Millennials and Gen Z are often ditching traditional pill bottles, instead opting for functional foods that blend wellness with daily routines. Brands that deliver science-backed, snackable nutrition are winning over younger consumers.
Starbucks is diving into the booming “proffee” trend with protein-packed lattes and cold foam, now a permanent menu fixture. As rivals race to meet protein-hungry consumers, functional coffee is brewing billion-dollar growth.
The recent IFT FIRST event spotlighted how food makers are shifting toward natural colors, sugar stealth, and GLP-1-driven formulation. Regulatory winds and wellness trends are rewriting the color, taste, and portion playbook.
Amid inflation’s shake-up, niche grocers like Sprouts and Natural Grocers have defied expectations with explosive growth. Turns out, health-conscious loyalty and savvy execution are worth their weight in organic chia seeds.
Legacy CPGs are losing consumer relevance to agile upstarts – but AI, innovation, and a shift to “disruptive optimism” offer hope. EY’s latest report calls on brands to earn loyalty daily or drift into obscurity.
The latest “What’s Trending in Nutrition Survey” reveals that consumers in 2025 are prioritizing gut health, with fermented foods and superfoods like berries and leafy greens gaining popularity.
Chia seeds were the most popular functional ingredient on U.S. restaurant menus during Q4 of 2024, according to MenuData, accounting for 38.9% of menu share. A staple in ancient diets for their utility and nutrition, today, the ingredient is gaining momentum with health-conscious consumers.
In 2025, consumers will redefine “value,” prioritizing brands that align with their personal values, according to Acosta Group. Retailers must embrace this shift by enhancing experiences through personalized retail media, leveraging social commerce, and addressing health-conscious demands with transparency.
