Strategies for Growth in 2025: Consumer Trends and Opportunities in the Food Industry

In this article, we will explore the most recent trends impacting the food industry. As consumer preferences continue to evolve, it is critical for food companies, distributors, and retailers to modulate their strategies to meet these shifting demands. We will provide practical insights to help companies refine their approaches, enhance product offerings, and respond effectively to these emerging trends, both in the general food industry and the specialty food sector.

1 - Intentional spending

Intentional shopping food specialties As the cost of living stabilizes after a period of inflationary pressure, consumers are transitioning from cautious to more intentional spending. This shift means they are no longer simply avoiding unnecessary purchases; instead, they are actively seeking products that enhance their sense of well-being and help improve their overall quality of life in the long run. According to the NielsenIQ Mid-Year Consumer Outlook 2025, consumers are focusing on purchases that provide value beyond basic needs.

For specialty food producers and distributors, this trend presents a significant opportunity. By emphasizing the premium quality of their products, along with health benefits or sustainability attributes, brands can appeal to consumers who are willing to invest in items that improve their lifestyle.

Products that align with well-being, such as organic, clean-label, healthy, or nutrient-dense options, encourage this intentional spending behavior. Positioning food products as not only nutritious but also ethically produced can capture this consumer segment, who are seeking more than just low-cost alternatives.

2 - AI shopping assistants

AI shopping assistants Artificial Intelligence (AI) is increasingly influencing consumer decision-making, with 40% of shoppers willing to use AI tools to assist in their purchasing decisions. This evolution in retail is transforming the way consumers interact with brands, providing a more personalized and efficient shopping experience. For food retailers and distributors, integrating AI can enhance customer interactions by offering tailored product recommendations based on consumer preferences and shopping habits.

For example, food companies can leverage AI to effectively suggest products to consumers based on their previous purchases, dietary preferences, or even their wellness goals. This level of personalization helps build stronger connections between brands and consumers, fostering loyalty. AI can also streamline the shopping process through virtual assistants or automated purchasing suggestions, ensuring that customers find exactly what they need quickly and efficiently, which is particularly beneficial in the competitive specialty food market.

To make AI tools, such as shopping assistants, more accessible to consumers, companies can implement several practical strategies that seamlessly integrate AI into the customer experience. These systems can be used across multiple platforms, from websites to mobile apps, to improve both engagement and personalization.

AI shopping assistants can be used successfully both in-store and for online purchases. In-store AI assistants can be accessed through mobile apps or kiosks, where customers can receive personalized recommendations, product details, or find specific items within the store. For online purchases, AI assistants integrated into e-commerce platforms can offer a more tailored shopping experience by analyzing a user's browsing history, purchase behavior, or preferences. These systems can suggest complementary products, highlight deals, and even automate repeat purchases for convenience.

3 - Omnichannel growth

Consumers omnichannel food shopping experience The rise of social commerce and in-app experiences is fueling the growth of omnichannel sales, where consumers shop seamlessly across both online and offline platforms. For specialty food brands, this trend emphasizes the need for a robust omnichannel strategy, ensuring that products are visible and easily accessible across multiple platforms, whether through e-commerce sites, mobile apps, or physical stores.

Specialty food producers, distributors and retailers must focus on providing a consistent and engaging brand experience across all channels. This could involve ensuring that products are well-represented both in-store and online.

What is the difference between omnichannel and multichannel?

The key difference lies in the level of integration between the various channels. Multichannel involves using multiple, separate channels, such as physical stores, websites, and social media, to interact with customers. However, these channels often operate independently without a unified experience. On the other hand, omnichannel integrates all channels, allowing customers to seamlessly switch between them while maintaining shared data and preferences. This creates a smoother, more personalized experience, making omnichannel more effective at enhancing customer satisfaction and loyalty.

4 - Bulk buying & price sensitivity

Bulk buying food trends Despite the growing consumer confidence, price sensitivity remains a significant factor, particularly as households continue to recover from the financial strains of the past few years. Many consumers are turning to bulk buying as a way to maximize value, with 65% of global shoppers indicating a preference for larger pack sizes to reduce the cost per unit.

For specialty food companies, offering bulk or family-sized options can cater to this demand for better value while maintaining a premium positioning. Larger pack sizes or multi-buy deals not only appeal to price-sensitive consumers but also create an opportunity to build brand loyalty, as consumers feel they are getting more for their money. Specialty brands can balance premium quality with value offerings by ensuring that bulk products still deliver on the high standards that consumers expect.

5 - Slowing private label growth

Private labels in the food industry After several years of rapid expansion, the growth of private label products has begun to decelerate, though it continues to increase.

This shift presents a significant opportunity for food and beverage brands to regain market share. For years, private labels have benefited from consumers seeking lower-priced alternatives, capturing a larger share of grocery spending. However, the recent slowdown means that branded products can now focus on innovation, building brand loyalty, and refining their pricing and promotional strategies to compete more effectively. By offering unique or premium options that private labels might not, brands can differentiate themselves and attract consumers who are willing to pay more for quality and innovation.

6 - Sustainability drives consumer decisions

Sustainable labels and consumer decisions Sustainability remains a crucial factor for many consumers, with nearly 95% of shoppers indicating they try to live more sustainably (data from the NIQ Report "the changing story of sustainability"). However, 26% of consumers still find it difficult to identify sustainable products, especially online.

This gap between consumer demand and product availability creates a significant opportunity for brands. By making sustainability attributes clearer on packaging and online product pages, brands can better capture this growing market. ESG (Environmental, Social, and Governance) certifications and highlighting eco-friendly practices directly on products, digital listings, and through targeted communication and marketing campaigns can make these goods more visible to consumers, thus driving sales.

