It’s Christmas time and a good time to look at Food Trends for 2025 with a nice list that might include protein, tea and food traceability, and a naughty list that could include sugar, salt and food additives.
“Salt and sugar reduction activities will dominate food headlines,” says the Institute of Food Technologists (IFT). “Formulating reduced-sugar and reduced-salt products has been ongoing for quite some time, but updated policies, from front-of-pack labeling to voluntary government-industry commitments, coupled with a consumer focus on health policy, will accelerate the development or alteration of food products with less salt and sugar.”
Of course, there will always be a place in our diets for sugar and salt but expect it in reformulated ways as food and drink producers and manufacturers look to offer healthier products.
“Food and drink manufacturers recognize the important role we can play in providing healthier options for consumers, whether by adapting the recipes of favorite brands or launching new products with fewer calories, sugar or salt or by adding more fiber, fruit and vegetables,” a Food and Drink Federation spokesperson told FoodNavigator.
Meanwhile, protein appears to be the winner in the 2025 diet derby.
“Consumers are looking to incorporate more protein in their diet beyond traditional powders and bars, with an emphasis on ramping up protein consumption at mealtimes and with “whole food” snacking,” said Whole Foods.
Let’s look closer at ITF and Whole Foods think the food trends will be for 2025.
ITF’s Top Ten Food Digital
Digital technologies loom large on the IFT’s Top Ten Food Trends for 2025 with digital technologies looming large on the list from the growing impact of artificial intelligence to the need for tech-enabled traceability across the food supply chain.
“What’s in our food also figures prominently. Consumers will continue to demand clean labels. Conversation, scrutiny, and advocacy surrounding food additives and chemical contaminants will persist. And the idea that consumption of nutritious food is essential to preventing, and even treating, illness will pick up steam,” said IFT.
Here’s the IFT Top 10 Food Trends for 2025:
- GLP-1 medications driving product innovation: The global GLP-1 market is projected to grow at a 29.6 percent CAGR through 2030. While this may decrease overall food consumption, it creates opportunities for premiumization. Food companies are adapting existing products and developing new ones focused on protein, gut health, and nutrient needs of GLP-1 users.
- Salt and sugar reduction dominating food headlines: Updated policies, front-of-pack labeling, and voluntary government-industry commitments are accelerating the development of reduced-salt and reduced-sugar products. The USDA's new rule limiting added sugars in school meals and the upcoming Dietary Guidelines for Americans 2025-2030 are expected to provide new recommendations.
- Food as Medicine gaining traction: This concept is making headway in policy, research, and institutions across various demographics. Consumers are seeking to improve health conditions and prevent issues through food. The Department of Health and Human Services developed a Food is Medicine initiative in 2023 to reduce nutrition-related chronic diseases.
- Clean label trend persists: Consumers continue to prioritize easily understandable ingredients in their food. The perception of home-prepared food being healthier intensifies the focus on ultra-processed foods.
- Scrutiny of chemical additives intensifying: Food additive approvals and GRAS processes will be under close examination in 2025.The California Food Safety Act of 2023, banning four food additives, has inspired similar attempts in other states. Increased focus on FDA post-market review assessment of food chemicals is expected.
- High-profile recalls driving investment in food safety: Recent recalls have made tech-enabled traceability a priority for food companies worldwide. The approaching compliance deadline for the FDA's Food Traceability Rule in January 2026 is also driving this trend.
- Focus on naturally occurring and adulterant chemical contaminants: The FDA's Closer to Zero initiative aims to reduce dietary exposure to contaminants while maintaining access to nutritious food. The focus is on arsenic, lead, cadmium, and mercury in some foods, particularly affecting vulnerable populations.
- AI revolutionizing food labs: AI use cases are expected to expand exponentially in 2025, impacting everything from lab counters to kitchen counters. It will be leveraged to accelerate development, capture consumer insight, build efficiency, and drive innovation.
- AI's growing presence in kitchens: Consumers and chefs will increasingly use AI for recipes, healthy decision-making, cooking techniques, and ingredient substitutions. AI will also become more common in quality control, especially in restaurants.
- Resurgence in agri/food tech investment: After a period of stagnation, private and venture capital investment in agri/food tech is expected to rebound. Multi-billion-dollar investments in agri-food transformation from organizations and governing bodies are likely to inspire venture capital and private-equity firms to recommit to the tech startup community.
Whole Foods Says These Trends Will Transform Our Plates in 2025
For 10 years now, the Whole Foods Market’s Trends Council has unveiled a Top 10 anticipated food trends for each year.
“Whole Foods Market predicts a boom in hydrating ready-to-drink beverages, a new wave of aquatic ingredients, added crunch to every meal, and fusion snack foods with international appeal — these and more are set to influence the food landscape in the coming year,” says Whole Foods.
Let’s look at the Whole Foods Top 10 trends that might hit your grocery cart soon:
- Global Fusion Snacks: The snack aisle is experiencing disruption with brands incorporating global flavors into traditional snacks. Products like mango sticky rice chips or chili crunch oil edamame mixes are introducing consumers to different cultures through innovative combinations.
- Versatile Dumplings: Dumplings are appearing in multiple grocery aisles, including frozen and shelf-stable formats. These pocket foods are ideal for fusion creations and unexpected mash-ups, appealing to TikTok trends and restaurant menus alike.
- Crunchy Texture Trend: Consumers are increasingly seeking crunchy textures in various forms, from crispy grains and granola to roasted chickpeas and mushroom chips. This trend extends to beverages and desserts, with items like crème brûlée espresso martinis gaining popularity.
- Enhanced Hydration: The hydration market is evolving beyond plain water, with consumers seeking added electrolytes and innovative formats. New products include electrolyte popsicles, sparkling coconut water, and cactus waters rich in antioxidants.
- Tea Renaissance: Tea is trending in multiple forms, from flavoring desserts and granolas to new steeping formats like tea strips and cold-brew bags. Plant-based milk teas and sparkling teas are also gaining traction, with some varieties incorporating adaptogens for added benefits.
- Advanced Compostable Packaging: Brands are increasingly adopting compostable packaging solutions, with some pioneering home-compostable products. The produce industry is also innovating, with companies like Rainer Fruit developing commercially compostable produce stickers.
- Sustainable Alcoholic Beverages: Boozy brands are focusing on reducing their environmental impact. This includes embracing regenerative practices, using lower-impact packaging, and incorporating drought-resistant ingredients like fonio or regeneratively farmed kernza.
- Sourdough Innovation: The pandemic-era sourdough trend has evolved into a variety of grocery products. Sourdough is now featured in pizza crusts, flatbreads, brownies, crackers, and even chocolate, offering consumers the benefits and flavor of sourdough without the time investment.
- Aquatic Plant-Based Ingredients: Sea and freshwater greens are gaining popularity as sustainable protein and nutrient sources. Sea moss is trending as a wellness ingredient, while duckweed (water lentils) is emerging as a high-protein alternative to traditional leafy greens.
- Whole Food Protein Focus: Consumers are seeking to increase their protein intake through whole food sources rather than traditional powders and bars. This trend includes a renewed interest in cottage cheese and organ meats, with some brands offering meat blends that combine muscle meat with nutrient-rich organ meats.