As we step into the new year, we take a look at some trends that we predict will drive the CPG industry forward in 2025. We dive deep into topics like consumer preferences with staying power, rising functional ingredients, packaging pivots, disruption through textures, and how shoppers are searching for products differently in the age of AI.
IN THIS REPORT YOU’LL LEARN:
- How the natural products industry has performed in the past year
- How healthspan and personalization continue to gain consumer attention and how consumers are thinking about it
- What are the emerging functional ingredients in the supplement space
- What flavors and textures have grasped consumer attention
- How AI and social media continue to change the way consumers look for products
- And much more!
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2025 Industry Update & Trends Predictions
EXECUTIVE SUMMARY
1. State of the Industry
Table of Contents
2. Preferences with Staying Power
3. The Art (and Science) of Being Ready
4. Media of the Moment
State of the Industry
STATE OF THE INDUSTRY
External Forces
Consumer sentiment is finally
improving, and the economy is
solidly on the rise.
While still fragile, economists
agree virtually all signs are positive
of a flourishing economy. Capital
should increasingly be freeing up
and starting to flow in the months
to come.
GROWTH FEELS REAL
Q3 GDP came in higher than
expected at 2.8%. Interest rates
are starting to drop with another
reduction expected this week.
CONSUMER CONFIDENCE
Americans last month became more
optimistic about the future of the
labor market and the broader US
economy. Fastest clip since Mar
‘21.
JOBS, FOOD & GAS ALL SOLID
Several months of strength in jobs
and dropping gas and supermarket
prices are putting more dollars in
EVERYONE’S pockets.
US Bureau of Economic Analysis
The Confidence Board
Food at Home Energy
All items
All items except Food & Energy
Energy
Our Industry
STATE OF THE INDUSTRY
NPI Sales and unit growth is
strong. Once again, the natural
industry has resiliently weathered
the storm!
Natural product sales are again
consistently outpacing conventional
products. The Natural Channel’s
growth is outpacing other channels.
As more investment begins to flow,
brands and retailers with profitable
growth should benefit most.
NPI CONTINUES TO EXPAND
NPI sales are expected to hit nearly
$320B in 2024 with growth across
virtually very department. Growth is
expected at 5% per year hitting
$384B by 2028
NPI DOLLARS & UNITS
Using MultiOutlet as a measure of
mass market consumer preference,
both NPI dollars and units have
been increasing in growth
throughout 2024.
CH ANGING LAN DSCA PE
The challenging market of the last
few years has required retailers to
get smart about their investments
and clear in their strategy: Mergers,
closings, retail media, technology.
SPINS Conventional Data (powered by Circana)
New Hope Network Industry Projections (powered by SPINS)
Historic Sales
Forecasted Sales
Growth
+8.4% Q3 comp
store sales,
+40% EPS
M&A
Closing Stores
Natural products growth is outpacing conventional product growth in every channel. The Natural Channel has the
highest overall growth rate and the highest NPI growth — a consistent recent month after month trend.
STATE OF THE INDUSTRY
Natural and Wellness Products Are Driving Growth Across All Channels
Natural Expanded Channel
+3.7% Total Growth
+6.6% NA TU RA L PR ODUCTS
+2.3% S PECIA LTY & WELL NES S
PR ODU CTS
-1.1% CONVE NTION AL PR ODUCTS
Regional & Independent Grocery Channel
-1.9% Total Growth
+1.1% NA TURA L PR ODUCTS
+1.2% S PECIA LTY & WELL NES S
PR ODUCTS
-3.1% CONVE NTION AL PR ODUCTS
Conventional MultiOutlet
+1.6% Total Growth
+4.4% NA TURA L PR ODUCTS
+3.0% S PECIA LTY & WELL NES S
PR ODUCTS
+1.1% CONVE NTION AL PR ODUCTS
Convenience Channel
+1.0% Total Growth
+5.0% NA TURA L PR ODUCTS
+4.2% S PECIA LTY & WELL NES S
PR ODUCTS
-1.3% CONVE NTION AL PR ODUCTS
STATE OF THE INDUSTRY
Consumer Sentiment
Within our industry, new values-
based consumers are joining the
movement. They are spending
more and buying more often.
With younger shoppers even
further favoring natural, wellness
and transparency, there are strong
consumer preference tailwinds
expected for years to come.
Source: SPINS All Outlet Consumer Panel (powered by Circana), 12 weeks ending .Oct 6, 2024
NPI IS BRINGING IN NEW SHOPPERS
While most shoppers are buying some
NPI, over 2M new shoppers recently
bought NPI brands. And buyers are
increasing their NPI trips.
