Daily Briefing (Insiders Only): How to Build A Brand With Staying Power
Today, we’re taking a temperature check on how the state of the food industry last year will sway what’s to come, per market researcher SPINS’ 2025 Industry Update & Trends Predictions.
Though fewer new products hit the market in 2024 compared to previous years, that doesn’t mean there was less innovation. Rather, brands are evolving innovation strategies with disciplined, quality launches, per the report, including shifting to larger pack sizes to offer better value while building routine use and capitalizing on gastrotourism (the desire to experience global flavors at home).
- Wellness and snack bars and refrigerated meat, poultry, and seafood were the two categories that notched the highest rates of innovation in 2024.
Product innovations, particularly those in the natural sector, are driving growth across all retail channels, including natural (6.6%), regional/independents (1.1%), conventional (4.4%), and convenience (5%).
- Comparatively, conventional products have lost share across all channels except in conventional retail (1.1%).
- Ecomm has also flourished, with internet purchases gaining a greater share of consumers’ wallets compared to the prior year.
How can a brand establish staying power in 2025? There are four consumer trends shaping the food industry over the next few years: Lifespan to Healthspan, Sustainability, New Global Notions, and Intentional Indulgences, per the report. As consumers lean into the idea of optimizing their biological age through “biohacking,” ingredients such as barberry/berberine (blood sugar support, weight management), colostrum (gut and immune health), and artichoke (gut health, liver support) will increasingly cross over into the food world.
- Earlier this year, The Wall Street Journal examined the burgeoning blood sugar health craze among nondiabetic consumers earlier this year, detailing how those seeking metabolic and cognitive benefits have begun monitoring and minimizing blood sugar spikes. This signals a potentially powerful opportunity for CPG companies marketing low-glycemic products.
Additionally, we cannot underestimate the likely impact that GLP-1s will have on the industry. We’ve already seen brands innovating around this trend, from Daily Harvest’s rollout of a GLP-1 Support Food Collection and Nestle’s launch of the Vital Pursuit line to Healthy Choice’s upcoming “On Track” badges
- Nutrient density and high protein levels are resonating with shoppers. Products in the snack and beverage categories with more than 15 grams of protein – such as Legendary protein pastries and Magic Spoon grain-free cereal – amount to 70% of the protein supplement categories’ sales volume, per the report.
What’s next? Consumers are switching out products with energy, weight loss, and sleep support in favor of hydration, mood support, and performance enhancement. Additionally, they are seeking out product formulations that promote health and nutrition while curbing climate change.
