Two Tidbits – Food as medicine & There are no rules
In our Two Tidbits series on LinkedIn, we cover two quick insights on consumer trends in 2025.
First, we cover how consumers are increasingly looking at the health value of ingredients in their diet. Mintel’s Global Food & Beverage Trends report notes that the influx of weight-loss medicines will change perceptions of food, indicating that consumers may look to adding more functional ingredients to meet their daily essential nutrient needs. Consumers are turning to ingredient panels seeking foods meeting daily requirements like fiber, protein, and vitamins. This trend could help explain why a rising number of “healthy” ingredients are marketed on everyday and specialty food products, such as granola, sports drinks, plant-based proteins, and more.
On the flip side, consumers are willing to compromise for moments of indulgence, according to Mintel. We even know lactose-intolerant friends who will “cheat” and eat ice cream! Speaking of ice cream, it’s also interesting to note that the views surrounding the “right time” to enjoy this product have changed. Ice cream can fit into many occasions, like an after-school snack or a scoop in your morning coffee, not just as an after-meal dessert.
In short, as much as leveraging food for fuel is in, so are “imperfect habits.” We’re calling it the consumer balance.
Watch the Two Tidbits on our LinkedIn page.