The food and beverage industry is undergoing a significant transformation, driven by the increase of well-informed consumers who prioritize health, sustainability, and personalization.
From a growing focus on foods that support mental well-being to the increasing demand for transparency in sourcing, mindful eating has taken center stage. In 2025, it will be clear that consumer preferences are reshaping the market, pushing (and inspiring) brands to innovate and align with values of wellbeing and ethical production.
1 Mental and emotional well-being will influence food choices
As people become more attuned to their overall well-being and mindful of their human experience, consumers are increasingly recognizing the link between their food choices and emotional wellbeing.
74 percent of Americans believe the food and beverages they consume have a significant impact on their mental health, and 61 percent report that their emotional state influences their food choices.
This shift toward holistic wellness has consumers seeking foods that support not just physical health but mental balance as well. Mood-enhancing ingredients like ashwagandha, CBD, and adaptogens – known for their stress-relieving and mood-boosting properties – are on the rise, offering consumers more ways to incorporate mental health into their daily diet.
Mari Llewellyn, seen in video below, is a fitness influencer and entrepreneur who transformed her life through wellness, founding two multi-million dollar companies: Mari Fitness and Bloom Nutrition. She is known for her candid discussion of her mental health struggles, including borderline personality disorder (BPD), and how she used fitness and nutrition to overcome adversity.
Through her social media platforms and podcast, Mari Llewellyn inspires millions of women to prioritize health, resilience, and personal growth. In this episode of Scan My Brain with Dr. Daniel Amen, Mari—founder of Bloom Nutrition, host of the Pursuit of Wellness Podcast, and creator of the SLAY app—opens up about hitting rock bottom both mentally and physically in 2018.
She shares her journey of overcoming childhood trauma and a diagnosis of Borderline Personality Disorder, and how she harnessed the power of nutrition and fitness to dramatically improve her mental health and overall well-being.
“Chris Palmer from Harvard wrote a book called Brain Energy and it's basically about using the ketogenic diet – ketogenic diets are anti-seizure diets; they help stabilize seizures… We think of people who have mood instability as having like these little seizures in their brain, and you would say ‘I want to pull out my hair’ – it’s sort of like you’re having a behavioral seizure, so that could be a good diet for you.” - Dr. Daniel Amen on the Scan My Brain Podcast
2 Demand for transparency will increase
Nearly 75 percent of U.S. consumers say it’s important for brands to provide clear information about where their food comes from. Transparency is no longer just a buzzword, it's an essential factor in building trust and loyalty with consumers.
Products that offer transparent labeling are growing 6 percent faster than those that do not, illustrating the power of trust in today’s marketplace.
Consumers increasingly expect brands to provide detailed supply chain information and certifications like Fair Trade or Land to Market and now Regenerative as well.
Alec's Ice Cream sets a new standard for transparency and sustainability as the first ice cream brand to receive Regenerative Organic Certification. The company sources 100% A2 dairy from a regenerative farm, promoting biodiversity and reducing carbon emissions. This aligns with rising consumer demand for transparency in supply chains, especially through certifications like Regenerative Organic and USDA Organic, deepening trust in environmentally friendly brands.
3 Plant-based foods will continue to rise
The plant-based movement is only accelerating, with more consumers seeking creative meat and dairy alternatives.
Between 2019 and 2022, sales of plant-based foods grew by 13 percent, and this growth is set to continue. The global market for plant-based foods is projected to expand at a compound annual growth rate (CAGR) of 11.54 percent, reaching $19.07 billion by 2030.
While vegetarians and vegans were once the primary consumers of these products, the rising number of flexitarians – those who primarily consume plant-based foods but occasionally eat animal products – are driving the next phase of growth.
From plant-based seafood to meatless charcuterie boards, innovation in plant-based foods is making it easier than ever for consumers to explore new options.
4 Functional beverages will surge in popularity
Functional beverages, offering health benefits beyond hydration, are becoming a staple for wellness focused consumers.
According to recent data, 46 percent of people prioritize physical or mental wellness when selecting drinks, leading to a boom in products like kombucha, adaptogenic teas, and probiotic beverages.
