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 into topics like rising functional ingredients, disruption through textures and social media trends.
What’s Emerging in Supplements?
Trends often take root in vitamins and supplements before crossing over to food and beverage. By looking at SPINS supplement subcategories, we can see early signs that shoppers are looking for active lifestyle support, cellular health support, superfoods and healthy organ support.
Here’s what is breaking through:
- Berberine (blood sugar support, weight management): +98.6
- Trimethylglycine (TMG) (heart health): +117.8%
- Colostrum (gut health, immune health): +139.3%
- Kratom (energy support, mood support): +22.6%
- Creatine (muscle support, cellular health): +32.8%
- Artichoke (gut health, liver support): +84.3%
And here’s what is fading:
- Allergy and respiratory health
- Energy support
- Weight loss
- Sleep support
Anti-Aging and Cellular Health
We expect supplements, ingredients and foods that support healthy aging to continue to prosper in 2025 as the population gets older. There is a projected increase of 47% of Americans 65 and older by 2050.
Popular anti-aging ingredients in supplements:
- Magnesium: +31.6%
- Creatine: +32.8%
- Quercetin: +1.1%
- Collagen: +0.8%
- Vitamin K: +47%
Popular anti-aging ingredients in food and beverage:
- Green tea: +20.9%
- Avocados: +13.2%
- Seaweed snacks: +22.4%
High-Protein Snacking
Protein continues to evolve — it’s not just for bodybuilders or fitness enthusiasts anymore, but a key part of many people’s wellness routine. Protein has expanded beyond powders and shakes and is now in everyday foods like high-protein breads, indulgent desserts and beverages.
- 10 to <25g protein: -2.7%
- 25 to <30g protein: +9.3%
- 30g or more protein: +17.5%
Functional Beverage Ingredients
Functional beverages are tapping into rising consumer interests — up-and-coming ingredients and formulations will continue to create new opportunities for brands and retailers.
- Digestive health (kombucha, fiber, cider vinegar, probiotics, artichoke): +34%
- Mood support (ashwagandha, magnesium, CBD, THC Delta 8/9): +62%
- Cleanse and detox (probiotics, spirulina, cayenne, dandelion, kombucha): +17%
Hemp, Cannabis and Euphorics
Hemp-derived THC regulations paired with more mindful consumption are breathing new life into the mainstream cannabis and euphorics market. Shoppers continue to seek alternatives to alcohol.
- Kava: +18.7%
- Kratom: +59.5%
- THC (hemp-derived): +65.9%
Finding Flavor Ante
Redefining the notion of fusion, 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.
- Serrano peppers: +13%
- Banana peppers: +9%
- Chipotle peppers: +17%
Disruption Through Textures
New textures have shaken up quiet categories by bringing a novel experience to consumers. Chili crisp, for example, brought a crunch to the condiments aisle in the 2020s that has been largely saucy or liquid-y, in general, giving consumers a sense of novelty.
What’s Next?
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. There could be space for crunchy snacks with a creamy/jam filling as consumers look for antagonistic textures in their products.
TikTok Trending
- Tanghulu: a candied fruit dessert that has a glass-like sugar crunch on the outside and juicy fruit on the inside.
- Rice paper croissant: air-fried layers of rice paper that result 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 pistachio cream and kataifi (thin, shredded pastry dough).
Source: SPINS Natural Channel + Conventional Channel (powered by Circana); 52 weeks ending October 8, 2024.
