“When it comes to some of those big macro trends, we’re seeing a lot of personalized nutrition, specifically how people are looking for functional health benefits that are very nuanced and specific to their own unique needs,” said Lee Brymer, head of marketing communications for Tastewise. The GenAI-powered consumer data platform included hyper-personalized nutrition in its top trend predictions for 2025.

Diet-related innovation

Schueller noted that for consumers eating gluten-free by choice, they expect their diets to meet a whole host of health priorities, whether that’s improved gut health, sleep, energy or weight management, to name a few.

“Now the consumer is expecting other things that are a priority to them within their eating behaviors to be combined with gluten-free,” Schueller said. “The absence of gluten is no longer enough. The consumer is looking for gluten-free, plus additional benefits. This is the notion that consumers are looking for diets and foods that have multiple benefits that align with their goals.”

In the GLP-1 era, hormone balancing has also become an exceptionally hot topic when it comes to nutrition. In fact, consumer discussions of hormone balancing are up 150% since 2022 according to Tastewise, as hormones are now being recognized as key drivers to achieving overall wellbeing. Research indicates gluten can affect several hormones, including those that control stress, metabolism and appetite.

Consumers are more discerning than ever, and these broader health-and-wellness trends should all be considered as bakers bring new gluten-free products to market.