Inside Four Macro-Trends Shaping the Food Industry in 2025

As consumer preferences evolve and shift, ripples spread across the food industry - starting in the highly responsive specialty food market before reaching mainstream brands and retailers. In our 2025 Specialty Food Industry Outlook Report, created with The Food Institute and MenuData , we explored four key consumer-behavior trends shaping CPG development, retail strategies, and foodservice innovations.

In this newsletter, we'll build on those insights, focusing on specific specialty food makers and new products. The four macro-trends we'll explore below are:

• Specialty and Premiumization
• Health & Wellness 3.0
• Global Flavor Experiences
• Value Consciousness

As always, the specialty food and beverage sector is set for an exciting year!

Specialty and Premiumization

Consumers are prioritizing high-quality, artisanal products for indulgent experiences. Premiumization now focuses on quality ingredients, transparency, unique culinary experiences, elevated presentation (especially in craft cocktails and comfort foods), and small-batch, limited-edition offerings.

Key Data and Insights

• Premium brands saw a 3% volume increase vs a year ago. Source: Circana
• Specialty food continues to see strong demand, with sales expected to grow by 5.5%. Source: SFA - The State of the Specialty Food Industry (2024-2025 Edition)
• Gen Z is willing to spend more on groceries than previous generations and curating the perfect grocery aesthetic is trending. Today’s consumers view pantry items not just as sustenance but as status symbols. Premium products—like $18 Erewhon smoothies or boutique olive oils—communicate identity. Source: Method1
• 35% of Gen Z consumers enjoy spending their money rather than saving it and are more likely to indulge in luxury products compared to older consumers. Source: Euromonitor International

Explore SFA member brands whose products align with this trend: THE INVISIBLE CHEF LTD , Barsmith Premium Cocktail Mixers, Yes Cocktail Company and Bittermilk .

Health and Wellness 3.0

Health-conscious consumers are focusing on holistic, sustainable lifestyles, seeking products with functional ingredients (adaptogens, probiotics, plant proteins), allergen-free and zero-sugar options, and certifications. Mental and emotional well-being are also prioritized alongside physical health.

Key Data and Insights

• 72% of Americans seek to limit sugar in their diet. Source: Food Information Council
• 1 in 8 Americans have tried GLP-1 drugs, with potential medium to longterm implications on consumer eating behavior. Source: KFF Health
• Health-focused consumers account for $638 billion in total food and beverage spending, split between $363 billion in retail and $275 billion in foodservice. This wellness-focused spending reflects a significant shift toward prioritizing physical, mental, and social well-being in food and beverage purchases. Source: Circana

Explore SFA member brands whose products align with this trend: Acai Roots, Inc , Flax4Life , EVERYDAZE and Life Cider .

Global Flavor Experiences

Consumers are craving bold, authentic global flavors, influenced by shifting demographics and social media. Popular cuisines include Japanese, Korean, and Mediterranean, with a focus on spicy, sweet & savory fusion and pickled or fermented products.

Key Data and Insights

• 87% of Gen Z consumers want more global flavors at chain restaurants. Source: Rubix Foods
• As chefs across the continent return to their home countries after stints abroad, many fine-dining establishments are reshaping the culinary landscape, marrying centuries-old recipes and local ingredients with innovative techniques and a global outlook. Source: Michelin Guide

Explore SFA member brands whose products align with this trend: Belgium's Chocolate Source, Inc. , ENJOY SNACKS LTD , My Cooking Box and Sweetish .

Value Consciousness

Consumers are redefining value by seeking products that offer quality, convenience, and emotional connection. Effective strategies include premium private-label lines, ready-to-eat meals, and transparent storytelling about sourcing and craftsmanship.

• 53% of U.S. consumers currently have mixed feelings or pessimism about the economy. Source: McKinsey
• While unit sales are down, trips to retailer per buyer is up 3.9%. As consumers make more frequent, yet smaller, trips, manufacturers have more chances to engage them with impactful promotions and marketing campaigns. Source: NielsenIQ

Explore SFA member brands whose products align with this trend: Nanak Foods and Texas Tamale Company .

2025 promises both challenges and opportunities for the specialty food industry. Brands that successfully align with these macro-trends will not only meet evolving consumer expectations but also stand out in a competitive landscape.

For more insights and recommendations for CPG, retail, and foodservice, download the full 2025 Specialty Food Industry Outlook Report: https://www.specialtyfood.com/education/2025-specialty-food-industry-outlook-report.