Some of the biggest trends at the show built on years of steady growth – such as consumers’ seemingly insatiable demand for protein and an uptick in regenerative agriculture certifications and callouts. Other trends, like the emergence of dragon fruit and lemon as featured flavors, are less established but based on early positioning hold promise.
After elbowing through crowded halls for three days and trying more samples than healthy, FoodNavigator-USA identified 13 trends to watch in the coming year.
1) Protein everywhere
Protein has become a powerhouse for brands tapping into a range of consumer health priorities including support for their fitness goals, satiety to help manage weight or as a beard for indulging in sweets and snacks.
According to a presentation by Numerator and Chomps at Expo West, more than a third of snacks make protein callouts, helping to turbocharge the buy-rate growth of brands between 2019 and 2024, including Quest, which is up 85% in the time, Skinny Dipped (up 94%) and Chomps (up 137%).
Numerator data suggests the trend is far from a fad and will continue to grow with a third of consumers saying protein was a top macronutrient of focus for them in 2024 and 39.3% projected to focus on it 2025.
2) Avocado oil edges out seed oils
Mounting consumer concern that seed oils contribute to inflammation paired with geopolitical tensions tightening supply chains for long-time commodities that serve as the basis for popular seed oils (such as sunflowers produced in Ukraine), has pushed several brands to reconsider what they are frying chips in or using as the base for dressings.
Enter avocado – an easy-to-recognize ingredient with a health halo and iconic, Instagrammable design that can add a pop of color to product packaging.
3) Hydration is no longer limited to liquids
Hydration is emerging as a top claim resonating with consumers looking to support fitness goals, avoid hangovers, boost their cognitive function and improve their sleep, digestion and even dental health.
While one might think liquid is essential to effective hydration, launches at Expo West suggest otherwise with powders and gummies flooding the category alongside RTD options.
4) Regenerative agriculture certification offers consumers confidence if not clarity
Regenerative agriculture continues to make in-roads with consumers despite brands struggling to explain its benefits due in part to a lack of a formal, legal definition and the broad disconnect between most Americans and how food is grown on a farm.
At Expo West, Regenerative Organic Certification appeared on products across categories, while simpler claims of “regenerative” or “regeneratively farmed” were used on products that claimed to source from farms that followed some regenerative techniques, like cover-cropping and no till, but which might not be certified.
5) Is Indian food the next breakout cuisine?
Indian food and flavors appear to be at a tipping point in the US with several CPG brands making vibrant, boldly flavored ready-to-eat versions of authentic Indian dishes more accessible.
In some cases, they are driving trial by replacing conventional Indian words with descriptors that are easier to understand by Americans who are unfamiliar with the dishes. For example, calling out chickpeas instead of chana. In other cases, brands are boosting sales with colorful packaging that standouts more easily behind freezer and refrigerator doors in stores. Many Indian dishes also build on consumer interest in plant-based meals and snacks.
6) Gut health claims move beyond ‘modern soda’ and supplements
General claims for ‘gut health’ appeared on products across categories and platforms paired with ‘prebiotic,’ ‘probiotic,’ ‘fermented,’ ‘gluten-free’ and ‘low-FODMAP.’ An executive with Gutzy, which makes prebiotic snacks of pureed fruits and vegetables for adults in pouches, explained consumers increasingly interpret ‘gut health’ not only as a shortcut for easier digestion, but also as a signal for boosting immunity and mood modulation as well.
7) Lower sugar sweets offer permissible indulgence
Sugar continues to be public-enemy No. 1 in the US with consumers and brands looking to reduce ‘added sugar’ now that it is broken out in the Nutrition Facts labels. Some brands are sidestepping ‘added sugar’ by using fruit or fruit juice as a natural sweetener. Others are adding call-outs for no ‘artificial sweeteners’ alongside claims for less or reduced sugar.
8) Brain food
Mood management and brain health continue to gain traction as callouts at Expo West with market research firm Grand View Research predicting the global brain health functional food and beverage market will grow at a compound annual growth rate of 10.5% through 2030 off a base of $18.1 billion in 2022.
9) Small but mighty: bites and minis are big
The rise of GLP-1s and the return of weight-loss culture in the US is driving consumer demand for smaller portions and many brands at Expo West are rising to the occasion by offering ‘bites’ and ‘mini’ versions of products in their portfolios. The trend dovetails nicely with cost-management pressures at many CPG companies, which prompted some brands to shrink their portion sizes in order to maintain the same or lower price points.
10) Sweet & spicy takes over the chips category
Swicy – or a combination of sweet and spicy – continues to take the CPG scene by storm with market research firm Tastewise noting a 27.82% uptick in conversations about sweet and spicy flavors in the past year and a 33.65% increase in honey in ‘swicy-inspired’ recipes.
At Expo West this year, several brands either teamed with trend leader Mike’s Hot Honey for flavor inspiration or simply made generic hot honey callouts. Others added their own twist to the trend, like Our Home, which launched a Sweet Heat version of its PopChips at the show.
11) Dragon fruit’s hard-to-place flavor profile offers versatility
Two years after Firmenich named dragon fruit, or pitahaya, the flavor of the year, the tropical fruit is taking center stage in several launches. Dragon fruit’s flavor, which blends sweet melon, kiwi, pineapple and tropical florals, lends itself well to multiple applications, including beverages where it shines as a refreshing flavor, and chocolate, where it helps balance cocoa’s bitter notes.
The flavor’s longevity may be in question, however, with consumer research suggesting a drop in interest. According to Glimpse, searches for Dragon Fruit are down 7% year-over-year in March 2025, and Tastewise found social conversations about dragon fruit dipped 3.08% in the past year.
12) Lemon love abounds
Like dragon fruit, lemon’s versatility lends it well to cross-category concoctions. In addition, its association with refreshment and nostalgic connection to care-free summer days is driving innovation with the flavor.
13) Crunchy cravings cross categories
Whole Foods Market’s prediction that ‘crunch’ would be the ‘texture of the moment’ in 2025 is playing out as products call out the descriptor on the front-of-pack. The trend is especially big among savory snacks, but lends itself well to sweets as well. Whole Foods noted the trend is playing out across all categories with dehydrated fruits, seeds and spices adding texture to dips, salads and desserts, as well.