What's Happening?
Grubhub's annual trend report for 2025 has identified 'foodmaxxing' as a dominant trend, characterized by a focus on meals and snacks that offer maximum nutritional value and functional benefits. The report, based on data from millions of orders, highlights a significant increase in orders for legumes, tinned fish, and protein-labeled grocery items. Additionally, there was a notable rise in the popularity of bite-sized chicken, cold foam coffee enhancements, and matcha drinks. The trend reflects a cultural shift towards foods that support health and wellness goals, with consumers seeking options that boost energy and support gut health.
Why It's Important?
The 'foodmaxxing' trend underscores a growing consumer preference for health-conscious and functional foods,
which has implications for the food and beverage industry. Companies may need to adapt their product offerings to meet this demand, focusing on ingredients that provide nutritional benefits and align with wellness trends. This shift also highlights the role of food delivery platforms like Grubhub in shaping consumer habits and preferences. As more people prioritize health and convenience, businesses in the food sector may explore new product lines and marketing strategies to capture this evolving market.
