Every so often I take out the crystal ball and figure out what is happening in the world of food and consumer habits. The main interest is what producers are offering to pique their consumers interest. It’s about checking the shows and the exhibitions and deciding on what has stayed the same and then what appears to be changing. Not all food and drink will have traction because they are sometimes put out there to create new news. This time, I’ve looked at the Winter Speciality Food Show that occurred in January 2025 in Las Vegas. There are are a few other international shows and by the time I finish this post there may well have been a couple more.
According to the Food Institute, 12% of Americans now use or have tried GLP-1 drugs to help them overcome their desire for food and so reduce weight. I’m sure that number will grow in time in all developed countries because obesity is a major drag on government healthcare spending and seriously affects economics. I am now looking for functional foods to complement this trend in medication.
Food inflation has also outpaced wage inflation which means the cost of living is becoming more expensive and thus more onerous.
So what happened then?
Cuisines Of Interest
For some years the cuisines of a few countries have come to attract attention, not necessarily bulldoze their way onto the scene but be viewed as interesting. It can be reflected in restaurants that pop up with a country’s style that generates headlines. Take Hawaii with its poke bowls which are now mainstream in the snacking and the lunchtime arena. I have visions of young folk in and around Kings Cross in London feeding themselves on something substantial other than a vegan salad. A slightly different presentation of nutrition is offered with its meat and unusual salad interest but generating excitement nonetheless amongst the youth of the day. Controversial too I guess but there has been a shift towards varied diet offers. Peru, of all the South American countries has created cuisine excitement. That could extend to other places like Bolivia, El Salvador and Uruguay for example but its Peru that has attracted the attention. I also note the Philippines as a fusion of Eastern and Western flavours that demands further attention from us.
If you like sauce then there has been some movement! Sauces from a host of countries are always interesting to explore. Tari is a hot sauce made with chilli peppers that only uses chilli varieties indigenous to Peru. The main one in this type of sauce is the rocoto pepper which is recognised only in its own country. As a sauce it is ideal with burgers, various other meats, including rotisserie chicken or noodles. Tari as a brand also offer Peruvian Amarillo Pepper and Huacatay Leaf Hot Sauce too. Available from Alicorp USA LLC.
I thought Tari sauce was originally from West Sumatra because it is an Indonesian dance form that had lent the name. Indonesia though still offers surprisingly fascinating product ideas that haven’t caught on yet but sit waiting in the wings to be discovered which they no doubt will.
Ingredients
Wild garlic is in season so get out foraging! Makes a fantastic pesto and a must in the foodie calendar. Cultured meat and plant-based foods are still making inroads into the product development space.
There is a growing move away from soy of all sorts. A number of baristas will not serve soy milk anymore because of the impact on deforestation and a belief it isn’t as good for you as was first thought. Oat milk is the key addition to coffee but even this has not found favour with all because it has a certain grain-like flavour to it.
Flavours
A number of food producers are trying novel combinations and we can see that in beverages. I heard that black garlic, obscure citrus notes (not yuzu), and other floral pungents such as lavender are of interest. Chili, especially varietal types are very popular when it comes to adding heat. Ghost pepper was one that is not yet mainstream but certainly adding pokey heat to sauces and condiments. All these flavours are polarizing in those cases when over used but they are coming from the restaurant scene and demanding attention.
Desserts infused with mocktail flavors, such as margarita icing, peach bellini, and Irish cream, are trending, adding a spirited touch to sweet treats.
Bird Flu
Millions of chickens and turkeys in the USA are being slaughtered because of bird flu but the knock on effects are severe. A shortage of eggs means that product developers are having to develop alternative ways of using this essential ingredient. The amount of corn needed to feed such birds is usually substantial but has led to surplus which is affecting farmers who have heaps of corn unsold. It’s contributing to the overall rise of inflation in the USA but could still have an impact on global food inflation.
