This is our last “plant-based” prediction. No, we are not forecasting the demise, more of a settling to what our data tells us is the long-term place for this dynamic trend. The growth in plant-based will be fresh fruits and vegetables lightly processed and/or artfully prepared. Think baked, grilled, sautéed, steamed, roasted or seared – with clean labels.

Hey, Coke did not pull it off – did you see the AI Christmas ads? Goose bumps, anybody? AI will continue to grow into a support tool for the creative community. We’ll be more informed and efficient, but we still will be original and compelling.

Content may remain king, but the emperor will need new clothes. Repackaging other’s data and insights will not deliver the eyeballs you need to stimulate your brand story. Original content, linked to a brand’s world, will be key to extending and enhancing your unique brand story. If your brand content is not unique, it’s not uniquely yours.

Food prices have risen 22% since the pandemic, and they’re not going to fall as fast, or as completely, as they rose. Trade customers and consumers are going to be increasingly deal-hungry. With inflation slowing, they may have a few more dollars, but no one is looking to pay full price.

Functional foods will continue to be focused on replacing over-the-counter medicine and increased prescriptions. According to Grocery Dive, 53% of consumers are replacing meds with functional foods – a number that skyrockets among Gen Z, parents, millennials and Hispanics. The trend is particularly strong in beverages promising improved gut health, hydration and cognitive enhancement. A few to watch include Water Kefir, an emerging dairy alternative with diverse probiotic strains; Culture Pop, a sparkling soda with probiotics and unique flavor blends like orange mango chili​; and, for the boomers in the crowd, TruBrain, developed by neuroscientists to boost cognitive function.

Borrowing from the tried-and-true strategy of restaurant chains offering limited-time offers, CPG brands and even b2b food and beverage brands will increasingly offer limited runs. Fueled by the need for fresh, relevant and ownable social media content, brands are finding a new way to garner attention. Some are teaming up with other brands to create a buzz. Krispy Kreme at McDonald’s, Oreo and Coke, and Mike’s Hot Honey and Kellanova/Club Crisps are just a few examples.

Reference to The Buggles and ’80s indie rock aside, according to SmartBrief, 80% of Gen Z rate YouTube as their preferred social media channel followed closely by Instagram and TikTok. See a pattern? Short video is king and a critical platform for brand marketing – for every category and channel.

The word “sustainability” is increasingly being met with skepticism. As covered before, it is not specific enough. According to Euromonitor, 63% of consumers try to have a positive impact every day. That goal means brands need to start providing much more specific detail if they are to wear the crown of responsibility. Saying we’re going to try to use less energy or let chickens romp around free, eventually, is not enough. Nestlé has created an income accelerator program for cocoa farmers and uses it for KitKats.

As a food branding agency, we would be remiss if we did not pepper in some interesting foods that will emerge in 2025 – according to our resident foodies. What may become a base for fusion – e.g., concha, a Mexican sweet roll – will be a canvas for creative bakers looking to combine global flavors into something distinctive. Another example is traditionally Asian dumplings popping up in freezer cases and non-Asian-focused menus. Savory ice cream, anybody? Our own data proves consumers think everything is better with bacon. How about some peach and candied bacon ice cream? Sourdough is not just for loaves – pizza crusts, snack foods and breading are all offering a new take on a pandemic favorite. Food innovation will be driven by Gen Z and boomers who are driving the mash-up of cultures, flavors and traditions.