To better understand how Americans are navigating grocery decisions in 2025, we surveyed nearly 600 individuals about their current food preferences, priorities, and purchase behaviors. Our findings reveal a nuanced picture. Consumers are cooking more at home, but convenience remains a key driver. They prioritize protein, yet remain wary of additives. Above all, they seek balance—between health goals, personal habits, and rising costs. In this report, we explore how evolving attitudes are shaping grocery aisles, and what food and beverage companies should prioritize in response.
Protein remains a dominant influence in food marketing and consumer choice. From household names to emerging brands, “high-protein” has become a key purchase driver. But it’s only part of the story.
If you’re building or marketing a food or beverage product in today’s economy, the key question is: how are real consumers making decisions—beyond what they say they want?
This report offers a closer look at:
What we uncovered is a consumer base that constantly navigates tradeoffs. Shoppers want better-for-you options, but not at the expense of taste or affordability. They prefer recognizable ingredients and functional benefits, but aren’t necessarily loyal to new or niche brands.
Success in this environment won’t come from optimizing around a single trend. It will come from understanding the contradictions in consumer behavior—and designing products that meet people where they are.