Snacking
Snacking is still a field of wonder for innovation. There is always a strong desire for convenience catering for altered lifestyles now that COVID-19 had such an impact. With the development of GLP-1 drugs we are noticing a rise in snacking because the traditional three-meal-a-day structure to daily life has started to crumble away and be replaced with more varied approaches to eating. When it comes to snack flavours then the latest trends are towards snacks featuring global tastes, including chili masala popcorn, Mexican chamoy candy, Korean seaweed chips, and Thai chili and lime rice chips, allowing consumers to explore even more diverse cuisines than usual.
One of the showcased products at the Winter show came from Næra Snacks. They for instance brought in three crunchy fish bites which deliver 13g protein, 1g sugar and 1.27g omega-3 fatty acids with less than 190 calories and all sourced from salmon. The product blends a unique texture experience with flavours like wasabi, jalapeño and ranch and are all found in pouch packs.
This is quite an idea! Ptashka have produced Ukrainian style products of sweet and savoury crepes. These are heat-and-serve offers with flavours such as farmer cheese and raisins, raisins, cherries and vanilla sauce, ricotta cheese and spinach, mushroom and cheese. A really lovely take on a savoury or sweet offer.
Are pearl-shaped bubble foods a thing? I’ve seen strange looking shapes for caviar, finger limes, and boba pearls, are adding playful textures and bursts of flavor to various dishes and beverages. On the shape theme, there has been a fusion of snacks and cocktails, known as “snack-tails,” which combines beverages with substantial garnishes like olives and cornichons, enhancing the drinking experience with complementary flavours. Some really notable examples of these can be found at the following:-
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Ben’s Martini at The Benjamin (Los Angeles): This establishment serves a classic martini accompanied by a side of homemade potato chips, adding a crunchy complement to the drink.
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Red Eyed Gravy at Double Chicken Please (New York City): This innovative cocktail combines Teeling Irish whiskey, coffee butter, corn, walnut, and wild mushroom, and is served with a slice of coppa, an Italian dry-cured pork shoulder salume, offering a savory pairing.
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Mini Martini at Martiny’s (New York City): At this Japanese cocktail bar, patrons can enjoy a mini martini accompanied by caviar, providing a luxurious touch to the drinking experience.
If you look around other places there has been a trend in freeze-dried treats because of how freeze drying technology has become more mainstream as a process. I’ve seen a surge in freeze-dried snacks, such as gummy bears and cheesecake bites, offering a more crunchy texture and intense flavour.
Dairy Development
Whilst new developments in this sector may have been stymied by a lack of eggs in the USA in particular, there seems to have been lots of product extensions. Cold desserts are still as popular as ever.
Ice creams are always good and just look at what Häagen-Dazs (HDIP Inc.) and others are doing. Kellanova (old Kelloggs) have a really ineresting barnd called Eggo which we dont see in the UK except in specialist grocers. They’ve developed Protein Waffles!
Häagen-Dazs (HDIP Inc.) began 2025 with a variety of ice dairy offers – six apparently. Out came Belgian Waffle Cones and some additional ice cream bar flavours. In California, we have Alec’s Ice Cream Petaluma which is an A2 milk processor that emphasises organic ingredients with a number that have Regenerative Organic Certification. They brought out last year nine different flavours including Triple Chocolate Blackout Cookie, Palm Springs Banana Chocolate Date Shake and a Maple Cardamom Candied Pecan.
Quality artisanal cheese hasn’t loss its glamour either even if it rubs up against particular diets. In the savoury sector, last Spring, Lactalis USA (Chicago, Il.) extended the Cracker Barrel brand line further with a couple of high-end novel flavours including Dill Havarti and Truffle Cheddar which are tastes that adorn gourmet deli foods rather than mainstream grocery. Artisanal cheese in the USA is also taking off in a general sense and we keep seeing a number of dairies and creameries knocking at the door of world cheese supremacy. There were at least 30 cheese producers at the Winter Speciality Show this January. If you like Cheddar, then look at Beehive Cheese Co. LLC which produce rubber-rind versions.
