By: Michael Lojkutz. Director of Innovation
In this article, you will find:
- Macro-trends affecting the market
- Flavors and formats you will see in 2025
- Tweaks on the familiar are creating new growth opportunities
We’re fresh off the 2025 Specialty Food Association Winter Fancy Food Show, and let’s just say—it was packed with some seriously exciting trends that are shaping the future of food and drink.
Here’s a roundup of the key macro-trends we noticed:
Premium Products Are Here to Stay
Consumers are breaking into two groups: one group is looking for top-tier quality products and is willing to pay for them. Whether it’s small-batch, artisanal, or just plain luxe, premium products are making a big splash. If there is a unique story, better ingredients or added function, it’s moving the needle.
Value-Conscious Shopping
The other group is very different when deciding how, when, and where to spend their money. These consumers are still mindful of their wallets, and they won’t be swayed by premium innovations. Now more than ever, their focus is on getting high quality for a fair price. Brands that can balance value with flavor are winning the loyalty of this segment of the country.
Health + Wellness
It’s no surprise that wellness is still a huge focus. From functional foods to mood-boosting drinks, health-conscious consumers are fueling a demand for products that nourish both the body and mind. Healthy is now a personal term that goes a lot further than simply “reduced xyz” or labeled as diet.
Global Flavors Are Taking Over
People are looking to expand their palates, and global flavors are stepping up to the plate. Think bold, exotic tastes that take you around the world, all in a single bite or sip. We think combining with already-loved forms and flavors is the gateway to success.
Changing Consumer Demographics
The coming years will continue to see shifts in ethnic demographics, which means consumer taste preferences will change. The Hispanic population will see the largest surge, followed by the Asian population, so naturally, the flavors found in their cuisines are getting greater menu and shelf space.
The Challenger Brand Surge
It’s a great time to be a challenger brand! Up-and-coming companies are finding ways to compete with the big guys, and consumers are here for it. The playing field is leveling, and it was thrilling to see fresh, innovative ideas popping up everywhere.
GLP-1 Is Changing the Game
GLP-1 drugs are now ubiquitous and are totally shifting the way huge (and growing) numbers of people think about food. With 1 in 8 Americans having tried GLP-1 drugs, the products consumers are seeking are evolving. Convenient snacks and meals that are packed with protein and fiber are in high demand.
Private Label Explosion
Private label products are expected to grow by 50% in the next year, reaching up to 30% of total retail sales. That’s huge! This presents a golden opportunity for co-packing, with premium grocery private label options like SpartanNash leading the way.
Alcohol Sales Are Down
Volume and dollar sales for alcohol are on the decline—and the latest guidance from the Surgeon General will likely help that trend continue. People are drinking less, and it’s not surprising that the industry is pivoting to cater to this shift.
Flavor and Category Highlights We Loved:
Here’s where it gets fun— tons of exciting flavors and categories popping up at the show. We’re keeping it beverage-focused, but a few trends were undeniable and innovative brands could connect the dots and take advantage of them. Here’s a quick rundown of the standouts:
- Bubble Tea, Boba & Milk Tea: Lots of it! Mango, green, and black tea flavors were big hits. The wide-mouth can versions were the most successful but no doubt the trend is here to stay.
- Tea with Fruit Juice: Think white peach, passion fruit, pineapple, guava, lychee, and ginger sweeteners. Our favorite offerings struck the right balance between tea and fruit flavor. Delicious and refreshing!
- Mushrooms: Yes, mushrooms in coffee, tea, and snacks. A mushroom milk tea combo was a standout, and mushroom coffee is definitely something to try! No doubt we’ll be seeing more mushrooms popping up on menus and shelves in all kinds of formats.
- Protein Everywhere: Protein is making its way into snacks, lattes, and even milk teas. With the recent American obsession of getting more protein, coupled with the GLP-1 craze, consumers are actively looking for ways to get more protein in their diets. We sampled some really delicious fruit chews, protein lattes and milk teas that blended a bunch of trends together.
- Horchata: Horchata made an appearance at the show, and we really liked some of the flavored versions we saw. It seems like there is endless opportunity for variation in terms of the thickness, sweetness and flavor in this category. With Hispanic flavors continuing to appear on American menus, we have no doubt we’ll continue to see an expansion of the horchata-verse.
- White Peach: After several years on the decline, we saw a lot more peach offerings, many of the white peach variety. Subtle, fragrant, and incredibly delicious.
- Yuzu: It’s the flavor to watch! From sparkling lemonade-like to creamy blends to delicious honey/ginger-centric variations, Yuzu is finding a home on beverage menus.
- Matcha: It was everywhere. We saw matcha in all its forms—grades, flavors, and even color variations. Ceremonial grade to RTD, we loved all the variation. Matcha with boba was definitely a whole vibe!
- Chili Crisp: The bold, spicy-flavored condiment that’s been showing up in more places than you’d expect. It’s all about bold flavor and crunchy texture, and it was on full display at this season’s FFS.
- Zero ABV (Alcohol-Free) Drinks: Gen Z and millennials are drinking less alcohol, and the industry is responding. Zero-ABV drinks that focus on functionality over imitation are definitely gaining traction as the market wrestles with what they truly want out of this category. Plus, we tried a fantastic zero-ABV sake!
- Heirloom Cider: This traditional drink is getting a modern makeover, and we’re here for it. We really loved NA versions that focused on varietals and blends, all incredibly unique and interesting. We think we’ll continue to see more innovation in this space.
- Pickles: Who doesn’t love a crunchy, tangy snack? We saw pickles popping up in all kinds of new ways. Classic pickled cucumbers of course, but vibrant pink pickled onions and incredibly delicious pickle-forward dips were absolutely crushing it.
The 2025 Fancy Food Show was buzzing with new ideas, flavors, and trends that are sure to shape the food and beverage landscape in the coming year. Whether you’re into premium, wellness-driven products, or just love discovering new flavors, this year’s show did not disappoint!
Stay tuned—things are getting exciting
At Leahy-IFP, we are committed to making a more fruitful life for everyone. This is far more than a slogan or catchphrase, it’s a serious pledge to take the steps that are necessary to ensure our products are the best they can be and live up to the high standards we set, and our customers expect.
If you’re interested in learning more about the latest beverage trends, just let us know, we’d be happy to discuss with you and your team. We hope to hear from you soon.