We are at the point in the year where annual trend reports are published in anticipation of the New Year. Several food trend predictions for 2025 highlight growing consumer interest in health-focused snacks and functional foods, while some omissions present clear ways manufacturers can improve on products.
Let’s crack open trends where walnuts and consumer packaged goods (CPG) intersect:
1. Functional Foods and Precision Wellness
Consumers are increasingly seeking foods that offer specific nutritional attributes. One ounce of walnuts offers 18 grams of total fat, 2.5 grams of monounsaturated fat and 13 grams of polyunsaturated fat including 2.5 grams of alpha-linolenic acid (ALA) — the plant-based omega-3. Plus, walnuts have 2 grams of fiber and are a good source of magnesium (45 milligrams) per serving. Brands can capitalize on this by incorporating walnuts into products marketed for nutritional aspects.2. Protein Power
There’s a rising demand for protein in almost every food (and even beverage) category. Walnuts as a plant-based protein contributes well, thanks to the 4 grams of protein per serving they offer.3. Snacking Innovations
The snacking sector is evolving with an international fusion focus. Walnuts, being a key ingredient in various international fare, are the perfect ingredient to be showcased in innovative snack formats—especially those with a global component. With 7,000 years of history under their shells, walnuts included in modern snack products can be marketed with a newstalgic twist.4. Has Plant-Based Stopped Growing?
The plant-based meat alternative space has gone through several changes, especially in the past year. Today, the marketability of some products have reached a plateau or have declined. Plant-based meat and dairy, a staple trend for the past five years, were omitted, curiously, from most 2025 trend predictions. But, this shouldn’t be an indication that interest in this category has declined. Instead, the market has reached a point of maturity. So, what’s next? How can product developers who are formulating products with walnuts as “meat” have success in the future?- Trending topics like international snacking, pocket food and sustainable packaging that were mentioned could be a way for walnuts to make their mark.
- One of the challenges of the plant-based category that product developers have faced have been high expectations on taste. Consumers aren’t going to eat vegetables all the time. They need more variety and flexibility to make a wholesale switch. Dial back expectations—alternatives aren’t going to replace conventional meat or save the planet. Instead, marketing focus should be on delighting consumers who want to reduce their meat consumption with an alternative like walnuts mixed with vegetables, for example.
- Focus on the entrepreneurial spirit! Despite the maturing of the category, an entrepreneurial zeal remains. Plant-based meat alternatives are continuing to grow through innovation. There is a lot of buzz around the development of plant- based ingredients (walnuts enter the chat) with the functionality to replace the satisfying texture of animal-based ingredients. As innovators continue to grow, they may be able to reach a point where they cannot only compete, but also offer a clear point of differentiation.
