Food: Fancy Food Forecast: Top Trends Emerging from the 2025 Summer Fancy Food Show

Why the Topic is Trending: A Glimpse into the Future of Specialty Food Consumption

• Industry-Leading Event: The Summer Fancy Food Show (SFFS) is a major event for the specialty food industry, making the trends observed there highly indicative of future market directions.

• Focus on Innovation: The show serves as a platform for showcasing new and innovative products and concepts that are likely to shape consumer preferences.

• Identification of Key Consumer Interests: The trends highlighted – protein, convenience, international flavors, and social media marketing – reflect evolving consumer demands and behaviors in the food sector.

• Insights for Businesses: Understanding these trends is crucial for businesses in the food industry to adapt their strategies and develop products that resonate with consumers.

Overview: Unveiling the Hottest Trends from the 2025 Summer Fancy Food Show This article from Specialty Food Association details the key trends that emerged from the 2025 Summer Fancy Food Show (SFFS) in New York City. Based on observations made by Chris Campbell and George Hajjar of FI (likely Food Ingredients First), the article highlights four prominent trends: the rise of protein in confectionery, the demand for international convenience foods, the continued strength and innovation in the beverage sector (with an emphasis on international flavors), and the increasing importance of TikTok as a go-to-market strategy for food brands. These trends collectively offer a snapshot of the current and near-future landscape of the specialty food industry, reflecting evolving consumer preferences for health, convenience, global flavors, and digital engagement.

Detailed Findings: Exploring the Trends Spotted at SFFS 2025

• SFFS Trend No. 1: Protein Confectionery:

  • Companies like SprinkleBites are introducing high-protein sprinkles, aiming to bring the Dutch "hagelslag" concept to the US market with sugar-free, naturally colored options containing 5 grams of protein per serving.

  • Rotten Sour is offering sour candies with a better-for-you twist, featuring 3 grams of protein and 6 grams of fiber, while prioritizing the fun and "extreme sour" aspects of the product and avoiding artificial dyes.

  • Baked By Sticky, known for allergen- and vegan-friendly products, has debuted protein-packed brownies and cookies using Just Egg, with the president noting that "protein is not a trend. It's a necessity" and highlighting its future sustainability importance.

• SFFS Trend No. 2: International Convenience:

  • Food consumers are increasingly seeking convenient options with international flavors, a trend evident at the show.

  • Kay's founder emphasized the time barrier to cooking Indian cuisine and addressed this by creating convenient Indian food products that only require water.

  • Lentiful showcased plant-based lentil cups, similar to instant noodles, positioned as a convenient and healthy lunch option in international flavors like Mexican green chile and Thai Coconut Curry.

  • Long Weekend freeze-dried soups featured a Thai Coconut Curry option with added kale and chickpeas for increased protein and fiber, targeting foodservice and convenience stores for a healthy, add-water meal.

  • Maazah presented vibrant lentil-based dips and globally inspired sauces with Middle Eastern and South Asian flavor profiles, including a Lentil Tahini dip and a Mangy Chutney "Magic Sauce".

• SFFS Trend No. 3: Beverages, Beverages, Beverages:

  • Beverages remained a strong category, consistent with trends observed at the National Restaurant Association show earlier in 2025.

  • International flavors were prominent, with Bollygood offering sparkling lemonades and limeades in varieties like lemon ginger and lemon pomegranate cardamom, inspired by family recipes blending Indian and North American flavors.

  • Fresh Fizz Sodas showcased sodas made with real food ingredients, sweetened with maple syrup, honey, and other natural ingredients, with unique flavors such as date cola and sparkling jalapeno lemonade.

• SFFS Tend No. 4: TikTok Here, TikTok There, TikTok Everywhere:

  • Conversations at the show frequently revolved around brands' presence and success on TikTok Shop.

  • Many brands are prioritizing TikTok Shop as a key distribution channel, even over traditional DTC avenues like Amazon.

  • Narra, a canned plant-based milk tea brand, reported success with its Strawberry Matcha oat milk latte on TikTok Shop, attracting consumers who previously disliked matcha. Their offerings focus on "clean caffeine" from tea.

  • CheckCheck, a rice water beverage brand with bright pink branding targeting Gen Z, has also found success on TikTok Shop, highlighting prebiotics and ingredients from traditional Chinese medicine.

