It’s the most wonderful time of the year! Yes, that’s right; it’s time for a first look at our trend predictions for the upcoming year. Our team of global trend experts track trends year-round to get ahead of the curve and anticipate what consumers will be craving in the year to come – and beyond.
In this blog, we focus in on two trends that are always continuing to shift: the global cuisine trend and the functional ingredient trend. We offer our experts’ insights into the new directions that these trends will take in 2025 and how brands can capitalize on them. Keep reading for our analyses on what’s on the horizon for these trends in 2025.
International Innovations
It goes without saying: global flavors aren’t going anywhere anytime soon. The cuisines that consumers are seeking out, however, continues to change as their preferences evolve. The familiar continues to excite consumers less and less, and as such, the cuisines they’re seeking out tend to lean more exotic.
In 2025, we expect to see Yemeni cuisine witness a surge in demand. Yemeni cuisine is perfectly poised to trend in the coming year, thanks its complex spicy flavors, perceived healthiness, and diverse ingredients. Spice blends from Yemen, such as hawaij, a flavorful blend known for its unique earthy flavor and vibrant yellow color, have been slowly picking up steam. Interest in other Yemeni specialties, including Yemeni coffee and mandi, a traditional dish featuring spiced meat and rice, have also been on the rise.
Another cuisine we expect to see trending in 2025? Filipino cuisine. Although Filipino cuisine has seen small increases in popularity from time to time as Asian cuisines have made strides with consumers, it hasn’t really had its moment – until 2025 that is. Filipino cuisine delivers tropical vibes paired with complex flavors. Brands have only thus far scratched the surface with all that Filipino cuisine has to offer. As consumers continue to seek out exotic flavors, there will be a huge opportunity for brands to dive deeper into the diverse flavors, ingredients, and dishes of the Philippines.
One last note on global flavors: going into 2025, don’t discount the appeal of fusion cuisine. We’ve already emphasized how much consumers value exotic flavors, and fusion opens up a multitude
of possibilities when it comes to creating unique, innovative, and unexpected flavors and dishes. We’re expecting to see fusion cuisine having more of a mainstream presence in the coming years, so one way that brands can get ahead of the curve in 2025 is by innovating with mashups that feature flavors, ingredients, or bases from two or more global cuisines. Think kimchi fried rice arancini, doro wat tacos, and chicken tikka pizza.
Functional Ingredients Shift Focus
Health and wellness trends are often a moving target, adapting quickly in response to the health concerns du jour and the latest research on the positive or negative health effects of common ingredients and staple foods. 2024 saw a marked shift towards using foods and beverages to enhance mental health specifically. Looking ahead at 2025, we are anticipating another shift, this time towards balance.
Rather than seek out mood-boosting ingredients, in 2025, consumers will be seeking out foods and functional ingredients that address physical health concerns while also having residual benefits for mental health. For example, getting enough – and better – sleep is becoming a major priority for consumers, who are aware of the link between sleep and both physical and mental health outcomes. Food and beverage products that feature functional ingredients, like tart cherry juice, that offer to aid sleep will win with consumers who are seeking out solutions that bolster their overall wellness.
Similarly, having enough energy to exercise and do all the things that life demands these days is also proving to be a challenge for consumers. Consumers are becoming increasingly literate about the link between their habits and their physical and mental wellbeing. Products that offer to give consumers an energy boost – in a healthy, sustainable way through functional ingredients – are sure to appeal to consumers who recognize that the benefits of having enough energy will make them feel better physically and mentally.
Hormone balancing is also poised to be another major health trend going into 2025. Women’s health and hormonal concerns have gained exposure on social media, with many diet and fitness
influencers sharing about products, recipes, and strategies for balancing one’s hormones. Expect to see food and beverage companies bring this trend to grocery store aisles and restaurant menus with functional ingredients that claim to have hormone-balancing properties.
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