ANAHEIM, CA - As 2025 wraps up, the produce industry is bracing for the year’s final harvest: An avalanche of annual trends and predictions.

From explorations of flavors and textures to reports on consumer psychology, wellness, and dietary behaviors, there’s a lot of information and less clarity on what to do with it. Add in the high-level conversations executive teams are having about “disruption” with what we should be anticipating in the next 5–10 years, and soon everything trend and prediction is a priority.

So what should you do about it?

Think clearly. Trend fatigue is a thing.

Every year, we are loaded with trend reports, forecasts, and predictions. It can be inspiring but also exhausting. Each has potential, but you can’t activate them all. Trends are not about chasing cool. They are opportunities to express your brand clearly through cultural moments.

Clear thinking beats fast adoption. If you’re chasing a trend, it means you’re already behind it. So, ask yourself: how can this actually serve your business?

Your point of view matters.

Everyone sees the same reports; it’s easy to forget these aren’t instructions. They are data that deserves a closer look through your perspective. What will set you apart is how you think about these trends and apply them to your business. Your interpretation transforms impermanent data into long-term value.

Adopt fewer trends with more purpose.

By using a strategic filter, the noise fades, and the right ideas rise to the top. Slow down and run trends through a few simple questions:

• Does this trend align with our business priorities?

Determine if the trend supports your goals, growth strategy, and value proposition. For example, enthusiasm for GLP-1 eating has many retailers and brands asking if they should plan their assortment around smaller portions, more frequent meals and protein prioritization. Does this align with the products and services you offer, or is this another GLP-1 headline?

• Will this trend elevate your offerings?

Does the trend support or enhance the long-term direction of your brand or category? Answering this helps you evaluate if a trend is hyper-specific to a moment in time or something that can make you better.

Think of the trends around Sichuan flavors and Filipino ingredients. I love these trends because they inspire creativity, but executing authentic flavors requires an authentic strategy. Don’t adopt a unique region’s cuisine unless you can deliver it well.

• Does the operational effort match the potential return?

Assess the risks. What are the costs, trade-offs, and operational implications?

As an example, consider the trend defined by Innova as “layers of delight.” It combines rich, multisensory experiences with comfort and well-being. It brings to mind tiered produce cups and multicolor blends of prepared veggies. These require a higher-touch approach with preparation, different shelf-life requirements, packaging, and quality assurance. Can your operations support this?

• Are we the right people to tell this story?

Will this trend maximize your efforts or stretch them thin?

Function-forward and mood-supportive food is another appealing trend that needs operational and marketing support, like storytelling and consumer education. It’s great if it fits your brand. It’s risky if you force it. Consumers can see right through it.

• Is this a meaningful shift?

Has consumer behavior truly changed, or is this a seasonal blip?

Meaningful consumer shifts show up in consistent, repeat behavior and repeat purchases. Look at the rising interest in gut-health and fiber-rich diets. Are these shoppers actually buying more whole fruits and veggies? Before going all-in, it’s important to see where the money is going.

Choose well and rest easy.

Choose trends that strengthen the consumer experience and grow your business. With the right filter, you can embrace the ones that matter and let everything else go. Slow the pace, trust your judgement, and give yourself permission to be strategic about a new year of forecasts and predictions.

Trends will keep coming. You need clarity to find the right fit.