July 25, 2025 – Innova Market Insights Top 10 Trends, 2025, touch on various topics:
Taste the Glow demonstrates how the beauty industry has expanded beyond external benefits into food, beverage and supplement innovation for skin, hair and nails. Supplements with beauty-related claims show solid growth, led by companies such as Ancient Nutrition, with its Ayurvedic and Chinese herbal supplements, and Hair Growth Plus Collagen Dietary Supplement. Nuts, seeds, and dried foods are promoted in India and Saudi Arabia.
Traditional ingredients, traditional methods, nostalgic flavors, and iconic brands are captured in the trend Tradition Reinvented. Launches of hot and cold beverages with traditional and authentic descriptors are on the rise and relate to features such as traditional roasting and brewing, holistic health and medicinal ingredients, heritage, and childhood memories. In Spain, AlterNativa3 showcases the heritage, cultural value, and tradition of its organic, vegan and Fairtrade cocoas.
Interest in cognitive wellbeing and mental performance is reflected in the trend Mindful Choices. Consumers are making mental and emotional health a priority. Soft drinks and supplements that address mental health concerns show strong growth. One example is Chia Sisters, in New Zealand, with three functional sparkling waters that have plant bioactives to benefit the mind. Functional coffees, creamers, and superfoods from Laird Superfood introduced four Mushroom Blends for the mood and mind.
Bytes to Bites describes AI development of food and beverage products. Examples include Arne Chocolate from Ukraine.
Chicken as a Protein Star
Younger generations, especially men, are eating more poultry. Chicken launches are on the rise, with faster growth in value than in volume. This demonstrates that prices are rising. Producers are promoting chicken and products made with chicken as excellent protein sources. South Korean Harim Group emphasizes the convenience of its chicken breast products and its humane methods of slaughtering chickens. Consumers globally name ethical treatment of meat and poultry as an important reason to eat less meat. Hybrid poultry-plant products such as meatballs are emerging. Budget pressures are pushing consumers toward private label poultry products with more affordable prices. Economic stress is likely to continue and this places private label chicken in a competitive position. Private label chicken products with internationally inspired flavors – including hot & spicy and ethnic – are emerging. About one-third of 2024 poultry launches made ethical packaging claims.
2025 Innovation in Sweets
Several sweet innovations from 2025 H1 stand out. Bob’s Red Mill launched a new mix for cinnamon swirl coffee cake with simple, high-quality ingredients and no artificial flavors or colors. It comes with a packet of cinnamon sugar topping. British cookie dough brand Doughlicious released Salted Caramel Cookie Dough & Gelato Bites in the US. Ingredients are premium, natural, and hand-crafted quality. TWIX Snickerdoodle evokes sensory pleasure of warm, cinnamon-sugar cookies in its snickerdoodle-flavored caramel. SweeTARTS introduced its new SweeTARTS Gummy Halos candy, featuring a fluffy gummy bottom and chewy top layer that combine sweet and tart flavors in two new combinations, Blue Punch and Strawberries & Cream.
Collaborations and Limited Editions
The Jonas Brothers partner with Friendly’s Ice Cream with a limited-edition ice cream to commemorate 20 years in the music business. Flavor favorites of each Jonas Brother are Kevin’s Coffee Cookie Crumble, Joe’s Chocolate Marshmallow Swirl, and Nick’s Classic Vanilla. Hershey’s Kisses collaborates with Pokémon in special-edition Pokémon foil wrappers for Hershey’s Kisses. A website is available for tracking and sharing.
Summer limited editions and brand mashups feature an innovative Cheez-It x Wendy’s Baconator mashup, summer bake shop ice cream flavors from Graeter’s Ice Cream, a Seagram’s Escapes + WWE collaboration of ready-to-drink spiked beverages in several flavors, star-spangled Town House crackers, patriotic packages of Pringles, Pop-Tarts and Eggo ice cream pints and sandwiches, Keebler Superman cookies to coincide with the new movie release, and many food-branded pool floaties.
CBD and THC Expand
New CBD and THC products are on the market. Afterdream offers canned, non-alcoholic, microdosed CBD plus THC cannabis drinks to boost mood and improve perception without dulling the senses. Its goal is to boost energy and creativity, as well as human connection. Its clean profile is non-GMO, free from artificial sweeteners, flavors, and additives, gluten-free, and vegan. The cannabis seltzer Wynk has a new flavor, Mandarin Pomelo. It blends mandarin with the tartness of pomelo for a summer-in-a-can flavor. THC and CBD are present in a 1:1 ratio. The drink is alcohol-free and has no calories or sugar.
Functional Launches Boost Benefits
The brand gutzy Organic added two new plant-based, prebiotic smoothie pouches in tropical mango and cherry berry acai flavors to help address fiber shortfalls in the diet and provide energy in a convenient, on-the-go, protein-rich, and gut-friendly way. The pouches are sold in the refrigerator section of the produce department. Forager Project launched a new organic and natural unsweetened, plain Greek-style yogurt with 10 g protein per serving. The yogurt has no dairy, added sugar, or fillers and is made with a base of organic cashews and coconut cream. Laird Superfood introduced a protein-rich instant latte with 10 g pea, hemp, and pumpkin seed protein per serving. The product also has organic lion’s mane, cordyceps, maitake, and chaga mushroom extracts, a bioavailable, multi-mineral sea algae complex, calcium, and trace minerals. Farm Rich convenient breakfast options can be heated in the air-fryer or microwave. Many varieties are rich in protein. ONE collaborated with Hershey’s with a double chocolate protein bar with 18 g protein and 1 g sugar.
Innovation in Supplements
Dr Glitter now is selling its Dr Glitter Nutrient Crystals at Urban Outfitters. The product is unflavored and supplies nutrients and probiotics in sparkly crystal forms – red iron crystals and orange probiotics crystals – that can be added to smoothies, snacks, and meals. Natrol introduced a new line of sleep supplements, Natrol Sleep & Restore, with ingredients for restorative sleep in three different forms – gummies, drink mix, and capsules. Active ingredients include magnesium glycinate, GABA, and a botanical blend. Gundry MD launched Ultimate H2, a molecular hydrogen supplement for wellbeing, cognitive function, protection against oxidation, and energy. It helps enhance energy production at the cellular level. Active ingredients are citicoline for healthy brain function, magnesium for energy and metabolic function, and methylcobalamin (vitamin B12). Vytanutra launched a new daily supplement, Plus B, for wellness, energy, mental clarity, and daily performance. It contains B-complex vitamins and functional ingredients with a new pellet technology to enhance absorption. Designs for Health launched its reformulated EssentiaGreens and Reds superfood blend to address nutrient shortfalls, provide antioxidants, and support digestive and metabolic health. The formulations have prebiotics, an antioxidant blend, and a combination of organic vegetables, greens, and fruit.
This article is based on Innova’s Innova Insights: June 2025 Edition report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
