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11-12-2025
Big Picture Report: November 2025
Bernadette Wiltz-Lang, SUSTA
Global Taste Shifts and U.S. Export Potential
The global food marketplace is evolving faster than ever, and for U.S. exporters, that’s good news. International consumers are increasingly seeking products that deliver quality, authenticity, and innovation, which are areas where American producers shine. As consumer tastes shift across regions, opportunities are emerging for U.S. food companies of all sizes to expand their footprint abroad.
Below are some of the top global food trends shaping demand in 2025 and how U.S. exporters can position themselves to meet it.
Health, Functionality, and “Better-for-You” Foods: Health and wellness continue to dominate the global conversation. Consumers are not just counting calories, they’re looking for foods that do something positive for their bodies and minds. Products with added protein, fiber, probiotics, or omega-3s are gaining popularity, particularly in Asia and Europe.
Functional beverages, energy snacks, and plant-based proteins are now mainstream categories in many markets. For example, South Korea and Japan have long embraced functional foods, while Latin America is seeing a surge in interest around natural and fortified juices.
Clean Labels and Simple Ingredients: Transparency is the new trust. Across the globe, consumers want to know what’s in their food, and they’re willing to pay more for products made with natural, minimally processed ingredients.
Terms like “non-GMO,” “no artificial additives,” and “organic” continue to resonate internationally. Even in price-sensitive markets, there’s a growing demand for premium products that feel honest and authentic.
Sustainable and Ethical Sourcing: Sustainability isn’t just a buzzword, it’s a buying factor. European and Asian retailers are prioritizing suppliers with clear environmental and social commitments. Packaging materials, production methods, and transportation footprints are all under scrutiny.
In some regions, sustainability certification (such as Rainforest Alliance, USDA Organic, or Fair Trade) is becoming a requirement to get shelf space.
Global Flavors Meet Local Palates: Interestingly, while global consumers love to experiment, they still value familiarity. That creates an opening for U.S. exporters who can fuse global trends with regional preferences.
For instance, spicy flavor profiles are booming, like American-style hot honey. Likewise, nostalgia-driven comfort foods with a modern twist are trending worldwide, especially in post-pandemic markets.
Don’t underestimate the appeal of American flavor culture - barbecue, ranch, peanut butter, and maple are all strong global performers. By combining these signature tastes with locally loved ingredients, exporters can find new fans without reinventing the wheel.
The Power of Provenance: Around the world, “Made in the USA” continues to carry weight. U.S. food products are associated with high safety standards, consistency, and innovation. Whether it’s premium snacks, craft beverages, or specialty grains, international buyers appreciate the reliability that comes with American sourcing and production standards.
Tell the story behind your product. Emphasize origin, people, and process. Buyers aren’t just purchasing ingredients; they’re buying into your brand’s credibility and commitment to quality.
Looking Ahead
For U.S. food exporters, keeping an eye on these global trends isn’t just about chasing fads; it’s about anticipating the next wave of consumer expectations. The most successful exporters are those who adapt early, communicate authentically, and stay agile in meeting regional tastes and values.
The world wants what U.S. producers can deliver: safe, innovative, high-quality food products that tell a story. Now is the time to make sure that story is being told overseas.
