We hit the floor at the 2025 Summer Fancy Food Show ready to spot what’s next—and the show delivered. From the cult-favorite Dubai Chocolate bars (which sold out daily before noon) to standout products like Sabatino’s truffle condiments, MAE Fine Foods’ luxe bonbons, and Runamok’s maple syrups, innovation was in full force. The message was clear: taste still leads, but flavor alone isn’t enough. Today’s consumers are looking for function, story, and substance—clean ingredients, wellness cues, and a sense of place.

Four macro trends defined the show.

• First, purposeful premiumization: consumers are still watching prices, but they’ll splurge on small luxuries that feel meaningful.
• Second, health and wellness 3.0 is here, with demand for transparent labels and fewer additives.
• Third, global flavors are booming, with a hunger for specificity—gochujang, berbere, and Mediterranean za’atar all had a strong presence.
• Finally, convenience is being elevated, with products like Zucker’s Bagels ready-to-bake frozen bagels and Frost Buttercream’s freezer-ready icing offering time savings without compromise.

For brands, the takeaway is simple: bold sells, but it has to be backed by value and authenticity. Packaging and storytelling help—but only when paired with purpose-driven innovation and unforgettable taste.

If you’re looking to translate these trends into marketing momentum, Wilks Group is ready to help. We’ve supported food and beverage brands for over a decade—turning insights into growth.

Let’s talk — contact us here.

Keep an eye out for our upcoming newsletter for a more comprehensive analysis of key trends that emerged from the SFFS.