• by Michael Pavone , July 23, 2025

Summer is officially here, and food is in the spotlight — whether you’re feasting or fasting. But in summer 2025, it’s not just about cravings or calories. Food and beverage brands that want to win have to pay careful attention to behavior shifts and cultural trends. They have to think bigger, move faster, and connect more deeply with consumers than ever before.

One way to make sense of today’s food and beverage trends is by grouping them into three categories: Head, Heart, and Body. Together, they reflect how today’s consumers think, feel, and function, and how brands can meet them there.

The Head is all about the rational side of consumption, and the demand for transparency has never been louder. Consumers want to know where their food comes from, how it’s made, and what it’s doing for them. Sourcing, sustainability, and clean labels are table stakes.

But we’re also seeing a big rise in personalized nutrition — think meal kits powered by health data, apps that tailor grocery lists to DNA or blood sugar levels. For many consumers, it’s not just about eating healthy, but achieving specific wellness outcomes through every bite.

The Heart is where food and emotion collide. It’s where, for example, we’re seeing snacking become the new center of the plate with more bold global flavors, functional benefits, and exciting formats. Or the emergence of what we call culinary passports, which reflect Gen Z and millennials' trend toward global inspiration — think sweet and spicy combos, regional spices, and travel-influenced dishes. 

Other emotion-based food and beverage trends we’re seeing include: the mini revolution: bite-sized, portable versions of beloved products that give consumers permission to indulge in smaller, smarter ways; branded fusions: cereal-infused skincare, chip-flavored cosmetics, and other unexpected collabs that deliver novelty, exclusivity, and social media gold; and experiential dining, equal parts fine dining and immersive storytelling via chef-led experiences and AR-enhanced menus. It’s not just a dinner — it’s content.

The Body is where health takes center stage. In 2025, gut health is the new foundation of wellness, with consumers exploring brands that support immunity, mood and digestion. Think kombucha chips and probiotic coffees. We also see more mindfulapproaches to cocktails, with non-alcoholic, benefit-rich drinks with adaptogens, mushrooms, and functional botanicals. These drinks help you sleep, focus, or chill — without the buzz.

Another major factor affecting brands is the pervasiveness of GLP-1 medications. Because of this trend, people are eating less, shopping more intentionally, and looking for high-protein, low-sugar, functional foods in smaller portions. That’s a big challenge for legacy brands — and a major opening for those who adapt quickly.

What are the big takeaways for food and beverage marketers? Be nimble and be real, simplify your SKUs, know your brand’s “why,”’ lead with function, flavor, and authenticity, tell your story boldly — and tell it everywhere that matters.

Because in 2025, the winning brands won’t be the loudest — they’ll be the ones that listen harder, move faster, and show up where it matters.