As the year winds down, food and nutrition experts are already looking ahead to what’s next. Each year, the Food & Nutrition Conference & Expo (FNCE) sets the tone and spotlights the trends on the table when it comes to the future of food. The takeaway? Cultural shifts are reshaping how we eat, shop, and share. From protein washing to fiber fandom, here’s what’s transforming the way we think about food. 

1. Protein Washing 

Protein is still the reigning champ with Gen Z’s meat intake jumping 21% year over year, but a new caution is emerging. Experts warn of “protein washing,” where brands tout minimal protein just for marketing bragging rights. Consumers are paying closer attention to the source and purpose of protein, and realizing not every gram on the label is worth its weight. 

2. What Micro Community Are You Joining? 

Nutrition discovery has gone social. TikTok’s micro communities are reshaping how people learn about digestion, holistic health and longevity. From gut health gurus to herbal enthusiasts, users are gravitating toward ingredients that promise more than a quick fix — they’re after sustainable, science-backed wellness inspiration. 

3. Sweets with a Healthy Glow Up 

Dessert is officially entering its wellness era. “Sweets with benefits” proves you can have your cake and eat it too, pairing pleasure and performance. Think protein ice cream, low sugar chocolates and treats that balance indulgence with intention. Expect to see functional sweets moving from niche to mainstream. 

4. MAHA Moms: Ingredients vs. Labels 

Say hello to the “MAHA Mom” — modern, aware, health activated. This group is driving a surge in label scanning apps and ingredient awareness. With artificial dyes, high fructose corn syrup and unrecognizable additives under fire, transparency has never been more powerful. Simplicity sells — and so does honesty. 

5. Fibermaxxing 

Fiber has gotten a little EXTRA and we’re here for it. From FNCE panels to #fibermaxxing on TikTok, dietitians are championing fiber as the unsung hero of modern nutrition. It’s no longer just about digestion; fiber is now tied to metabolic health, gut diversity and even longevity. In 2025 this humble nutrient is getting the cultural credit it deserves. 

6. GLP 1: The New Botox 

Once whispered about, now mainstream, GLP 1 medications have transformed from medical marvels to lifestyle tools. Gen Z is reframing them not just for weight management but (especially for Gen Z…) overall wellness and appearance enhancement. The conversation is evolving fast and so are consumer expectations around body optimization. 

The Bottom Line 

FNCE 2025 made one thing clear: the future of food is equal parts function, transparency and trend savvy storytelling. Whether it’s decoding ingredients, joining a TikTok community or finding joy in better for you sweets, consumers aren’t just eating — they’re educating themselves in real time.   

Missy Maher, Head Foodie, US 

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Ellie Stamerjohn, Account Executive and Registered Dietitian 

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