Changing tastes: New trends on menu for Go2Market Edge 2025

As regular contributors, facilitators, and supporters within the food and beverage space, part of The Martin Group’s job is to stay on top of industry trends—and they’re always changing.

One year, island flavors and international BBQ are all the rage. Retro tastes return to tables; plant-based fare is essential on every menu; and craft cocktails and beers color the evening at every restaurant and bar. The next year, everything can flip on its ear and send the industry in an entirely new direction. We’ve seen it happen before—so every year, we’re ready for it to happen again.

So what trends will be the topic of discussion at this year’s Go2Market Edge conference? IFMA The Food Away From Home Association’s in-person and virtual experience is set for this August (in-person in San Francisco on August 5-7, then online for dates between August 12 and 21), and we’re excited to hear—both as attendees and as virtual presenters. On August 19 (2:30-3 p.m.), I’ll be speaking on a panel about “Event Marketing: Strategies to Drive Engagement and ROI,” a virtual session that will share proven strategies to maximize visibility, create memorable experiences, and measure success in event marketing. 

This opportunity will certainly provide feedback within the realm of event planning and what attendees are expecting. But over days of panel discussions and presentations, there are bound to be dozens of additional takeaways that will inform the next year across all corners of the food and beverage industry.

As we continue to prep our own insights, here are a few of the trends and new norms we’re looking forward to hearing a bit more about over the coming weeks.

Home is where the (party) is

After so many people spent the COVID-19 pandemic finding creative ways to make the most out of staying home, plenty found out an unexpected truth: they very much enjoyed staying home. Driven by what some have termed as the “joy of missing out” or JOMO, individuals and families have spent time and resources to make the home space the best place and are eschewing restaurants, bars, concerts, and parties in the process. How food and beverage purveyors become part of this comfort could lead to opportunity for some—and missing out for others.

Decreased appetites making a dent

Healthy-choice trends have often taken a bite out of the intake of some of our most craveable foods like chips, cookies, and baked goods. But with the rise of GLP-1 drugs like Ozempic and Wegovy, many consumers aren’t just eating healthier—they’re eating and drinking less. According to a study into the matter by Cornell University and Numerator, grocery spending has decreased by 6% in households with one GLP-1 user (after six months of use). With nearly 15 million U.S. adults now taking these meds, this could mean big changes for grocers and their consumers—but what will these changes look like?

Treat yourself—a little

Yes, there’s a faction of consumers who are eating less—but plenty more are still turning to familiar (and delicious) comforts to boost their mood. Across Gen Z in particular, these occasional indulgences are being accessed in the way of quick snacks, birthing a “little treat culture” that’s influencing brand marketing strategies. These treats can arrive in the form of elaborate coffee drinks, creative pastries, or even self-care products that can provide a necessary boost when one needs it the most. Social media and TikTok are already awash with options—but where will things go from here for brands and consumers alike?

Grab-n-go getting bigger

With busy schedules continuing to dominate our days and nights, grab-n-go meals aren’t going away—they’re growing in quality and omnipresence. As grocery stores and restaurants continue to add options and enhance capabilities, convenience stores like Wawa and Sheetz are pushing others to go full service, adding even more viable locales to get a real meal on the move. But where do things advance from here, and how does this food-on-the-fly affect brick-and-mortar operations that cater to experiential dining or other locales aiming to be that sought-after third space in people’s evolving social lives?

The answers to this and other questions will help us guide our clients’ work over the next year—and we can’t wait to get started.

To learn more about The Martin Group’s extensive work within the food and beverage space, click here.