ECOMM FLUORISHES
Internet purchases have gained a full
Share of Wallet point over the last year
while Club and Walmart have both lost
ground for the first time in several years.
YOUNG ER SHOPPERS ARE BUILDING MOMENTUM
Younger Millenials and Gen Z are more
values-driven than their predecessors
and shop with their values. They are
gaining purchasing power quickly.
2030
“Zennials” will hold
47–60% of buying
power
And they shop
with their values,
favoring people
and planet as well
as health
+ 2M
MORE NPI
BUYERS
6%
INCREASE IN
TRIPS PER BUYER
95.5% of HHs buying NPI, up almost 1%
Latest 12 weeks versus year ago
Internet Share of NPI Wallet
$10 of every $100
+$1 from year ago
+2.7mm new NPI buyers
STATE OF THE INDUSTRY
Fewer Products ≠ Less Innovation
2021 2022 2023 2024
Specialty & Wellness Natural
Number of Items Launched by Positioning Groups Conventional
When looking at the number of new products
launched in the F&B Department, we can see that it
has been decreasing with each year. Coming out of
COVID, many manufacturers chose to focus on their
core products as they dealt with supply chain
issues. As that began to abate, rising interest rates
meant that investment dollars had began to dry up
thus, brands had to be more diligent around
spending, causing a shift to a more profitable
growth strategy and a more disciplined R&D
strategy.
However, fewer newer products doesn’t necessarily
mean less innovation. Rather, it means that brands
are evolving.
R&D strategies have evolved with tight investment
dollars, yet innovation is still critical to pursue to
stay ahead. Approaching innovation with
disciplined, quality brand launches, has proven to
be a winning formula. This has led many to cut off
the tail of their product lines and focus instead on
possible new categories that might yield bigger
impact.
The new item dollar share index helps us understand how pronounced the innovation is in the context of food &
beverage
STATE OF THE INDUSTRY
3 of the Top 5 Innovation Categories Are Within Beverage
* (# New Items/ # Total Items) (includes all new skus (flavor, pack size, concept)
** (Dollar Share, Category New Items/ Dollar Share, Food & Bev New Items)*100
CATEGORY INNOVATION RATE* INDEX, NEW ITEM DOLLAR SHARE**
FOOD & BEVERAGE 10.5% 100
ENERGY & SPORTS DRINKS 18.7% 244
WELLNESS & SNACK BARS 16.4% 162
SS TEA & COFFEE RTD 15.3% 88
RF MEAT POULTRY & SEAFOOD 15.0% 84
KOMBUCHA & OTHER FUNC BEV 14.5% 89
CHIPS PRETZELS & SNACKS 14.0% 162
FZ MEAT POULTRY & SEAFOOD 13.3% 57
CANDY 13.2% 179
YOGURT & PLANT BASED YOGURT 12.4% 67
COOKIES 12.3% 142
SS JUICES 12.3% 61
FZ ENTREES 12.0% 39
SODA 12.0% 42
RF ENTREES SNACKS & SIDES 11.8% 88
DELI MEAT 11.7% 50
FZ ICE CREAM & NOVELTIES 10.8% 82
BREAD & BAKED GOODS 10.6% 49
The preferences and behaviors transforming our industry over the next few years
STATE OF THE INDUSTRY
Shopper Preferences With Staying Power
Lifespan to Healthspan
“Before it’s too late” Longevity focus; personalized
Sustainability
Secondary driver in CPG purchases
Table stakes
New Global Notions
Segmented store placement
Blending as ordinary. Flavor adventure
Intentional Indulgences
Excess and sometimes polarizing; mindless eating
Intentional choices for how “I” want to indulge
A new generation of reliably health-focused, and
increasingly self-centric, values-oriented consumers
KEY TRENDS
Preferences with Staying Power
As consumers become drawn to the idea of
healthspan, many are leaning into the idea of
lowering their biological age – this can span
from maintaining cellular health to ensuring
they have strong muscles that can help them
age gracefully and prevent falls.
Aging has mostly been talked about in the
context of outward appearance but consumers
are now looking inward and optimizing for
better functionality and performance as they
age.
Though chronological age remains a strong
predictor of chronic disease and even death, the
idea of the ‘biological age’. From proteomic
clocks to epigenetic clocks, these ‘omic clocks
can be used to predict biological age.
