New year, more trends: 5 ways food and beverage brands are redefining “more” in 2025New year, more trends: 5 ways food and beverage brands are redefining “more” in 2025
Five key trends are reshaping the food and beverage industry by changing our definition of how to give “more” when it comes to sustainability, authenticity and flavor.

At a Glance
- Younger consumers are demanding eco-friendly products that are affordable and aligned with their values.
- Globally inspired flavors like pistachio chocolate reflect consumers' growing desire for sensory and cultural exploration.
- Products combining health benefits with enjoyment, such as adaptogenic drinks and protein desserts, will continue to grow.
As we hurtle into 2025, the food and beverage landscapes are primed for major shifts, fueled by changing consumer priorities, advancing technology and global economic pressures.
Insights from industry experts, however, can offer a glimpse of the trends reshaping our plates and palates. From the demand for more accessible sustainability to the rise of functional indulgences, these five trends highlight an expanding need for innovative solutions that meet the expectation of “more, more, more.”
More accessible sustainability
For foods and beverages, sustainability has transformed from a niche concern into a baseline belief, particularly among Gen Z and younger millennials. These consumers will continue to demand eco-conscious products that are both affordable and authentic. Brands can rise to the challenge by integrating sustainable practices into their mainstream offerings, rather than saving these innovations for premium-priced goods.
“We are faced with the notion that ‘sustainable’ is expensive, but now if you’re talking about the younger generations, what we’re seeing in the marketplace and what we’re seeing in innovation as well, is making sustainability accessible,” Soumya Nair, global consumer research and insights director at Kerry Group, told SupplySide Food & Beverage Journal. “Because sustainability is not an add-on. It’s not a value add. It used to be … it’s about accessible sustainability now. It’s about accessible nutrition, accessible health.
“I think something we need to be aware of is that consumers might not want all 20 things in the sustainability bucket,” Nair continued. “Because when we look at defining it, we’re looking at making sure that we truly are sustainable as a product. But for the consumer, their values are what’s driving them. It’s not a trade-off on price.”
Key takeaway: Brands can no longer afford to treat sustainability as a luxury and will need to bridge the gap between affordability and environmental responsibility.
More adventurous flavors
Food and beverage experiences are increasingly becoming vehicles for escapism and storytelling. Creative, whimsical flavor pairings — like pistachio chocolate or globally inspired fusion snacks — appeal to consumers seeking emotional and sensory fulfillment. This trend aligns with a desire to explore new cultures and push culinary boundaries.
“These are flavors that are going to be bold and activating taste buds,” Scott Dicker, market insights director at SPINS, said. “Spicy, sour, salty … people are getting used to these things, especially with the expansion of global products and flavors coming in. Their taste buds are adapting and they’re not just going to be looking for sweet anymore.”
Key takeaway: Bold, imaginative flavor profiles will continue catering to a globalized palate while also sparking curiosity for something new.
More functional indulgences
Health-conscious consumers want the best of both worlds — nutrition and taste. Reduced sugar, sodium and carbs are in high demand, but not at the expense of flavor. Plus, younger consumers are drawn to foods and beverages that combine functionality with fun. Products like gut health-enhancing snacks, adaptogenic drinks and protein-packed desserts blend health benefits with enjoyable experiences. Beverages are leading this trend, serving as low-risk gateways into the world of functional ingredients.
“Beverages are a great entry point for functional [ingredients] because it takes a little bit of the risk out,” Nair said. “It helps people indulge a little bit more as well. But we’ve seen that percolating across everything else. I’m having my cup of coffee, but then I have a creamer that has an added layer of immune benefits. I’m still having my beverage … I’m having fun, but I’m still hitting my functional needs for the day. It’s not just about health; it’s about having fun with it.”
Key takeaway: Consumers want healthier options without sacrificing enjoyment. Innovate with balanced and functional indulgence in mind.
More politics … yikes
With an incoming second Trump presidency and Robert F. Kennedy Jr. set to head FDA, we’re bound to see some big changes in the regulatory landscape. For example, RFK Jr. has suggested bans on certain controversial ingredients, such as food dyes linked to long-term health risks. But John Foraker, co-founder and CEO of Once Upon a Farm, thinks Trump and co. will face some resistance.
“There will be significant progress on limiting food dyes … but there will be no material change in chemicals, additives or synthetic ingredients in broader food,” Foraker wrote on LinkedIn. “Lots of change will get quickly jammed up by corporate lobbying in Congress. FDA will not regulate as would be required to drive a lot of promised change, which will actually require more regulation, not less … Big food CEOs will be called in to Congress to speak on food and health, and it will be must-watch TV. Some of the questioning and pressure points will be fair and useful for the public interest and awareness of key issues related to health and diet, but a lot of it will be very unfair and unscientific demagoguery. Very little positive movement on public policy will come from it.”
Key takeaway: When it comes to federal food and beverage regulations in the U.S., your best bet is to expect the unexpected in 2025.
More authentic brands
Many modern consumers expect to see their personal values reflected in the packaging of each product they buy. That could mean sourcing ingredients ethically or avoiding cultural appropriation, but even if you align your products with some of those values, loyalty won’t always be guaranteed. Brands must actively demonstrate their commitment to building trust over time.
“They’re a lot more in touch with what’s happening,” Nair said. “Where was it manufactured? Where was it sourced from? That traceability question is going to evolve because we’re starting to see more information trickling down to the consumer.
“Is this lemon flavor coming from a specific region?” she explained. “If you’re saying [your product] has a specific adaptogenic ingredient, is it coming from a place that’s known for that ingredient? Provenance is starting to become second nature to the consumer. We used to talk about flavors like … ‘Here’s Asian cuisine rising,’ or ‘Here’s Mediterranean cuisine rising.’ That’s not going to fly on our charts anymore because that’s not how consumers see it.”
Key takeaway: Loyalty must be earned by authentically meeting consumers where they are, but also by being authentic with who you are.
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