KeHE Unveils 5 Major Macro Trends for 2025

KeHE Distributors LLC, a leading North American distributor specializing in natural, organic, and specialty foods, has revealed five key macro trends for the food and beverage industry in 2025. These trends are expected to significantly shape consumer shopping behaviors and influence retail product selections in the coming year.

The Rise of Proactive Health and Convenience

Heather Drenzyk, KeHE’s Director of Customer Insights and Growth Solutions, explained that the unifying theme for these trends is a “proactive consumer approach to health.” This shift is driving demand for products that are not only healthy and nutrient-rich but also convenient. Retailers and suppliers are anticipated to innovate and integrate these emerging trends into their offerings, catering to a more health-conscious consumer base.

1. All Day Protein

Protein is no longer limited to traditional meal times. With an increasing focus on health, muscle maintenance, and sustained energy, consumers are incorporating protein into all parts of their day. This shift has been fueled by greater accessibility to protein-rich foods across various product categories. Younger consumers, influenced by social media trends, are particularly keen on consuming versatile, high-protein options throughout the day. As a result, expect continued growth in high-protein products and increased visibility of protein content on food packaging in 2025.

2. Drink Your Health

The demand for functional beverages is set to increase, with consumers seeking drinks that not only hydrate but also promote health benefits such as anti-aging, gut health, and cognitive well-being. Younger generations, in particular, are gravitating towards non-alcoholic beverages that offer both flavor and health benefits. As the category grows, flavor will continue to play a pivotal role in driving consumer choice, with health-focused beverages offering the perfect balance of taste and wellness.

3. Unexpected Areas of Discovery

The modern shopper is embracing a hybrid shopping approach, blending online and in-store experiences. This shift has empowered consumers to discover new trends and products, particularly through social media platforms like TikTok. As these platforms spark viral food and drink sensations, they are often linked to impulse purchases. While multichannel shoppers typically demonstrate higher spending power, older generations still prefer buying fresh produce and perishables in physical stores, highlighting the ongoing importance of in-person shopping for certain categories.

4. International in Every Aisle

As U.S. consumers continue to embrace cultural diversity, the demand for international flavors and cuisines is on the rise. Younger shoppers are particularly driving this trend, exploring global tastes through social media and seeking authentic, high-quality ingredients with unique regional profiles. Retailers can tap into this demand by offering international products alongside their domestic counterparts, allowing consumers to easily discover new flavors and ingredients within their usual shopping aisles.

5. New Rules of Aging Well

Consumers are increasingly focused on aging well and taking a proactive approach to health. Rather than waiting for health issues to arise, many are turning to natural ingredients that support anti-inflammation, biohacking for body and mind, and GLP-1 products for managing blood sugar and weight loss. These trends are reshaping consumer purchases, as shoppers prioritize longevity and preventative health measures in their lifestyle choices.

Conclusion

KeHE Distributors’ insights into these five macro trends point to a future where health-conscious, culturally curious, and digitally savvy consumers drive the food and beverage industry. Retailers who can adapt to these evolving preferences and integrate new, innovative products will be best positioned to thrive in 2025 and beyond. With over 31,000 retail partners, KeHE continues to support the growth of natural food and specialty product markets across North America, ensuring their partners stay ahead of the trends shaping consumer demand.