tots, nachos, or fried cheese sticks topped with caviar, or even ice cream topped with gold flake."