KeHE Distributors has outlined five pivotal macro trends shaping the food and beverage industry in 2025. These trends emphasize health-focused shopping preferences and guide retailers’ product selections.
As North America’s largest natural, organic, and specialty product distributor, KeHE Distributors serves over 31,000 natural food stores, grocery chains, and e-commerce platforms.
“The central theme across KeHE Distributors’ 2025 trends is consumers’ proactive approach to health, driving demand for nutrient-rich, convenient foods,” said Heather Drenzyk, KeHE’s Director of Customer Insights and Growth Solutions.
She noted that innovation would continue to shape retail offerings and consumer choices.
KeHE Distributors’ Top Five Trends That Will Drive Consumer Preferences in 2025
1. All-Day Protein:
Protein remains crucial for muscle health and energy. Currently, 93% of households consume animal-based proteins, while 41% use plant-based options.
Brands now offer high-protein foods across diverse categories, including sauces, pasta, and desserts. Social media fuels demand, especially among younger consumers.
The rising prominence of protein callouts on everyday food packaging and the increasing accessibility of high-protein products will continue to drive awareness and sales.
2. Drink Your Health:
Functional beverages are rising, driven by goals like anti-aging, gut health, and cognition. According to Mintel, the functional beverage market in the U.S. has surged 54% since 2020. While health benefits matter, flavor remains a primary purchase driver, emphasizing the importance of a tasty and healthy beverage.
Related Article: Food and Beverage Market Set for 2025 Growth
3. KeHE Distributors Highlights Unexpected Areas of Discovery:
Hybrid shopping—combining online and in-store experiences—defines modern consumer behavior. Multi-channel shoppers spend 86% more, but older generations prefer in-store purchases for fresh produce, meat, and other perishable items.
Platforms like TikTok amplify food trends, influencing impulse buys, according to KeHE Distributors.
4. International Flavors in Every Aisle:
Diverse U.S. demographics fuel demand for international flavors and cuisines. Younger generations are at the forefront of this trend, and social media allows them to explore different cultures.
KeHE Distributors advises retailers to enhance shopping experiences by integrating international products alongside domestic ones. This allows consumers to discover new flavors and ingredients in the aisles they already know.
5. New Rules of Aging Well:
Consumers now prioritize prevention and longevity over symptom management. KeHE Distributors identifies key trends driving consumer purchases, such as anti-inflammatory diets, biohacking, and GLP-1-based products for weight and blood sugar control.