Based on DNA methylation, these clocks could
one day in the future help with testing
interventions that could extend longevity
The logical next step to thinking about healthspan – proteomic
clocks and etc. can serve as a check engine light for our health
PREFERENCES WITH STAYING POWER
Biological Age and Beyond
Are you as old as you think you are? Your biological age can tell a different story
Chronological Age ProtAge ProtAgeGap- =
Age in years lived Age calculated via
plasma proteins
Top 5% avg = 6.3 yrs older
than chronological age
Bottom 5 % = 6 yrs younger
than chronological age
This study shows that for
those that were recruited for
the study at age 60, in the
follow up period those in the
Top 10% of ProtAgeGap
(where their proteomic age
was older than their
chronological age) had a
higher incidence of stroke vs.
those in the Bottom 10%
Age at recruitment (years)
ProtAgeGap
Top 10%
Median 10%
Bottom 10%
With consumers treating themselves as n=1 studies, routine adjustment happen in practically real time
PREFERENCES WITH STAYING POWER
Consumers Turn To “Biohacking”
Consumers not only want to live sophisticated,
but they want to maintain their health & body as
they grow older. Now more than ever, there are
ways to track metrics ranging from your hours of
sleep to your blood oxygen saturation, all through
a gadget that can be bought at a click of a button.
Consumers are finding ways to optimize their life
through the real-time feedback these health
tech wearables such as fitness trackers, blood
glucose monitors, etc. can provide. Plus, you can
be sure that whatever you’re changing in your
routine is working for you rather than following
advice that is meant to work for the general
population.
As health tech wearables grow more
sophisticated, we could enter a world where food,
beverage, supplements, personal care and more
can be tailored to a specific person with the
right dosage and right combination to achieve a
specific goal in mind. (Feedback with AI)
From rings to watches, consumers can track sleep, stress and so
much more – allowing them to optimize like never before
PREFERENCES WITH STAYING POWER
Optimization Through Wearables
Wearables Boom Something for everyone
For the Glucose Curious OTC Blood Glucose Monitors on Shelves
Feedback With AI Suggestions Get some guidance on optimization
Oura Health, maker of the Oura Ring to see annual sales double to $500M this year
Personalized recommendations based on your own metrics, often powered with AI
These days we’re inundated with nutrition
advice – eat more fiber, eat protein for your first
meal of the day, think about slow and fast carbs
and the list goes on and on. But, how can you
know for sure that any of this is helping you?
Before, you could only rely on how you ‘felt’
that is unless you took a blood test or have been
prescribed a blood glucose monitor.
However, in 2024 blood glucose monitors are
available over-the-counter, enabling anyone to
truly track how their eating habits affect their
blood sugar.
This real-time feedback allows consumers to
understand how their dietary choices affect
them and make changes to their diets with more
confidence.
Personalized diets could be seeing their next
evolution as tech companies try to push the
envelope next with no-prick blood glucose
monitoring in the works.
Personalized diet, eating protein first? More fiber, fast and slow
carbs. Real time feed back on blood sugar
PREFERENCES WITH STAYING POWER
Nutrient Density
$32M |+57.6%
20g+ Protein Bread
& Baked Goods
$356M |+32%
Magnesium Functional Ingredient
in Supplements
$52.4M |+51.1%
No Sugar Shelf Stable Coffee
& Tea RTD
$42.7M |+11%
Plant Based Positioned Protein
Powders and RTDs
$159.8M |+53.6%
High Fiber
Shelf Stable Cookies
$181.9M |+6.6%
Low Sodium
Shelf Stable Soups
Personalization in the skincare sector has
boomed in the recent years. Aided by social
media, consumers have become better
educated on all things antioxidants and acids.
Just 10 years ago, salicylic acid and niacinamide
were compound names that the average
consumer might not be familiar with but fast
forward to the present and consumers are
getting these active ingredients down to
specific percentage points when purchasing
their skincare.
Will we reach that era of personalization with
supplements soon? Will there be a day where
consumers can buy a pill that has 5mg
melatonin, 10mg ashwagandha, 5mg creatine
and so on and so forth instead of the
multivitamin that’s meant for the average
person – it’s an all-in-one supplement meant for
a specific person?
Skincare got a head start in the personalization game, will
healthcare be able to go down the same route?
PREFERENCES WITH STAYING POWER
Skincare to Healthcare
Skincare Personalization
Individual formulation for personal skin goals
Healthcare Personalization
Are personalized supps. the next frontier?
0.3%
Retinol
10mg
Ashwagandha
2%
Hyaluronic Acid
5mg
Creatine
10%
Azelaic Acid
10mg
Melatonin
PREFERENCES WITH STAYING POWER
We Cannot Underestimate the Likely Impact of Glp-1s, Particularly With the Likely Approval of Oral Versions
0
200
400
600
800
1000
1200
1400
1600
Publications on pubmed*: search term
“GLP-1 RA”
*all types of publications, not indicative of results or quality
For educational purposes only.
