The Independent Natural Food Retailers Association (INFRA) has been at the forefront of the natural foods industry since 2005. Independent grocers are uniquely positioned to carry the latest, most innovative products in the natural channel and have been the first supporters of up-and-coming brands for decades. Independents not only drive innovation, but also foster vital partnerships with local farmers and producers, build meaningful connections with their customers, and remain agile in evolving to meet customer needs. This sneak peek into the data-driven predictions for independent natural food retailers in 2025 is sure to impact more than independent storefronts, as these trend-setting stores set the scene for brand innovation to come.
In partnership with leading retail data provider SPINS, INFRA is excited to share its perspective on the industry trends that will impact independent natural food grocery stores in 2025. From the rise of global flavors to the fall of seed oils, these trends are sure to shake up the natural channel in the coming year. Let’s get into it!
Next in Grocery
Ethical Animal Products
Despite continued innovation in plant-based, shoppers are shifting back to animal-based products—but with a twist. As plant-based alternatives have seen a gradual decrease in sales, the spotlight is now on ethical sourcing. Think pasture-raised, grass-fed, and, increasingly, Regenerative Organic Certified. These labels go beyond just sustainable practices—they ensure better animal welfare and eco-friendly grazing methods. As ethical consumption continues to rise, you can expect these certifications to expand in 2025.
Product Spotlight: Thousand Hills Grass Fed Keto Ground Beef; Charcutnuvo Smoked Andouille Sausage*
*INFRA 2024 Brix Award Winner
Innovation in Upcycling
Upcycling isn’t just a trend—it’s a transformative approach to reducing food waste. While independent retailers have long been champions of this concept, upcycled products are set for a big moment in the mainstream. From fruit and veggie scraps to seafood and brewery by-products, the possibilities for upcycling are endless—and the impact is undeniable. As 2025 rolls in, we’ll see these innovative food products hit the shelves in unexpected categories, pushing the boundaries of what upcycled ingredients can be.
Product Spotlight: Blue Circle Salmon Breakfast Links; Brewer’s Foods Sea Salt Flatbread Crackers
Premium Global
Global flavors are becoming the norm rather than the exception. Retailers are moving beyond the “ethnic aisle,” embracing a more inclusive approach that celebrates a world of bold tastes. From Korean-inspired snacks to high-end ingredients like kanna (South Africa) and shilajit (Himalayas), international flavors are stepping into the spotlight in 2025. These premium global ingredients are not just for the adventurous eater—they’re becoming mainstays in the grocery space. Expect to see global flavors elevate everything from sauces to snacks, as more consumers crave authentic, cross-cultural experiences in their food choices.
Product Spotlight: Mila Chili Crunch; Black Lotus Pure Shilajit Tablets
So Long, Seed Oils
The conversation around seed oils, a longstanding topic in the natural foods industry, is reaching a tipping point. With increasing awareness around the health risks of vegetable oils, shoppers are pushing for alternatives. As we head into 2025, expect to see more brands ditching seed oils in favor of more traditional, minimally processed fats like ghee, avocado oil, and beef tallow. Consumers are seeking products that align with their wellness goals—and that means saying goodbye to seed oils in favor of options that feel more natural and nourishing.
Product Spotlight: Safe Catch Ahi Wild Yellowfin Tuna in Avocado Oil; Epic Provisions Beef Tallow
Next in Wellness
Inclusive Body Care
Twenty years since the era of the “metrosexual,” gender-agnostic beauty and body care brands are here for anyone who appreciates looking good in their own skin. Beauty brands are projected to embrace neutrality in their packaging and adopt a nuanced approach to skin tone inclusivity. But it goes beyond packaging, with unisex scent profiles like cedarwood, bergamot, and ylang-ylang sure to take the stage in the fragrance and deodorant categories.
Product Spotlight: Ursa Major Citrus Riot Body Wash; Good Light Moon Glow Milky Toning Lotion
Performance Nutrition
A renewed interest in protein has sparked growth in the performance nutrition category. From high-protein drink mix packets to functional beverages, it’s clear that protein is here to stay as customers incorporate exercise into their daily routines. One shelf over, hydration continues to expand. No longer limited to electrolytes, you can find flavored packets boosted with bonus ingredients like caffeine, greens, beets, and functional herbs.
Product Spotlight: Birdman Plant Based Protein Powder; Blume Superfood Latte
Mood, Sleep & Hormonal Support
Reducing stress and promoting relaxation are top priorities for today’s shopper. Ingredients like reishi, chamomile, and l-theanine support stress relief while creatine is getting attention for its cognitive support benefits. Supplements geared specifically towards women’s hormonal support are also on the rise, with ingredients like DIM and black cohosh aiding with menopause symptoms.
Product Spotlight: Alice Mushroom Chocolates for Deep Sleep; Sunwarrior Active Creatine for Her
About INFRA
The Independent Natural Food Retailers Association (INFRA) is a cooperative of over 350 independent natural food retailers serving hundreds of communities in all 50 states plus DC and Puerto Rico. INFRA offers independent natural food retailers the purchasing power, operational excellence, and peer support they need to thrive in today’s competitive grocery landscape. By making day-to-day operations easier, we empower retailers to focus on what really matters – making healthy, sustainable foods accessible to all.
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