Whole Foods' Top 10 Food and Beverage Trends for 2025: Influenced by the Creator Economy

Whole Foods recently released its forecast for the Top 10 Food and Beverage Trends for 2025, which include:

1. International Snacking

2. Ever-Adaptable Dumpling

3. Crunch: Texture of the Moment

4. Hydration Hype

5. Tea Time

6. More Sustainable Sips

7. Next Level Compostable

8. Sourdough Stepped Up

9. Plant-Based Aquatic Ingredients

10. Protein Power-Up

These trends are shaped by the creator economy and are directly linked to the content flowing into the social media ecosystem. Health and wellness influencers play a critical role in shaping modern consumption trends, especially in the food and beverage sector. With large, dedicated followings, these influencers are often seen as trusted sources of information on nutrition, fitness, and overall well-being.

Influencers use their platforms to advocate for products that align with the lifestyles they promote, such as Carnivore, Single Ingredient, Keto, Gluten-Free, Intermittent Fasting, and Vegan. Their recommendations, often backed by personal experiences or specific nutritional insights, help normalize certain eating habits and wellness topics, encouraging their followers to make similar choices. When multiple influencers promote a specific lifestyle, wellness topic, dish, or even an ingredient, the echo effect can shape broader consumer trends.

The power of the creator economy is fully displayed in Whole Foods' 2025 list! Frequently, social media content themes align with these trends.

For example, consider the rise of "Crunch." Crunch has become a huge part of ASMR videos, where creators emphasize the sound of bread crunching in sandwiches or the crispy bottom of a pan-fried dumpling. Another popular trend features influencers running a knife over chicken or salmon skin to demonstrate its crispiness. These sensory elements have helped drive the popularity of crunchy textures in food. “Crunch is on full display in this viral sandwich video by creator Owen Han 

Protein Power-Up is another trend supported by social media. Influencers, fitness coaches, and nutrition experts leverage their platforms to educate their audiences on the benefits of high-protein diets, often positioning protein as a key ingredient for muscle growth, weight management, and overall health. They create content ranging from protein-packed recipes to product reviews of protein bars, powders, and shakes. As a result, they popularize the idea that increasing protein intake is essential for leading a healthier, fitter lifestyle. A great example is Joseph Bell’s ripped reese's bowl

The Hydration Hype trend has also grown significantly through influencer impact. Social media influencers, particularly in the health, wellness, and fitness niches, have reshaped consumers' expectations of what beverages can offer beyond basic hydration. Influencers have propelled brands like Waterdrop, Electrolit, and BodyArmor’s Flash I.V. to the forefront of the hydration category. By reviewing these products or integrating them into their wellness routines, creators have helped build a trendy, high-demand product space that combines water, sports drinks, and energy beverages. For example look at Dr. Eric Berg’s electrolytes post. 

There is a strong link between consumer trends and the influencers who shape them, often tied to products in which these creators have a financial stake. Many influencers benefit from promoting specific diets, lifestyles, or wellness products through brand partnerships, affiliate marketing, or their own product lines.  This means that the rise of wellness trends is often linked to the creators’ monetary success, as they profit from the products they recommend. Many of the products from Whole Foods’s list are perfectly suited for quick DTC purchase on social media. 

It’s important to call this out when crafting a program for you.