Nestlé, the leading global food and beverage company, is offering a comprehensive look at what’s likely to capture consumers’ attention in 2025 through its latest insights. According to Nestlé, 71 percent of US consumers say they enjoy things that remind them of their past, and 84 percent say that nostalgic memories remind them of what’s important in life. The following are trends for retailers to look for in 2025, say Nestlé’s experts:
The Rise of “New-stalgia”
As consumers seek opportunities to escape through culture and reflect on “simpler times” with fondness, new brands are teaming up with legacy brands and using familiar flavors, comforting classics and childhood favorites to reinvent the “old” with a fun and fresh twist.
Feel Good, Functional Food and Beverage
Consumers are taking their health into their own hands, on their own terms, to curate personalized wellness practices that meet their needs.
Flavor Done Fast
A large number of consumers, 90 percent in fact, are turning to pre-made sauces or marinades for easy meals. And consumers aren’t skimping on flavor.
Fusion Flavors Captivate Taste Buds Everywhere
Consumers are now adding bold, spicy, eclectic and complex flavor combinations to their day to day. The proliferation of these fusion flavors can be seen across TikTok and Instagram. In fact, 79 percent of Gen Z admit they have tried a food or flavor solely because they saw it on social media.
Accessible Experimentation: Coffee at Home
In this new wave, coffee is increasingly considered a “little treat,” especially among Gen-Z who drink it throughout the day as an affordable indulgence.
Fan Favorite Brands Expand to New Formats
The brands that win in today’s competitive landscape allow consumers to explore within familiar spaces. As a result, brands are re-imagining beloved products to meet consumers in new aisles, formats and occasions.
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