I like the look of Barely Buzzed which is a creamy Cheddar suffused with lavender and espresso. That flavour combination is also an indication of how different flavours are now being incorprated into cheese. I also saw Saputo Cheese USA Inc.’s Cold Brew & Donuts Goat Cheese (what?) which blends coffee flavour with a ‘satisfying’ donut sweetness. That’s quite a flavour combination and it will be worth following to see how much traction it gains. There are so many other including Ballard Cheese LLC, Ambrosia Cheese USA, Sierra Nevada Cheese Co., Vermont Farmstead Cheese Co. (South Woodstock, VT), Belfiore Cheese (California) and so on. Belfiore Cheese produce Burrata which comes from buffalos rather than dairy cows and is essential for traditional pizza toppings.
American cheese by definition has usually been classified as a ‘cheese product’ because it is made from blends of cheese and is thus a processed food with added ingredients. Sargento has introduced 100% natural American cheese slices, distinguishing itself as the first American cheese to be classified as a real cheese rather than one brought in from abroad.
Beverages
It wasn’t clear to me if beverages had developed enough new product ideas that much or whether novelty had really taken off. Weight loss being what it is means that the beverage sector can play its part in helping us manage the pounds. There has also been a growth spurt in protein beverages which are now appearing in other formats that would not be conventional. Finally taste has either returned to classic flavours or pushed itself right out there to embrace combinations that are simply unfamiliar.
There are some bucking that trend. Gleem, Inc. had shown off low-energy (10 calories per serve) zero sugar drinks with 125mg caffeine per serve in slim-line cans (12 fl. oz/355 mL). The flavours of note belong to Asian inspiration such as ‘White Peach’, Lychee, Dragon Fruit & Mango and Strawberry & Yuzu.
In other health-conscious sectors, functional beverages are still witnessing growth. Functional beverages infused with probiotics, prebiotics, vitamins, and adaptogens are gaining popularity all the time and they deserve their own article. For instance, the Financial Times reported on PepsiCo’s recent $2 billion acquisition of Poppi, a prebiotic soda brand, underscores the growing demand for gut-health-focused drinks. Hydration-focused snacks like electrolyte-infused popsicles and sparkling coconut water are just at this moment gaining popularity, emphasizing both their health benefits as well as refreshment.
The moderation movement continues to influence the market, with a notable increase in consumers opting for non-alcoholic or low-alcohol beverages. This shift is evident across various categories, including beer, wine, and spirits, as individuals prioritize wellness and mindful consumption.
As with all foods, Environmental concerns are prompting consumers to support brands that prioritize sustainability. This includes eco-friendly packaging, ethically sourced ingredients, and transparent supply chains. Brands that align with these values are resonating more with today’s conscientious consumers. .
Ready Meals
Not so much buying the ready meal nowadays but having it made for you for pick up that evening. It seems some grocers in the USA have started extending their level of catering. They are producing chef-made meals that are ordered and collected rather than being delivered to the door. At first I thought this wasn’t particularly new but then it seems to appeal to GenZ and Millennials. Whilst this approach might seem inconvenient for some it gives a sense for particular consumers that this has been freshly prepared just for them. I gather it’s possible to see it being made as you might in a restaurant just to emphasize the authenticity. Market of Choice in Oregon have certainly been testing out the supper club meals as an alternative to picking up takeaways. The offer in March was beef stroganoff and a garden salad, or a sausage, fennel and kale penne. For anyone looking for a substantial meal for a few people these would certainly hit the spot. You can also add sweets and other dishes to create variety. It also encourages further food and wine purchase to complement that meal. I guess it also adds a difference to meal clubs where you cook from scratch from boxes of ingredients – beloved of those in ASMR I notice.
Ingredients
Not so much an ingredient but a food in its own right – its mushrooms. Whilst we have become more adventurous with Chestnut and Filed mushrooms the latest type to enter mainstream foodhalls are the Reishi and Lions Mane A number of producers on both sides of the pond now offer Lions Mane. It is a fluffy white mushroom ideal for adding something special to vegan recipes.
Removals
Clearly some products just have to be taken off the shelves. Aldi in the UK have stopped offering the Moser Roth Vegan Blonde Chocolate Bar even though some fans think it is the best chocolate ever made. One of the issues is the slow removal of vegan products because they only appeal to a number of niche consumers.
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