After enduring several years of food inflation, followed by “shrinkflation,” a pandemic, and shifting beverage preferences, consumer packaged goods (CPGs) are anticipated to meet consumer demands with nutrient-rich offerings and innovative beverages. Food manufacturers will face a complex array of consumer needs in 2025, marking a significant transformation in how the industry formulates and packages snacks, as well as healthier and novel ingredients. This evolution occurs alongside the potential impact of tariffs from the new presidential administration on the ingredients sector, making 2025 a fascinating year for the food industry. Michele Scott, associate director of U.S. Food & Drink at Mintel, stated, “If prices do rise due to the incoming administration’s promise of tariffs, we’ll see consumers doing one of two things: switching to less expensive brands or saving their snack budgets to focus on their favorite products (or, in some cases, their children’s favorites).” Scott noted that there has already been a slowdown in snacking compared to the previous year due to rising prices. Additionally, she mentioned that the lines between snacks and meals will continue to blur as consumers redefine what a snack means for them. “Consumers don’t necessarily agree on the definition of a snack, which gives brands plenty of opportunities to explore those definitions,” she added.
What was once categorized as a snack is now often seen as a meal, and beverages have evolved to be viewed as medicinal or health-enhancing. With these substantial shifts in consumer expectations, food manufacturers are poised to introduce compelling innovations. Here are six food trends that Food Dive editors and industry experts forecast for 2025, ranging from the significant influence of GLP-1 users on innovation and products to trending aquatic ingredients, novel beverages, benefit stacking, and the continually evolving application of AI in production and product formulation.
The Enduring Influence of GLP-1
“It’s creating a wave of change for the food industry,” remarked Gary Stibel, founder and CEO of the New England Consulting Group. The emergence of GLP-1 drugs has prompted food companies to research and meet the needs of this new consumer demographic. For this group, priorities include protein, fiber, lower sugar content, and convenience. According to Goldman Sachs, the number of GLP-1 users could reach as high as 15 million people, or 13% of the U.S. population, by 2030. However, this figure may not fully capture the situation, as many consumers are obtaining these medications online or through non-prescription channels, making them harder to track.
These diabetes and weight-loss medications suppress appetite and seem to alter taste preferences and drinking habits. “Pop Tarts, for example, are no longer appealing to users, who also don’t want to stockpile them,” Stibel noted. Research by product innovation specialists at Mattson indicates that the use of anti-obesity drugs has significantly transformed eating and drinking behaviors. “Consumers are not only changing their eating habits but are also consuming less,” stated Riley McCarthy, senior project manager at New England Consulting Group. McCarthy added that these medications can physically alter taste buds and sweetness sensitivity.
“There are opportunities for startups in areas where there’s a market void, and we believe the frozen food sector can significantly benefit by offering foods and beverages that cater to this demographic,” said Barb Stuckey, chief innovation and marketing officer at Mattson in a Food Dive interview. Several companies are introducing products aimed at GLP-1 users. For instance, Nestlé launched a line of frozen meals named Vital Pursuit, specifically designed for users of weight-loss drugs, emphasizing high protein and fiber content. Furthermore, Daily Harvest has developed a meal kit service featuring a GLP-1 food collection, while Conagra Foods plans to label 26 of its Healthy Choice frozen food items as “On Track,” focusing on GLP-1-friendly options.
Scott from Mintel noted, “Protein is (and has been) the leading better-for-you claim that consumers seek by a substantial margin. Brands may perform better by emphasizing these nutritional foundations without directly referencing a drug.” Additionally, food trendspotters anticipate a reimagining of protein foods by CPGs in the upcoming year. “While beef remains popular for jerky and sticks, consumers are eager for a range of healthy alternatives like poultry, seafood, and even non-meat ‘meaty’ snacks, such as turkey sticks, salmon jerky, and mushroom jerky,” commented Jenn de la Vega, a Brooklyn-based chef, author, and specialty food association trend spotter. “It’s about variety and having the option to select different items each time they open their cupboard or visit a convenience store.”
AI Takes Center Stage
As artificial intelligence (AI) continues to advance, this once futuristic technology is set to play an increasingly significant role in operations at food and beverage companies in 2025. “Three years ago, there was some interest, but now, every food and beverage organization we speak with is engaged,” revealed Mikael Bengtsson, industry and solution strategy director for food and beverage at Infor. AI is shifting from merely analyzing large data sets to identifying trends, such as consumer purchasing behavior, and is now capable of assisting food and beverage companies in more innovative ways. These generative AI applications include drafting product descriptions, creating recipes incorporating specific ingredients, and aiding in packaging design.
Bengtsson noted that while companies are still in the early stages of utilizing AI in this capacity, its integration into business operations will grow. The food and beverage sector is challenging, and efficiency has never been more critical, according to Bengtsson. “The future leaders will not be those avoiding AI in their operations.” Nearly every company is adopting some form of AI. For example, Coca-Cola and AB InBev have employed AI to develop new products, while Unilever has harnessed the technology to streamline food production, resulting in the introduction of several innovative products, including Knorr Zero Salt Cube and Hellmann’s Vegan Mayonnaise. Other companies are incorporating AI into their supply chains to enhance product movement and gauge consumer demand.
