The Consumer Packaged Goods (CPG) industry is undergoing a massive transformation, shaped by evolving consumer preferences, digital influence, and a heightened focus on health and sustainability. Brands that stay ahead of these shifts are the ones making waves, capturing consumer attention, and redefining market expectations.

So, what’s driving these changes? Let’s dive into the five biggest trends shaping CPG in 2025 — and the brands leading the charge.

1. Health & Wellness: Function Meets Flavor

Consumers today aren’t just looking for snacks and drinks; they’re looking for products that do something for them — whether that’s boosting energy, improving gut health, or enhancing focus.

Brands making an impact:

  • Coca-Cola’s Simply Prebiotic Sodas – Taking on the growing prebiotic beverage trend, Coca-Cola launched a new line of sodas under its Simply brand, designed to support digestive health while maintaining the familiar taste consumers love.
  • Health-Ade Kombucha – This brand has mastered the balance of flavor and function, offering organic, probiotic-packed beverages that promote gut health.

What it means for CPG: Expect more high-protein foods, functional beverages, and adaptogenic ingredients making their way onto grocery shelves. If it supports physical or mental well-being, it’s in demand.

2. Sustainability: The Eco-Conscious Consumer Rules

Eco-friendly isn’t just a nice-to-have anymore — it’s an expectation. With 90% of Gen Z consumers willing to pay more for sustainable packaging, brands are doubling down on green initiatives.

Brands making an impact:

  • Thrive Market – This online retailer is all about organic, non-GMO, and sustainable products, catering to consumers looking for ethical sourcing and minimal packaging waste.
  • Bayer’s Iberogast – Bayer introduced this herbal digestive remedy in the U.S., highlighting natural ingredients and environmentally responsible sourcing in response to consumer demand for holistic health solutions.

What it means for CPG: Brands that fail to prioritize sustainability — whether through packaging, sourcing, or operations — will quickly fall behind.

3. The Power of Digital & Social Media

Today’s consumers are making more informed, peer-influenced decisions than ever. Social media has become the ultimate shopping guide, shaping trends in real-time.

Brands thriving in the digital space:

  • Huel – This meal replacement brand has leveraged word-of-mouth marketing and referral programs, creating an engaged community that fuels growth.

What it means for CPG: Brands that engage with their audiences authentically — through influencers, reviews, and viral campaigns — will see stronger loyalty and higher conversion rates.

4. Nostalgia is the New Innovation

Consumers are craving familiarity and comfort, leading to the revival of nostalgic flavors and retro branding. But nostalgia isn’t just about the past — it’s about blending the old with the new.

Brands capitalizing on nostalgia:

  • Little Debbie x Kellogg’s Collaboration – Kellogg’s has been transforming classic Little Debbie snack cakes into breakfast cereals, bringing nostalgic flavors into a new category. Their Oatmeal Creme Pie, Cosmic Brownies, and Swiss Roll cereals have all been hits.
  • Pop-Tarts’ Limited-Edition Throwback Flavors – Pop-Tarts is tapping into ‘90s nostalgia with flavors like Frosted Grape and Frosted Chocolate Chip, appealing to Millennials and Gen Z consumers who love a taste of their childhood.

The Flavor of 2025? Brown Sugar. According to industry experts, brown sugar is set to dominate everything from coffee drinks to protein bars and even ice creams in 2025. Its warm, rich, and comforting taste taps into the nostalgia trend while remaining versatile enough to be reimagined in new ways. Expect to see brown sugar-infused energy drinks, cereal, and even cocktails hitting shelves soon.

What it means for CPG: Expect more throwback flavors with a modern twist, from childhood snacks reimagined as high-protein treats to nostalgic branding with a fresh feel. And if you’re a brand looking to ride the flavor wave of 2025, brown sugar is your best friend.

5. Functional & Innovative Beverages Take Over

Consumers aren’t just reaching for sodas or coffee anymore — they’re looking for functional beverages that provide hydration, energy, gut support, and even relaxation.

Brands leading the charge:

What it means for CPG: The future of beverages is functional, flavorful, and focused on wellness. Brands that innovate in this space — whether it’s adding adaptogens, collagen, or prebiotics — are set to dominate.

What This Means for Your Brand

The CPG landscape is changing fast. Consumers are expecting more from their products — more benefits, more transparency, and more engagement. If your brand isn’t keeping up, you’re falling behind.

That’s where Insights in Marketing comes in. We help brands decode consumer behavior and uncover the why behind the buy. Whether you need to refine your messaging, develop the right product innovation, or optimize your brand strategy, we’ve got the insights to get you there.

Let’s connect and shape the future of CPG — together. Contact us today! 🚀