  • Pop Daddy, a savory snack brand specializing in flavored chips and pretzels, noted that their sweeter snacks quickly sell out on TikTok Shop, with their Strawberry Shortcake Pretzel being a top seller, resonating with the "swalty" trend.

Key Success Factors of Product (Trend): What's Driving Excitement in Specialty Foods

• Health and Wellness Focus: The emphasis on protein and better-for-you options like sugar-free and high-fiber confectionery reflects a growing consumer interest in healthier indulgence.

• Convenience Without Compromise: Products offering ease of preparation without sacrificing flavor or quality, particularly with international cuisines, are highly appealing.

• Exploration of Global Flavors: The strong presence of international flavors across various categories indicates a consumer desire for culinary adventure and authentic tastes from around the world.

• Leveraging Social Media for Direct Engagement and Sales: Brands that effectively utilize platforms like TikTok Shop are tapping into new avenues for reaching consumers, particularly younger demographics.

Key Takeaway: Specialty Food in 2025: Health-Conscious Global Flavors Powered by Social Media The 2025 Summer Fancy Food Show highlights a specialty food industry driven by health and wellness considerations, a strong appetite for convenient international flavors, and the increasingly crucial role of social media, particularly TikTok, in reaching and engaging consumers.

Main Trend: The Confluence of Health, Convenience, and Global Flavors in Specialty Food The main trend evident at SFFS 2025 is the convergence of consumer desires for healthier options, convenient formats, and exciting international culinary experiences within the specialty food sector.

Description of the Trend: Satisfying Modern Palates with Health-Focused, Easy-to-Prepare Global Cuisine This trend describes how the modern consumer, particularly in the specialty food market, is seeking products that not only offer interesting and authentic flavors from around the world but also align with their health and wellness goals and fit into their busy lifestyles through convenient preparation methods. This creates opportunities for innovative products that bridge these seemingly distinct demands.

What is Consumer Motivation: Seeking Flavorful, Nourishing, and Effortless Culinary Experiences

• Health and Well-being: Consumers are increasingly conscious of their health and are looking for foods with added nutritional benefits like protein and fiber, and without artificial ingredients or excessive sugar.

• Convenience and Time Savings: Busy lifestyles drive the demand for easy-to-prepare meals and snacks that don't require extensive cooking time or effort.

• Culinary Exploration and Adventure: Consumers are eager to experience authentic and diverse flavors from different cultures around the world.

• Indulgence Without Guilt: There's a desire for treats and snacks that offer enjoyment while also being mindful of health.

What is Driving Trend: Evolving Lifestyles, Health Awareness, and Global Connectivity

• Busy Lifestyles and Time Constraints: Modern consumers often have limited time for cooking, leading to a greater reliance on convenient food options.

• Growing Health Awareness and Nutritional Knowledge: Consumers are more informed about nutrition and actively seek out healthier food choices.

• Increased Exposure to Global Cuisines: Travel, the internet, and diverse food media have increased consumer familiarity with and interest in international flavors.

• Innovation in Food Technology and Formulation: Advances in food science are enabling the creation of healthier and more convenient versions of various food products, including those with added protein or fiber.

What is Motivation Beyond the Trend: The Fundamental Desire for Good Taste and a Healthy Lifestyle

• Taste and Flavor Satisfaction: Ultimately, food must taste good to be appealing to consumers, regardless of its health benefits or convenience.

• Pursuit of a Balanced and Healthy Lifestyle: Consumers are increasingly looking for foods that support their overall well-being without sacrificing enjoyment or convenience.

Description of Consumers Article is Referring: Health-Conscious, Globally Curious, and Time-Savvy Foodies

Summary Snapshot: Key Characteristics of the SFFS 2025 Consumer

• Health-Oriented: Seeking foods with added protein, fiber, and natural ingredients, with reduced sugar and no artificial additives.

• Globally Adventurous: Interested in exploring and experiencing authentic international flavors and cuisines.

• Convenience-Driven: Prioritize ease of preparation and quick meal solutions to fit busy lifestyles.

• Digitally Engaged: Active on social media platforms like TikTok for product discovery and purchasing.

• Value-Seeking: Consider not only price but also the quality, health benefits, and convenience offered by specialty foods.

