May 14, 2025 – Consumer preference and industry innovation drive the changing Latin American food landscape. Here we explore Innova’s Top Food Trends that align with the LATAM region and factors influencing them. These trends are derived from extensive global consumer surveys conducted by Innova Market Insights and may vary by region.
Ingredients and Beyond
In LATAM, brands are striving to stand out by improving the quality of their products with premium-quality ingredients and added value like a healthy lifestyle. Protein has become a staple, setting a new standard for food products. This increase in demand for added value and enhanced quality aligns with Innova’s food trend “Ingredients and Beyond.” The trend highlights the importance of product differentiation through quality ingredients.
As a result of this food trend, 69% of consumers report noticing an increase in product quality of store brands or supermarket brands. Quality attributes vary by region. In LATAM, the top attributes include price, shelf life, and health benefits. Narrowing down on generation preferences, older generation prioritize naturalness, health benefits, freshness, and shelf life. While younger generations focus on advertisement, price, packaging presentation, and branding.
Precision Wellness
The rise of information culture in LATAM increases wellness awareness among consumers. This enables them to focus on targeted nutrition approaches such as balanced and performance nutrition. This aligns with Innova’s “Precision Wellness” trend, which underscores how information culture drives brands to meet targeted nutritional requirements at various life stages.
Brands leverage this trend by launching products targeting lifestyle-based and performance nutrition. This includes plant-based diets, cultural and ethnic diets, and nutrition for athletes and fitness enthusiasts.
Wildly Inventive
This food trend highlights consumer cravings for the extraordinary, prompting companies to delight them with surprising mash-ups that deliver the “wow” effect. 39% of consumers in LATAM seek crazy creations that provide them with the ultimate indulgent experience. Many report that rich flavors and flavor combinations enhance their food and beverage experience. Consumers desire cross-category mash-ups, such as dessert, breakfast-dinner, and snacks and main course, for a wildly delightful experience.
Flourish From Within
Consumers’ increasing awareness of feeding the microbiome makes them focus on their gut health, which creates a space for the next ingredient to step into the spotlight: fiber. In LATAM, digestive/gut health predominantly drives the purchasing of functional food and beverages. Fiber, probiotics, and vitamin D are top ingredients in functional products in this region. Additionally, gut health intertwines with other functional benefits, such as healthy aging.
Tradition Reinvented
In a world of constant evolution, consumers wish to rediscover the flavors of their culinary heritage, embracing authenticity and tradition. 1 in 2 consumers in LATAM value food that reflects their heritage and diversity of food cultures in their diet. They prioritize familiar flavor, artisanal made, preparing with traditional cooking, and local ingredients with traditional food and beverage. By using these traditional elements, brands can engage with consumers’ roots and memories in the food market
Mindful Choices
The food trend, “Mood Food: Mindful Choice” highlights that consumers are prioritizing their mental and emotional wellbeing, for which brands are crafting innovations that connect with their feelings. In LATAM, 42% of consumers’ primary health goal is to feel mentally/emotionally well. They prefer functional foods addressing mental aspects, including stress and anxiety, tiredness and fatigue, and sleep and insomnia.
What’s Next in Food Trends in Latin America?
Latin America’s food landscape blends innovation with tradition and continues to evolve. From nutrient-fortified foods to nostalgic recipes reimagined, the industry is responding to these shifting preferences. Consumers are looking beyond food, seeking personalized nutrition, indulgence, and exciting flavors.
Food trends prove that personalization remains key. Brands can focus on tailored nutrition by fortifying everyday food and beverages with essential nutrients. The demand for beauty-enhancing food is also rising, with consumers choosing options that support skin health. Limited edition flavors keep consumers engaged, offering seasonal or exclusive tastes that create excitement.
Spice is another focus, where brands can combine flavors, blending sweet and spicy, providing unique experiences. Gut health innovations are expanding beyond supplements, reaching juices, cereals, and sports powders within the food market. At the same time, traditional flavors hold strong appeal. Consumers appreciate recipes that introduce new variations while connecting them to their heritage. Indulgence is also at the forefront. Brands can launch premium and mood-boosting foods that allow consumers to enjoy small moments of happiness, whether through rich chocolates or comforting baked goods.
Brands that adapt to these trends are likely to build stronger connections with consumers, delivering both nourishment and indulgence.
This article is based on Innova’s Top Trends 2025: Latin America report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
