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:
- All day protein – Protein is crucial for muscle health, cell repair, and energy levels. Consumers prioritize protein, with 93% consuming animal-based sources and 41% incorporating plant-based options. High protein products are becoming more accessible, with protein callouts on food packaging driving awareness and sales.
- Drink your health – The U.S. functional beverage market has surged 54% since 2020, driven by health goals like anti-aging, gut health, and cognitive health, with flavor being the primary driver.
- Unexpected areas of discovery – Modern consumers are adopting a hybrid shopping approach, combining online and in-store experiences. Social media is influencing food and drink trends, leading to impulse purchases.
- International in every Isle – The U.S.’s diverse culture has fueled a surge in demand for international flavors, particularly among younger generations. Consumers seek authentic, high-quality ingredients with regional distinction. Retailers can enhance shopping experiences by combining international and domestic products.
- New rules of aging – U.S. health care is shifting from treating illnesses to promoting prevention and longevity. Consumers are adopting healthy lifestyle choices, using natural ingredients, biohacking, and GLP-1 products for anti-inflammation and weight loss.
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