CPG brands are heading into the new year with one choice: innovate or get left behind. Health, functionality, and authenticity are no longer trends—they’re expectations. And the landscape is moving fast, from ‘GLP-1 Friendly’ products and the protein boom to creatine making its mainstream debut (again), and a renewed focus on stateside procurement. Here are the trends that will reshape the CPG industry in 2025, and what they mean for brands ready to lead the charge.
1. GLP-1 Friendly Products
Low glycemic rebrands as "GLP-1 Friendly." As a marketer, I respect it. As a founder, I can't ignore it. This is already happening with Conagra, as they tout protein, fiber and "GLP-1 Friendly" on front of pack. Meal prep company, Trifecta, doesn't specifically state "GLP-1 Friendly" on their packaging. Rather, they state,
"The meal plan emphasizes low-glycemic, nutrient-dense foods, including lean proteins, whole grains, non-starchy vegetables, and healthy fats, with a focus on high-fiber foods to aid digestion and stabilize blood glucose."
Any way you cut it, people are caring more and more about their blood sugar. And you can bet that marketers will find their way to ride that wave.
2. Protein Everything
If people are selling Lake Como Air, bet on them selling HIGH PROTEIN Lake Como Air in 2025.
In all seriousness, I think we'll see the proliferation of protein mostly in newer snack and RTD formats. After all, both Conor McGregor and The Kardashians are launching their own protein popcorns in 2025. But that is nothing new.
FUN FACT: Protes launched a protein popcorn in 2017 that Growthbuster actually worked on! Our campaign was called "Popped Culture" and we used a bunch of Andy Warhol style Pop Art to launch and sustain the campaign. That product was DELICIOUS.
For brands like Fizzique, a sparkling protein water and another former Growthbuster client, it might have been too little too soon. Because today, the market is ready for them.
(Photography Credit: Growthbuster)
If they can really simplify their messaging and positioning, keep an eye out for brands like Vuum to breakout in 2025. I would highly advise calling the product a "Protein Energy Drink" and have "sparkling" and "plant-powered" serve as callouts on front of pack vs. the main focus. Then you can have a front of pack architecture like this (without making too many changes to existing):
- Flavor
- Protein | Caffeine | Calories (add this)
- Vuum
- Protein Energy Drink
- * small bugs for "sparkling or carbonated" and "plant-powered"
BOOM!
Brands like Ghost are launching powdered Protein Hot Chocolate, but I expect to see this in an RTD format with A2 dairy.
(Source: Ghost's Instagram)
Even Cheerios is launching a protein cereal, but with only 8g of protein per serving (let the record reflect this is like the 12th time General Mills or Kelloggs has attempted this)! This is simply a case of the challenger (Magic Spoon) wagging the dog (Big Cereal) here.
(Source: Stack3d News' Instagram)
3. Founder-Led Brands
This is already at an unprecedented scale, but my prediction is we see under the hood a lot more. Think crazy marketing stunts and brain rot that you normally see streamers and YouTubers do. Personally, I've been considering the following for Perfy:
- 24/7 live stream: the good, the bad, the ugly
- The Real World style confessionals/daily vlogs
- Feats: e.g. TikTok live world records (playing the drums for the longest period of time in history)
4. Booze Resurgence
Out of all of the NA-vation (NA innovation, get it?) over the past few years, I see a few brands that will lead the charge. New entrants like Bero will bring more sober curious consumers to their segment (led by the likes of Athletic Brewing, Hop Wtr and RationAle). But, I also think brands like Ghia, De Soi, Recess, Brēz, and Hiyo will lead the charge in their own respective categories as well.
BUTTTTTTT.......
Maybe it's because my girlfriend is planning a vacation, but I think booze is going to make a comeback. Not the blackout culture of recent decades (for me at least), but a happy hour culture that sets the tone for a "happy buzz." Keep an eye out for celebrity backed RTDs that aren't your typical hard seltzer. I can see celebrity-backed brands launching craft cocktails that are as delicious as freshly made drinks from high-end bars. Because at the end of the day, after the last 8-years, I've never wanted a drink so bad. JEEZ! Cheers to wishful thinking...err...drinking.
5. Stateside CPG Focus
I'm not an economist. To be honest, I failed Macroeconomics in college! The only 'F' I ever got throughout all of my education...I think. But I have a feeling that brands are already preparing for tariffs that may or may not even happen with implications that we don't even know the true details of. But I think the US's economic jumpstart begins with us; the founders bringing and keeping more opportunity stateside. The founders finding ways to maintain our COGs while sourcing locally.
After all, what's the harm in predicting this? If it happens then more money will be flowing into the economy, more checks get written to fund startups, more emerging brands thrive...and hopefully...just hopefully, we (the founders) learn from past financial irresponsibility as stewards of dollars that are not ours.
6. Creatine: From Gyms Bags to Grocery Aisles
Creatine isn’t just for bodybuilders anymore. In 2025, expect creatine to move from gym bags and gummies to mainstream shelves as a functional ingredient in everything from RTDs to snacks.
Brands are catching on to its cognitive benefits, improved strength performance, and rising popularity among everyday consumers. Creatine-enhanced products will appeal to fitness enthusiasts and anyone looking for a mental or physical edge.
Watch for: Creatine-infused hydration drinks, functional sodas (wink ;-P), and powdered supplements that target focus, endurance, and recovery. Brands that pair creatine with complementary ingredients—like protein, electrolytes or nootropics—will lead this wave.
Consideration: From what I understand, creatine has been difficult to innovate with in RTDs. I believe it's hard to sustain inside of a liquid which is also in a can. But brands like Fit-Aid seem to have figured out the technology. Bang also did, but reportedly made unsubstantiated claims around it. Something to monitor here.
Shoutout: to Create and Bear Balanced for putting the heavy lifting into this category. Pun intended.
2025 is shaping up to be a year of bold moves and bigger expectations for CPG brands. From GLP-1 friendly innovations and protein-packed snacks to creatine-enhanced hydration and founder-led storytelling, the brands that adapt will win. The market is changing fast—are you ready to lead or risk falling behind?
At Growthbuster, we help emerging brands navigate trends, craft winning strategies, and scale smarter. Let’s future-proof your brand for 2025 and beyond—get in touch today to get started.
P.S. if you read this far...my biggest prediction is savory drinks. But I can't put that because...you know...shhhhh!!!!
