Hard to believe, but we’re halfway through the year, and consumer behavior is shifting—shaped by economic pressures, new technologies, and an increasing desire for food that delivers more: more flavor, more function, and more value. Here are some trends we’re watching—and what they mean for marketers looking to exploit them.

1. Purposeful Premium: Value Still Reigns, But Smart Indulgence Wins

Today’s shoppers are increasingly value-conscious, but not value-obsessed. Consumers are choosing “treats with a reason”—products that feel worth the splurge because they offer standout flavor, functional ingredients, or a moment of joy. This is especially true for specialty snacks, premium condiments, and beverages. According to FlavorSum, premium claims have risen at a CAGR of 4.6 percent over the past five years.

Where are consumers pulling back? Alcohol consumption and eating out. This makes it even more important for brands and restaurants to deliver standout experiences.

Takeaway: Focusing on your product’s flavor intensity, packaging, and functional benefits can be keys to elevating your brand as a premium offering. Additionally, occasion-based messaging can build an emotional argument for indulging without guilt. Among the brands that stood out at the show for this approach included Zucker’s Bagels, Vermont Creamery, Mae Fine Foods, and Fat Witch Bakery.

2. Wellness 3.0 = Functional, Feel-Good, and Affordable

Consumers are increasingly seeking food products that support their long-term health and well-being — and are not just part of the latest diet fad. These popular functional foods incorporate fermented ingredients, gut health boosters, adaptogens, brain-boosters and “self-healing” properties. But there’s a caveat: not only do they need to appeal to a health need, but they must also check the box when it comes to taste and price. Nearly half of all Americans say they have purchased a food or beverage product in the past 30 days because it contains a specific vitamin or other nutrient, while a third purchased a product that’s marketed to improve sleep.

Takeaway: Go beyond general positioning terms such as “clean” or “plant-based.” Be specific about your product’s unique benefits — from immune support to mood regulation — and make your ingredients as craveable as your claims. Breton Veggie Crisps was a standout example at the Fancy Food Show, as was CheckCheckCin a Chinese brand of rice water and herbal teas that positions itself as a multidimensional wellness platform promoting the traditional Chinese medicine concept of healthy living and illness prevention.

3. Global Flavors Continue to Grow: Authenticity > Novelty

Flavor remains the number one driver of consumer purchase, and in today’s environment – especially among younger demographic groups – unique global flavors have growing appeal. Menus and retail shelves are expanding to include such flavors as adobo, harissa, gochujang, and chili oil, with a growing curiosity around African and Middle Eastern cuisines, especially for Gen Z. International flavors can now be found in every aisle.

Takeaway: Don’t just define your brand as “internationally sourced.” Say where. Say why. Brands that feature a unique founder’s story and include traceability information are going to generate greater enthusiasm with today’s consumer, who’s looking for depth and detail, and not just another trend to chase. Consumers are more likely to embrace bold flavors when there’s an authentic experience behind them. Examples include Sabatino and Tabanero.

4. Emerging Brands are Winning eCommerce

While traditional retail channels remain important, emerging brands are increasingly driving discovery—and sales—online. Whether through TikTok virality, influencer-led content, or direct-to-consumer strategies, challenger brands are innovating faster and more flexibly in digital spaces, often because it’s difficult, time-consuming, and expensive to build retail distribution. Younger shoppers, in particular, are using social platforms as both a search engine and trend barometer. Need proof? Just look at TikTok Shop, where food represents nearly 14 percent of sales according to Nielsen.

Takeaway: Prioritize digital-first storytelling and eCommerce optimization. Think beyond retail: invest in shareable content, affiliate links, and creator partnerships that convert.

4. Private Label Continues to Grow – Even among Affluent Shoppers

Private label is no longer just the economical play—it’s an increasingly ubiquitous brand alternative. Seventy percent of consumers now say private label products are equal to or better than national brands, and the growth is strong even among high-income shoppers. Retailers are investing in store brands just like, well, brands. As a result, consumers increasingly associate store brands with quality, innovation, and smart value.

Takeaway: To truly stand apart in a crowded marketplace that’s filled with private label competitors, your brand must carve out its own unique white space, often around its own distinctive flavor. Identify a deeply targeted core consumer, sharpen your messaging, and tell your story on-pack to reinforce why a discriminating consumer should go for your brand over a lower-priced store alternative.

Taste and flavor still reign supreme—but only when they align with price, convenience, authenticity, and health. The brands that will succeed in the back half of 2025 will be those who deeply understand their core consumer and aren’t afraid to be bold in how they show up in the marketplace.

Looking for a partner to help you connect your marketing strategy to these evolving trends? Wilks Group specializes in helping food and beverage brands turn insights into growth.

Let’s stay connected. Get in touch at hello@wilksgrp.com to schedule a conversation.