PREFERENCES WITH STAYING POWER
Quality of Life and Holistic Wellness Has Become Integral to Our “Personal Brand”
Revolution of the practitioner approach
Incorporation of incremental elements
Practical prevention & proactive planning for long game living
PREFERENCES WITH STAYING POWER
Ingredients to Watch in 2025
While functional ingredients have a storied and impactful presence
within the health and wellness products industry, their impact on
categories and their resonance with shoppers continues to change
and evolve.
2025 will bring innovation and breakout trends rooted in wellness and functionality to a category near you.
Some will fail to gain long-term traction while others will reverberate across the aisles for years.
With SPINS’ attribution offering multiple unique views of the functional ingredient and product marketplace, be in the best position possible to make smarter and more strategic decisions for your brand or category.
FUNCTIONAL INGREDIENTS
What’s Next?
Let’s unpack key health trends to better
understand how shoppers will approach
functionality and nutritional profiles in
2025.
This can help uncover a lasting trend with
broad marketplace appeal. Keep an eye
on products that support these health
trends as well as functional ingredients
that combat the negative affects of
unhealthy behaviors and risk factors of
chronic disease.
PREFERENCES WITH STAYING POWER
Linking Functional Foods & Ingredients to Health Trends
Let’s unpack key health trends to better understand how shoppers
will approach functionality and nutritional profiles in 2025.
This can help uncover a lasting trend with broad marketplace
appeal. Keep an eye on products that support these health trends
as well as functional ingredients that combat the negative affects of
unhealthy behaviors and risk factors of chronic disease.
What Health Trends to watch in 2025
Healthy Aging
Our Prediction: Look for shoppers to go
into search mode across departments –
from body care to food & beverage to
supplements – for products that support
health aging and combat its negative
affects.
Personalized Nutrition
Our Prediction: A renewed focus on critical
‘need states’ and nutritional traits by
shoppers looking to better tailor their
purchases to an individualized plan will help
create niche yet lucrative opportunities
across the industry
Weight Management
Our Prediction: Look for weight and blood
sugar management to continue its reign as
health priority #1 by shoppers in 2025. How
brands shift, adapt, and evolv to cat r to
this opportunity will be critical.
Health Tech & Gamification
Our Prediction: A greater presence of
health tech and the gamification of health
will lead to more highly engaged, long-term
health & wellness shoppers. This translates
to new innovation opportunities and a new
slice of market share up for grabs by health
& wellness focused brands
Trending need-states often take root in Vitamins & Supplements before crossing over to food & beverage. By
looking at SPINS Supplement subcategories and Health Focus attribute, we can see some early signals begin to
surface:
WH AT’S NEXT?
The Point of Origin: What’s Emerging in Supplements?
Performance Nutrition
contains to be wildly popular
in Supplements with
Hydration and Muscle Support
need-states leading the
charge.
Active Lifestyle Support
The influence of cellular
health can be found in nearly
every corner of supplements,
emerging as critical influence
in the popularity of
magnesium, CoQ10 and NMN.
Cellular Health Prioritized
3 of the top 10 subcategories
in Supplements (by %growth,
yago) belong to the Superfood
& Whole Food Supplements
category – a concept that
easily translates to food &
beverage.
Super Foods
On the heels of the expansive
gut health trend and the rise of
non-alcoholic beverages, is
renewed interest in other
supplements focused on
keeping our insides healthy –
like liver support, urinary tract
health, and cleanse & detox.
Organ Support
Knowing what shoppers are looking for in supplements helps unlock cross-over potential and formulation
considerations
WH AT’S NEXT?
Health Focus
What’s Fading?
Allergy & Respiratory Health
Energy Support
Weight Loss
Sleep Support
Cold & Flu
What’s Breaking Through?
Hydration
Mood Support
Performance
PMS
Hangover Remedies
Barberry / Berberine
Known For:
Blood Sugar Support & Weight
Management
$15.7M | +98.6%
Trimethylglycine (TMG)
Known For:
Heart Health, Blood Sugar
Support
$244K | +117.8%
Colostrum
Known For:
Gut Health, Immune Health
$1.8M | +139.3%
Kratom
Known For:
Energy Support, Mood Support
$435.6M | +22.6%
Creatine
Known For:
Muscle Support, Cellular Health
$36.5m | +32.8%
Artichoke
Known For:
Gut Health, Liver Support
$2.3M | +84.3%
WH AT’S NEXT?
