April 2, 2025 – Top food trends in the US and Canada are influenced by global megatrends, which influence industries and affect the food decisions of consumers. Innova Market Insights has identified several global trends that help drive food and beverage trends in the US and Canada. One global trend pertains to Building a Sustainable Future. Many players across the food chain, including government, industry, and consumers, worry about climate change and how it affects planetary health. Continued Technological Disruption describes the speed and impact of technological innovation on human lives, the economy, social structures, and major global issues. Demographic and Social Shifts around the world affect economies, household structures, marketing, and other factors. Economic and Political Volatility is associated with post-pandemic recovery, conflicts, and shifts in power. Consumer and industry Focus on Health and Wellbeing is changing because of the high cost of healthcare, need to manage health and wellbeing preventatively, and use of technology in healthcare.
This article is based on Innova’s Top Trends 2025: US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Top 10 Trend #1 – Ingredients and Beyond
Innova’s Top Food Trend #1 – Ingredients and Beyond – highlights the importance of ingredients, as well as quality that goes beyond the ingredients themselves. US and Canadian consumers who participated in an Innova consumer trends survey say that quality is the most important factor in choosing food and beverage products. To the consumer, quality is a combination of price, freshness, nutrition, and health.
Innova is monitoring improved quality, and a rise in sales of private label products. A solid proportion of US consumers and Canadian consumers say they are buying more private brand products. When asked why, US consumers and Canadian consumers say private label offers good value for money, are easy to find, are high quality, offer variety, and can be purchased in larger quantities. In contrast, consumers in the US and Canada say that name brands products offer better health benefits, are higher quality, and are nutritionally superior.
Top 10 Trend #2 – Precision Wellness
Precision Wellness food trend refers to targeted nutrition for US and Canadian consumers at any life stage. In a recent Innova Market Insights consumer trends survey, consumers were asked about which targeted nutrition approaches are most desirable. Their top choices include the more general balanced nutrition and then precision wellness angles such as age-specific nutrition, condition-specific nutrition, lifestyle-based nutrition, and gender-specific nutrition. Consumers in North America also turn first to regular food and beverage products for the targeted nutrition needs.
Food trends show that weight management is a big focus of precision wellness, and brands are responding. In North America, weight management is the top physical health concern. Companies are responding. Innova sees growth in product launches with a claim related to weight management. Within the weight management marketplace are a smaller group of consumers who use GLP-1 drugs. Growth in launches tracked with a GLP-1-related claim is extremely strong.
Top Trend #3 – Flavors: Wildly Inventive
Food trends indicate that consumers in the US and Canada are looking for special experiences. North American consumers participating in consumer trends surveys say they seek “crazy creations” for the “ultimate indulgent experience.” These consumers are responding well to products with exciting and surprising mash-ups. The types of mash-ups that these consumers find most interesting are breakfast-dinner combinations, desserts, and mash-ups of sweet and savory. When asked about taste and texture experiences, consumers named rich flavor, along with taste and flavor combinations.
Another exciting area is limited edition releases. Limited editions can offer consumers endless options for taste experiences. And North American consumers say that seasonal releases and limited edition flavors heavily influence their food and beverage choice. They are most likely to find limited edition releases in dairy, soft drinks, and snacks.
Top Trend #7 – Taste the Glow
Food trends reveal that cosmetics are leading the way for beauty-enhancing features to be incorporated into food and beverage launches. A percentage of North American consumers, led by the younger generations, say they purchased food and beverage products in the past year for improving their physical appearance and beauty. Skin health is the #1 concern and driver of purchases for Gen Z consumers. Year-over-year growth in new food, beverage, and supplement launches with a beauty claim is solid and spans across multiple categories, according to tracking by Innova Market Insights. Vitamins C and D often are associated with beauty claims. Beauty innovations spotlighted across various categories. However, US consumers and Canadian consumers say that they look most for vegetables, fruit, and bottled water when shopping for beauty benefits.
Top Trend #10 – Bytes to Bites
The final top food trend, Bytes to Bites, highlights the role played by artificial intelligence (AI) in helping brands build capacity and create applications for impactful products. AI can benefit companies in many ways, including flavor innovation, sustainable production, suggested price, and flavor innovation. AI can help companies help consumers make better lifestyle choices, including minimizing food waste and eating more mindfully.
According to product launch tracking by Innova Market Insights, AI-related claims are growing in food and beverage products. North American consumers believe in AI as a tool for food and beverage product development. Growth is particularly strong for beverages with an artificial intelligence-related claim.
This article is based on Innova’s Top Trends 2025: US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