Concluding Thoughts on the Audience: The Modern Specialty Food Enthusiast The consumers driving the trends at SFFS 2025 are health-conscious individuals who are eager to explore the diverse flavors of the world and are looking for convenient options that align with their fast-paced lives. They are also digitally connected and increasingly influenced by social media in their purchasing decisions, creating a demand for specialty foods that cater to these multifaceted preferences.

• Who are them: Health-conscious individuals, foodies with a global palate, busy professionals, and digitally engaged consumers, particularly Gen Z.

• What kind of products they like: High-protein snacks and confectionery, convenient international meal solutions (requiring minimal preparation), beverages with international flavors and natural ingredients, and unique snack items often discovered through social media.

• What is their age?: Likely spans various age groups, but with a noticeable influence from younger generations like Gen Z who are early adopters of trends and active on platforms like TikTok.

• What is their gender?: Likely a fairly even split, with health and wellness trends appealing broadly, and both genders showing interest in exploring new flavors and convenient options.

• What is their income?: Likely includes individuals with disposable income to spend on specialty food items that offer unique benefits like health, convenience, or gourmet experiences.

• What is their lifestyle: Typically busy and health-aware, seeking convenient solutions for meals and snacks, and interested in exploring new culinary experiences. They are often digitally connected and influenced by online trends and social media.

• What are their shopping preferences in the category article is referring to: They seek out specialty food stores, online retailers, and increasingly, make purchases directly through social media platforms like TikTok Shop. They are influenced by product attributes like health benefits, unique flavors, and convenience.

• Are they low, occasional or frequent category shoppers: Likely occasional to frequent shoppers of specialty foods, depending on their level of interest in gourmet and unique food experiences, as well as their dietary preferences and health goals.

• What are their general shopping preferences-how they shop products, shopping motivations): They are often driven by a desire for quality, unique flavors, and health benefits. They research products, are influenced by trends, and are increasingly making purchases through digital channels, including social media, for convenience and discovery.

Implications for Brands: Navigating the Trends: What SFFS 2025 Means for Brands

• Innovate with Protein in Unexpected Categories: Explore opportunities to add protein to traditionally non-protein foods like confectionery.

• Embrace International Flavors and Convenience: Develop convenient meal solutions and snacks that feature authentic and exciting global tastes.

• Focus on Health and Wellness Attributes: Highlight the nutritional benefits of products, such as high protein, high fiber, natural ingredients, and low sugar/sodium content.

• Actively Engage on TikTok Shop: Develop a strong presence and targeted strategy for selling products directly through the TikTok Shop platform to reach engaged consumers.

• Consider the "Swalty" Trend: For snack brands, exploring combinations of sweet and salty flavors may resonate well with younger consumers.

Implication for Society: The Evolving Food Landscape: Catering to Health and Global Palates

• Increased Availability of Healthier Indulgences: The rise of protein confectionery and better-for-you snacks could offer consumers more guilt-free options.

• Greater Access to International Cuisines: The focus on international convenience foods may make global flavors more accessible to a wider audience.

• Shifting Marketing and Distribution Channels: The prominence of TikTok Shop highlights the growing influence of social media on how food products are marketed and sold.

Implications for Consumers: A Feast of Flavors and Healthy Choices at Your Fingertips

• More Options for Healthier Snacking: Consumers can expect a greater variety of confectionery and snack products with added nutritional benefits.

• Convenient Exploration of Global Cuisine: Discovering and enjoying international flavors will become easier with ready-to-prepare options.

• New Avenues for Product Discovery and Purchase: Social media platforms will increasingly serve as a source for finding and buying unique food items.

Implication for Future: The Continued Evolution of Food Innovation and Marketing

• Further Integration of Health and Indulgence: The trend of "better-for-you" options in typically indulgent categories is likely to continue and expand.

• Hyper-Convenience as a Standard: Expect even more innovative solutions that prioritize ease of preparation and consumption.

• The Dominance of Social Commerce in Food Retail: Platforms like TikTok Shop could become even more integral to the food industry's sales and marketing strategies.

Consumer Trend: Health-Conscious Culinary Adventurers Consumers, particularly in the specialty food market, are increasingly seeking out products that not only offer exciting and diverse flavors but also align with their health and wellness goals.

Consumer Sub Trend: The Rise of Social Commerce in Food Discovery and Purchase Social media platforms, especially TikTok, are becoming significant channels for consumers to discover new food products and make direct purchases, bypassing traditional retail avenues.