Anti-Aging & Cellular Health
Look for Supplements, Ingredients, and Foods that Support Healthy Aging to Continue to Prosper in 2025 as the
population gets older
Popular Anti-Aging Ingredients In Supplements:
Magnesium $356M | +31.6%
Creatine $80M | +32.8%
Turmeric $528M | -1.5%
Quercetin $13M | +1.1%
Collagen $424M | +0.8%
Vitamin K $19M | +47%
What’s Next?
Studies show ‘abundant evidence for anti-aging and
health enhancing affects’ of NMN including the ability
to suppress inflammation associated with aging.
+47%
Projected increase
of Americans 65
and older by 2050
Beauty Supplements subcategory
$216M | +5.0%
Here are a few areas
in Food & Beverage
sought after for their
anti-aging properties
+20.9%
Green Tea
+13.2%
Fresh Avocados
+22.4%
Seaweed Chips
& Snacks
WH AT’S NEXT?
High Protein Snacking
Products in Snack and Beverage categories with 15g+ of Protein
amount to $4.9B – that’s nearly 70% of the sales volume attribute to
the Protein Supplements category. With 9.3% growth, we predict high
protein innovation to continue across a wide range of categories – from
pantry staples to frozen meals.
What types of protein are being used in Snacks &
Bevs with 15g+ protein?
SS Cookies & Snack Bars
SS Chips, Pretzels & Snacks
SS Cold Cereals
20g Protein 18g Protein 13g Protein
FUNCTIONAL INGREDIENT Sum of Dollars Dollars, %Growth Yago
PROTEIN – ANIMAL – WHEY & MILK $704,554,381.11 8.60%
PROTEIN – ANIMAL & PLANT COMBO $531,332,895.39 -8.20%
PROTEIN – ANIMAL – WHEY & CASEIN $170,203,645.19 120.40%
PROTEIN – ANIMAL – WHEY $143,923,919.47 38.10%
PROTEIN – ANIMAL – MULTI $120,085,689.65 27.30%
SOY FOODS $113,545,980.70 -10.10%
PROTEIN – PLANT – MULTI $112,581,309.45 1.60%
PROTEIN – PLANT – PEA $29,522,021.77 24.00%
PROTEIN – PLANT – RICE $8,435,599.71 176.70%
PROTEIN – ANIMAL – GENERAL $6,737,423.45 181.70%
PROTEIN – PLANT – GENERAL $1,956,396.46 59.40%
Functional beverages are tapping into rising consumer interests and expanding the audience beyond traditional
beverage buying habits. Up-and-coming ingredients and formulations will continue to create new opportunities for
brands and retailers.
WH AT’S NEXT?
Functional Beverage Ingredients
Top Subcategories
Water Sparkling Flavored $23m +69.6%
Functional Bev Other $18m +193.8%
Wellness Shots $6m +6.5%
Ss Tea RTD $1m -35.6%
Soda Diet & Alt. $0.5m +832.6%
Top Functional Ingredients
Ashwagandha $19m +100.3%
Magnesium $8m +106.8%
CBD $6m -4.1%
Probiotics $5m +4.0%
THC Delta 8 $4m +3,772.2%
Top Subcategories
Kombucha $753m +3.2%
Soda Diet & Alt. $669m +153.9%
Functional Bev Other $81m -13.3%
Wellness Shots $80m +13.6%
Rf Juice & Juice Drinks $33m +4.3%
Top Functional Ingredients
Kombucha Cultures $743m +2.6%
Fiber – Other $358m +140.4%
Cider Vinegar $288m +145.3%
Probiotics $270m +11.6%
Artichoke $2.7m -3.9%
Digestive Health (+34%) Mood Support (+62%) Cleanse & Detox (+17%)
Top Subcategories
Wellness Shots $15m +16.4%
Rf Lemonade & Limeade $2m +758.1%
Rf Juice & Juice Drinks $1m -49%
Kombucha $0.7m +704.7%
Functional Bev Other $0.3m -61.4%
Top Functional Ingredients
Probiotics $12m +2.4%
Spirulina Blue Grn Algae $2m +213.0%
Cayenne $0.9m -14.0%
Dandelion $0.7m New
Kombucha Cultures $0.7m +704.7%
Hemp derived THC regulations paired with more mindful consumption are breathing new life into the mainstream
cannabis and euphorics market, specifically in Convenience
WH AT’S NEXT?
Hemp, Cannabis and Euphorics
Cannabis
•
Hemp derived delta-9 can be Farm Bill
compliant and viewed as legal
•
Shoppers continue to see out
alternatives to alcohol
•
A rising tide: viable pathway for
mainstream hemp means additional
spotlights on other euphoric
ingredients
•
THCV (appetite reduction, entourage
effect) and other hemp compounds
hitting the market Kava
+18.7%
Kratom
+59.5%
THC (Hemp Derived)
+65.9%
WH AT’S NEXT?
