Americans’ top New Year’s resolutions for 2025, according to Ipsos included “eat healthier” (73%), “drink more water” (73%), and “exercise more” (71%). Another eye-opening stat related to health and wellness: 50% of Gen Zers feel pressure to eat a certain way to “show” they’re healthy, according to research by Ketchum.
HEALTH
Many consumers, it appears, are focused on what some in the industry refer to as “health & wellness 3.0.” That – along with increased interest in premium products, global flavors, and value – is a major point of focus for consumers heading into the new year, as noted in a new report produced by The Food Institute in conjunction with MenuData and the Specialty Food Association.
By highlighting healthier-for-you items, retailers can make it easier for customers to shop confidently. That may entail having dedicated wellness sections, for example.
PREMIUMIZATION
Premiumization goes beyond price – it’s about creating tangible product improvements, experiences, and emotional connections. Experts note that, while premium ingredients play a key role, the real driver of perceived value is often how well brands communicate their product’s benefits.
In the CPG sector, premiumization hinges on clear messaging about ingredient quality and functional benefits. Consumers are willing to pay more for products that solve a problem or enhance their lifestyles, such as granola marketed for gut health. Retailers must focus on effectively communicating why a product is worth the premium through storytelling.
The growing consumer preference for artisanal food and drink highlights the importance of delivering value beyond just taste – through aesthetics, sustainability, and personalization.
GLOBAL FLAVORS
Americans are increasingly drawn to bold, sensory food experiences, driving demand for global flavors. A recent Civic Sciences study found that two-thirds of respondents enjoy spicy food, reflecting a shift toward more adventurous palates. Industry leaders attribute this trend to globalization and social media, which have made diverse cuisines more accessible.
F&B business leaders stress the importance of staying true to traditional recipes while making them approachable for new audiences.
VALUE
In 2025, consumers’ spending decisions are shaped by more than just price – they often seek unique experiences. Industry analysts noted that consumers want to feel engaged with their food, whether through storytelling, premium ingredients, or Instagrammable moments. CPG brands are adapting to shifting perceptions of value by focusing on transparency, sustainability, and versatility. Products that serve multiple occasions or come with added benefits, like free recipe guides, help shoppers feel they’re maximizing their purchases.
While making promotions readily available is important for consumers’ pocketbook, retailers must take other careful steps, too. Bundled deals, in-store demos, and fresh, ready-to-eat meal options can also enhance perceived value while catering to modern shopping preferences, as noted in the new report. Ultimately, today’s value equation is about more than affordability – it’s about the emotional and experiential benefits food provides.