Hold onto your forks, folks! 2025 is serving up a heaping helping of change for the food and beverage industry. While the new administration settles inside the beltway, a few things are clear: Supply chain disruptions, benefit stacking, the sober- curious and the "Make America Healthy Again" (MAHA) movements could shake up regulations during a big year for FDA actions.
So, what’s cooking in 2025? Here are five predictions sure to dominate the airwaves:
Supply Chain Shock
The food industry is facing a perfect storm. Avian flu, initially devastating poultry and now affecting dairy cattle, is creating major supply chain shockwaves. Beyond livestock, 2025 will likely see continued labor shortages, effects from climate change and geopolitical uncertainty that could potentially upend an already fragile supply chain. Add to this a disruption, or even discontinuation of regular communications from public health agencies, and you have everyone, from brands to consumers, walking on eggshells.
Any time there’s an information vacuum, brands are left to grapple with how to communicate and consumers craving information. This situation, coupled with evolving U.S. trade policy and potential tariffs against key providers of items such as produce, makes for a volatile landscape, demanding agility and strategic foresight.
As Steve Behm, Burson's Americas Chair, Corporate and Public Affairs, notes, “In a world of ambiguity, brands must prioritize transparency, robust safety measures, and sustainable practices to build trust and weather this storm.”
Satisfying the Sober-Curious
Already a hot trend, the sober-curious movement is likely to gain additional momentum in 2025, particularly among younger generations and especially Gen Z. The sober curious are interested in exploring their relationship with alcohol, either for health or lifestyle reasons, without fully committing to complete sobriety.
Forty-nine percent of Americans plan to drink less alcohol in 2025, up from 41% in 2024, according to a recent survey by NCSolutions. More than any other generation, nearly two in three (65%) of Gen Z plan to drink less this year or have already embraced a "sober- curious" lifestyle.
So, what does this mean for beverage producers and product innovation overall? Non-alcoholic versions of staples and more new, creative, and sophisticated alcohol-free products (think hop waters, for example) are no longer niche—they’re becoming table stakes, particularly in targeting Gen Z consumers as they seek a healthier lifestyle.
Benefits in Every Bite
Convenience without compromising health has long been the holy grail of food innovation. “Benefit stacking” — packing multiple functional perks into a single product — is the latest answer to this age-old quest. Think snacks that boost your immunity and sharpen your mind. New Burson partner, Yogi, is already mastering this art as an example of a synergistic well-being offering
with natural benefit stacking in its collection of tea blends.
Benefit stacking is about targeting specific health outcomes—immunity, gut health, or cognition—while “nutrient stacking” focuses on well-rounded nutritional profiles (think fortified breakfast cereals). “Supplement stacking” is popular among athletes, who combine supplements like whey protein for muscle growth, branched-chain amino acids (BCAAs) for recovery and creatine for strength.
“Consumers are demanding more from their food,” explains Burson’s Christine Diven, MS, RD. “They crave more nutrients, functionality, and versatility, with the desire for natural and minimally processed options. Benefit stacking helps brands demonstrate that not all packaged foods are created equal, and some can fit into a healthy lifestyle."
Brands can leverage this trend to position their products as essential solutions to consumers' health and wellness needs. However, effective communication is crucial. In a crowded market, brands must clearly and credibly articulate the multifunctional benefits of their products, streamline messaging to simplify complex health claims, partner with trusted experts and influencers, and integrate science and lifestyle narratives seamlessly.
The MAHA Moment
Robert F. Kennedy Jr.'s unexpected political journey and the rise of the "Make America Healthy Again" (MAHA) movement have sent shockwaves through the food industry. Predicting food policy is usually a matter of aligning a new administration's preferences with scientific consensus. MAHA distrusts the scientific establishment in favor of traditional approaches to issues like chronic disease and child nutrition.
The differing perspectives between MAHA and established scientific bodies like the FDA could create challenges and uncertainty for food companies seeking guidance. Is your innovation pipeline invested in sodium reduction, but your biggest headache for the next four years is…seed oils? “Broaden your definition of what parts of your production process or supply chain may come under scrutiny,” advises Judy Stecker, EVP in Burson’s Corporate and Public Affairs practice and HHS veteran of the first Trump administration. “Just as importantly, rethink the form that scrutiny will take.”
You Can’t Wait for the Cavalry
The key takeaway? Control your brand narrative. Traditional third-party validators (see #4) that used to provide an objective backstop when it came to competing claims and attacks are facing credibility crises, leaving brands to navigate a landscape rife with both peril and potential (see #s 1-3). The food industry faces a potential category-altering shift (see #1), alongside evolving consumer preferences (see #s 2 and 3).
What has stayed constant?
The food industry is a melting pot of emotions running high. Nostalgia, science, activism,
and culture converge powerfully, creating a unique communications challenge. While soundbites still matter, brands need dynamic spokespeople who can also command long-form content like podcasts and YouTube interviews.
As Laura Morgan, Chair of Burson’s Consumer & Brand group, pointed out, “The platforms have changed; the need for compelling storytelling hasn't. Effective communication in the food industry requires a multi-faceted approach. It's not just about the message; it's about the messenger, the medium, and the moment. Brands need to be agile and adaptable to succeed."
