KeHE Distributors® Releases Its 2025 Macro Trends
The five primary macro trends underscore the importance of high-quality ingredients for a healthy lifestyle
Naperville, IL – Nov. 25, 2024 – KeHE Distributors®, a distributor of natural & organic, specialty, and fresh products in North America, has identified five macro trends in the food and beverage industry for 2025. These macro trends are set to influence consumer shopping preferences and inform retailers’ product selections in the coming year.
“The unifying theme across the five projected trends for 2025 is a proactive consumer approach to health, resulting in a preference for food products that are equally healthy, nutrient-rich, and convenient,” said Heather Drenzyk, Director of Customer Insights and Growth Solutions at KeHE. “Retailers and suppliers will continue to drive innovation as they incorporate these emerging trends onto their shelves and into their products. KeHE looks forward to supporting its partners as they navigate getting these products placed in front of excited consumers.”
KeHE’s merchants share an overview of the top five trends that will drive consumer preferences in 2025:
- All Day Protein: Protein, a dietary cornerstone, is essential for muscle health, cell repair, and sustaining energy levels all day. Many consumers prioritize incorporating protein in their diets, with 93% of households consuming animal-based sources and 41% incorporating plant-based options. High protein products have become more accessible as more brands offer new ways of accessing protein in seasonings, sauces, pastas, and desserts. Social media has also influenced many younger consumers to prioritize versatile protein products across all meals to supplement their diet. The rising prominence of protein callouts on everyday food packaging and the increasing accessibility of high-protein products will continue to drive awareness and sales.
- Drink Your Health: U.S. consumers are increasingly seeking functional beverages that align with their health goals. Aside from hydration, the desire for anti-aging, gut health, and cognitive health are driving the beverage category. According to Mintel, the U.S. functional beverage market has surged 54% since 2020, especially as many younger consumers have started opting for non-alcoholic beverages. Flavor is still the primary driver of these products, emphasizing the importance of a beverage being both tasty and healthy.
- Unexpected Areas of Discovery: Modern consumers are embracing a hybrid shopping approach, seamlessly transitioning between online and in-store experiences. While multi-channel shoppers demonstrate significantly higher spending power (86%), older generations still prefer to purchase fresh produce, meat, and other perishable items in-store. KeHE knows that customers want a compelling assortment of fresh products to choose from, which is why the distributor is committed to providing retailers with high-quality, fresh products. Social media is rapidly shaping food and drink trend discovery, with platforms like TikTok driving viral sensations, often leading to impulse purchases.
- International in Every Aisle: The U.S. is a melting pot of cultures, and this diversity has led to a surge in the demand for international flavors and cuisines. Younger generations, in particular, are at the forefront of this trend, as social media allows them to continue to explore different cultures. Consumers are drawn to authentic, high-quality ingredients that offer regional distinction, diverse flavor profiles, and brands with a personal backstory. To create a more compelling shopping experience, retailers can incorporate international products with their domestic counterparts, allowing consumers to discover new flavors and ingredients in their familiar aisles.
- New Rules of Aging Well: Traditionally, healthcare in the U.S. focused largely on treating illnesses and managing symptoms. However, consumers are now taking a proactive approach to their health: prevention and longevity. Consumers are discovering new rules of aging well and the importance of making healthy lifestyle choices. Natural ingredients to support anti-inflammation, biohacking to focus on body & mind, and using GLP-1 products to manage blood sugar and weight loss are key trends driving consumer purchases.
KeHE has experts who work with retailers and suppliers as they navigate industry changes and upcoming trends. To see how KeHE can help support businesses navigate these macro trends in 2025, visit https://www.kehe.com/.
About KeHE
KeHE Distributors, LLC (KeHE) is the largest distributor of natural & organic, specialty, and fresh products to more than 31,000 natural food stores, chain and independent grocery stores, e-commerce retailers, and other specialty products retailers throughout North America. With over 6,800 employee-owners, KeHE, a Certified B Corporation, drives its mission of serving to make lives better, throughout all aspects of its operation. For more about KeHE, visit KeHE.com or check out its social media channels: LinkedIn, Instagram, Facebook, and X.
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