November 8, 2024 – The food and beverage industry is steadily evolving, driven by changing consumer preferences and global influences. Each year, through extensive 360 research, Innova releases the Top 10 Trends for the upcoming year. Innova considers various trend drivers, along with consumer trends, and in-depth tracking of food and beverage launches—including categories, product features, ingredients, and on-package claims—to predict the future direction of the global food and beverage market.
The Innova Top 10 Trends for 2025 shines a spotlight on the food and beverage environment in the coming year for consumer-packaged goods.
Trend #1 – Ingredients and Beyond – Elevating Standards
Our first food trend is about product differentiation through ingredient quality which is expected to have a significant impact on purchases of food and beverage products. Consumers are seeking ingredients with elevated features such as health benefits, nutrition, freshness and shelf life, and naturalness.
Higher quality ingredients can help companies differentiate themselves. A recent Innova consumer trends survey shows that consumers rank quality in ingredients and products as the most consideration in food and beverage purchases. Protein exemplifies this food trend as focus evolves from protein content into protein quality, bioavailability, and absorption. Protein standards have been elevated to incorporate extra benefits.
Quality also can go hand in hand with value. Value has risen in importance as a result of inflation following the COVID pandemic. Manufacturers of private label products are boosting the quality of their products and ingredients to offer consumers a cost-conscious way to enjoy the products they love, including indulgences.
Trend #2 – Health – Precision Wellness
This second food trend highlights that the majority of consumers are proactive about their health, including using nutrition as a tool to help manage their health issues. They also say that personalization improves the effectiveness of nutrition plans. The precision wellness trend combines personalization with balanced nutrition and convenience in functional food and beverage products. What does personalization mean? It can include products that are tailored to life stage, lifestyle, physical and mental health needs, and/or gender. Women’s health, weight management, mood support, and performance are among the key growth areas in precision wellness. In weight management, watch for the impact of GLP-1 drugs on product innovation and marketing.
Trend #3 – Flavors – Wildly Inventive
This third food trend shows that consumers seek fun and excitement in food and beverage products. They enjoy unexpected flavors, fusion cuisines, cobranded products by heritage brands, unusual product formats, mash-ups of more than one type of product, and limited editions. Consumers are particularly interested in exciting flavor combinations, especially those that they learn about on social media. Social media delivers the unexpected to consumers. That is why it is important for companies to innovate in a way that incorporates fun and indulgence to excite consumers. In this food trend, desserts can be a platform for combining flavors; products can be a fusion of two categories, for example, snack and main dish; and sweet and savory can be combined for a new sensory experience.
Trend #4 – Gut Health – Flourish from Within
Post-pandemic consumers focus is back on gut health. Digestive/gut health is the top driver of purchases of functional food and beverage products. Consumer interest also is high in hallmark gut health ingredients, namely, fiber and prebiotics to feed the microbiome. On the ingredient side, manufacturers are fine-tuning product ingredients to support and optimize the gut microbiome. The food trend around gut support is spreading into more product categories, for example, snacks.
Trend #5 – Plant-based – Rethinking Plants
This top food trend has been an enduring one over the past several years. As with other trends, it evolves with global trends, lifestyle trends, changes in the industry, and consumer trends. Consumers are not 100% satisfied with today’s plant-based offerings. They want choices that are less processed, more natural, have better taste and texture, offer health benefits, and support the environment. Consumer sentiments along with concern about health risks from eating ultra-processed foods are forcing companies to reimagine their development of plant-based products. Manufacturers are going back to the drawing board to innovate with standalone plant-based products that do not mimic meat or dairy and offer simpler formulations, clean labeling, less processing, better sensory features, and attractive pricing. The evolution process has started. Innova is tracking a trend toward more plant-based products with a natural claim and with real and recognizable whole plant ingredients.
Trend #6 – Sustainability – Adapting to Change
Our sixth top food trend identifies the connection between consumer awareness of climate change and sustainability efforts on the part of manufacturers. Consumers are extremely or very aware of climate change and say they are open to climate-related actions such as sustainable farming practices, climate resilient crops, and novel crop cultivation technologies. Consumers also say they notice package claims regarding the protection of nature.
Climate change impacts companies and also creates uncertainty regarding the supply chain. Droughts, floods, heat waves, and climate-related diseases are creating shortages of certain ingredients and foods. The impact on climate-sensitive crops such as cocoa, coffee, and olive oil drives companies to innovate toward alternatives and new formulations. While companies can position products with premium pricing, consumer willingness or unwillingness to pay could shape product development and positioning strategies in this food trend.
Trend #7 – Beauty Food – Taste the Glow
Beauty and physical appearance matter to consumers. Consumer trends surveys show that consumers are highly aware of the health of skin on the face and on the body, healthy hair, and other features associated with physical appearance. Anti-aging no longer is limited to just older consumers. In fact, younger consumers are the most interested in anti-aging products. Innova has been tracking growth in launches with a skin health claim. On the ingredient side, collagen and vitamins are attracting attention from both manufacturers and consumers.
Trend #8 – Food Culture – Tradition Reinvented
This top food trend is about reinventing tradition in food culture includes both honoring authenticity and heritage. It includes innovating new food and beverage products from a traditional foundation. Both approaches can be expressed through cultural differentiation by country, region, or microregion, as well as cultural fusion. Products, ingredients, recipes, seasonings, and packaging all can support tradition in both classic and new ways.
Trend #9 – Mood Food – Mindful Choices
This top food trend displays that consumer concerns about mental health have impacted product innovation trends over the past several years. Consumer trends surveys show that consumers are increasingly concerned about their mental and emotional wellbeing. Younger generations in particular strive to support and improve their mental health. Stress and anxiety drive purchases. Despite the strong and growing consumer interest in mental health solutions, innovation in products for mood, focus, sleep, and other benefits is underdeveloped. Innovation opportunities to target mental health can incorporate vitamins, minerals, functional ingredients, mushrooms, and other ingredients associated with mental health benefits.
Trend #10 – AI – Bytes to Bites
In this food trend, brands are beginning to unlock the full power of AI. They are moving from infinite capabilities to concrete applications that elevate consumer experiences
AI is growing in use as a tool for speeding up product innovation, identifying ingredients, developing product formulations, creating flavors, automating production, protecting food safety, and supporting sustainability. Expect to see AI disruptions in the coming year, as well as brand communications and claims about the benefits of AI for their products.
What’s Next in Top Food Trends?
As key trends evolve throughout the year, brands can anticipate shifts that align with changing consumer desires. In the ‘Ingredients and Beyond’ trend, product quality is important, with consumers prioritizing freshness, ingredient sourcing, health benefits, and nutritional content. To build trust and transparency, manufacturers should focus on these areas.
In the ‘Food Culture – Tradition Reinvented’ trend, consumers are embracing both heritage and innovation, seeking traditional recipes alongside new products inspired by cultural roots. This opens opportunities for brands to blend tradition with modern culinary approaches.
The ‘Gut Health – Flourish from Within’ trend reflects growing consumer awareness around gut health, from microbiome balance to gut-friendly ingredients. As consumers adopt a more holistic view of wellness, brands have an opportunity to integrate gut health benefits into their product offerings. Brands that stay ahead in adapting to these evolving preferences are likely to drive innovation in the food and beverage industry.
