GUIDING TRENDS (CONT.) Guiding Trend 5 - Uniquely You
In today's fast-paced, digitally connected world, pop culture and social media have become powerful drivers of consumer choices in the food industry. From viral food trends to nostalgic products inspired by beloved shows and movies, brands are leveraging these influences to create buzz and captivate audiences.
Consumers crave exciting, unique, and unconventional flavor combinations or visually striking presentations that grab attention and make for memorable dining experiences. Whether it’s a rainbow-colored latte, sushi doughnuts, or flaming hot desserts, these unconventional creations stand out in a crowded market and make for irresistible social media content.
The appeal of unusual items as exciting purchases is undeniable. Consumers are increasingly drawn to limited- edition offerings or quirky products that spark curiosity and invite them to be part of the latest trend. The "Instagrammable" factor is a huge motivator, as people love to share their discoveries with their followers, turning unique food into instant must-haves.
“It's time to give consumers new, exciting, unique options again, and pop culture can be a jumping off point for that. In fact, 30% of consumers say they purchased a product or visited a restaurant after seeing it in a show or movie. We saw a lot of success with Beetlejuice-themed options this year that tied into the sequel, for instance. Halloween in general continues to grow as an opportunity, with some consumers even celebrating Summerween this year. In many ways, social media is pop culture today, particularly for Gen Z. In some research we conducted this summer, over half of Gen Z told us they know who Keith Lee is, the TikTok star who visits restaurants around the country. His influence is enormous. We saw trends like freeze-dried candies, candy salads, crackling lattes, and scrambled pancakes resonating with consumers on social media this summer, which directly impacted foodservice and retail."
-Mike Kostyo, Vice President of Menu Matters
Nostalgia is another driving force. Flavors, designs, and products that evoke fond memories—whether it’s a childhood favorite or a reimagined twist on a retro classic—resonate deeply with consumers. Incorporating pop culture elements, like tie-ins with popular movie launches, trending shows, or celebrity endorsements, adds an emotional connection and boosts product appeal.
“Retro, nostalgic, “newstalgia”— regardless of what name you give it, there is no denying that everything old is new again. While older generations are excited to see items from years past come back on the market, many younger consumers like Gen Alpha and Gen Z are experiencing these nostalgic foods and beverages for the first time. With the rise of the newstalgia trend, there’s a new opportunity to bring back discontinued items and have them once again see success and grow in familiarity and affinity year over year among younger generations, while also appealing to older generations who love the nod to nostalgia. For example, retro baked Alaska is seeing a resurgence on menus and being reinvented for a younger generation (think cotton candy-flavored baked Alaska), while nostalgic birthday cake is also being leveraged as a flavor (Datassential’s AI-powered, trend prediction platform Menucast™ predicts birthday cake will grow another 28% on menus over the next 4 years).”
-Jaclyn Marks, Senior Publications Manager & Trendologist at Datassential Social media platforms amplify these trends, offering brands the ability to reach vast audiences in real time.
“Social media continues to dramatically influence consumer behavior. In fact, in just one year, we’ve seen TikTok Shop become the #29 online food retailer, indicating the willingness of consumers to use social media for entertainment, information, and commerce - frictionlessly.”
-Sherry Frey, Health & Wellness Industry Leader at NIQ
With influencers, viral challenges, and shareable content, the food industry has found its stage on Instagram, TikTok, and beyond. This instant influence creates a sense of urgency, as consumers rush to try and post about the next big thing before it’s gone.
WHAT’S IN STORE | 2025
© 2025 International Dairy Deli Bakery Association
Guiding Trends
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