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The updated findings revealed that 45% of US adults now identify as Bioactivists – proactive, health-conscious consumers who see health as a foundation rather than a fix, and who are increasingly seeking products with proven health benefits. 

The 2025 Early Growth cohort consists of 10 innovative brands – selected from more than 1,600 applications – not yet available in Whole Foods Market stores: beituti (Ohio), Corpse Reviver (Colorado), Fable Fish Co. (Colorado), Häppy Candy (New York), Pisqueya (New York), Reprise Health (New York), SEND Bars (Colorado), Saiga Foods (California), Singing Pastures (Maine) and Xinca (Washington).

More than two-thirds of shoppers are forming new routines this fall centered around their food habits. More than half of Americans plan to prepare more meals at home, dine at more consistent times and prioritize shared meals. 

The report identifies five key trends that are shaping snacking behaviors and influencing how consumers navigate an increasingly diverse snack landscape. While focused on the US market, the report also covers relevant global snacking trends and behaviors.

The 2025 Summer Fancy Food Show revealed a diverse range of emerging and evolving trends shaping the specialty food market. Korean flavors stood out with products inspired by popular dishes, beverages, and pantry staples, while ingredient innovation brought new offerings such as cupuaçu, yaupon, and plant-based dairy alternatives. Global convenience remained a key driver, with meal kits, ready-to-eat dishes, and sauces making international flavors more accessible.

Our editors found an inspired collection of new and small brand owners guiding their products into the market with cutting edge approaches and refined product messaging. Sustainability, cultural significance and better for you trends were all present among the young brands in the startup space.

With rising food costs and summer gatherings nearing, US consumers are paying closer attention to food labels and seeking smarter ways to shop.

This year’s report underscores consumer packaged goods (CPG) companies’ commitment to consumer-centric innovation, prioritizing solutions that solve for evolving lifestyle and occasion needs.

The survey, “Impact of Tariffs on Purchasing Decisions,” also reveals that, aside from discounts or promo codes, consumers want free shipping, loyalty rewards, and transparent communication about price increases in exchange for higher tariff-induced costs.

"Consumers aren't giving up on good food, but they are getting smarter about how to afford it," said Yuni Baker-Saito, co-founder and CEO. "We're seeing recipe content boom in popularity, and it may come as a surprise to some brands and retailers just how much they guide purchases and shopping habits."