Ozempic, Tariffs & Whimsy: Trends Shaping the Future of Food and Beverage

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If you work in the food and beverage industry, you know one thing’s true: nothing stays still for long. New drugs are reshaping how people eat. Tariffs are tightening budgets. “Ultra-processed” has become a dirty word. And whimsy — yes, whimsy — is having a moment in restaurant design. (Can you blame us with all the stressful news coverage?)

That’s why Datassential’s 2025 Midyear Trends Report is a must-read. As Datassential Trendologist Renee Lee Wege puts it, this report offers “critical intelligence for anyone navigating the food and beverage landscape.”

GLP-1s are changing purchasing patterns

With 11% of consumers using GLP-1 drugs and 39% of them buying less food overall, brands need to rethink portion sizes, product development, and what wellness really means.

Ultra-processed foods are under fire

Nearly three-quarters of consumers are more aware or concerned about ultra-processed foods than they were a year ago. Bans on dyes and additives are just the beginning.

Tariffs spur economic uncertainty

74% of consumers and 66% of operators say tariffs are hurting the industry. Menu prices, sourcing strategies, and long-term planning all hang in the balance.

Whimsy is in, white walls are out

86% of consumers say they’re drawn to whimsical restaurant environments — especially for celebrations. Bold colors, theatrical plating, and unexpected themes are resonating.

The 2026 F&B Trends preview is already here

Get an early look at a two food and beverage trends you should know for the coming year — ancient grain beer and fermented black beans — and the macro trend called “Meat is Back on the Menu, exploring the resurgence of meaty concepts, the decline of plant-based/veganism and the rise of the carnivore diet.