Big Social Trend: The Blurring Lines Between Food, Health, and Entertainment The trends at SFFS 2025 indicate a growing intersection between food, health consciousness, and entertainment, particularly through the lens of social media and experiential food products.

Worldwide Social Trend: The Global Pursuit of Flavor and Well-being Through Food Across the globe, consumers are increasingly interested in exploring international cuisines and making healthier food choices, driving innovation in the food industry.

Social Drive: The Desire for Novelty, Convenience, and Well-being in Food Consumption Consumers are motivated by the desire to try new and exciting flavors, find convenient meal and snack solutions for their busy lives, and make food choices that support their health and well-being.

Learnings for Brands to Use in 2025: Key Learnings for Food Brands from SFFS 2025

• Embrace Protein and Fiber: Incorporate these nutritional elements into a wider range of products, even unexpected categories like confectionery.

• Explore Authentic International Flavors: Invest in developing convenient products that genuinely represent global cuisines.

• Prioritize a TikTok Shop Strategy: Understand and leverage the power of TikTok for direct-to-consumer sales and brand building.

Strategic Recommendations for Brands to Follow in 2025: Seizing Opportunities in the Evolving Food Landscape

• Invest in R&D for Healthier Indulgences: Focus on creating innovative products that satisfy cravings while offering nutritional benefits.

• Develop Ready-to-Eat and Ready-to-Cook International Meals: Cater to the demand for convenient and authentic global flavors.

• Build a Strong Presence on Emerging Social Commerce Platforms: Make TikTok Shop a key component of your marketing and sales strategy.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. The trends from SFFS 2025 underscore a significant consumer shift towards health-conscious indulgence and the exploration of international flavors through convenient formats, all increasingly driven by the dynamic influence of social commerce, compelling food brands and companies in 2025 to innovate with healthier options, embrace global cuisines, and strategically leverage platforms like TikTok Shop to connect directly with their evolving consumer base.

Final Note:

• Core Trend: Health-Conscious Global Convenience: The fusion of consumer desires for nutritious options, easy-to-prepare formats, and diverse international culinary experiences in specialty food.

• Core Strategy: Balanced Innovation: Developing products that effectively meet the dual demands of health and indulgence while also offering convenience and exciting flavors.

• Core Industry Trend: Social Commerce as a Primary Sales Channel: The growing importance of platforms like TikTok Shop in the food industry for direct-to-consumer engagement and sales.

• Core Consumer Motivation: Flavorful Well-being with Ease: Consumers are primarily motivated by the desire to enjoy delicious and diverse food while also prioritizing their health and seeking convenient solutions for their busy lives.

Final Conclusion: SFFS 2025: A Taste of the Future of Food Consumption The trends identified at the 2025 Summer Fancy Food Show offer a compelling glimpse into the future of food consumption, where health and wellness considerations are increasingly intertwined with a desire for global culinary exploration and the convenience of modern living. The significant role of social media platforms like TikTok in shaping these trends and providing direct-to-consumer sales channels further highlights the dynamic and evolving nature of the food industry, requiring brands to be agile, innovative, and deeply attuned to the multifaceted preferences of today's consumers.

Core Trend Detailed: The Savvy Palate: Where Health Meets Global Gastronomy The Core Trend of Health-Conscious Culinary Adventurers describes the evolving consumer who is not only interested in maintaining a healthy lifestyle but also possesses a strong desire to explore and experience diverse flavors and cuisines from around the world. This consumer actively seeks out food products that offer nutritional benefits, such as added protein, fiber, and natural ingredients, while also providing exciting and authentic international tastes. They are driven by a curiosity to expand their culinary horizons and are willing to experiment with new flavors and ingredients, all while remaining mindful of their health and wellness goals. This trend highlights a sophisticated approach to food consumption where taste adventure and health consciousness go hand in hand.

Key Characteristics of the Core Trend: Defining the Health-Savvy Food Explorer

• Active Pursuit of Health Benefits: These consumers prioritize food products that offer nutritional advantages, often looking for labels highlighting protein content, fiber, natural ingredients, and low levels of sugar and sodium.

• Openness to Global Flavors and Cuisines: They exhibit a strong interest in trying new and authentic tastes from various cultures, moving beyond familiar options.

