We are pleased to present one of our most awaited articles of the year. FlavorSum’s team of flavourists and analysts has collaborated with application specialists and market researchers to show you the food and beverage trends that will be popular in 2025. This year’s series will also be in two parts. Part one will cover cultural trends that affect behaviour and innovation. The second part will look at flavour predictions for the year 2025.
Our culture is constantly changing. The study of current trends can reveal emerging needs and provide creative ideas to create new products that appeal to your target market and inspire brand loyalty. Analyzing cultural tendencies can also give your brand an edge. Brands have implemented several of our predictions for 2024, such as purposeful snacking and customized functionality. FlavorSum 2024 research showed that shoppers select snacks for their energy, health or indulgence needs. Food and beverage launches claiming functional benefits increased by 28% during the first half of 2024. More products are focusing on digestive and brain health. Our forward-looking research will hopefully spark a conversation within your team, resulting in food and drink products that are on trend and create a stronger connection with customers.
Let’s examine cultural trends to see where innovation in food and beverages might be headed in 2025.
Home Hub Returns
During the pandemic, the home was the centre of work, school and social activities. Social preferences and economic conditions, while most people are back to their usual routines, have made the home once again the centre for food and drink consumption. A few factors, such as drive this trend,
Home-based social activities: People play board games at home with their friends and organize DIY celebrations in order to save money.
Elevate Convenience
It’s not difficult to cook at home. Food and beverage companies can leverage the home hub trend to offer convenient shortcuts without compromising on nutrition or quality. Pre-made sauces and mixes could add value to the meal preparation process. Accessible snacks and drinks are ideal for those who lead a busy lifestyle. In one-on-one conversations with shoppers about snacking, we heard: “We have a four-year-old and want snacks that can be easily grabbed, taken in the car and don’t splatter everywhere.” One ‘boomer’ said, “I haven’t eaten any snacks in the past 20 years except for those that are easily accessible.”
TAILOR THE FORMAT
People are also looking for products that can be tailored to certain activities or events. Ready-to-serve RTD drinks or cocktails can help reduce the stress associated with hosting a dinner. Snacks and frozen novelty items in fun, bite-sized sizes free up space to play board games or eliminate extra cutlery. The packaging of family-sized products is an excellent way to combine convenience and value.
The Creator Economy Expands to Food and Beverage
The creator economy is one of the fastest-growing cultural trends. Millions of content producers produce educational or entertaining material for online platforms. Individual creators can reach millions of people through social media platforms like TikTok and Instagram and build their own personal brands.
Forecasters expect the creator economy to grow at a CAGR of 22,5% per year (Coherent Market Insights). Food is a major part of the online content, which includes reviews, recipes, cooking tips, and nutrition analysis.
Bring Social to the Shelf
Brands need to be cautious when approaching the creator economy since viewers are more likely to prefer people and personalities than corporations. Some brands have used social media platforms or copied popular recipes to launch new products, sparking engagement. The results of these investments vary.
A new alternative would be to bring the latest ideas and flavours into grocery stores so that people could try them. Coffee Mate launched a new version of its creamer that is meant for soda and not coffee. This coconut-lime creamer makes the “dirty” soda more accessible to people.
Step into Adventure
Social media and content creators have also created curiosity in the public about interesting flavours and flavour profiles from around the globe. Viewers can learn about the traditional foods of other cultures and even get recipes that they can try in their own kitchens. We predict that brands will start experimenting with more complex and adventurous flavour profiles, such as tajin and guanabana.
Food Activism is a catalyst for change.
Food activism has become a trend, bringing attention to food sources, food processing, and the way food reaches our fridges and pantries. Activism has had positive results, such as a growing desire for transparency and sustainability. Food activism is a by-product of the cancel culture. People share their opinions about what foods and drinks to consume and which ones to avoid. These recommendations may not be from experts, and they can either be accurate or well-supported.
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AVOID FOOD MYTHS AND PRIORITIZE THE FACTS
Misinformed food activism can lead to confusion and false food myths. The pressure for more comprehensive gluten-free labels could lead to the redundant labelling of products that are already gluten-free. We predict that more brands will use science-based claims to educate consumers about these claims. Brands can, for example, become more vocal and explain the differences between prebiotics and probiotics or whole grain and multi-grain.
Bring the Receipts
We expect a nuanced conversation around complex issues such as the use of pesticides and the FDA’s approach to food additives and substances that are generally recognized as safe.
Big brands’ ethical or sustainability claims should be transparent and straightforward, as people do not trust them. Avoid misleading or overpromising ingredients or company policies. By partnering with a trusted ingredient supplier, brands can monitor the regulatory landscape more closely and respond to changes that affect formulations or processes. Connect with industry groups known for their commitment to food advocacy.
Nostalgia Grows Up
For several years, nostalgia and “nostalgia” have become part of our culture. People tend to turn to an idealized past during stressful times and want to engage with products or activities that make them feel happy. Overemphasizing past events may prevent us from embracing the present and looking to the future. Food and beverage innovation has seen its share of nostalgia, but shoppers now want something new.
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SHIFT YOUR PERSPECTIVE
Brands can transform nostalgia into motivation, propelling us towards a future full of memories that we are proud to reflect on. New foods and drinks can encourage people to try new things, build relationships and create meaningful experiences. The use of seasonal flavours can help bridge the gap between the familiar and the new. Seasons are associated with well-known things, but there is still room for innovation in terms of flavours and formats.
BUILD MEANINGFUL EMOTIONS
Change can be an opportunity for growth and development. This year, brands can showcase the “new” and still satisfy shopper demands around functionality and flavour. Foods and drinks that celebrate small victories and daily joys are ideal. Brands can help people who are embarking on mental health journeys or those looking to make positive life changes. Innovations that reflect learning, evolution, and adaptation can create new connections, while nostalgia alone cannot.
FlavorSum can help you create the latest in trending innovations.
Have you developed a plan to develop on-trend products by 2025? FlavorSum can help you create great-tasting products that meet consumers’ needs and inspire brand loyalty. Contact us to learn how we can help you with your NPD initiatives.
Remember to look for the second part of our trend series, which will explore the flavours of 2020.
