Driving 2025: How clean labels, functional drinks and superfoods are shaping the future

The food and beverage industry is constantly evolving. This year, three powerhouse trends took center stage: the clean-label movement, functional hydration and the rise of superfoods. These trends aren’t just buzzwords — they’re a reflection of how brands are stepping up to meet the demands of today’s savvy, health-oriented consumers. From simplifying ingredient lists and embracing transparency to delivering beverages with real, science-backed benefits and packing products with nutrient-dense superfoods, these movements are driving innovation and setting the stage for what’s next. It’s not just about keeping up; it’s about leading the charge toward a healthier, more transparent future.

The clean-label movement

The initiative to remove artificial colors and flavors from food and beverage products has really resonated with industry. As Shelly Garg, a practicing FDA regulatory attorney and CPG founder, put it, “The clean-label movement has really evolved from a niche consumer preference to a mainstream expectation.”

Consumers are reading labels closer than ever, which has led brands to prioritize “simple, recognizable ingredients while also investing in sourcing and formulation technologies that preserve shelf life and sensory appeal without compromising the ‘clean’ promise,” Garg said.

Reformulating products, however, is no easy task. In fact, it’s a “complex process and rarely as straightforward as swapping one additive for another,” according to Anna Benevente, director of regulatory affairs at Registrar Corp.

“The chemical properties of each ingredient can influence the product’s texture, stability and overall quality,” she explained. “Natural ingredients, in particular, tend to be more reactive to factors like pH, temperature, light exposure and oxidation. When it comes to colorants, those derived from natural sources often lack the vividness of synthetic options. Additionally, natural ingredients may come with higher costs, sourcing challenges and special handling requirements.”

Natural colorants, for example, can require up to 10 times more in formulations than synthetic colors, according to Marty Gil, technical account manager at GNT USA Inc. “It depends on the application, but you have to use a lot more,” he said. “The big difference is that FD&C colors are pure pigments that are made in a factory or in a lab. Our products are juices made from whole carrots or whole sweet potatoes, and we aren’t just extracting one pigment. We’re extracting carbohydrates, proteins and other things.”

Despite all of these challenges, product development timelines are still accelerating and “being significantly reshaped” as a result of the clean-label demand, according to Pablo Elizondo. He’s the senior R&D manager and color specialist at Capol, a global manufacturer that helps major confectionery brands reformulate with natural colors, flavors, coatings and finishing agents.

For example, PepsiCo, one of the largest food and beverage companies in the world, recently launched the “Simply NKD” line of Doritos and Cheetos — only a few months after its vow to remove synthetic ingredients from some of its flagship brands. The new products stay true to their name, void of the neon orange and bright red coatings the original versions are renowned for, as well as artificial flavors.

Functional hydration

With natural colors and flavors leading the revolution in food and beverage development, “beverages with a purpose” landed the No. 4 spot this year on Innova Market Insights’ annual Top 10 food and beverage trends list. The market research firm’s 2026 Trends Survey — which drew input from 14,000 consumers across 11 countries — found that more than half of respondents increased their consumption of beverages because they are healthy, with 12% seeking options specifically with functional ingredients.

“Beverages have become a product very much related with health,” Lu Ann Williams, director of insights at Innova Market Insights, said during the October webinar.

A 2024 survey conducted by food and beverage intelligence and data analytics company Datassential validates this sentiment. It found that more than three-quarters of consumers prefer functional ingredients in beverage formats, compared to foods. Additionally, more than half of respondents said they are searching for more functional beverages that go beyond just quenching thirst.

“Consumers today expect more than flavor and sugar from their hydration,” Hallie Lorber, CEO of HOIST, confirmed. “They’re looking for science-backed functionality, products that deliver measurable performance, faster recovery and cleaner ingredient decks. The old sports drink model was built for taste and brand visibility; the new generation demands results.”

HOIST produces military-grade ready-to-drink (RTD) electrolyte drinks and stick packs. The company stands alongside a brigade of other like-minded companies that place functional hydration at the forefront, such as Liquid I.V., ROAR Organic and Más+.

“Functional hydration is moving from niche to necessity,” Lorber explained. “As consumers become more educated, they’re distinguishing between hydration that tastes good and hydration that truly works.”

Prebiotic and probiotics sodas from brands like Olipop, Culture Pop and Poppi have managed to nail nostalgic flavor profiles, while also offering gut health support. Meanwhile, fortified waters like Chlorophyll Water and Karma Wellness Water offer similar benefits in a traditional still water format.

A range of ingredient companies, like Nutrition21, are also developing solutions that can be incorporated into various beverage formats, from sparkling energy drinks to sugar-free lemonades, for mood-boosting effects. EverZen, for example, is a new ingredient derived from young corn leaves, which contains a bioactive compound called 6-MBOA that helps modulate neurochemicals to regulate stress and mood, offering protection against the harmful effects of stress, according to Jordan Miller, VP of marketing at Nutrition21.

Superfoods on the rise

With consumers placing a large focus on nutrient-dense food and beverage offerings, they are increasingly turning to superfoods. These nutrient powerhouses are being incorporated in a variety of formats, from confectionery and snacks to breakfast foods and frozen meals.

Ariel Altman, co-founder of Figa Foods, is “redefining the chocolate aisle with an entirely new kind of indulgence.” She developed bars (that look like chocolate, yet aren’t) using upcycled seeds of cupuaçu (Theobroma grandiflorum), a Brazilian fruit with chocolaty notes, which has antioxidant, anti-inflammatory and anti-glycemic properties.

The company ferments and roasts the seeds to bring out their fruity tropical notes, according to Altman. The bars only feature two additional ingredients: dates, another superfood with various health benefits, and cocoa butter. This combination helps craft “a silky, milk chocolate-like texture with the depth and complexity of fine dark chocolate,” Altman said.

Amza Superfoods, founded by Jolma Ren, is utilizing a staple Tibetan food, known as tsamba, a roasted barley flour, in snack balls and truffles, as well as a no-cook breakfast mix with nuts and dates. The products are sweetened with organic dates and incorporate Oregon-grown organic roasted hazelnuts, which contribute fiber, protein and antioxidants.

In the Datassential report mentioned above, 40% of consumers said they’re more likely to purchase a food or beverage with the word “superfood.” That means this trend is likely to hang around for a while.

In an industry driven by evolving consumer preferences, the convergence of trends like the clean-label movement, functional hydration and the rise of superfoods underscores a shared commitment to innovation, transparency and health-focused solutions.