The Top 14 Nutrition Trends of 2025

Interest in dairy alternatives accelerates

Dairy alternatives have become one of the biggest trends in the food & beverage industry, expanding beyond milk to products like butter and beef tallow, many of which have gone viral thanks to TikTok nutrition trends. Additionally, the growing trend of purchasing groceries online has boosted the appeal of shelf-stable dairy alternatives. Consumers are now more likely to opt for these convenient, long-lasting options, further driving the growth of the dairy alternative market.

Personalized nutrition gains popularity as consumers have more data

With more consumers having access to personalized health data, including allergy profiles, DNA, and sleep patterns, the demand for customized nutrition solutions is growing. Consumers are using this detailed information to seek diets that cater specifically to their unique biological and lifestyle needs, making personalized nutrition increasingly popular and accessible.

Personalization is also growing in markets like beauty, where skin analyses are emerging as one of the fastest-growing skincare trends.

Hydration becomes a growing international obsession

Hydration is a growing health trend. It's simple, effective, and free. And it's massive: one of the most-downloaded health & fitness apps of the year was the Drink Water Reminder App. And as interest in hydration becomes an international obsession — it’s led to a growing interest in new types of water storage and larger and larger water bottles altogether. To stay hydrated, many now carry around large water containers, mirroring habits originally seen only in fitness trends.

High-protein everything on the rise as consumers seek out every opportunity to gain muscle

Protein powder has surged in popularity for many years, driven in part by evolving sports nutrition trends and the growth of the supplement and vitamin industry. And while it's a good way to add protein to shakes and smoothies, it's not very compatible with preexisting meal habits. Now, everything from high-protein desserts to high-protein chips are on the rise, reflecting current nutrition trends focused on functional and fitness-focused eating.

Utensil-free and clean-up-free snacks

Rather than a traditional meal that could require a fork, knife, and plate, TV-focused snackers are increasingly seeking out hand-held snacks. A snack for gaming, a snack for texting, or a snack for watching TV. Food companies responded by creating utensil-free snacks, tapping into changing consumer habits seen across the snack industry and amplified by nutrition trends on social media.

Lines blur between snacking and meals

Research shows that consumers are eating more meals at non-standard times and that snacks now account for over half the times younger generations eat. It’s a function of a more fragmented day that’s less likely to be bookended by a context-setting commute, and reflects broader food and nutrition trends where structured meals give way to flexible, on-the-go options.