5 Trend Trifectas Shaping the Food Industry /

At The Food Group, we track how food and marketing trends intersect. Each Trend Trifecta pairs what’s happening on the plate with what’s shifting in the market – then shows what it means for brands.

​​​​​​​Trend Trifecta 1: Maximising the Menu and Marketing Mix

On the plate / Cross-Border Cuisine & the Global Pantry

Gen Z’s adventurous tastes, global travel and social media are accelerating flavour fusion. One in four consumers globally now seek out exotic tastes.

In the market / Cross-Border Engagement & Omnichannel Evolution

Brands must move beyond siloed strategies. Campaigns with at least three channels generate a 494% higher order rate than those with one.

The takeaway / Cross-Border Consumption

Cross-cultural storytelling and seamless omnichannel strategies build loyalty. ‘Omnichannel strategies are a must for maximising reach and revenue,’ said Megan Keleshian, vice president of digital marketing for The Food Group. ‘A seamless and personalised experience across all touchpoints gives you the impact for increased engagement and sales.’

Trend Trifecta 2: How Wellness Has Grown

In the kitchen / Functional Foods & Wellness Innovation

Health consciousness, sustainability and ethics are driving demand for functional foods. The global market is expected to grow from $364.18bn in 2024 to $793.6bn by 2032.

On the brand side / Health-Conscious Consumerism & Personalisation

Eight in 10 consumers look for foods with personalised nutritional profiles.

The takeaway / Wellness Meets Personalisation for Deeper Impact

Brands that blend functional foods with personalised approaches will build stronger audience connections. ‘As chefs and food formulators, we’ve long known that people want customisable, healthy options, but they simply will not sacrifice on flavour and the overall food experience,’ said Chef Mike Buononato, SVP culinary for The Food Group. ‘The challenge has always been not having enough ingredients and tools at our disposal to formulate differently. Until now.’

Trend Trifecta 3: The Growing Appetite for Eatertainment

What people are eating / Immersive Dining & Experiential Consumption

Consumers crave dining adventures, from themed pop-ups to interactive events. Nearly 60% enjoy premium or unique dining experiences at least once a year (Datassential, Experiential Dining Report, February 2024).

How brands are responding / Experience-Driven Consumerism & Social Sharing

Consumers, particularly younger generations, are driven by the desire to share experiences on social media, where 50% learn about new dining opportunities.

The takeaway / Shareable and Memorable Experiences

Themed menus, immersive events and influencer partnerships resonate with younger diners. ‘Experiential dining is all about sharing the wow factor,’ said Hays Formella, social media director for The Food Group. ‘Gen Z and millennials are especially drawn to snap-worthy, buzzy dining experiences. They’re even willing to pay more for it.’ (Datassential, Experiential Dining Report, February 2024)​​​​​​​

Trend Trifecta 4: For the Love of Local

On the plate / Local & Hyperlocal Sourcing

There’s a growing movement toward sourcing ingredients and products from local farms, producers and artisans – 62% of shoppers make a conscious effort to buy local or regional produce.

In the market / Community Building & Authenticity

Consumers favour brands that create a sense of belonging. At January’s Most Contagious event in New York City, Noël Paasch, YouTube’s global head of creative strategy, cited a Google Pixel 8a campaign that used AI to scale localised content across YouTube, Discover and Gmail. Google AI can geotarget messages around local sourcing, sustainable eating and ESG values.

The takeaway / Community-Driven Food Brands Will Thrive

Brands that invest in local sourcing and community initiatives will stand out, especially with younger market segments. ‘Gen Zers prioritise locally sourced food because they like to know where their food is coming from and value farm-to-table sustainability,’ said Nicole Bland, digital strategist at The Food Group. ‘Farm-to-table brand positioning aligns with their values.’​​​​​​​

Trend Trifecta 5: AI Is More Than Business, It’s Personal

In the kitchen / AI-Powered Personalisation & Customisation

AI is personalising food, from customised meal plans to predictive product suggestions. Nearly 60% believe AI can generate healthier recipes and products than humans (Datassential, The New AI Landscape, February 2025).

On the brand side / AI-Driven Marketing & Hyperpersonalisation

AI can predict behaviour, automate tailored messaging and optimise content across channels.

The takeaway / AI Creates Seamless, Personalised Food Experiences

Brands that adopt AI will build more intuitive and responsive consumer relationships. ‘As AI increasingly becomes part of their daily lives, consumer confidence in it will grow as a revolutionary but reliable source of tailored recommendations driven by personal preferences and eating behaviour,’ said Pam Bevilacque, SVP client services and strategy for The Food Group.

Want more?

As the above trends and insights show, the food industry is feasting on disruption – and that’s just a taste of what’s to come. To read our full report, download our white paper. For more trends and insights, sign up for our e-newsletter, The Front Burner.

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For 50+ years The Food Group has helped brands create success stories with the support of chefs, writers, designers, photographers and marketers. We’re more than marketers – we’re unapologetic foodies.