These drinks offer a range of health benefits, from improved digestion and immunity to stress reduction and enhanced brain function. As wellness trends grow, functional beverages are carving out a notable space in the market.
5 Fermented foods will continue to become essential as microbiome research reveals lasting benefits
Fermented foods are becoming mainstream, moving from niche health food stores to everyday grocery shelves.
Rich in probiotics and beneficial bacteria, these foods are praised for their ability to improve digestion, boost immunity, and even enhance mental well-being.
How fermented foods are trending across social media platforms…
#fermentation has 37K posts on TikTok
#fermentedfoods has 703K posts on Instagram
#fermented has 554K posts on Instagram
#fermenttok has 1768 posts on TikTok
6 Rise of personalized nutrition
As AI-driven platforms and data-based meal planning tools gain traction, personalized nutrition is reshaping the way consumers approach their diets. Tailored food and beverage choices, based on individual health data, dietary preferences, and even DNA, are becoming more accessible.
A report from Markets and Markets estimates that the AI in the healthcare market, including nutrition, will reach $45.2 billion by 2026.
Manuela Fastje suffered her first migraine at age 20. After that, the painful attacks came three to four times a month bringing severe limitations to her life… In the fall of 2021, she had Christian Sina and his team monitor her blood sugar for two weeks… The evaluation revealed that protein weakens her blood sugar response. Today, she eats cheese curds and yogurt with her fruit. Generalized dietary recommendations had never helped her – for example, they always say cheese isn’t good. If you get migraines you should avoid eating too much cheese if possible because it’s suspected of triggering attacks – it’s not like that at all for Manuela. A current study with 300 participants is testing personalized nutrition in hopes of attaining approval as migraine therapy.
From customizable protein shakes to AI-generated meal kits, personalization is key for consumers looking to optimize their health.
As technology advances, there can be an expectation that personalized nutrition will become even more refined, offering hyper-customized food solutions for every dietary need.
7 Consumers are shifting toward products that require less water
With climate change heightening concerns over water scarcity, consumers are shifting toward products that require less water to produce. Water stewardship is now a top priority for eco-conscious shoppers, who expect brands to take responsibility for their environmental impact.
[From GEA]
Brands adopting water-saving techniques – whether by using drought-resistant crops or regenerative agriculture – are set to gain favor as sustainability becomes more important to consumers
8 Front of packaging labeling grows in importance
Consumers are becoming more conscious of package labeling as a guide for healthy food choices, and regulatory changes are pushing this trend forward.
In a recent survey, 40 percent of U.S. consumers said they define a healthy food as "fresh," while 37 percent prioritize foods low in sugar, and 33 percent look for high-protein options.
With clear, concise labeling that highlights nutritional benefits, brands can help consumers make informed decisions. This focus on transparent packaging is likely to be an even bigger priority as regulatory shifts take effect.
9 Third culture cuisine brands increase in popularity
In an increasingly multicultural world, third culture cuisine – a fusion of diverse culinary traditions – is on the rise. Chefs and home cooks alike are embracing ingredients like MSG, which was once misunderstood but is now recognized for its flavor-enhancing properties.
As consumers become more adventurous, third-culture cuisine is gaining attention, blending flavors and techniques from various cultures to create something new and exciting. From fusion restaurants to innovative home cooking, expect to see more bold, multicultural food experiences in 2024.
Here are some brands that are flourishing (and that we highly recommend) in this space...
Siete offers grain-free, Mexican-American food products like tortillas and chips made from alternative flours such as almond and cassava.
Masala Mama provides authentic Indian cooking sauces and spice blends that simplify preparing Indian dishes at home.
Yai Thai produces Thai-inspired sauces, curry pastes, and condiments made with clean, natural ingredients suitable for various dietary preferences.
10 Mood supporting foods see growth
Foods that support mental health are becoming more sought after, with consumers looking for ingredients like turmeric, ashwagandha, and probiotics to help manage stress and boost cognitive function. As more research highlights the link between diet and mental well-being, expect this trend to flourish.
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