• Demand for Transparency and Ingredient Quality: They are often more informed and concerned about the ingredients in their food, seeking out products made with high-quality, recognizable components.

• Willingness to Experiment and Try New Products: They are not afraid to venture outside their comfort zone and are eager to discover innovative and flavorful foods that align with their health goals.

• Information Seeking and Research-Oriented: They often research food products and ingredients, seeking out information about nutritional benefits, origins, and preparation methods.

Market and Cultural Signals Supporting the Trend: Fueling the Flavorful and Healthy Journey

• Increased Availability of Globally Inspired Products: Supermarkets and specialty food stores are offering a wider array of products with international flavors.

• Growing Awareness of the Health Benefits of Diverse Diets: Nutritional science highlighting the benefits of various cuisines and ingredients is influencing consumer choices.

• Popularity of Food Travel and Culinary Media: Exposure to global food cultures through travel shows, cooking programs, and food blogs is driving interest in international flavors.

• Rising Demand for "Better-For-You" Options Across Food Categories: Consumers are increasingly seeking healthier alternatives to traditional snacks, meals, and beverages.

How the Trend Is Changing Consumer Behavior: Elevating Everyday Eating with Health and Global Flair

• Diversification of Food Choices: Consumers are incorporating a wider variety of ingredients and dishes from different cultures into their diets.

• Increased Scrutiny of Nutritional Labels: There's a greater focus on understanding the nutritional content and ingredient lists of food products.

• Greater Willingness to Pay a Premium for Health and Quality: Consumers are often willing to spend more on specialty foods that meet their health and flavor expectations.

• Experimentation with Cooking and Recipes at Home: The desire to explore global flavors is leading to more experimentation with cooking international dishes at home.

Implications Across the Ecosystem: A World of Flavorful and Healthy Opportunities

• For Brands and CPGs: Opportunities to innovate with product lines that combine health benefits with authentic international flavors, catering to this growing consumer segment.

• For Retailers: Curating diverse selections of both healthy and internationally inspired foods to attract these consumers, potentially creating dedicated sections or highlighting these attributes.

• For Consumers: Access to a wider variety of flavorful and nutritious food options that allow them to explore global cuisines while maintaining a healthy lifestyle.

Strategic Forecast: Charting the Course for Health-Conscious Culinary Exploration

• Continued Growth in Demand for Fusion and Hybrid Cuisine Products: Expect to see more innovative products that blend flavors and ingredients from different culinary traditions in a health-conscious way.

• Increased Emphasis on Functional Foods with Global Ingredients: Products incorporating ingredients known for specific health benefits from various cultures will likely gain popularity.

• Expansion of Online Retail for Specialty International and Healthy Foods: E-commerce platforms will play an even larger role in providing access to niche and hard-to-find ingredients and products.

• More Transparent Sourcing and Ingredient Information: Consumers will increasingly demand detailed information about the origin and quality of ingredients, particularly for internationally sourced items.

Areas of innovation (implied by article):

• Protein-Fortified International Snacks: Combining the demand for protein with globally inspired snack flavors, as seen with SprinkleBites and potentially savory options.

• Convenient Meal Kits Featuring Healthy Global Recipes: Providing pre-portioned ingredients and easy-to-follow instructions for preparing nutritious international dishes at home.

• Beverages Blending Global Flavors with Natural Sweeteners: Expanding on the trend seen with Bollygood and Fresh Fizz Sodas, offering healthier alternatives to sugary drinks with unique international taste profiles.

• Fermented and Probiotic-Rich International Foods: Capitalizing on the health benefits of fermented foods from various cultures, such as kimchi, sauerkraut, or kombucha, with innovative flavor combinations.

• Plant-Based Alternatives with Authentic Global Seasoning: Developing more diverse and flavorful plant-based products that authentically replicate the tastes of international cuisines.

Final Thought (summary): The Harmonious Blend of Well-being and Wanderlust in Food The "Health-Conscious Culinary Adventurer" trend embodies a modern approach to eating where the pursuit of health and the excitement of exploring global gastronomy are not mutually exclusive. Consumers are increasingly seeking a harmonious blend of both, driving innovation in the food industry towards creating delicious, nutritious, and globally inspired products that cater to their sophisticated and evolving palates.

Source: https://foodinstitute.com/focus/sffs-trendspotters-the-trends-commanding-attention/