Global food giant, Nestlé, is predicting six trends will drive its NPD focus in the year ahead, including the return of nostalgia, feel good functional food and beverage, and fast flavours.
The US-based trends reflect those seen in global markets, including functional and nostalgia. Though Nestlé US predicts a twist.
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1) The rise of the ‘new-stalgia’
Nostalgia “is back” for 2025, according to Nestlé. “What’s old is new again, but in a cooler, more modern way,” its consumer & marketplace insights team predicts.
In 2025, consumers will seek opportunities to escape through culture where they will reflect on simpler times, with reignited fondness for the good times.
To win, new food and drink brands should team up with legacy brands and utilise familiar flavours, such as “comforting classics and childhood favourites” to reinvent the old into the new, but with a “fun and fresh twist”.
Driving the trend:
- More consumers say they enjoy things that remind them of their past
- Nostalgic memories are becoming more important to consumers
2) Feel good, functional food and beverage
Consumers, particularly Gen Z, are taking their health into their own hands. Over three-quarters on Gen Z-ers define wellness as something that’s accessible, holistic and “anything that makes you feel good”.
“Consumers are taking their health into their own hands, on their own terms, to curate personalised wellness practices that meet their needs,” says Nestlé.
It is predicted the wellness in food trend will rise considerably in 2025 as GLP-1 drugs, such as Ozempic, continue to build prominence.
3) Fast flavours
Time is becoming tighter for most consumers, though the expense of eating out no longer outweighs the efficiency it provides. As a result, there will be an uptick in consumers seeking “low-effort” fast-flavour hacks that deliver on convenience, quality and taste.
“A large number of consumers – 90% in fact – are turning to pre-made sauces or marinades for easy meals,” according to Nestlé, which adds there is a high demand for flavour.
“They still crave restaurant-quality and gravitate towards bold tasting foods. In 2025, consumers will prioritise savouring the moment – and flavour – with less time spent chopping and more time spent connecting with loved ones.”
Driving the trend:
- Over two-thirds of consumers are trading restaurant meals for store-bought food
4) Fusion flavours
Boomers and Gen Z are on the flavour train together, though the former is in control and managing to drive the convergence of cultures, flavours, traditions and mainstreams like never before – leaving consumers with a taste for adventure, claims Nestlé.
There is a movement towards bold, spicy, eclectic and complex flavour combinations every day. “The proliferation of these fusion flavours can be seen across TikTok and Instagram,” says Nestlé.
“In fact, 79% of Gen Z admit they have tried a food or flavour solely because they saw it on social media,” it adds.
Brands can and are responding to this by experimenting more with flavour combinations from across the grocery aisle, igniting interest and access to new tastes and cuisines, the food giant claims.
Driving the trend:
- More consumers are interest in fusion cuisine
- Older Gen Z consumers are the more adventurous
- Popular fusion in the past four years include hot honey, salsa roja and pickled jalapeno
- Three-quarters of consumers are interested in trying new and unique flavours
5) Accessible coffee innovation at home
A new wave of coffee has arrive – the fourth wave – claims Nestlé, which promises the new trend is “nothing like we’ve seen before”.
Driven by tighter budgets and the desire to continue having a “more personalised” cup of coffee, more consumers are making their coffee-to-go at home.
“In this new wave, coffee is increasingly considered a ‘little treat’, especially among Gen Z, who drink it throughout the day as an affordable indulgence,” says Nestlé.
Through social media, though, Gen Z is becoming a generation of DIY coffee makers, and in 2025 the business expects more brands that encourage create coffee play at home enter the market.
Texture, taste, temperature and floral will all play into the new generation of coffee, Nestlé predicts.
Driving the trend:
- More consumers make coffee at home to save money, but maintain enjoyment
- Almost half of Gen Z consumers learn about coffee on TikTok compared to a 31% of all consumers
- More consumers are interested in syrups
- Outside of boomers, on in three coffee consumers consider themselves ‘coffee enthusiasts”
6) Fan favourite brands expand into new formats
Beloved and popular products are becoming increasingly reimagined as consumers seek to “cut through the clutter of today’s crowded market”, says Nestlé.
While they want to simplify, consumers don’t want to give up on high quality, distinctive experiences that are personalised and reflect who they are.
“The brands that win in today’s competitive landscape allow consumers to explore within familiar spaces,” Nestlé says. “As a result, brands are re-imagining beloved products to meet consumers in new aisles, formats and occasions.”
Driving the trend:
- Most consumers cite previous usage and brand trust as a path to purchase