Clean & Sustainable Ingredients
Look for more product formulations across the store that promote health and nutrition while curbing climate
change.
+78.2% +12.1% +11.7% +18.5%
Kernza
Pantry
Controlled Environment Ag. Produce
Vital Clean Body Care Oral Care
Certified Regenerative Food & Bev & Supps
The Art (and Science) of Being Ready
A rising imperative for sustainable innovation in the modern kitchen
A known approach to innovation has focused
on introducing natural or premium products
within established and stagnant categories.
However, this approach is evolving as
consumers develop greater culinary
knowledge and engage in more component-
based cooking. Rather than relying solely on
certifications, they are exploring individual
ingredients that blur category lines and have
new origin stories to craft exciting,
customized meals, redefining their everyday
routines.
This shift reflects an elevation driven by a
diversification of product types and
enhanced storytelling through packaging, as
consumers seek both creative inspiration
and meaningful connections with the foods
they choose.
THE A RT (AND SCIENCE) OF BEING REA DY
Essential Space Understanding
Source: SPINS Satori. Positioning Group by Departm ent. 52 Weeks ending 10.6.2024 .Total US-
CONVENTIONAL SPECIALTY & WELLNESS NATURAL
REFRIGERATED FROZENGROCERY
1%
5% 5%
2%
3%
6%
-1%
2%
4%
+8.1 +4.7 +3.4 +3.0 +3.0 +2.7 +2.7 +2.1 +2.0 +1.7
46.3
8.8
22.2
37.7
24.9 24.5
33.0
17.1
41.2
19.0
38.2
4.1
18.8
34.6
21.8 21.8
30.4
14.9
39.2
17.2
GRANOLA & SNACK BARS
SODA DIET & ALTERNATIVE SWEETENED
RF COTTAGE & RICOTTA &
FARMER CHEESE
SS DIPPING FINISHING & EVERYTHING
SAUCES
FZ NOVELTIES SS TORTILLA & CORN CHIPS
SS SPICES & SEASONINGS
SS MACARONI & CHEESE
SS PASTA SAUCE SS JUICE & JUICE DRINKS
Current 2YA
Dollar Share Pt Chg, 2YA, HWI
Dollar Share, HWI
Dollars % Change by Positioning Group
The American pantry is undergoing a
reimagining as consumers redefine what
constitutes “staple products”. No longer limited
to basic essentials, shoppers are seeking
premium products across traditional categories
like dairy, condiments, meats, and
carbohydrates. This shift is driven by a growing
emphasis on functionality, with consumers
prioritizing products that support specific health
goals, aligning with the evolving mentality from
maximizing lifespan to optimizing healthspan.
The pursuit of gastrotourism—the desire to
experience global flavors from home—and the
increased focus on honing culinary expertise
have further reshaped the modern kitchen. As a
result, pantries now feature artisanal sauces
and ancient grains that blur the lines between
indulgence and wellness, transforming everyday
cooking into a space for experimentation and
intentional nourishment.
THE A RT (AND SCIENCE) OF BEING REA DY
Everyday Staple Elevation
Source: SPINS Satori. Sourdough Bread Growth (Coded from Description) across Bread Categories. 52 Weeks ending 7.14.2024 .Total US- Natural Channel and
Source: SPINS Satori. Product Type- Bones and Caviar. Animal Type- Dairy A2 Across
Protein Diversification and Allergen Support Driving Behaviors
Fermentation Effect All Parts Animal
A2 Incorporation
Sourdough Bread 3-YR Growth ($MM) $ % Change across Product Types
Category Composition of A2 Dairy ($MM)
2022 2023 2024
$637.2MM $764.4MM
$864.3MM
+16.5%
Beyond bread, sourdough is shaping tortillas,
pastries, and snacks. With its tang,
fermentation, and digestive appeal,
sourdough is set to become a staple across
categories, balancing tradition with
innovation.
Bones: +17% Caviar: +13% Natural Expanded
Chicken Skin Currently found in Salty Snacks and
in Pork with continued expansion
opportunity with new brands and
form innovation
87%
9% 3% 1%
$135.1MM
MILK
YOGURT
ICE CREAM & NOVELTIES
CHEESE
SOUR CREAM & BUTTER
The reimagining of the American pantry is also
accompanied by an accelerated shift toward
products with a design-forward look and feel.
The market has redefined the contemporary
visual identity, moving away from pastoral
colors and rustic cues traditionally used to
communicate quality and sustainability. Today’s
consumers are drawn to packaging that feels
current, with design becoming a critical part of
the value equation.
