Comet just released its 2025 Trend Predictions Report. By mining tons of data from TikTok trends, social listening, product claims and Google search data, the food ingredient firm’s trend spotters identified new wellness growth opportunities for food, beverage and supplement manufacturers in the year ahead. They also examined how consumers are engaging online.
One noteworthy finding is a significant evolution in consumer behavior, particularly in how younger generations research and engage with wellness information. The visual and engaging nature of platforms like TikTok is creating new opportunities for brands to connect with health-conscious consumers.
“TikTok is actually where younger generations, when they are looking to learn about a topic, are going first,” said Hannah Ackermann, RD, VP of marketing and nutrition affairs at Comet.
“Gen Z in particular prefer social media platforms as a search engine over Google because of the video format, relatability of the results and personalization of the results based on their algorithm and who they follow.”
The report highlighted top breakout opportunities, including the emerging focus on microbiomes outside the gut, and how consumers are seeking gentler products that support rather than disrupt these natural microbial ecosystems. Ackermann highlighted the growing importance of microbiome health, particularly in the areas of oral, skin and female reproductive health.
“When it comes to these microbiomes, I remember maybe a decade ago, I heard a presentation at Procter & Gamble about how the new wave of cleaning products were going to be non-microbiome disrupting products,” she said. “And I think that trend has now emerged to not disrupt our natural microbiome through what we’re doing in our daily lives or sanitizing. But how can we actually use products to support these other microbiomes and benefit them and make sure that they’re at their optimal health?”
To hear more on the trends that should be on your radar, Ackermann’s predictions for 2026 and Comet’s upcoming research, listen to the NutraCast.
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