2025 KeHE Macro Trends
The five primary macro trends show how consumer behavior continues to evolve in the food and beverage industry.
Discover the 5 Macro Trends Shaping Consumer Shopping in 2025
All Day Protein
Mintel reports 93% of households consume animal protein, while 41% include plant-based options. Brands are innovating with protein sources in seasonings, sauces, pasta, and desserts.
Drink Your Health
U.S. consumers are increasingly seeking functional beverages that offer anti-aging, gut health, and cognitive benefits.
Unexpected Areas of Discovery
Modern consumers are embracing a hybrid shopping approach, seamlessly transitioning between online and in-store experiences.
International in Every Aisle
Consumers are drawn to authentic, high-quality ingredients that offer regional distinction, diverse flavor profiles, and brands with a personal backstory.
New Rules of Aging Well
Consumers are discovering the importance of making healthy lifestyle choices, including natural ingredients to support anti-inflammation, biohacking to focus on body & mind, and using GLP-1 products to manage blood sugar and weight loss.