Natural and premium brands must embrace
larger pack sizes to offer better value and build
routine use, helping fend off competitors.
Packaging will remain a crucial storytelling tool,
with a growing reliance on materials like glass,
which have gaining renewed relevance due to
concerns regarding microplastics and forever
chemicals. Brands are now balancing design,
and social responsibility to meet the evolving
expectations of the modern consumer.
THE A RT (AND SCIENCE) OF BEING REA DY
Packaging Pivots
Source: SPINS Satori. Sourdough Bread Growth (Coded from Description) across Bread
Source: SPINS Satori. Multi-Serve vs. Single Serve Growth Across Select Categories. 52 Weeks ending 10.6.2024 .Total US- Natural Channel and MULO
Marrying storytelling with form for accelerated purchase cycles
Multi-Serve Format
Unique Delivery Mechanisms
Dollar % Change 2 YR CAGR
Abs $ Growth by Product Type
Flavor licensing will persist as it drives differentiation
across stagnant spaces and serves as a duality
signaling for product quality
62%
24%
11%
BELGIUM BUTTER
FRENCH BUTTER
RTD COCKTAILS
RTD Coffee
11%
2%
MULTI SINGLE
5% 4%
MULTI SINGLE
16%
11%
MULTI SINGLE
Entrees
SS Candy Chocolate
Foodservice in the Fridge
American consumers continue to shift away
from sugar, seeking intense, satisfying flavors
that offer depth without relying on sweetness.
This has driven interest in sour and spicy
combinations, introducing bold formulations
that cater to evolving palates. At the same time,
the awareness of umami continues to find new
form factors, with the reappraisal of MSG
leading to broader acceptance along with
layered savory flavors.
Alongside this, we see a shift toward new
sources of salinity—as exemplified by the rise
of the dirty martini—which enhance familiar
products in unexpected ways. Moving forward,
these trends will converge, with products
blending sour, spicy, and salty elements,
offering adventurous, layered taste experiences
that reflect the modern consumer’s desire for
more complex and exciting flavors.
THE A RT (AND SCIENCE) OF BEING REA DY
Finding Flavor Ante
Eliminating the ethnic aisle and redefining the notion of fusion
Source: SPINS Satori. Attribute Growth Across Categories. 52 Weeks ending 10.6.2024 .Total US-
Source: SPINS Satori. Select Savory Flavor Attributes across Rf & Grocery. 52 Weeks ending 8.11.2024Total US- Natural Channel and
Who Can Take More Heat
Bringing Adventure Select Spicy & Savory Flavor $MM and % Chg
0 5 10 15 20 25 30 35 40 45 50 55
ARRABIATTA
PINE NUT
MARINARA
SPICY CHEESE
OLIVE CARIBBEAN / JERK
PICKLE
GREEK / MEDITERRANEAN
DILL
BEAN / BEAN BLENDS / LENTIL
LONGANIZA / LINGUICA
PEPPERONI
SALSA
CHILI
2 Y
R C
A G
R
$ % CHG
SRIRACHA
ACCELERATING
DECELERATING
-5
10
0
5
15
20
45
Unique snacking occasions exist by leveraging the heat
source- such as Thai chili crunch and jalapeno snackers
Serrano Peppers: +13%
Banana Pepper: +9%
Chipotle Peppers: +17%
New Salinity Sources Sodium as rehydration mechanism in
sweet flavors along with spicy
salinity will accelerate
More Umami Parmesan: 782 New Items in past year
+4%
MSG: +10%
Farmstand Favorites Sun-Dried Tomato: Heirloom Tomato will be the next
popular flavor variation
+19%
Texture in food is a way to shake up categories,
often ones that haven’t seen much innovation.
Chili crisp for example brought a crunch to the
condiments aisle that has been largely saucy or
liquid-y in general, giving consumers a sense of
novelty.
Gummy clusters, Nerds’ standout product
combines nostalgia with novelty as they pair
their classic beloved crunchy nerds with a
gummy center. A texture that had not been seen
in the candy aisle yet.
But, what’s next for texture? Well, the jerky
category could be in for some disruption with
chip-like products hitting the market, deviating
away from the chewy texture of Jerky to a
crispy, crunchy version. Additionally, there
could be space for crunchy snacks with a
creamy/jam filling as consumers look for
antagonistic textures in their products.
New textures have shaken up quiet categories by bringing a novel
experience to consumers
THE A RT (AND SCIENCE) OF BEING REA DY
Disruption Through Textures
2010s Texture Chew on This: Boba & Mochi
2020s Texture Standouts: Chili Crisp and Gummy Clusters
Where Next? What’s on the texture horizon?
