For Gen Z, meal and snack occasions continue to blur. Thus, that consumer behavior has become a primary focus for PepsiCo.
“As we look ahead to 2025, several macro trends are emerging, particularly tied to the consumption habits of Gen Z – a generation that has remained a key focus for us,” said Mustafa Shamseldin, PepsiCo International Foods’ category growth officer and CMO.
“Faced with increasing time pressures in their busy lives, Gen Z consumers are gravitating toward meals that fit their on-the-go lifestyles; Our global brands are responding,” Shamseldin told The Food Institute.
Mustafa Shamseldin, PepsiCo International Growth Officer, CMO
On that note, PepsiCo partnered with restaurant chain Komagene in Turkey to introduce new Doritos-inspired items, including the Doritos Cig Kofte Wrap, a modern twist on a traditional Turkish meatball dish.
Here’s a few other trends PepsiCo will closely monitor in 2025 … along with multiple predictions from Shamseldin:
Consumers Seek Experiences
Shamseldin, who has worked with PepsiCo for nearly two decades, noted research that shows 73% of Gen Z and Millennials view “experiences” as more valuable than tangible products. As a result, PepsiCo hopes to offer consumers the chance to engage with its brands in more meaningful ways, via away-from-home occasions.
The corporation is working to present Lay’s potato chips, for example, as a brand that’s synonymous with celebrations.
“This summer in European markets, we launched pop-up food trucks that used Lay’s potato chips in locally inspired recipes, such as a traditional Spanish potato omelet made with Lay’s chips,” Shamseldin recalled.
Social Media Marketing Takes on Added Importance
PepsiCo’s chief marketing officer noted that food-related content has become the top trending topic on social media, with platforms like TikTok largely providing the impetus. PepsiCo research shows that 54% of consumers now rely on TikTok to discover new food and cooking ideas.
“Consumers are eager to experiment with their meals, driven by a hunger for creativity and virality,” Shamseldin said.
“This shift highlights the growing influence of digital platforms in shaping culinary exploration and trends, and our brands are capitalizing on it.”
In that spirit, Doritos recently teamed with 13 global influencers to create “Doritos Loaded” recipes.
Global Flavors Get Hotter Than Ever
Consumers of all ages continue to be drawn to spicy, international flavors.
“We see this trend particularly reflected in our Lay’s brand, which showcases how we leverage in-depth analysis and collaborate with our local culinary teams to create flavors that stay true to the dishes that inspired them,” Shamseldin said. “Earlier this year, our U.S. team introduced three exciting international flavors – honey butter (in Korea), Tzatziki (Greece), and Masala (India) – highlighting flavors that have widespread popularity around the world.”
Meanwhile, PepsiCo continues to witness demand for intense flavor experiences, especially via its Flamin’ Hot products.
“This trend saw tremendous growth in 2024 and shows no signs of slowing down” Shamseldin said. “Flamin’ Hot grew so quickly that it is now its own brand, expanding to markets across the globe. This past April, the U.K. introduced ‘Extra Flamin’ Hot,’ while Brazil also launched Doritos Dinamita Flamin’ Hot.
“We anticipate the Flamin’ Hot trend will continue to dominate well into 2025.”
The Food Institute Podcast
Is it possible to balance a legacy brand and innovative ideas for a food company? Bibie Wu, chief communications and technical development officer with Del Monte, shares how her company respects its past while looking to the future, and how her dual roles in marketing and product development inform each other and improve the company.