7 - Value shopping

Value shopping As inflation continues to affect household budgets, consumers are increasingly turning to value retailers. According to data from NielsenIQ, value retailers captured 43.1% of the total dollar share in 2024, a 4% year-over-year increase. This shift underscores the growing importance of affordability in consumer decision-making. However, this presents a challenge for premium brands, which must justify their higher price points by emphasizing quality, uniqueness, or long-term benefits.

For example, brands that focus on attributes like sustainability, ethical sourcing, or superior health benefits can position themselves as worth the extra cost.

8 - Promotions are losing effectiveness

Special offers, promotions and discounts While promotions remain a tool for driving short-term sales, their overall effectiveness is waning. Despite this, many companies rely too heavily on this tactic, which can erode brand value and long-term profitability. Brands need to adopt more economically sustainable promotional strategies that target omnichannel shoppers. This means creating promotions that integrate across all channels and provide consistent value, rather than focusing on deep discounts that may hurt profitability.

For the food and beverage sector, effective promotions can be implemented without relying on traditional discounts. Companies can offer product bundles, create loyalty programs with exclusive rewards, or promote limited-edition items to create urgency. Additionally, emphasizing product quality, sustainability, or the use of special ingredients, such as locally sourced or artisanal products, can be leveraged as promotional strategies, attracting customers by highlighting value rather than reducing prices.

9 - Growing demand for healthy and functional foods

Healthy and functional food alternatives With consumers increasingly prioritizing health and wellness, distributors can capitalize on the demand for healthy and functional foods. According to recent insights, products that offer added nutritional benefits, such as fortified foods or those supporting immunity and digestive health, are rapidly gaining consumer trust.

Distributors who focus on providing a diverse range of these products can align themselves with this growing trend, ensuring that retailers can meet the expectations of health-conscious consumers. Offering transparent information on ingredients and health benefits, as well as certifications like organic or non-GMO, will be key to driving both trust and sales in this sector.

10 - The potentiality of artisanal and handcrafted products

Food specialties Artisanal and handcrafted food products continue to attract consumer interest due to their perceived quality and authenticity. Distributors that work with producers of artisanal products can boost their brand image by highlighting the craftsmanship and unique qualities of these items.

Research shows that promoting products with a clear focus on tradition, local sourcing, and small-batch production resonates strongly with consumers who are looking for premium, authentic food experiences.

By emphasizing these qualities, distributors, retailers and food service operators can differentiate themselves in the market, offering a curated selection of products that stand out for their craftsmanship and exclusivity.

Intentional spending VS value shopping

It's true that "intentional spending" and "value shopping" may seem contradictory at first glance, but when examined more closely, they reveal an interesting insight: both trends reflect a more mindful and selective consumer, though with different priorities depending on the context.

Intentional spending represents consumers who are willing to invest more in products that enhance their well-being or are ethically and sustainably produced. These consumers are not just looking for the lowest price; they're considering long-term value, which might include health, sustainability, or superior quality.
Value shopping, on the other hand, reflects a focus on getting the most out of one's budget, often prioritizing products that offer good value for money or reduce the cost per unit (e.g., bulk purchases). This behavior is common during economic uncertainty or among consumers who need to manage expenses but still want quality products.

The common ground between these two trends is the concept of perceived value. Both types of consumers are seeking to maximize their money's worth, but their definition of "value" differs: for some, it's about well-being and sustainability, while for others, it's about cost savings or convenience.

Food companies can reconcile these two trends by offering diversified product lines that cater to both consumer segments - creating high-quality, sustainable options for those focused on well-being, while providing more affordable alternatives that still maintain a solid standard of quality for price-sensitive shoppers. Another approach is to strike a balance within the same product line, ensuring that even affordable options are still recognized as healthy, made with responsibly sourced ingredients and transparent practices, allowing value-conscious consumers to feel they are making a smart choice without overextending their budget.

Moreover, specialty food players can communicate the value of their products beyond just the price point by highlighting all the additional benefits they offer, from nutritional value and health improvements to sustainability and ethical sourcing. Educating consumers on how these factors contribute to long-term savings - whether through better health outcomes or reducing environmental impact - can shift the focus from short-term cost to long-term value. Packaging, advertising, and digital marketing campaigns that clearly convey these benefits can help bridge the gap between quality and affordability, making products appealing to both consumer segments.

Understanding consumers' needs and expectations (in context)

Food companies must approach challenges with an open mind and a readiness to embrace change. Rather than merely reacting to trends, it's crucial to anticipate them and seize the opportunities they bring. Decisions regarding products, marketing, and branding should be driven by a genuine understanding of people, their needs, and their expectations. It's this authentic connection with consumers that truly makes the difference. Focusing on innovation, quality, and sustainability is not just a strategy for success - it's a commitment to building strong, lasting relationships. Companies that can blend technology with authenticity will be the ones who truly stand out and thrive.

For all players in the food supply chain - producers, wholesalers, distributors, retailers, and food service operators - changes in consumer behavior and market trends must be understood within their own operational context. This context is shaped by the target market, whether broad or niche, the specific nature of the business, its history, and the core values that guide the company. Factors such as geographic location, regulations, technological capabilities, financial resources, business partners, and organizational structure further shape the operational context, influencing how a company refines its strategies to address market changes.

These factors influence how each business responds to change, modulating strategies to turn challenges into long-term opportunities. Adapting to trends while staying true to one's identity and context allows companies to build sustainable advantages and maintain a clear strategic vision.