Nestlé is the global food giant that predicts six trends that will guide its NPD for the coming year, including the return nostalgiaWellness, functional foods and beverages and fast flavors.
US trends are similar to those in other markets around the world, such as functional or nostalgia. Nestlé US has predicted a new turning point.
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1. The rise of “new-stalgia”
Nestlé says nostalgia is “back” in 2025. Nestlé’s consumer and market insights team says “what was old will become new again in a cooler, more modern way.”
By 2025, consumers will seek ways to escape their daily lives through cultural experiences. They will remember happier times and rekindle tenderness.
For new brands to succeed, they must work with established brands and use familiar flavors, like "comfort food and childhood favorites," to transform the old, with "a fun and fresh twist."
The trend is as follows:
- Many consumers appreciate items that bring back memories of the past.
- Consumers are increasingly interested in nostalgic memories
Functional foods that make you feel good
Gen Z consumers, in particular, are taking charge of their own health. More than three-quarters of Gen Zers view wellness as something that is accessible, holistic, and “makes you feel good.”
Nestlé says consumers are creating their own wellness programs to meet their individual needs.
The wellness food trend is expected to grow significantly in 2025. GLP-1 medications such as OzempicContinue to. Gaining in importance.
Quick flavors
The majority of consumers are finding it increasingly difficult to find the time they need, but the cost associated with dining out no longer outweighs the benefits. We will see an increase in consumers looking for quick, “low effort” flavor tips that offer convenience, taste and quality.
Nestlé says 90% of its consumers use pre-prepared marinades or sauces for quick meals. They also say there is a demand for flavor.
They still want restaurant quality and prefer bold-tasting foods. By 2025, consumers will spend less time chopping food and more time connecting with family and friends.
The trend is as follows:
- Two-thirds or more of consumers swap restaurant food for supermarket meals
Fusion flavors
Nestlé says that Gen Z and Baby Boomers are both on the same taste train, but Gen Z is the one calling the shots and has managed to bring together cultures, tastes, traditions and mainstreams like never before. This gives consumers a new taste for adventure.
Every day, there is a growing trend towards complex, bold and spicy flavors. Nestlé says the proliferation of fusion flavors can be seen on TikTok, Instagram and other social media platforms.
He adds that 79 % Gen Zers admitted to trying a new food or flavor because they saw it on social media.
The food giant says brands can respond to this trend by trying more flavour combinations across all aisles of the supermarket, creating interest and access to different tastes and cuisines.
The trend is as follows:
- Fusion cuisine is gaining popularity among consumers
- Oldest Gen Z Consumer Is Most Adventurous
- Hot honey, salsa roja and pickled jalapeno have been popular fusions over the past four years.
- Most consumers want to try new flavors
5 innovative ways to make coffee at home.
Nestlé says a new wave of coffee has arrived – the fourth wave – and promises “nothing we’ve ever seen before.”
More and more consumers are making their own coffee to go, due to tighter budgets or the desire for a “more personalized” cup.
Nestlé says coffee has become a "treat" for Generation Z. They drink it all day long as a cheap pleasure.
Social media has helped Gen Z become a DIY generation. By 2025, the industry expects to see more products promoting at-home coffee brewing.
Nestlé says the next generation of coffee will be characterized by its texture, flavor, temperature and floral notes.
The trend is as follows:
- Coffee is increasingly being prepared at home to reduce costs and maintain satisfaction.
- Nearly half of Gen Z users discovered coffee through TikTok, compared to 31 percent of other consumers.
- Syrups are gaining popularity among consumers.
- Three out of four coffee drinkers, excluding baby boomers, consider themselves “coffee lovers.”
Fan-favorite brands are expanding into new formats.
Nestlé says consumers are increasingly looking to "reduce clutter in today's crowded marketplace."
Consumers want simplicity, but they don't give up on unique, high-quality experiences that are tailored to them and reflect their personality.
Nestlé says brands that are succeeding in today’s competitive environment are enabling their consumers to discover new things in familiar environments. As a result, brands are reinventing their favorite products to reach consumers in new places, formats and times.
The trend is as follows:
- The majority of consumers say that prior usage and brand trust are factors that influence their purchase.
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