Bob Nolan, senior vice president of demand science at Conagra, explained that the company uses AI to analyze in-store images to discern which colors are most frequently associated with specific attributes; for instance, purple is often linked to low or no sugar products. A challenging business environment will make AI increasingly appealing to companies in 2025 as they strive to predict consumer demand for their offerings, according to Nicholas Wegman, senior director of artificial intelligence at Zebra Technologies. After years of resisting price increases, consumers wary of inflation have curtailed spending, leading to reduced product volumes across nearly all major food companies. This situation intensifies the necessity for businesses to anticipate whether consumers will accept further price hikes and accurately gauge inventory needs.
“There’s a tipping point where I can raise prices without significantly affecting demand, but then suddenly it impacts demand sharply, putting you in a difficult situation,” Wegman cautioned. “If you’re not using AI (machine learning) models to make those predictions, your forecasts will likely be drastically off.”
Limited-Time Offerings Capture Attention
From Oreo’s quirky collaboration with Coca-Cola on co-branded sodas and cookies to Kellanova’s Apple Jack’s Pop-Tarts, brands in the food and beverage sector are vying to capture consumers’ dwindling attention spans by refreshing their product lines with unique and attention-grabbing launches. Many brands are utilizing limited-time offerings (LTOs) to create a sense of urgency around novel products, often in partnership with another brand. While these products frequently blend the likeness and flavors of multiple brands within the same company, some items combine the traits of two or more businesses within the industry.
Last fall, the Campbell Company’s V8 vegetable juice introduced a Dill Pickle Bloody Mary cocktail made with Grillo’s Pickles, a brand owned by King’s Hawaiian. Eddie Andre, Grillo’s vice president of branding, shared with Food Dive that co-branded products have enabled the pickle maker to expand its reach beyond its niche audience by associating with well-known brands in new offerings. According to Dr. Russell Zwanka, a professor of food marketing at Western Michigan University, LTOs are a crucial component of any merchandising strategy to stimulate conversation among consumers.
“Customers enjoy trying new things, and an LTO provides them with a compelling reason to purchase something, along with a deadline,” Zwanka explained. The food and beverage sector adds an extra layer of excitement as consumers are encouraged to experiment with products featuring seemingly conflicting flavors, such as PepsiCo’s Flamin’ Hot Mtn Dew. Zwanka cited Mondelez’s Sour Patch Kids-flavored Oreo cookies as an example of an enticing collaboration, as consumers can try it for just a few dollars. “Combining something sour with something sweet challenges people’s taste buds and palates. The beauty lies in the limited-time offer, which creates urgency due to the low price point,” Zwanka said.
The Rise of Benefit Stacking
In 2025, consumers are placing greater emphasis on food products that contain or “stack” multiple benefits that matter to them, and product manufacturers are taking note. According to a study by Ardent Mills, the number of eating behaviors that the average consumer engages in has risen to 7.2 in 2024, up from 6.5 the previous year. Stacking is even more pronounced among younger consumers aged 18-34, who have an average of over eight eating interests.
Previously, consumers approached food with a one-dimensional mindset, focusing solely on gluten-free or organic products, according to Matt Schueller, director of insights and analytics for marketing at Ardent Mills. “Now, they are incorporating multiple priorities into a single product.” When companies design a food product, they typically center it around a lasting trend, such as whole grains or protein, and then, with assistance from companies like Ardent Mills, they explore additional attributes to stack, such as organic or sustainably sourced ingredients.
Benefit stacking can be profitable, as consumers are willing to pay more for products that align with their values. When a product encompasses several attributes that consumers prioritize, the price becomes less significant while perceived value increases. Schueller noted that companies will continue to seek opportunities to stack ingredients. One reason for this is that consumers remain interested in such products. Focusing on stacking enhances the likelihood that shoppers will remain loyal to a brand. Moreover, with inflation prompting people to cut back on spending, they are less likely to bypass products that satisfy many of their interests.
“Consumers are deeply invested in foods that align with their specific goals, and when they discover a product that offers multiple benefits, it leads to stronger engagement and follow-through,” Schueller observed. Hain Celestial, a manufacturer of organic and natural products, has noted that benefit stacking is particularly evident in its tea line. Emily Rosen, marketing director at Hain, reported that consumers are brewing multiple Celestial Seasonings tea bags during cold and flu season to enhance flavors and benefits. The company has also positioned other parts of its portfolio, including snacks and meal prep, to capitalize on this trend. Rafael Acevedo, president of yogurt at Danone North America, remarked that consumer expectations for food and beverages are high, with a growing demand for nutritious options.
