09 Jan 2025 Nestlé USA reveals 2025 food and beverage innovation trends

Nestlé USA offers a comprehensive look at what’s likely to capture consumers’ attention in 2025 through its latest insights – with American focus but with global relevance…

This coming year, “New-stalgia” takes a front seat, as consumers look for an escape to simpler times while brands look to give familiar flavours new twists. According to Nestlé, 71% of US consumers say they enjoy things that remind them of their past, and 84% say that nostalgic memories remind them of what’s important in life.

Here are the trends for the industry and retailers to look for in 2025, say Nestlé’s experts:

The rise of “new-stalgia”

“Nostalgia is back, and what’s old is new again — but in a cooler, more modern way. As consumers seek opportunities to escape through culture and reflect on “simpler times” with fondness, new brands are teaming up with legacy brands and using familiar flavours, comforting classics and childhood favourites to reinvent the “old” with a fun and fresh twist.”

Feel good, functional food and beverage

“Gen Z has given health a new meaning, focusing on a lifestyle that goes beyond exercise and mindful eating. In fact, 76% of Gen Z define wellness as 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. In 2025, brands will lean in to deliver “better-for you” goods with functional benefits, serving consumers on their wellness journey, wherever that may take them.”

Flavour done fast

“Demanding schedules and the increased cost of eating out is leading consumers to look for low-effort hacks that deliver convenience, quality and fast flavour to their lifestyles.

“A large number of consumers, 90% in fact, are turning to pre-made sauces or marinades for easy meals. And consumers aren’t skimping on flavour. They still crave restaurant quality and gravitate toward bold tasting foods.

“In 2025, consumers will prioritise savouring the moment (and flavour) with less time spent chopping, and more time connecting with loved ones.”

Fusion flavours captivate taste buds everywhere

“Gen Z is pushing palates to places they’ve never been before, and even Boomers are along for the ride. As the most diverse generation in history, Gen Z has taken the convergence of cultures, flavours, and traditions mainstream, leaving consumers with a taste for adventure.

“Consumers are now adding bold, spicy, eclectic and complex flavour combinations to their day to day. The proliferation of these fusion flavours can be seen across TikTok and Instagram. In fact, 79% of Gen Z admit they have tried a food or flavour solely because they saw it on social media.

“Brands are responding to this growing appetite by experimenting with more flavour combinations across every aisle of the grocery store, igniting interest and access to new tastes and cuisines.”

Accessible experimentation: coffee at home 

“The fourth wave of coffee has arrived, and it’s nothing like we’ve seen before. Today, consumers are focused on a more personalised cup, increasingly intrigued by new, exciting textures and flavours that rebel against the purist brews of the past.

“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. In 2025, we’ll see brands deliver products that encourage at-home coffee play and personalisation, with a focus on different textures and added taste like cold foam and floral flavours.”

Recent statistics support that claim:

• 61% of consumers say making coffee at home allows them to save money without giving up an enjoyable experience.
• 51% of coffee drinkers own or are interested in syrups and additives for their coffee.
• Outside of Baby Boomers, roughly one-third of coffee drinkers consider themselves a “coffee enthusiast”.

Fan favourite brands expand to new formats

“For brands to cut through the clutter in today’s crowded environment, consumers have grown to expect experiences that are distinctive, personalised and reflective of who they are as people. The brands that win in today’s competitive landscape allow consumers to explore within familiar spaces.

“As a result, brands are re-imagining beloved products to meet consumers in new aisles, formats and occasions.”

Source: Nestlé USA