Chris Kempczinski, President and CEO of McDonald’s, has taken to social media to make his predictions regarding what will be a trend this year in the global food industry. This is an annual tradition for the manager, who on this occasion also congratulates himself for having been correct with his predictions regarding 2025.
Last year Kempczinski pointed out that what would mark the course of the exercise would be protein, artificial intelligence and sauces. It can be considered a success judging by the high volume of food players that have opted for these territories at an international level.
Regarding this year, he has pointed out the following trends: fiber, which according to the manager “is going to be big”; sweet and spicy “together are going to be a big trend in food”; and innovation in beverages, something “we are going to see a lot of this year.”
The rise of fiber
Kempczinski believes that fiber is going to be a leading ingredient in the sector in the coming months. It has already been on social networks with trends such as “fibermaxxing”, which has promoted the intake of fiber in the daily diet as a formula to, among other things, help intestinal health or lower cholesterol levels.
How this will translate into the proposition from companies, including McDonald’s itself, remains to be seen. Currently the company, according to Quartzhas an offer that is practically limited to the vegetable ingredients of the burgers and a dessert that combines fruit and oats.
Fiber was already advanced as a trend by Ramón Laguarta, CEO of Pepsi, last October. The manager stated that fiber would be the new protein, in reference to the solid commitment that many players in the sector have made for it. He also noted that consumers are increasingly understanding the importance of fiber in the diet.
The combination of sweet and spicy
“Sweet and spicy together will be a great gastronomic trend“, commented Kempczinski in his predictions. This idea is supported by the growth that has occurred in the food industry around sauces, a trend that the CEO of McDonald’s pointed out for 2025.
Products that combine both flavors, in what could also be understood as “sweet and sour,” have been present among the options for consumers for years. However, in recent times there has been a notable increase in brands’ commitment to spicy food with the intention of linking themselves to the experience of fun and daring that diners associate with the flavor.
The clearest example is the launch of a whole range of products by Pepsi, its so-called Flamin’ Hot.
Innovation in beverages
Innovation in beverages has been present in the market for months and something McDonald’s is already working on. What’s more, in 2023 the company inaugurated CosMc’s, a new restaurant format that was inspired by one of the characters from the fictional McDonaldland universe, created by the chain in the 80s and 90s. Its offer was based on drinks that combine bold flavors and vibrant colors, but it did not offer the results expected by the company and in the summer of last year it chose to end the project.
However, it has transferred its commitment to drinks to McDonald’s own offering, which last July announced the launch of a new line of drinks, including cold coffees, smoothies and fruit drinks, to attract new customers and become an option in new moments of consumption.
Brands in the QSR category are focusing their efforts on beverages, such as Taco Bell or Chick Fil A, with the intention of opening up to new business opportunities. Other companies, such as Dunkin’ Donuts, also see beverages as an area to grow their businesses.
