1. Condiment Mania

A spectrum of condiments cropped up – indicative of spiking US sales in the specialty condiments/dressings/marinades category, which grew by 8.7% in 2023 (see Page 44 here), according to consultant David Lockwood, author of the State of the Specialty Food Industry Report 2024-25. It’s the first time condiments are among the top 10 specialty foods categories.

2. Spice on the Rise

Spices and seasonings are proliferating, thanks to the ambitions of at-home cooks, who are also exploring a wider spectrum of cuisines. The US market for spices and culinary herbs (currently estimated at $10.5bn) is expected to expand by more than $3bn between 2019-2029 (Statista, 2024).

3. Mix Kit Make-overs

A growing category of high-quality baking mixes hits a sweet spot for time-pressed millennials looking for clean labels and shortcuts to at-home cooking. 

4. Packaging for Clever Convenience

Also well-positioned for convenience-seeking millennial foodies, two brands are leveraging innovative packaging to deliver easy, better-for-you meals.

5. South Asia Into the Spotlight

A surge of products from Indian American founders reflects a notable increase in the country’s Indian population, which grew by more than 50% between 2010 and 2020 to 4.4 million (US Census, 2023). Spanning ready meals, condiments, snacks and more, these goods arrive as America’s palate gets more global, opening up to a wider spectrum of foods and flavours.

6. Unexpected Protein

Protein is a fast-rising priority – the percentage of Americans making an effort to consume it jumped from 59% in 2022 to 71% this year (International Food Information Council, 2024). High-protein products dominated at Natural Products Expo West 2024, and the Fancy Food Show found several US start-ups packing protein into unexpected formats.

7. Small Portions, Big Potential

Scaled-down indulgences – ‘little treat culture’, per the TikTok catchphrase – are striking a chord.

8. Fruit-Full

Fancy Food’s sponsor, The US Specialty Food Association, cited ‘Fruit Forward’ as one of this year’s trends – and citrus, berries and other fruits cropped up across products ranging from cheese and olive oil to cookies.