The 13th annual What's Trending in Nutrition survey, conducted by Pollock Communications and Today's Dietitian, reveals the top nutrition trends shaping consumer choices in 2025, including the importance of yogurt and inclusions.

With insights from 874 Registered Dietitian Nutritionists (RDNs), the survey reveals gut health remains a key focus for consumers, with fermented foods like yogurt, kimchi and kombucha ranking as the top superfoods for 2025. Also making waves this year and debuting on the list for 2025 are berries (such as cranberries, blueberries and raspberries), bone broth and leafy greens, reflecting interest in nutrient dense, functional foods.

Top 10 Superfoods of 2025:

1. Fermented foods such as yogurt, pickles, kimchi, Kombucha Tea
2. Berries such as cranberries, blueberries, raspberries, etc. – New!
3. Bone broth – New!
4. Seeds, such as chia and hemp
5. Avocado
6. Leafy greens such as kale, spinach – New!
7. Nuts, like almonds and walnuts
8. Ancient grains
9. Green tea
10. Pulses - dry peas, beans, lentils, chickpeas (garbanzo beans)

Plant-Based Diets Maintain Momentum While Keto Falls Out of Favor

Intermittent fasting continues to be the most popular diet trend, with clean eating breaking into the top three, replacing the ketogenic diet. Sustained interest in plant-based eating further solidifies the trend toward whole, minimally processed foods.

Consumer Purchase Drivers: Value and Wellness Take Center Stage

Affordability remains the number one driver of food purchases, reinforcing the importance of value-based shopping. Beyond cost, RDNs predict consumers will be seeking foods that support gut health, immunity and emotional well-being. Importantly, pantry staples moved into the top five purchase drivers, signaling a return to foundational, versatile ingredients.

2025 Top Purchase Drivers

1. Food and beverages that are affordable and value-based (77%)
2. Food and beverages that boost gut health (58.35%)
3. Food and beverages that support immunity (45.42%)
4. Food and beverages that promote comfort and emotional well-being (39.93%)
5. Food and beverages that are pantry staples (25.51%)

When it comes to the attributes consumers are looking for when making a purchase, convenience, lower cost and taste all trump healthy.

Top 5 Attributes Consumers Look For When Making A Purchase

1. Convenience (88.33%)
2. Lower cost (84.67%)
3. Taste (71.05%)
4. Healthy (62.59%)
5. "Natural" (50.92%)

Social Media: The Good, The Bad and The Misleading

For 2025, Instagram overtook TikTok as the leading source of nutrition information. However, these platforms are also the top sources of misinformation, as consumers increasingly rely on social media influencers, celebrities and friends for dietary guidance.

RDNs note the biggest sources of misinformation include:

1. TikTok (85.93%)
2. Instagram (75.51%)
3. Facebook (72.65%)
4. YouTube (50.11%)
5. Blogs/Vlogs (46.45%)

Plant-Based Protein Myths Persist

Despite the popularity of plant-based diets, confusion still exists. The biggest misconception? Consumers remain unsure about which plant foods contain protein and whether they provide the same quality as animal-based sources. Dietitians stress the importance of education in helping people make informed choices.

AI Takes the Lead in Food Industry Innovation

For the first time, artificial intelligence was identified as the number one trend shaping changes in the food industry, surpassing health and immunity, which led in 2024. This highlights the growing role of technology in personalized nutrition and product development.

Supplements Are a Growing Focus for Health-Conscious Consumers

Dietitians are increasingly recommending supplements to address nutritional gaps. The top recommended supplements for 2025 include multivitamins, vitamin D, probiotics, protein powders and calcium. Consumers are also showing heightened interest in fiber, magnesium and electrolyte replacements, reinforcing the importance of holistic health and wellness support.

Growing Awareness of Oils, Snacking and Alcohol Consumption

The type of oil used in food has become a more significant consideration for consumers, aligning with choosing oils based on benefits to health and the environment. Snacking continues to be a major trend, with most consumers reaching for snacks two to three times per day. Additionally, alcohol consumption is shifting, with a strong desire among consumers to cut back, influenced by ongoing discussions about potential packaging warnings.