Datassential’s 2025 Midyear Trends Report took a deep dive into how food and restaurant trends have taken shape so far this year. The report highlighted that “New drugs are reshaping how people eat. Tariffs are tightening budgets. ‘Ultra-processed’ has become a dirty word. And whimsy—yes, whimsy—is having a moment in restaurant design,” the research firm said in the report.

Looking first at how GLP-1’s are changing purchasing patterns, 11% of consumers are using GLP-1 drugs, leading to 39% of them buying less food overall, per the report. “Brands need to rethink portion sizes [and] product development,” Datassential said.

When consumers are choosing snacks, they are pickier about ingredients than ever before. Nearly three-quarters of consumers are more aware of or concerned about “ultra-processed foods” than they were a year ago, the firm said. The report found that 78% of operators said they need manufacturers to lead the way in reducing the need for ultra-processed foods.

Bans on dyes and additives are just the beginning, wrote Datassential.

Brands such as Kraft Heinz and PepsiCo have already said they will begin to phase out artificial dyes from products. These announcements came after the FDA banned Red Dye No.3 in January and announced it was phasing out petroleum-based dyes in April.

Meanwhile, the inside of stores and restaurants was a key topic in the report as well. “Eighty-six percent of consumers say they’re drawn to whimsical restaurant environments—especially for celebrations. Bold colors, theatrical plating and unexpected themes are resonating,” wrote the firm.

Flavor trends are constantly evolving. Join your peers at the 2025 NACS Show in Chicago October 14-17 to see what’s trending in the c-store industry. And check out the “Hot Today, Gone Tomorrow? Navigating Flavor Trends” education session to hear from experts across foodservice, marketing and operations on how to spot trends, execute LTOs and market these innovations to customers.