For many shoppers today, going grocery shopping has become a balancing act. Rising prices have pushed consumers to rethink what they buy. Many are cutting back on non-essential items, shifting their spending habits to make groceries fit their budgets. But as prices remain high, shoppers are starting to demand more from the products they choose.
This shift has transformed the way people think about food. What started as a focus on basic nutrition has evolved into a craving for richer flavors, exciting textures, and emotional connections with brands. At the recent Winter Fancy Faire in San Diego, experts dubbed this new trend “sensemaxxing.” It’s all about providing shoppers with bigger, bolder experiences in their meals.
In a recent interview on FoodNavigator-USA’s Soup-To-Nuts podcast, Leana Salamah, from the Specialty Foods Association, shed light on how brands can embrace sensemaxxing. She emphasized that consumers want more than just food; they seek joy and exciting sensations from their meals. This trend is not just a passing phase—it’s a response to the frustrations shoppers have felt since the pandemic.
Salamah explained that sensemaxxing is about giving people what they want and more. For example, classic methods like pickling are being reinvented with stronger flavors and dynamic textures. Think of the rise of trendy foods like boba tea, which combines interesting textures with delightful flavors, creating an engaging eating experience.
At the same time, a contrasting trend is emerging called “rooted rituals.” This focuses on the intimate relationship between people and food. It encourages individuals to engage actively with what they eat, whether through cooking or assembling meals. DIY kits and personalized drinks are examples of how this trend invites consumers to connect more deeply with their food.
Even as sensemaxxing offers bold new experiences, safety remains a concern for consumers. Many are becoming more cautious about how food is processed and what goes into it. This concern has given rise to the trend of “honest processing,” where brands are transparent about their ingredients and how products are made. For instance, products like non-GMO tofu and cold-pressed oils highlight their nutritional honesty without compromising taste.
Another fascinating trend is the “appetite reset,” driven partly by the rise of GLP-1 medications. This trend shifts the focus from calorie counting to nutrient density, meaning consumers want food that fuels them properly, even if it’s in smaller portions. Brands must adapt, moving away from traditional diet foods that prioritize low calories but often lack essential nutrients.
Interestingly, consumers are also embracing a “promiscuous palette.” This approach breaks down barriers between cultures, allowing for fusion foods that blend traditions. People now enjoy combining flavors from different global cuisines, making eating an adventurous and enjoyable experience.
Lastly, the look of packaging is becoming increasingly important. With the rise of “shelf-stable chic,” many pantry staples are designed to stand out. Attractive packaging encourages consumers to keep products on their counters instead of hiding them away, transforming everyday items into conversational pieces.
As these trends evolve, it’s clear that today’s consumers no longer want to choose between health and excitement. They want food that is nutritious, delicious, and visually appealing—all while feeling a connection to the products they choose. With so many new experiences in the grocery aisle, the food landscape is changing rapidly, reflecting both desires for indulgence and responsibility in eating.
For more detailed insights on these topics, check out the Specialty Foods Association here.
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