Experts Forecast 2025 Consumer Behavior

While no one knows exactly what the future will hold, some are better at forecasting it than others. And that includes some of the trends experts Food Technology tapped for our 2025 consumer outlook series.

Here’s a sampling of predictions the consumer experts shared. See the December 2024/January 2025 issue of the magazine for more insights from consumer-savvy professionals.

“While better-for-me foods will continue to be popular, inflated claims—sometimes called ‘better-for-me-washing’—will no longer be tolerated. Consumers value authenticity and demand transparency.”

—Sydney Byrne, marketing manager, Sensient Flavors & Extracts

Conservative, controlled experimentation will remain popular.

“Conservative, controlled experimentation will remain popular. Product trial will continue to be driven by pairing/fusion and dressing up more familiar flavors and foods, kicking global favorites/look-a-likes up a notch, and coupling brands to create excitement and new flavor profiles.”

—A. Elizabeth Sloan, president, SloanTrends Inc.

“Functional products that support mood enhancement will continue. Foods and beverages focused on women’s health and hormones are gaining momentum. I expect foods and beverages that address perimenopause and menopause systems to be more prominent.”

—Amy Marks-McGee, founder, Trendincite

“Low- and no-alcohol beverages are gaining momentum, as health-conscious consumers seek an enjoyable sensory experience without the alcohol content, savoring the flavors and rituals of social drinking while staying aligned with their wellness goals. The no-alcohol category alone is expected to grow at a 9% compound annual growth rate through 2026, reflecting strong market demand.”

“The thirst for low- and no-alcohol beverages has been prompted by a growing focus on ‘clean’ lifestyle choices. Advances in food technologies, including functional fibers, now ensure that these products meet consumer expectations for taste and mouthfeel, boosting their mainstream appeal.”

—Sébastien Adelis, global insights and digital market planner, Roquette

Sour flavors—from citrus to vinegar—will become increasingly popular driven by changes in demographics and the search for new flavors.

“Sour flavors—from citrus to vinegar—will become increasingly popular, driven by changes in demographics and the search for new flavors. I predict the dizzying array of creamy, oil, and dairy-based sauces—even the much celebrated Ranch segment—will collectively lose market share over the next few years as consumer interest in sour notes climbs.”

—Arlin Wasserman, founder and managing director, Changing Tastes

“Thanks to the highly influential purchasing power of Gen Z, global flavors will be an increasingly sought after quality in food and beverage. As the most diverse and well-connected generation in U.S. history, Gen Z continues to crave exotic flavors and cuisines, inspired by their access to diverse communities and exposure to global cultures via social media. Finding ways to implement these global flavors on traditional American menus in new and novel ways will score major points with this food-curious generation.”

—Shannon O’Shields, vice president of marketing, Rubix Foods

“We saw food waste top of mind for consumers in 2024 and anticipate that will continue into 2025. The impact to the food industry will be consumers continuing to pay attention to the amount of food they purchase and waste.”

—Sherry Frey, vice president of total wellness, NielsenIQ

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