He emphasized that while this will support benefit stacking, it’s “critical” for companies like Danone to stay attuned to emerging health trends, including the rise of weight-loss medications, to effectively position their portfolios. “Danone has one of the most nutrient-dense portfolios in the industry, with a variety of products designed to meet different functional needs, making us well-prepared to take advantage of this ‘benefit stacking’ moment,” Acevedo stated. Danone’s yogurt lineup features Oikos for protein, Too Good & Co. for low sugar, and Light & Fit for low calories.
Beverages Break Boundaries
As consumers seek more value from their beverages, the days of rigid beverage categories are fading. Brands are responding to these evolving demands by launching new product lines that serve multiple purposes simultaneously, with energy drinks, cocktails, coffee, and soda increasingly overlapping. A growing number of consumers are moderating their alcohol consumption or abstaining altogether. Seltzer brands like White Claw are capitalizing on the trend of non-alcoholic cocktails as consumers search for adult beverages without alcohol. Liquid Death, a water brand that has gained immense popularity, is finding success in bars as a non-alcoholic sparkling option.
At the same time, soda manufacturers are reformulating their products to incorporate more purported health benefits. Many consumers are gravitating toward brands like Olipop, Poppi, and Health-Ade’s SunSip, which include prebiotics and probiotics aimed at improving gut health, although some critics have questioned the validity of these claims. Meanwhile, major soda brands are increasingly launching unique flavors and alcoholic beverages, exemplified by Coca-Cola’s collaboration with Jack Daniels and Sprite’s Absolut cocktails. Hydration drinks are also gaining traction as hangover remedies and health aids, from bottled products like Electrolit to Unilever’s Liquid I.V. in powdered form. However, the precise role of this category in consumers’ purchasing decisions remains unclear, according to Dr. Russell Zwanka, a food marketing professor at Western Michigan University.
“There’s some confusion among consumers regarding rapid rehydration beverages with electrolytes and traditional sports drinks, especially since these drinks are found in at least three distinct sections in stores: sports drinks, near juices, and health and beauty care,” Zwanka explained. “We may see these beverages expanding their brands into powdered formats for sustainability and convenience.” The ongoing rise of beverages that help consumers navigate their daily lives, such as energy drinks, is leading to an increase in brand offerings, from established names like Red Bull to newer brands like Celsius. Throne Sport Coffee, introduced last year, seeks to combine multiple trend attributes into a product that features caffeine, electrolytes, B vitamins, and under 50 calories per can.
Looking ahead, new beverage products will need to strike a balance between the attributes most valued by consumers, from flavors to healthier ingredients, according to Spiros Malandrakis, head alcohol researcher at Euromonitor. “Functionality-driven products and a rediscovery of indulgence will guide innovation in an environment that will remain challenging,” Malandrakis stated. “Offering an energizing boost or delightful indulgences will be essential.”
Exploring Aquatic Ingredients
Plant-based aquatic ingredients are projected to be a significant food trend in 2025 as consumers increasingly seek sustainable protein sources. Ingredients such as sea moss, duckweed, kelp, and seaweed are gaining traction for their nutritional and sustainability benefits. Sea moss, in particular, has surged in popularity as a wellness ingredient due to its high iron, magnesium, and iodine content. The trending Hailey Bieber smoothie, infused with sea ingredients, helped elevate awareness of these products in 2023. Sea moss is being incorporated into a variety of products, including beverages, gummies, and even bacon substitutes, such as MaryRuth’s Sea Moss Gummies and Umaro Foods bacon. Additionally, some brands are utilizing aquatic ingredients to mimic seafood flavors, thereby linking plant-based aquatic components to the growing alternative seafood market.
For functional ingredients, agar-agar has gained popularity as a plant-based gelatin derived from red algae. It is versatile in food applications, including in the production of jellies, marshmallows, candies, and candy fillers, and it is also used in certain beverages to enhance hydration while reducing fat content. Duckweed, recognized for its high protein content and heart-healthy polyunsaturated fatty acids, is becoming more prevalent in food products. Other ingredient trends for 2025 will feature items marketed as enhancing beauty “from the inside out,” including collagen aimed at promoting hair and nail health, according to de la Vega.
Drawing inspiration from marathon runners, jelly-like pouches are emerging as energy supplements and hangover remedies. De la Vega also noted that GORP and trail mixes are expected to undergo a makeover, incorporating diverse nuts, Asian fruits, savory spices like garam masala, roasted soybeans, and chocolate, creating a blend of textures reminiscent of the sweet and savory sensation of kettle corn.
Amid these evolving food trends, consumers are increasingly recognizing the importance of essential nutrients such as calcium citrate, vitamin D, zinc, copper, manganese, and magnesium. These minerals are pivotal for maintaining overall health and are becoming more integrated into various food products to meet consumer demands for nutrient-dense options. As the food industry adapts to these trends, the emphasis on providing comprehensive nutritional benefits, including the incorporation of essential vitamins and minerals, will likely grow, ensuring that consumers have access to products that support their health goals.