We’re back, baby! Happy 2025. I’m jumping straight into it with some bold predictions for what I think is going to happen across the fast-moving-consumer-goods industry this year. Hey Siri, set an alarm for Dec 31 and remind me to re-read this!

Here are 6 kind-of-nuts predictions and trends, in an episode I’m calling

This edition of supergoods is brought to you by BV Marketing

aka me!

I’m ramping up my consulting biz with some exciting stuff in the pipeline. Reach out to me if you need help with brand strategy, visual identity and packaging design specifically. Simply reply to this email and let’s talk.

1. The alcohol industry is fkd

There’s no sugar coating it. People are drinking less. A 2023 report from IWSR Drinks Market Analysis revealed a 5% decline in global alcohol consumption since 2018, with Gen Z leading the charge. This is more than just a marketing problem, it’s a cultural shift where the idea of getting wasted is increasingly seen as low-status. Instead, they’re experimenting with other forms and substances like cannabis (where legal - and also where it’s not) and non-alc alternatives.

Humans are innately cultural creates and status games inform so much of our behaviour. Beer is getting hit the hardest, with a 2024 NielsenIQ survey found that beer sales in key markets like the U.S. and Australia are lagging behind spirits and non-alcoholic beverages.

2. Big soda will buy out Poppi

The “better-for-you” soda train is not slowing down. Brands like Olipop, Poppi, and Culture Pop have cracked the code with functional benefits and appealing branding. Retailers are taking notice - Walmart’s recent move to create “Modern Soda” bays are proof that this category is no longer a niche.

With Liquid Death expanding into the soda segment, I think we’ll see more and more players enter this space in 2025. But my bold prediction is that this sub-segment will become solidified as ‘more than slightly annoying’ to major CPG when a big co buys out Poppi for a ridiculous sum.

3. Protein marshmallows

The “proteinification” of snacks will become even more pervasive in 2025. It’s no longer just a trend but the new standard. Mintel’s 2024 Global Food & Drink Report highlighted a 23% rise in new snack launches featuring high-protein claims.

My prediction is that we’ll see this trend further proliferate into every single aisle, with something as ridiculous as protein marshmallows becoming normal and expected. It’s like we’re back in the 90’s when “low-fat” was all the rage.

You’ll know this trend becomes real when your Aunty starts telling you about the protein content of the dip you’re eating at family lunch. It’s the ultimate signal.

4. Sugars redemption arc

After years of demonisation, sugar may be poised for a cultural rehabilitation. Research from Food Insight in late 2024 shows a growing consumer distrust of artificial sweeteners, particularly as health controversies around aspartame and sucralose gain traction.

It’s not about embracing high-sugar diets, but more like a slow acceptance of real ingredients over synthetic subs. Consumers are beginning to view small amounts of sugar as a natural and acceptable indulgence, especially when compared to long lists of chemical additives.

I think we’ll see startup brands push this to the next level with claims like “includes real sugar” on front of pack. Sounds insane but I’m calling it.

5. Plant-based shakeout

The plant-based category, once hailed as the future of food, has hit a rough patch. Brands like Beyond Meat and Oatly have faced declining sales and profitability challenges, leading many to question the sector’s longevity. The reality for 2025 is likely a shakeout: weaker players will either pivot or fold, while the strongest brands refine their offerings and drive toward profitability.

What’s next? The focus will shift from mimicking meat to creating standout products in their own right. Clean labels, better taste, and affordable pricing will be the keys to survival.

I think we’ll see one big fake meat brand hit reasonable profitability in 2025 and all the industry naysayers shut up for a little bit.

6. Hyaluronic acid foods

The beauty trend will continue to dial into food and bev, with collagen powders and claims becoming fairly normal in recent years, 2025 will be the year that mainstream “beauty” brands launch food lines. Think skincare regimens that include a morning collagen latte and haircare lines paired with vitamin gummies. The emphasis will be on science-backed claims and multi-functional products.

Culture informs categories

Slowly, then suddenly. All of these predictions are based on what’s been happening in culture and how brands may react. After all, brands and companies are run by people and those paying close enough attention have the opportunity to get ahead.

What do you think? I’d love to hear from you!