KeHE Distributors identified five macro trends in the food and beverage industry for 2025. These macro trends are set to influence consumer shopping preferences and inform retailers’ product selections in the coming year, according to a news release.
“The unifying theme across the five projected trends for 2025 is a proactive consumer approach to health, resulting in a preference for food products that are equally healthy, nutrient-rich and convenient,” said Heather Drenzyk, director of customer insights and growth solutions for KeHE. “Retailers and suppliers will continue to drive innovation as they incorporate these emerging trends onto their shelves and into their products. KeHE looks forward to supporting its partners as they navigate getting these products placed in front of excited consumers.”
KeHE said its merchants shared an overview of the top five trends that will drive consumer preferences in 2025:
- All day protein — Protein, a dietary cornerstone, is essential for muscle health, cell repair and sustaining energy levels all day, the company said. Many consumers prioritize incorporating protein in their diets, with 93% of households consuming animal-based sources and 41% incorporating plant-based options. High protein products have become more accessible as more brands offer new ways of accessing protein in seasonings, sauces, pastas and desserts. Social media has also influenced many younger consumers to prioritize versatile protein products across all meals to supplement their diet. The rising prominence of protein callouts on everyday food packaging and the increasing accessibility of high-protein products will continue to drive awareness and sales.
- Drink your health — U.S. consumers are increasingly seeking functional beverages that align with their health goals. Aside from hydration, the desire for anti-aging, gut health and cognitive health are driving the beverage category. According to Mintel, the U.S. functional beverage market has surged 54% since 2020, especially as many younger consumers have started opting for non-alcoholic beverages. Flavor is still the primary driver of these products, emphasizing the importance of a beverage being both tasty and healthy.
- Unexpected areas of discovery — Modern consumers are embracing a hybrid shopping approach, seamlessly transitioning between online and in-store experiences. While multichannel shoppers demonstrate significantly higher spending power (86%), older generations still prefer to purchase fresh produce, meat and other perishable items in-store. KeHE said it knows that customers want a compelling assortment of fresh products to choose from, which is why the distributor is committed to providing retailers with high-quality, fresh products. Social media is rapidly shaping food and drink trend discovery, with platforms like TikTok driving viral sensations, often leading to impulse purchases.
- International in every aisle — The U.S. is a melting pot of cultures, and this diversity has led to a surge in the demand for international flavors and cuisines. Younger generations in particular are at the forefront of this trend as social media allows them to continue to explore different cultures. Consumers are drawn to authentic, high-quality ingredients that offer regional distinction, diverse flavor profiles and brands with a personal backstory. To create a more compelling shopping experience, retailers can incorporate international products with their domestic counterparts, allowing consumers to discover new flavors and ingredients in their familiar aisles.
- New rules of aging well — Traditionally, health care in the U.S. focused largely on treating illnesses and managing symptoms. However, consumers are now taking a proactive approach to their health: prevention and longevity. Consumers are discovering new rules of aging well and the importance of making healthy lifestyle choices. Natural ingredients to support anti-inflammation, biohacking to focus on body and mind and using GLP-1 products to manage blood sugar and weight loss are key trends driving consumer purchases.