Bubble Tea Mochi Ice Cream Chili Crisp Nerds Gummy Clusters
Peel-able Gummies
Sour-coated Frozen Grapes
Crunchy Take on Beef Jerky
Crunchy Snack with Creamy Filling
As consumers continue to explore with their
food, texture seems to play a large part. The
viral recipes this year seems to combine
antagonistic textures or bring textures that are
opposite of a familiar ingredient.
Tanghulu, a candied fruit dessert which has a
glass-like sugar crunch on the outside and the
juicy fruit on the inside
Rice Paper Croissant, air fried layers of rice
paper that results in a crispier croissant
Cheese Pickle, a fried single slice of American
cheese with a pickle wrapped inside. If done
right, the cheese is crispy and the pickle stays
crunchy
Pasta Chips, air fried pasta that brings pasta
into the snack category with a new crunchy
texture
Dubai Chocolate, a milk chocolate bar filled
with a pistachio cream and kataifi (thin,
Viral recipes in 2024 are often a play on textures from crunchy
candied fruit, to crispy rice paper croissants
THE A RT (AND SCIENCE) OF BEING REA DY
TikTok Trending
Tanghulu Rice Paper
Croissant
Cheese
Pickle
Pasta
Chips
Dubai
Chocolate
The shift in where, and how, shoppers discover, engage, and commit to brands
Media of the Moment
Search engines used to reign supreme but now, consumers have more ways to find the products they’re looking for
MEDIA OF THE MOMENT
Evolution of Search
MEDIA OF THE MOMENT
Where Supplement Consumers Primarily Get Information on the Supplements They’re Purchasing
AI, AI, AI. It’s all anyone talks about these days
and as consumers integrate it into their search
journey, it could change ways brands choose to
market their products online.
Some consumers have become unhappy with
search engines like Google as low-quality spam
articles and SEO gamified articles show up in
search results. Some have turned to AI chatbots
such as ChatGPT and Perpelexity to get their
answers, so they don’t have to trawl through
multiple pages themselves.
Now, consumers often add ‘reddit’ (a forum
site) to the end of their google search so they
can get relevant answers from what seems to be
genuine people.
In fact, Reddit turned a profit for the first time in
its history last quarter. This comes from a high
growth in users as well as the fact that Reddit
now sells its data to OpenAI and others as they
use it to power their models.
Below is what it’s like to ask AI what are the best healthy sodas –
how does a brand get on a list like this?
MEDIA OF THE MOMENT
AI Search Takeover
Reddit inked a deal with companies like OpenAI & etc. to
grant them access to their treasure trove of data to power
the results for ChatGPT and etc.
Google search now has a tab called ‘Forums’ – perhaps a
nod to how consumers find answers in these forums
important
Perplexity
Olipop
Poppi
United Sodas
Culture Pop
Kin Euphorics
Recess
Mighty Pop
ChatGPT
Zevia
Spindrift
Bubly
Health-Ade
Kombucha
GT’s Kombucha
Pura Vida
Organic
Kombucha
Kitu Super
Coffee
AHA Sparkling
Water
Reed’s Ginger
Brew
Hint
Gemini
Olipop
Poppi
Hop Water
Hint
La Croix
Want to buy a new shirt or visit that new
restaurant? What do you do before doing either
those things?
Perhaps you’d do a google search, maybe you
read some reviews where available. But now
younger consumers are increasingly turning to
video platforms to learn more.
Now they can see the shirt on someone and
hear their opinions on it or watch someone visit
the restaurant and rate the dishes they tried.
The same can be said about CPG products,
recipes, top snacks, best supplements –
consumers can now get recommendations on
these video platforms. From taste tests to viral
recipes, the video channel is fast becoming a
way to discover and evaluate a product before
buying it.
From beverages to supplements and beyond, consumers are using
short form videos to inform their purchasing decisions
MEDIA OF THE MOMENT
Search on Video Platforms
Comments have become a way to discover
products and on short form video platforms, it is
no different. Becoming discussion forums of
their own, social media companies have realized
the power of comments in keeping consumers
engaged with platforms like YouTube featuring
top comments on video previews on the mobile
feed.
There is no obvious way to tell if a comment is
planted or is a genuine recommendation, but
consumers engage with them all the same.
Comments range from recommending similar
brands not mentioned in the video, to
confirming opinions expressed in the video and
lastly, comments that cause further
deliberation.
On supplement videos for example you can find
consumers discussing dosage, what product
they use, side effects etc. – all of these
discussed in the comments
68% of TikTok users say brands should use the comment section to
better understand their customers
MEDIA OF THE MOMENT
Products Are Found in the Comments
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