The Food and Beverage Team at Coyne PR recently attended the Specialty Food Association’s Summer Fancy Food Show, and the experience left our team buzzing with inspiration (and caffeine, thanks to a healthy sampling of mushroom coffees and collagen teas).
With more than 2,000 booths showcasing emerging products, bold flavors, and category-disrupting innovations, this year’s show offered a glimpse into where the food and beverage industry is headed. Here are the major themes and trends that stood out to our team—and what they mean for brands and marketers.
Functional Foods Take Center Stage
Across nearly every aisle, the focus on function was unmistakable. From gut-friendly kombuchas and kefirs to immunity shots, collagen drinks, and adaptogenic beverages, the category is moving well beyond basic nutrition. Consumers are increasingly choosing products that support specific health goals, like beauty, digestion, energy, and sleep.
Products like mushroom coffee and collagen tea drinks underscore this trend, combining wellness benefits with indulgent formats. We expect this evolution of health and wellness products to continue, with consumers seeking out clean labels, simple ingredients, and tangible benefits.
The Rise of Sensory-Driven Experiences
Eating has always been a multi-sensory experience, but today’s consumers are leaning in more than ever. A Reimagine Food Experiences session revealed that 30% of consumers say the sound of packaging being opened can influence how they perceive the taste of a product.
Whether it’s the crunch of a chip or the aroma of freshly ground spices, food marketers are tapping into sensory science to create richer brand moments. Consumers are also expressing strong preferences around packaging (less is more), texture (playful, but not unappealing), and scent (smell is the most heightened sense when hungry, according to 44% of shoppers). For brands, this is a call to think beyond taste and consider how design and our five senses can elevate product experiences.
Global Flavors Are Now the Norm
If one trend dominated the show floor, it was global cuisine. Gen Z and millennials are especially driving this movement, actively seeking out specific, regional flavors influenced by their passion for travel and exploration. From umami-rich Japanese BBQ sauces to hot honey and a plethora of Dubai chocolate bars in all shapes and sizes, adventurous palates are thriving and consumers are embracing food as a creative outlet.
We saw a surge in next-gen sauces, with gochujang, harissa, and black garlic appearing in everything from condiments to snacks. In fact, 2025 has been dubbed the “Year of the Sauce” according to a session titled “Specialty Food Industry Midyear Update: Top Trends Shaping Retail, Foodservice, and CPG.” The breakout session also uncovered that two-thirds of consumers are now actively seeking out global flavors and that they can be found across restaurants, food service and consumer packaged goods.
Experimentation is the New Mainstream
Another compelling insight from the Specialty Food Industry Midyear Update session is that consumers are embracing food as a powerful outlet for self-expression. They’re craving novelty and view cooking not just as a chore but as a creative outlet. This spirit of experimentation is fueled by access to global ingredients, unique product formats, like fully-cooked seafood soup in a bag or Korean-inspired savory oatmeal, and a desire for storytelling rooted in authenticity.
We were especially inspired by products from first-generation immigrant entrepreneurs who are proudly telling their stories through food. This desire for authenticity—paired with elevated convenience and strong value – is shaping the next wave of innovation in the specialty food space.
Clean Labels and Ingredient Transparency Are Non-Negotiable
Consumers are more ingredient-savvy than ever. They’re flipping the package, reading the label, and looking for recognizable ingredients like grass-fed, avocado oil, coconut aminos, Greek yogurt, and almond flour. There’s a clear shift away from ultra-processed foods and toward those with fewer, cleaner components.
But while 77% of consumers are seeking a healthier diet, they’re not willing to sacrifice taste. They want flavorful, nutrient-dense, and minimally processed products – and they’re increasingly willing to pay more for them.
Final Thoughts: What This Means for Brands
From our adventure at the 2025 Summer Fancy Food Show, the takeaway is clear: today’s consumers want more. More flavor, more function, more transparency, and more meaningful experiences. They’re navigating modern realities with a tighter grip on spending, but they’re still willing to invest in products that deliver on health, taste, and story.
As PR professionals, it’s our job to help brands stand out in this evolving landscape – not just with a compelling product, but with creative storytelling that taps into the senses, the cultural moment, and the values consumers care about. We walked away energized and inspired, and we hope that sharing our experience does the same for you!
Updated as of July 2025
