ADM Global Trends 2025: An Era of Infinite Choice
In today's marketplace, we have more options than ever when it comes to choosing a new food or beverage. However, the enduring consumer interest in health and well-being, sustainability and food security, alongside evolving taste preferences and advancing technology, are driving these choices and need to be understood to meet consumers where they are now and in the years ahead.
Four Macro Forces
ADM's 2025 Global Trend Report outlines broad cultural shifts influencing consumers’ pursuit of a more holistic, environmentally friendly relationship with food.
1. Demographic Changes reflect evolving attitudes towards aging and how that informs the choices people make.
2. Economic & Political Impacts are clearly shaping food costs and availability.
3. Technological Acceleration has been embraced as long as it’s perceived as being used for good.
4. Shifting Lifestyles optimize for health, climate support and time management.
The Eight Growth Drivers
Leveraging proprietary research and global trend forecasting, ADM has identified eight impactful market growth drivers, with each supported by a series of sub-trends or expressions.
1. Lifelong Vitality is the goal of many health-conscious consumers. They're using a mix of Age Hacking techniques and Soft Health solutions that are easily incorporated into busy lifestyles, along with looking to support the wellness habits of Gen Alpha and Beta through Next-Gen Wellness.
2. Personalized Optimization sees individuals striving to reach their peak potential with highly tailored interventions. Brands are playing the role of Tailored Lifestyle Companions, offering holistic and educational experiences. Peak Performance Enhancers help consumers focus or reach personal records in the gym, and there is emerging opportunity for Designing for Unique Palates.
3. There are Infinite Tastes for new flavor fusions resulting from global migration and digital connectivity. Foodies are Subverting Flavors to come up with novel taste combinations, displaying Hyper-Local Pride in their food choices and sharing Digital Fusions spurred by discovery on social media.
4. Many are taking a Mood Quest to deal with a world filled with uncertainty. Products that offer Dopamine Boosts are popular, as are joyful self-care indulgences that help Feed the Vibe and emerging possibilities for Digital Flavor through AI supporting multisensorial experiences.
5. Choice Explosion offers personalized spins on traditional forms of eating and drinking. Zebra Striping, led by Gen Z, is the flexible approach of alternating between alcoholic and non-alcoholic drinks. A New Wave of Proteins offers animal, plant and insect options with a focus on hybrid or blended proteins; and New Sweet Palates indicates changing expectations around sweetness and sugar content.
6. Companies and consumers are taking Climate Action to address food security and ecological issues. From Net Neutral to Net Positive rewards brands for helping to rebuild nature. Zero-waste restaurants are contributing to Climate Smart Cuisines, while Food Resilience supports resilient ingredients and community food systems.
7. Natural Grounding is a want for ingredients derived from nature. Diversifying Natural is technological processes like extraction being combined with whole foods. Conversely, those Rooted in Nature are concerned with eschewing technology and connecting with the origins of their food. Nature Re-Mixed is offering a balance of classic flavors and time-tested wellness ingredients derived from natural sources.
8. Consumers are writing a New Value Equation, taking cost, healthfulness and satiation levels all into account. Satisfying Status embraces the needed indulgence of "treat culture," 360 Equation balances convenience, cost and experience, and Intuitive Add-ons supplement the recipe with functional ingredients.
Explore the global trends and download the full 2025 report at adm.com/trends.