As the food and beverage industry looks to 2025, trends in functionality, sustainability, and comfort flavours are expected to dominate. Experts from Fortune and SPINS noted that consumers are increasingly balancing indulgent flavours with nutrient-rich foods, spurring demand for products that blend taste with health benefits.
There will be popularity of superfoods, particularly berries and mushrooms, as consumers seek out foods with added health benefits. Superfoods like berries and functional mushrooms, known for supporting mood, stress relief, brain health, and immunity, are gaining traction. Mushrooms alone have generated $1.6 billion in sales, showing strong growth.
Protein also remains a top priority for shoppers. Products with 25–30 grams of protein are selling 60% faster than those without, according to SPINS data. High-protein offerings began with naturally protein-rich products like milk but have expanded to items like snacks and breakfast foods. Product packaging now prominently highlights protein content to meet consumer demand.
Alongside functionality, unique global flavours are trending, with consumers eager for authentic fusion experiences. “Shoppers want bold, spicy, and globally inspired flavours—such as Korean-Mexican or Asian-Italian combinations—that bring restaurant-quality fusion to the dinner table. Comfort flavours like mac and cheese and the trending salty-sweet combo of ice cream and fries are also gaining popularity as consumers seek moments of indulgence.
Sustainability, however, remains a significant driver in 2025 as consumers seek transparency on sourcing and environmental impact. Consumers are demanding details on sourcing and production practices. Retailers and manufacturers must now prioritize transparency to meet this demand.
A September report from Mintel underscored these sustainability concerns, revealing that 34% of global consumers are worried about air quality, while 30% of shoppers cite plastic pollution as a top issue. Many consumers (35%) also expressed distrust in companies’ environmental claims, indicating a need for more accountability.
As the food and beverage landscape evolves, 2025 is shaping up to be a year where functionality, sustainability, and comfort flavours meet to satisfy health-conscious, eco-aware consumers.