KANSAS CITY, MO — As the year draws to a close and 2025 inches over the horizon, companies are all ears for upcoming trends expected to light up the CPG world.
Trendspotters from PCC Community Markets, a food cooperative and organic food retailer, gathered a list of themes consumers are predicted to incorporate into their eating habits come the new year.
The all-encompassing theme PCC noted was shoppers wanting more from their foods, so much so that they’re willing to redefine and set new priorities. Functional foods and clean labels are experiencing major upticks throughout the entire CPG landscape. A prime example of this is upcycled foods — products created from ingredients that would otherwise go to waste — that consistently taste good.
“There needs to be more than just a sustainability benefit,” said Shelley Balanko, senior VP of Hartman Group, a market research firm specializing in food, health and sustainability. “Those who may have felt like they were making a little bit of sacrifice in terms of taste or nutrition are calling for more.”
Already capitalizing on this trend, Fancypants Baking Co. — an emerging crispy cookie brand featured in Commercial Baking’s October | Q4 2024 issue — not only utilizes upcycled oat flour throughout its recipes but also donates its cookie waste to Vanguard Renewables, a company dedicated to transforming organic waste into renewable natural gas.
“The mental health component of food is going to become way more of a central focus.” — Sophie Egan | food and sustainability expert
Here are a few other trends PCC notes to watch out for:
Testing and Transparency
Major players in the industry are shifting toward having their products certified and tested to prove label claims. This “prove it” trend includes the ongoing support for regenerative agriculture and certified regenerative products.
“To have that third-party seal is a really strict bar,” said Sophie Egan, a food and sustainability expert. “I tend to value third-party certifiers as the referees of food marketing. I think it’s a positive sign that there are so many companies or brands that are going to the trouble there.”
A staggering amount of producers have sought a Regenerative Organic Certification (ROC) label, which requires USDA organic certification.
Among those up to the challenge is Farmer Direct Organic (FDO). The North American manufacturer of nutrient-dense, organic pantry staples is the leading global supplier of ROC grains. The company’s commitment to regenerative organic farming practices promotes soil health and biodiversity, which offer modern solutions to climate change.
Interest in regenerative foods also sparked plans to bring cookies made with Kernza, a perennial grain with a sweet and nutty flavor, into PCC delis in 2025.
Kernza is quickly gaining ground as a climate-positive ingredient used in bread, cereals and other snacks. The grain’s extensive root system — a net sink for atmospheric carbon — reaches over 10 feet underground, and research shows it’s a robust and effective solution for sequestering carbon on productive lands.
Also among the enthusiasm for this trend is the increased use of buckwheat throughout bakery applications. Buckwheat is naturally gluten-free, nutrient-dense and regenerative, and it was the main driver for the launch of Better With Buckwheat, an artisanal snack producer also spotlighted in Commercial Baking’s October | Q4 2024 issue.
The company produces five varieties of crisps and three flavors of snack crackers made with 100% Tartary buckwheat.
Health is Wealth
Health and overall wellness are top of mind for shoppers, and Balanko noted that, generally speaking, consumers are willing to pay more for products that are healthier, safer and perform better.
A focus on longevity and eating for health is expected to influence purchasing decisions, with factors such as energy, agility, overall mood and endurance acting as prime motivators.
“The mental health component of food is going to become way more of a central focus,” Egan said. “A recent study showed that a majority of Americans believe food and beverage choices impact their mental and emotional wellbeing.”
Balanko also noted the surge in demand for sustainable packaging. The increased interest in earth-friendly products that utilize recyclable or recycled materials is becoming a non-negotiable for sustainable-minded consumers.
Whether it be a product or its packaging, 2025’s commercial baking landscape is sure to respond to these trends in its own innovative, circular way.
