How food brands can capitalize on the hottest consumer trends

Consumers are re-thinking better diets, reducing sugar and fat intake, and looking for healthier alternatives to their favorite snacks. But many of them remain comfort foods, and if the pleasure isn’t there, no matter how trendy or Instagram-friendly, they simply won’t be repurchased. From our research, a combination of joy and health are in high demand.

In this article, we’ll look at the leading trends, and explore how food brands can turn them into meaningful, scalable opportunities for the year ahead.

Today, 58% of consumers believe sourdough makes bread healthier, and 70% say it enhances flavor¹. That balance between taste and wellbeing is exactly what keeps it relevant. It’s also why bakery launches with digestive-health claims have grown 22% globally, from fiber-rich breads to prebiotic cookies². Fermentation sits at the heart of this trend, delivering health with rich taste, and giving brands a natural, credible story that resonates with consumers².

But while shoppers crave real sourdough, they also want it ready to go. For industrial producers, that means finding ways to scale its flavor and freshness without slowing down or overly complicating production. With the right fermentation expertise, that’s entirely possible. Through proven solutions like Sapore and O-tentic, food brands can achieve consistent flavor, crustiness, and a strong health element, all while maintaining that efficiency.

Have you thought about moving beyond bread? Sourdough’s mild acidity and depth of flavor can elevate soft rolls, cookies, and even sweet bakery items turning everyday products into wellness boosters. Product launches in sweet baked goods including sourdough claim increased by 31% globally, a strong indicator of consumers seeking more of such offers.¹

With 67% of consumers now choosing foods for their health benefits⁵, protein has moved from niche to mainstream. High-fiber, protein-rich, and low-sugar products are gaining traction, while online buzz around “Protein Power” is projected to grow 17% year on year. Searches for high-protein low-carb desserts and breads keep climbing (by an astounding 7.8K% and 30% respectively)¹, proving that people want their food to work harder for them.

The task lies in adding function without missing out on pleasure. Consumers love protein-enriched versions of familiar favorites⁵ – think soft cookies, snack cakes, or filled pastries that taste indulgent first and nutritious second. 

Consumers are attracted to the sensory experience provided by contrasting textures, and the online buzz further proves it: searches and social mentions around “crunch texture” are forecast to grow 19% by 2026.

For food brands, this trend opens an opportunity. A simple textural twist, a crisp shell, a gooey filling, a soft crumb, can instantly elevate familiar products and attract customers. Think of it as storytelling through sensation. For R&D teams, that might mean exploring inclusions or layers that keep their bite after baking, or using fermented doughs to naturally enhance volume, freshness, and texture.

Encourage teams to test simple, modular texture upgrades e.g. a layer of crunch, a creamy inclusion, or a double-glazed finish can transform existing lines without complex reformulation. 

Multi-texture indulgence isn’t just a trend, it’s a content strategy too. The desserts and snacks that crunch, ooze, or melt well are the ones that get shared online. For brands, mastering that balance between technical performance and sensory excitement shared in marketing materials can be a fruitful strategy. Pair technical texture innovation with creative naming or limited-time campaigns to boost visibility and social engagement around the product.

Social conversations around “perfect portions” are forecast to grow by 15%, reflecting a growing appreciation for products that offer both satisfaction and balance. Consumers want to indulge without guilt, and portion-controlled products meet that need.

For food brands, portion control is more than a health message; it’s a design principle. Planned indulgence in moderation supports long-term healthy habits, and smaller formats can add value through freshness, variety, and premium positioning.

Start small: pilot new portion formats, gather consumer feedback through Sensobus, and scale what performs best. Use packaging and storytelling to elevate portion control from “less” to “premium”. Words like “mini”, “petit”, or “crafted for one” invite positive association. Rotate limited-time offerings to test new flavors, formats, and price points.