The Specialty Food Association’s Trendspotter Panel Explores Emerging Trends at the Winter Fancy Food Show

The Specialty Food Association (SFA) Trendspotter Panel conducted an extensive analysis of thousands of specialty food products exhibited by nearly 1,100 exhibitors during the Winter Fancy Food Show, held from January 19-21 at the Las Vegas Convention Center. Utilizing insights from the SFA’s 2025 Trend Predictions, the panel unearthed seven overarching trends that are expected to shape the specialty food landscape.

Bill Lynch, the SFA president, remarked, “The Winter Fancy Food Show marks the first major event in the industry’s annual cycle and serves as a bellwether for emerging trends in the specialty food and beverage market. The 12,000 attendees who participated in Las Vegas received a unique glimpse into how specialty food producers are adapting to shifts in consumer preferences and values. The findings from the Trendspotter Panel are truly exciting, encompassing areas from ‘Instant Global Gratification’ to the significance of small farms and the unique terroir of Hawaii. I eagerly anticipate observing how these trends materialize throughout the industry in 2025 and beyond.”

Established Trends

Girl Dinner 2.0

Snacking continues to dominate, with the show unveiling a wide array of snack options ranging from vegan to high-protein, functional, and luxurious treats. Cathy Strange, a Trendspotter from Whole Foods, emphasized the ongoing focus on wellness and quick, nutritious snacks, stating, “The elements of energy, digestion, sweetness, craving, and nutritional impact are fundamental to the snacks that support our well-being.” Fellow Trendspotter Mikel Cirkus added, “The snacking sector is undergoing a creative renaissance, responding to consumer demand for innovative and exciting options.”

• Amza Superfoods Tibetan Tsamba Balls with Oregon Hazelnuts
• A’Smore Macarons in Raspberry Yuzu and Matcha Caramel
• Dixie Grace’s Boiled Peanuts in Original and Spicy
• Oegg Inc. Quail Eggs
• Rise and Sun/Eddy’s Homemade Kitchen Premium Matcha Popcorn
• Kangkong King Salted Egg Kang Kong Chips
• Mizunaga Fisheries Company Marusa Japanese “Shirasu” Oil Sardines
• Date Better 85% Dark Chocolate Covered Dates in Cashew Crisp Lime and Hazelnut Praline
• Side Project Jerky Huli Huli Chicken Jerky collaboration with Kiki Aranita

Instant Global Gratification

As anticipated for 2025, specialty food producers are responding to consumer desires for quick and convenient meals that offer international flavors. Trendspotter Jeannie Houchins noted, “Life is fast, and consumers today possess sophisticated palates. Specialty food makers are rising to the occasion by providing grab-and-go and quick-prep options that deliver bold, authentic tastes from around the globe.”

• Vinker Foods Plant-Based Crispy Korean Chicken
• Nooish Instant Matzoh Ball Soup
• JFC International Inc. Lotte Samgak Kimbap in Tuna Mayo and Spicy Tuna
• Ottogi Otoki Stir-Fry Cheesy Ramen
• pi00a Frozen Handcrafted Asian-Inspired and Traditional Neapolitan Pizzas
• YSS Food Corp. Aahana’s Gluten-Free, Plant-Based Meal Bowls
• Xinca Pupusas in Loroco and Cheese, Zucchini and Cheese, Bean and Cheese

Yes, Chef

Home chefs are increasingly seeking flavorful marinades and pantry items to enhance their cooking experiences. Trendspotter Summer Thompson stated, “Items like Beituti’s Zesty Shawarma sauce and Fine Foods Marketing’s flavor hacks give home cooks the tools to elevate their dishes. Many customers express a desire for their meals to taste like those from a restaurant, and these umami-rich ingredients can help achieve that.”

• Chelsea Market Baskets/Fine Food Marketing Belazu Shakshuka Paste
• Beituti Zesty Shawarma Marinade
• Ferrer Tradicional USA LLC Salsa Brava
• North Country Smokehouse Bacon Crumbles
• Namisato Corporation Organic Roasted Soybean Flour

New Trends from the Show

Beverages – Bubbly and Beyond

Trendspotter Patranya Bhoolsuwan expressed enthusiasm for the beverage industry’s evolution, stating, “There is an impressive array of options catering to diverse tastes.” She highlighted the growing non-alcoholic beverage market, remarking on products like Jøyus Non-Alcoholic Cabernet Sauvignon, which provides a delightful option for those extending their “dry” periods beyond January.

• Good Foods International (GFI) Flouwer Co. Cocktail Cubes: Lavender, Orange Water, Rose
• Uncle Waithley’s Smoked Pineapple Ginger Beer
• Jøyus Non-Alcoholic Cabernet Sauvignon
• Moshi Sparkling Water in Lychee & Vanilla, White Peach & Yuzu
• Bee’s Water, Native Blueberry Honey Water with Vitamin C + Elderberry Extract
• ITO EN Oi Ocha (Hojicha)

Dairy and Non-Dairy Delights

The dairy sector is expanding beyond traditional offerings, showcasing innovative products with unique flavor pairings. Trendspotter Jenn de la Vega noted, “Modern cheeses are being enhanced with exciting mix-ins, while dairy alternatives are achieving new heights of quality and creativity.”

• MAAZ Cheese, in Ginger and Pickle
• Snowdonia Cheese Company, in Beech Wood and Pickle Power
• Vermont Creamery Salted Cultured Butter Logs
• Marieke Gouda Fenugreek Gouda
• RIND LLC Plant-Based Alpine Swiss
• Frost Buttercream Frozen Bakery-Quality Frosting
• Two Spoons Creamery Strawberries & Cream Keto Ice Cream
• European Imports Matcha Milk Jam
• Liko Lehua Lilikoi Butter
• Forca Foods MILKish Watermelon Seedmilk

Hawaii as Terroir

Hawaiian farms are gaining recognition for their unique terroir, extending beyond traditional crops to include animal production. Matt Rodbard remarked on the potential of Hawaiian agriculture, stating, “While Hawaii is often associated with pineapples, the island’s diverse agricultural offerings are underutilized in consumer packaged goods.”

• Mauka Meats Wild Harvest Hawaiian Venison Bone Broth
• Island Sausage Cured Meats
• Hawaiian Vinegar and Spice Company Cacao Nectar Vinegar
• Galleon Chocolate Goat Milk Ube Bar and Macadamia Nuts covered in Ube Royale
• Hawaiian Krunch Company Granola with Purple Sweet Potato

Small Farm, Big Impact

Trendspotter Sarah Lohman noted that transparency and ethical practices are becoming increasingly important to consumers. “When delivering craft, handmade products, it is essential to pair that with a commitment to ethics and sustainability,” she emphasized, highlighting that compelling storytelling enhances brand appeal and consumer connection.

• Bellwether Farms Sheep Milk Yogurt
• Bluebird Grain Farms Einkorn Flour, Emmer Flour, and Sonora Heritage Soft White Wheat Berries
• Wapato Island Farm Smoked Salt
• Burlap & Barrel Single-Origin Sugars

The insights and trends identified during the Winter Fancy Food Show will be further showcased at the 2025 Summer Fancy Food Show, set to take place from June 29 to July 1 at the Javits Center in New York. This event will feature an extensive range of specialty food and beverage products, along with educational programming and networking opportunities, accessible solely to qualified members of the specialty food trade, industry affiliates, and media.